Tüketim toplumunda hızlı moda alışkanlıkları ve algılanan müşteri değeri: Kuşaklar üzerinden bir araştırma

OpenAlex · İngilizce

Makale Türü: Araştırma makalesiThis study aims to examine the effects of perceived customer value and habit in explaining consumer behavior observed in the fast fashion sector within the contemporary dynamics of consumer society.Perceived customer value refers to an individual's overall evaluation resulting from a comparison between the benefits obtained from a product or service and the monetary and temporal costs, as well as the cognitive and physical effort involved.It is regarded as a fundamental analytical component in contemporary marketing research.The study focuses on determining whether perceived customer value and consumption habits among consumers who prefer fast fashion products differ across generations and on examining the effect of perceived customer value on consumption habits.The originality of the study lies in its potential to explain how generationally differentiated shopping practices influence increasingly automated decision-making processes in sectors such as fast fashion, where intensive and repetitive consumption patterns are prevalent.A quantitative research design was adopted.Data were collected through a structured questionnaire and analyzed using JASP software.The measurement instruments cover the dimensions of functional quality, functional price, emotional value, and social value, as well as the habit variable.Reliability analyses indicated Cronbach's alpha coefficients above .93for all sub-dimensions, while factor analyses confirmed the validity of the scale structures.The findings demonstrate that consumers' purchasing tendencies are not based solely on functional criteria such as price and quality; perceptions of emotional and social value also significantly influence their decision-making processes.Furthermore, habit was found to reinforce consumers' repetitive purchasing behavior by standardizing these processes.