Üniversite Öğrencilerinin Kahve Tüketim Alışkanlıkları, Sosyal Medya Kullanım Motivasyonları ve Gösterişçi Tüketim Davranışları Arasındaki İlişki
DOI:
https://doi.org/10.21325/jotags.2024.1507Keywords:
Coffee consumption habits, Social media usage motivation, Social media conspicuous consumption behavior, Snobism, University studentsAbstract
This study aims to comprehensively examine the relationships between university students’ coffee consumption habits, social media usage motivations, and social media conspicuous consumption behaviors. The sample of the research consists of 650 students from various departments at universities in different regions of Turkey. The findings from the data analysis reveal the complex and multidimensional relationships between these variables. The results of the study indicate a significant relationship between coffee consumption habits and social media conspicuous consumption. It was particularly found that the conspicuous consumption behaviors on social media differ between students who consume coffee “occasionally” and “always”. This suggests that the frequency of coffee consumption influences the way individuals express themselves on social media. Additionally, preferences between different types of coffee were found to impact social media conspicuous consumption. The differences between those who consume filtered coffee and those who prefer other types of coffee indicate that certain types of coffee may be used as symbols of prestige and status on social media. The relationship between gender and coffee types reveals that gender roles have a determining effect on consumption habits.
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