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SEMBOLİK TÜKETİM VE TÜKETİM ÖYKÜLERİNİN HERMENEUTIK YAKLAŞIMLA YORUMLANMASINA İLİŞKİN BİR UYGULAMA

SYMBOLIC CONSUMPTION AND APPLICATION OF INTERPRETING CONSUMPTION STORIES WITHIN HERMENEUTICAL FRAMEWORK

Journal Name:

  • Uluslararası İktisadi ve İdari İncelemeler Dergisi

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Since people use consumption as a major way of expressing themselves; the role of consumption on constructing identities becomes increasingly important and understanding individual as a consumer is needed now more than ever. On the other hand; findings of consumer behavior shows that buying decision is not completely rational as believed before and consumption stands out with its symbolic function at the present day rather than utilitarian. Although the usage of it is quite limited on consumer behavior research; blogs which are expanding exponentially as a way of sharing consumer experiences, introduce buying decision process from their own perspectives despite of traditional data collecting techniques which assumes that consumers behave rationally. So blogs offer a fruitful way to explore the relationship between consumer, product and brand; and to understand how consumer made this relationship meaningful. So; the aim of this study is to analyze a consumption story in a way that serving the purpose of gaining a better understanding about the relation between symbolic consumption, brands and consumers. In this context; how the individual constructs her identity through consumption was analyzed from the Hermeneutical framework; then it was investigated that as a symbol particularly thorough which functions of product and brands consumer obtain the opportunity of construct her identity.
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Abstract (Original Language): 
Günümüzde bireylerin kendilerini ifade biçimleri büyük ölçüde tüketim alışkanlıklarıyla şekillendiğinden tüketimin kimlik oluşturmadaki rolü giderek artmakta ve bireyin bir tüketici olarak anlaşılmasına her zamankinden daha çok ihtiyaç duyulmaktadır. Diğer taraftan tüketici araştırmaları satınalım kararının düşü¬nüldüğü gibi rasyonel nedenlere dayanmadığını ve tüketimin sembolik işleviyle öne çıktığını göstermek¬tedir. Tüketim araştırmaları alanında kullanımının sınırlı olmasına rağmen, tüketim deneyimlerinin paylaşılması amacıyla giderek artan biçimde kullanılan bloglar; tüketicilerin rasyonel davrandıkları varsayımı¬na dayanan geleneksel veri toplama yöntemlerinin aksine bireylerin satınalım kararlarını onların perspek¬tifinden sunmakta, böylece bireyin ürün ve markayla olan ilişkisini içselleştirme sürecine daha yakından bakma şansı tanımaktadır. Dolayısıyla bu araştırmanın amacı, tüketim deneyimini içeren bir tüketici öy¬küsünü; sembolik tüketim, markalar ve tüketici arasındaki ilişkinin daha iyi anlaşılmasına hizmet edecek biçimde incelemektir. Nitel yöntem kullanılan bu araştırmadaki verinin elde edilmesinde internet bloglarından faydalanılmıştır. Bu kapsamda bireyin kendini tüketim aracılığıyla nasıl tanımlandığı Hermeneutik yaklaşım çerçevesinde incelenmiş, ardından bireyin kimliğini tüketim aracılığıyla inşasında bir sembol olarak ürünler ve markaların hangi işlevlerinden faydalandığı ortaya koyulmuştur.
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  • 7
183-210
  • Turkish

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