Kendini Gerçekleştirme Düzeyi İle Fiyat-Kalite Algısı Arasındaki İlişkiye Dair Bir Model

Abstract

This study aims to develop a model concerning the effect of self-actualization on the tendency to perceive price as a quality indicator. In the model, the relationship between those variables and mediating roles of some variables are explored. In this context, the mediating roles of prestige sensitivity and risk aversion in the relationship between self-actualization and price-quality perception is investigated. Additionally, the mediating role of risk aversion in the relationship between holistic thinking tendency and price-quality perception is examined. Structural equation modeling analyses are carried out by using data gathered from 855 participants with different demographical characteristics. Results showed the significant effects of self-actualization and holistic thinking tendency on the tendency to perceive price as a quality indicator, as well as significant effects of self-actualization on prestige sensitivity and risk aversion. Moreover, findings supported the mentioned mediating roles of prestige sensitivity and risk aversion, except the mediating role of risk aversion in the relationship between holistic thinking tendency and price-quality perception.