A research on the effect of the relationship between diderot integrity and self-actualization on purchase intention

This study is of great importance as it is the first study in this context, as no empirical work has been found on the conceptual Diderot effect, as a result of the literature reviews. Today, the needs and wants of consumers are shaped by the changes and developments in the internal world of the consumers as well as external effects such as sales and marketing. From the early ages to the present day, people have needed to address many basic needs such as need for shelter, food and safety in order to survive. By meeting these needs, they have developed both themselves and the civilizations to which they belong to. As the environment in which people live has evolved, so have the possibilities to realize themselves. During this time, different needs of people such as trust, dignity, status have emerged to realize themselves. A research conducted by American psychologist Maslow on the basis of the Hierarchy of Needs and published in 1943, revealed that people should fulfill their main needs in order to realize themselves. The Diderot effect explains how consumers' personality, behavior, experience or societal values make a change on goods or services purchased before. The purchase of a new goods or services creates a domino effect on consumer. This effect brings the consumer into the tendency and psychology of "completion/completion" by purchasing more new goods or services. In order to adapt to each new goods or services purchased, the act of displaying a new purchasing behavior and increasing consumption is called "Diderot Integrity" in the literature. The Diderot effect on consumption causes a continuous purchasing mechanism that eventually becomes a vicious circle due to the harmonization effect between "renewed and not renewed" goods or services created in the consumer's mind. This is because the consumer tends to renew a goods or service that he does not renew/change because he does not care that he does not see the need at first, with the psychology that he then sees/causes incompatibility between a goods or service that he renews/replaces. This renewal process is not limited to a room or a household item, but also covers all material spiritual goods or services owned by the consumer. The consumer has the potential to tend to renew and change everything he owns to achieve Diderot integrity. The main purpose of the study is to investigate the relationship of Diderot effect with Maslow's "self-realization" and its effect on purchasing intention. In this study, 426 people were reached with the convenience sampling method. As a result of the analysis of the obtained data; "Structural Equation Model" has been established and tested. In the research model, the role of holistic thinking on the Diderot effect, the mediating role of prestige sensitivity in the effect between the Diderot effect and self-actualization, and the effect of self-actualization on purchasing intention are included. Besides this, reliability analysis was performed to determine the reliability levels of the scale and its sub-dimensions used in the study and Chronbach Alpha coefficients were obtained. Analyzes were made with AMOS 16.0 software at 95% confidence level. The findings manifested that "holistic thinking" has no effect on the "Diderot Effect" and that there is a statistically significant relationship (p<0,05) regarding "Prestige Sensitivity" in the role of intermediary in the relationship between "Diderot Effect" and "Self-Realization", a weak relationship with a positive direction of 26.2%. Similarly; A statistically significant relationship was found between the "Diderot Effect" and "Purchasing Intent" (p<0,05). This relationship is a positively directional moderate relationship of 54,3%.