BibTex RIS Kaynak Göster

AVATARIN KADAR KONUŞ: FARKLI OLMA İHTİYACI VE MATERYALİZM EĞİLİMİNİN GENİŞLETİLMİŞ BENLİK ÜZERİNDEKİ ETKİSİ

Yıl 2020, Cilt: 13 Sayı: 1, 119 - 144, 01.06.2020

Öz

Kişilerin benliklerinin önemli bir aracı olarak kabul edilen avatarlar, sanal dünyada olduğu kadar gerçek dünyada da kişinin deneyimlerinin aracı rolünü üstlenmekte ve sahiplerini temsil etmektedir. Kişiler söz konusu avatarları aracılığıyla benliklerini genişletebilmektedir. Çalışmada kişilerin benliklerinin kişisel özelliklerinden etkilenebileceği varsayımıyla, kişilerin farklı olma ihtiyacı ile materyalizm eğilimlerinin genişletilmiş benlik üzerindeki etkisi ele alınmaktadır. Söz konusu ilişkide düşünme ihtiyacı değişkeninin düzenleyici rol oynadığı düşünülmektedir. Bu kapsamda, düşük ve yüksek düşünme ihtiyacı seviyeleri için model test edilmiştir. Çalışmanın örneklemi kartopu örneklem yöntemi ile belirlenen 253 kişiden oluşmaktadır. Örneklem, “Devasa Çok Oyunculu Çevrimiçi Rol Yapma Oyun”larını MMORPG oynayan ve bu oyunlarda avatar oluşturmuş kişilerden oluşmaktadır. Hipotezler PASW 18 programı tarafından çoklu regresyon analizi ile değerlendirilmiştir. Analiz sonuçlarına göre, farklı olma ihtiyacı ve materyalizm değişkenlerinin sahip olunan avatar kapsamında genişletilmiş benliğe etkisinde düşünme ihtiyacının düzenleyici etkisi istatistiki olarak anlamlı bulunmuştur. Buna göre düşünme ihtiyacının düşük seviyeleri için materyalizm değişkeni ile genişletilmiş benlik arasında istatistiki olarak anlamlı bir ilişki bulunurken, yüksek düşünme ihtiyacı seviyelerinde farklı olma ihtiyacı ve genişletilmiş benlik arasında istatistiki olarak anlamlı bir ilişki bulunmuştur. Ayrıca modelin açıklama gücü düşünme ihtiyacının yüksek seviyelerinde düşük seviyelerine göre önemli ölçüde yükselmektedir

