The examınatıon of gender effect on luxury value perceptıon: Istanbul cıty example<p>Cinsiyetin lüks değer algısı üzerindeki etkisinin incelenmesi: İstanbul ili örneği
Keywords:
Luxury, Luxury Value, Luxury Value Perception, Gender, Istanbul, Lüks, Lüks Değer, Lüks Değer Algısı, Cinsiyet, İstanbulAbstract
In this research it was aimed to determine consumers’ perception towards luxury value by gender factor and to reveal if gender has an influence on these perceptions. In this context, İstanbul city, which represents Turkish consumers in a general way, was chosen as the universe of this research and 1100 people who are above 18 years of age were chosen as the sample by using gender filter. Data was gathered from the sample with survey method and exploratory factor analysis was implemented on the data. After the literature review it was seen that there are four main dimensions that constitue luxury perception which are financial, functional, personal and social. Findings of this study are in accordance with the existing literature. Moreover, relative importance of the dimensions differ based on gender in financial and functional dimensions. It was found that social value is relatively the most important dimension for female participants’ luxury value perception where personal value is the most important dimension for male participants.
Özet
Bu çalışmada, tüketicilerin lüks değere yönelik algıları cinsiyet unsuru açısından belirlenmeye çalışılarak, cinsiyetin bu algılara etkisinin olup olmadığı ortaya konulmaya çalışılmıştır. Bu bağlamda, özellikle lüks tüketim açısından Türk tüketicisini genel olarak temsil eden İstanbul ili ana kütle olarak belirlenmiş ve cinsiyet kotası kullanılarak 18 yaş ve üzeri 1100 kişi örneklem olarak seçilmiştir. Söz konusu örneklemden veriler, anket yöntemiyle elde edilmiş ve verilere keşfedici (exploratory) faktör analizi uygulanmıştır. Yazında lüks algısının oluşmasında finansal, fonksiyonel, kişisel ve sosyal olmak üzere dört temel değer boyutu tespit edilmiştir. Bu çalışmanın bulguları da yazındaki bulgulara benzerlik göstermekle birlikte, boyutların görece önemi ilk iki boyut itibariyle cinsiyet açısından farklılık göstermiştir. Kadın tüketicilerin lüks değer algısında sosyal değer görece en önemli iken, erkek tüketiciler için ise kişisel değer en önemli boyut olarak bulunmuştur.
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