The role of showy consumption tendency in the effect of symbolic motivations on ownership satisfaction

The main purpose of this research is to examine the effect of symbolic motivations on ownership satisfaction and to investigate the role of conspicuous consumption tendency. The research examines individuals' inner desires for luxury products and experiences and their satisfaction processes from psychological and sociological perspectives. The relationship between conspicuous consumption tendency, symbolic motivations and ownership satisfaction was examined using quantitative research methods. The thesis illuminates the impact of symbolic values and conspicuous consumption on modern consumer behavior and contributes to the development of strategic approaches. A survey prepared on Google Forms was conducted with 455 participants, based on easily accessible sampling method and volunteering, for consumers who frequently use the internet and social media platforms. Due to the control question in the survey study, the number of data collected decreased to 346 participants. The collected data were evaluated using the Smart PLS statistical analysis program. According to the research results, it was determined that symbolic motivations had a positive and statistically significant effect on ownership satisfaction and conspicuous consumption tendency