Kaynakça

  • Bélisle, J. F. ve Bodur, H. O. (2010). Avatars as Information: Perception of Consumers Based on Their Avatars in Virtual Worlds. Psychology & Marketing, 27(8): 741-765.
  • Belk, R. (2014). Digital Consumption and the Extended Self. Journal of Marketing Management, 30(11-12): 1101-1118.
  • Belk, R. W. (1989). Extended Self and Extending Paradigmatic Perspective. Journal of Consumer Research, 16(1): 129-132.
  • Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15: 139-168.
  • Belk, R. W., Wallendorf, M. ve Sherry Jr, J. F. (1989). The Sacred and the Profane in Consumer Behavior: Theodicy On The Odyssey. Journal of Consumer Research, 16(1):1-38.
  • Berzonsky, M. D. (2008). Identity Formation: The Role of Identity Processing Style and Cognitive Processes. Personality and Individual Differences, 44(3): 645-655.
  • Berzonsky, M. D. (1994). Self-identity: The Relationship Between Process and Content. Journal of Research in Personality, 28(4): 453-460.
  • Berzonsky, M. D. ve Kuk, L. S. (2000). Identity Status, Identity Processing Style, and the Transition to University. Journal of Adolescent Research, 15(1): 81-98.
  • Cacioppo, J. T., Petty, R. E., Feinstein, J. A. ve Jarvis, W. B. G. (1996). Dispositional Differences in Cognitive Motivation: The Life and Times of Individuals Varying in Need For Cognition. Psychological Bulletin, 119(2):197.
  • Cacioppo, J. T., Petty, R. E. ve Feng Kao, C. (1984). The Efficient Assessment of Need for Cognition. Journal of Personality Assessment, 48(3): 306-307.
  • Castronova, E. (2004). The Price of Bodies: A Hedonic Pricing Model of Avatar Attributes in a Synthetic World. Kyklos, 57(2): 173-196.
  • Dickhäuser, O. ve Reinhard, M. A. (2006). Factors Underlying Expectancies of Success and Achievement: The İnfluential Roles of Need for Cognition and General or Specific Self-Concepts. Journal of Personality and Social Psychology, 90(3): 490.
  • Dodson, K. J. (1996). Peak Experiences and Mountain Biking: Incorporating The Bike into The Extended Self. Advances in Consumer Research, 23: 317-322
  • Dollinger, S. J. (2003). Need For Uniqueness, Need For Cognition, and Creativity. The Journal of Creative Behavior, 37(2): 99-116.
  • Dziuban, C. D. ve Shirkey, E. C. (1974). When is a Correlation Matrix Appropriate for Factor Analysis? Some Decision Rules. Psychological Bulletin, 81(6): 358.
  • Elliott, R. (1997). Existential Consumption and Irrational Desire. European Journal of Marketing, 31: 285-296.
  • Elliott, R. ve Wattanasuwan, K. (1998). Brands as Symbolic Resources for the Construction of Identity. International Journal of Advertising, 17: 131-144.
  • Fırat, A. F. (1991). The Consumer in Postmodernity. Advances in Consumer Research, 18: 70-76.
  • Goulding, C., Shankar A. ve Elliott, R. (2002). Working Weeks, Rave Weekends: Identity Fragmentation and the Emergence of New Communities. Consumption Markets & Culture, 5: 261-84.
  • Haugtvedt, C. P., Petty, R. E. ve Cacioppo, J. T. (1992). Need For Cognition and Advertising: Understanding The Role of Personality Variables in Consumer Behavior. Journal of Consumer Psychology, 1(3): 239-260.
  • Hunt, J. M., Kernan, J. B., and Mitchell, D. J. (1996). Materialism as Social Cognition: People, Possessions, and Perception. Journal of Consumer Psychology, 5(1): 65-83.
  • Kellner, D. (1998). Popular Culture and the Construction of Postmodern Identities. Ed. S. Lash, ve J. Friedman, Inside Modernity and Identity, UK: Blackwell Publishers Ltd.
  • Landay, L. (2008). Having But Not Holding: Consumerism & Commodification in Second Life. Journal For Virtual Worlds Research, 1(2).
  • Lim, S. ve Reeves, B. (2009). Being in The Game: Effects of Avatar Choice and Point of View on Psychophysiological Responses During Play. Media Psychology, 12(4): 348-370.
