THE EFFECT OF MOTHER-DAUGHTER CONNECTEDNESS AND SOCIAL COMPARISON MOTIVATION ON CO-SHOPPING AND CO-CONSUMPTION: A RESEARCH ON ADULT DAUGHTERS

Authors : Tuğba Kiliçer, Eda Paç Çelik
Pages : 199-226
View : 58 | Download : 52
Publication Date : 2024-01-31
Article Type : Research Paper
Abstract :Although extensive research has been carried out on intergenerational effects related to consumption between adolescent daughters and their mothers, few studies have focused on consumption interaction between adult daughters and their mothers. This study aims to determine whether social comparison motivation affects the relationship between the mother-adult daughter connectedness and their hedonic co-shopping, co-consumption of fashion products, and inclination to change mothers\' clothing styles. In other words, the current study examines the consumption interaction between adult daughters and their mothers from the perspective of social comparison theory. Data for this study were collected employing survey methodology with 380 females aged 18-35 who shop with their mothers. The respondents were determined through the judgmental sampling technique. The structural equation modeling (SEM) approach was used to identify the causal relationships between variables. The results show that the mother-adult daughter connectedness positively affects the mothers\' social comparison motivation. Mothers\' social comparison motivation positively and significantly influences hedonic co-shopping. It also positively affects the role of adult daughters in changing their mothers\' clothing styles and the co-consumption of fashion products. However the effect of social comparison motivation on these two variables is lower than the effect on hedonic co-shopping. The findings of this study suggest some practical clues for marketing communication messages that brands in the fashion sector will develop.
Keywords : Sosyal karşılaştırma motivasyonu, Bağlılık, Hedonik birlikte alışveriş, Birlikte tüketim, Moda ürünlerinde giyim tarzı

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