Materialism and hedonic shopping relation: A research on touristic product consumers in Antalya

Along with the modernization and changing of today's conditions, changes in the definition of the concept of consumption have come to fruition. Modern consumption; it means that they either buy or sell the symbolic values rather than the objective and utilitarian values in order to protect or sometimes reflect the places in the society, far from meeting the obligatory needs of the individuals. In the concept of hedonism, consumers are shopping not only to benefit from products but also to enjoy it, and it is known that they are consumed to live this pleasure. Along with studies on marketing and consumer psychology, materialism is considered to be a factor affecting consumer behavior. This work was done to consider the relationship between materialism and hedonic shopping. For this purpose, 512 scales in Antalya were applied through questionnaires and 409 questionnaires were used for analysis. As a result of the analysis, it is concluded that there is a relation between hedonic shopping and the materialism stigma sub-dimension. According to this conclusion, the hedonic behavior increases as the hedonic shopping increases.