  • Lins, S., Dóka, Á., Bottequin, E., Odabašić, A., Pavlović, S., Merchán, A. ve Hylander, F. (2015). The Effects of Having, Feeling, and Thinking on Impulse Buying in European Adolescents. Journal of International Consumer Marketing, 27(5): 414-428.
  • Njus, D. ve Johnson, D. R. (2008). Need for Cognition as a Predictor of Psychosocial Identity Development. The Journal of Psychology, 142(6): 645-655.
  • Nunnally, J. C. ve Bernsteın, Ira H. (1994). Psychometric Theory, McGraw-Hill Series in Psychology, New York.
  • Perez, M. E., Castaño, R. ve Quintanilla, C. (2010). Constructing Identity through the Consumption of Counterfeit Luxury Goods. Qualitative Market Research: An International Journal, 13: 219-35.
  • Polyorat, K., Alden, D. L. ve Alden, D. L. (2005). Self-Construal and Need-forCognition Effects on Brand Attitudes and Purchase Intentions in Response to Comparative Advertising in Thailand and the United States. Journal of Advertising, 34(1): 37-48.
  • Richins, M. L. (1994). Special Possessions and the Expression of Material Values. Journal of Consumer Research, 21(3): 522-533.
  • Richins, M. L. ve Dawson, S. (1992). A Consumer Values Orientation for Materialism and its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3): 303-316.
  • Roth, M. S. (1995). The Effects of Culture and Socioeconomics on The Performance of Global Brand Image Strategies. Journal of Marketing Research, 32(2),:163-175.
  • Ruvio, A., Shoham, A. ve Makovec Brenčič, M. (2008). Consumers’ Need For Uniqueness: Short-Form Scale Development and Cross-Cultural Validation. International Marketing Review, 25(1): 33-53.
  • Sabah, Ş. (2017). Ben, Kendim ve Avatarım: Sanallık ve Gerçeklik Arasında Tüketim, Sahip Olunanlar ve Kişisel Benlik. Tüketici ve Tüketim Araştırmaları Dergisi, 9 (1): 117-154.
  • Schultze, U. ve Leahy, M. M. (2009). The Avatar-Self Relationship: Enacting presence in second life. 13th International Conference on Information Systems (ICIS), Arizona.
  • Shankar, A. (2000). Lost in Music? Subjective Personal Introspection and popular Music Consumption. Qualitative Market Research, 3 (1): 27-37.
  • Sharma, S., Durand, R. M. ve Gur-Arie, O. (1981). Identification and Analysis of Moderator Variables. Journal of Marketing Research, 18(3):291-300.
  • Sivadas, E. ve Venkatesh, R. (1995). An Examination of Individual and ObjectSpecific Influences on the Extended Self and Its Relation to Attachment and Satisfaction. ACR North American Advances 22. Eds. Chris T. Allen and Deborah Roedder John. Provo, UT: Association for Consumer Research, 406-412. Snyder, C. R. ve Fromkin, H. L. (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5): 518–527.
  • Taylor, T. L. (2002). Living digitally: Embodiment in Virtual Worlds. R. Schroeder (Ed.), The social life of avatars: Presence and Interaction in Shared Virtual Environments (pp. 40-62) içinde (s. 40-62). London: Springer.
  • Tian, K. T., Bearden, W. O. ve Hunter, G. L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1): 50-66.
  • Vicdan, H. ve Ulusoy, E. (2008). Symbolic and Experiential Consumption of Body in Virtual Worlds: From (Dis) Embodiment to Symembodiment. Journal for Virtual Worlds Research, 1(2).
  • Wolfendale, J. (2007). My Avatar, My Self: Virtual Harm and Attachment. Ethics and Information Technology, 9(2): 111-119.
  • Wong, N., Rindfleisch, A. ve Burroughs, J. E. (2003). Do Reverse-Worded Items Confound Measures in Cross-Cultural Consumer Research? The Case of the Material Values Scale. Journal of Consumer Research, 30(1): 72-91.
  • Yee, N. Ve Bailenson, J. (2007). The Proteus Effect: The Effect of Transformed Self-Representation on Behavior. Human Communication Research, 33(3): 271-290.

