THE EFFECT OF MATERIALIST ON COGNITIVE BUYING AND POST-PURCHASE BEHAVIOR

Authors : Yasin YILMAZTÜRK, Ayşe AKYOL

Pages : 669-696

View : 53 | Download : 47

Publication Date : 2023-09-30

Article Type : Research Paper

Abstract :This study aims to explore the effect of materialist values on cognitive buying and post-purchase behavior. Materialist values, cognitive buying and post-purchase behavior scales were used in the research. The research covers 1034 consumers from Edirne, Tekirdağ and Kırklareli, Turkey. The participants were reached through non-random convenience sampling method and face-to-face survey was performed. The obtained data were analyzed using SPSS 22.0 and AMOS 24 statistic software in Structure Equation Model. Exploratory factor analysis was conducted for the scales, the Cronbach’s alpha reliability coefficients were calculated, the confirmatory factor analysis was conducted, the research model was tested with path analysis and the significance test of the indirect effects was explored with bootstrap method. As a result, the success, centrality and happiness variables, the materialist values scale sub-dimensions, have a direct effect on the rationality variable, a cognitive buying sub-dimension. The success and centrality variables, the materialist values scale sub-dimensions have a direct effect on the wisdom of buying and agreement, the cognitive post-purchase dissonance scale sub-dimensions. The rational buying, a cognitive buying sub-dimension served as a bridge in between the materialist values and the cognitive post-purchase behavior.
Keywords : Materyalist Değerler, Bilişsel Satın Alma, Satın Alma Sonrası Davranış, Bilişsel Uyumsuzluk