THE EFFECT OF NEED FOR UNIQUENESS AND MATERIALISM ON EXTENDED SELF

Yıl 2020, Cilt: 13 Sayı: 1, 119 - 144, 01.06.2020

Öz

The avatars, which are considered as an important tool of the self, act as a mediator of one’s experiences and represent its owners, in the real world as well as in the virtual world. People can expand their self through their avatars. The study deals with the impact of the need for uniqueness and materialism tendencies on the extended self. In this relationship, the need for cognition is thought to play a moderator role. In this context, the model has been tested for low and high need for cognition levels. The study sample consists of 253 people identified with the snowball sampling technique. The sample consists of people who create an avatar in “Massive Multiplayer Online Role Playing Games” MMORPG . Hypotheses were evaluated with multiple regression analysis via PASW 18. According to the results, to consider the need for cognition as a moderator variable for the relation between need for cognition, materialism tendency, and extended self within online context is statistically significant. Accordingly, a statistically significant relation was found between materialism and the extended self for the low levels of the need for cognition, while for high levels of need for cognition, a statistically significant relation was found between the need for uniqueness and the extended self. Also, the explanatory power of the model is dramatically increased for high levels of need for cognition, compared to the lower levels

Kaynakça

  • Bélisle, J. F. ve Bodur, H. O. (2010). Avatars as Information: Perception of Consumers Based on Their Avatars in Virtual Worlds. Psychology & Marketing, 27(8): 741-765.
  • Belk, R. (2014). Digital Consumption and the Extended Self. Journal of Marketing Management, 30(11-12): 1101-1118.
  • Belk, R. W. (1989). Extended Self and Extending Paradigmatic Perspective. Journal of Consumer Research, 16(1): 129-132.
  • Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15: 139-168.
  • Belk, R. W., Wallendorf, M. ve Sherry Jr, J. F. (1989). The Sacred and the Profane in Consumer Behavior: Theodicy On The Odyssey. Journal of Consumer Research, 16(1):1-38.
  • Berzonsky, M. D. (2008). Identity Formation: The Role of Identity Processing Style and Cognitive Processes. Personality and Individual Differences, 44(3): 645-655.
  • Berzonsky, M. D. (1994). Self-identity: The Relationship Between Process and Content. Journal of Research in Personality, 28(4): 453-460.
  • Berzonsky, M. D. ve Kuk, L. S. (2000). Identity Status, Identity Processing Style, and the Transition to University. Journal of Adolescent Research, 15(1): 81-98.
  • Cacioppo, J. T., Petty, R. E., Feinstein, J. A. ve Jarvis, W. B. G. (1996). Dispositional Differences in Cognitive Motivation: The Life and Times of Individuals Varying in Need For Cognition. Psychological Bulletin, 119(2):197.
  • Cacioppo, J. T., Petty, R. E. ve Feng Kao, C. (1984). The Efficient Assessment of Need for Cognition. Journal of Personality Assessment, 48(3): 306-307.
  • Castronova, E. (2004). The Price of Bodies: A Hedonic Pricing Model of Avatar Attributes in a Synthetic World. Kyklos, 57(2): 173-196.
  • Dickhäuser, O. ve Reinhard, M. A. (2006). Factors Underlying Expectancies of Success and Achievement: The İnfluential Roles of Need for Cognition and General or Specific Self-Concepts. Journal of Personality and Social Psychology, 90(3): 490.
  • Dodson, K. J. (1996). Peak Experiences and Mountain Biking: Incorporating The Bike into The Extended Self. Advances in Consumer Research, 23: 317-322
  • Dollinger, S. J. (2003). Need For Uniqueness, Need For Cognition, and Creativity. The Journal of Creative Behavior, 37(2): 99-116.
  • Dziuban, C. D. ve Shirkey, E. C. (1974). When is a Correlation Matrix Appropriate for Factor Analysis? Some Decision Rules. Psychological Bulletin, 81(6): 358.
  • Elliott, R. (1997). Existential Consumption and Irrational Desire. European Journal of Marketing, 31: 285-296.
  • Elliott, R. ve Wattanasuwan, K. (1998). Brands as Symbolic Resources for the Construction of Identity. International Journal of Advertising, 17: 131-144.
  • Fırat, A. F. (1991). The Consumer in Postmodernity. Advances in Consumer Research, 18: 70-76.
  • Goulding, C., Shankar A. ve Elliott, R. (2002). Working Weeks, Rave Weekends: Identity Fragmentation and the Emergence of New Communities. Consumption Markets & Culture, 5: 261-84.
  • Haugtvedt, C. P., Petty, R. E. ve Cacioppo, J. T. (1992). Need For Cognition and Advertising: Understanding The Role of Personality Variables in Consumer Behavior. Journal of Consumer Psychology, 1(3): 239-260.
  • Hunt, J. M., Kernan, J. B., and Mitchell, D. J. (1996). Materialism as Social Cognition: People, Possessions, and Perception. Journal of Consumer Psychology, 5(1): 65-83.
  • Kellner, D. (1998). Popular Culture and the Construction of Postmodern Identities. Ed. S. Lash, ve J. Friedman, Inside Modernity and Identity, UK: Blackwell Publishers Ltd.
  • Landay, L. (2008). Having But Not Holding: Consumerism & Commodification in Second Life. Journal For Virtual Worlds Research, 1(2).
  • Lim, S. ve Reeves, B. (2009). Being in The Game: Effects of Avatar Choice and Point of View on Psychophysiological Responses During Play. Media Psychology, 12(4): 348-370.
  • Lins, S., Dóka, Á., Bottequin, E., Odabašić, A., Pavlović, S., Merchán, A. ve Hylander, F. (2015). The Effects of Having, Feeling, and Thinking on Impulse Buying in European Adolescents. Journal of International Consumer Marketing, 27(5): 414-428.
  • Njus, D. ve Johnson, D. R. (2008). Need for Cognition as a Predictor of Psychosocial Identity Development. The Journal of Psychology, 142(6): 645-655.
  • Nunnally, J. C. ve Bernsteın, Ira H. (1994). Psychometric Theory, McGraw-Hill Series in Psychology, New York.
  • Perez, M. E., Castaño, R. ve Quintanilla, C. (2010). Constructing Identity through the Consumption of Counterfeit Luxury Goods. Qualitative Market Research: An International Journal, 13: 219-35.
  • Polyorat, K., Alden, D. L. ve Alden, D. L. (2005). Self-Construal and Need-forCognition Effects on Brand Attitudes and Purchase Intentions in Response to Comparative Advertising in Thailand and the United States. Journal of Advertising, 34(1): 37-48.
  • Richins, M. L. (1994). Special Possessions and the Expression of Material Values. Journal of Consumer Research, 21(3): 522-533.
  • Richins, M. L. ve Dawson, S. (1992). A Consumer Values Orientation for Materialism and its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3): 303-316.
  • Roth, M. S. (1995). The Effects of Culture and Socioeconomics on The Performance of Global Brand Image Strategies. Journal of Marketing Research, 32(2),:163-175.
  • Ruvio, A., Shoham, A. ve Makovec Brenčič, M. (2008). Consumers’ Need For Uniqueness: Short-Form Scale Development and Cross-Cultural Validation. International Marketing Review, 25(1): 33-53.
  • Sabah, Ş. (2017). Ben, Kendim ve Avatarım: Sanallık ve Gerçeklik Arasında Tüketim, Sahip Olunanlar ve Kişisel Benlik. Tüketici ve Tüketim Araştırmaları Dergisi, 9 (1): 117-154.
  • Schultze, U. ve Leahy, M. M. (2009). The Avatar-Self Relationship: Enacting presence in second life. 13th International Conference on Information Systems (ICIS), Arizona.
  • Shankar, A. (2000). Lost in Music? Subjective Personal Introspection and popular Music Consumption. Qualitative Market Research, 3 (1): 27-37.
  • Sharma, S., Durand, R. M. ve Gur-Arie, O. (1981). Identification and Analysis of Moderator Variables. Journal of Marketing Research, 18(3):291-300.
  • Sivadas, E. ve Venkatesh, R. (1995). An Examination of Individual and ObjectSpecific Influences on the Extended Self and Its Relation to Attachment and Satisfaction. ACR North American Advances 22. Eds. Chris T. Allen and Deborah Roedder John. Provo, UT: Association for Consumer Research, 406-412. Snyder, C. R. ve Fromkin, H. L. (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5): 518–527.
  • Taylor, T. L. (2002). Living digitally: Embodiment in Virtual Worlds. R. Schroeder (Ed.), The social life of avatars: Presence and Interaction in Shared Virtual Environments (pp. 40-62) içinde (s. 40-62). London: Springer.
  • Tian, K. T., Bearden, W. O. ve Hunter, G. L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1): 50-66.
  • Vicdan, H. ve Ulusoy, E. (2008). Symbolic and Experiential Consumption of Body in Virtual Worlds: From (Dis) Embodiment to Symembodiment. Journal for Virtual Worlds Research, 1(2).
  • Wolfendale, J. (2007). My Avatar, My Self: Virtual Harm and Attachment. Ethics and Information Technology, 9(2): 111-119.
  • Wong, N., Rindfleisch, A. ve Burroughs, J. E. (2003). Do Reverse-Worded Items Confound Measures in Cross-Cultural Consumer Research? The Case of the Material Values Scale. Journal of Consumer Research, 30(1): 72-91.
  • Yee, N. Ve Bailenson, J. (2007). The Proteus Effect: The Effect of Transformed Self-Representation on Behavior. Human Communication Research, 33(3): 271-290.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Sonyel Oflazoğlu Bu kişi benim

Şenay Sabah Çelik

Yayımlanma Tarihi 1 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 13 Sayı: 1

Kaynak Göster

APA Oflazoğlu, S., & Çelik, Ş. S. (2020). AVATARIN KADAR KONUŞ: FARKLI OLMA İHTİYACI VE MATERYALİZM EĞİLİMİNİN GENİŞLETİLMİŞ BENLİK ÜZERİNDEKİ ETKİSİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 13(1), 119-144.