The Mediating Role of Happiness in the Relationship Between University Belonging and University Clothing Purchasing Behavior: The Example of BAIBU

Orhun Türker; Elvan Kiremitçi Canıöz

Makale detayları

The Mediating Role of Happiness in the Relationship Between University Belonging and University Clothing Purchasing Behavior: The Example of BAIBU

Yazarlar:

Orhun Türker | Elvan Kiremitçi Canıöz

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Sosyal Psikoloji

Dergi:

Abant Sosyal Bilimler Dergisi Vol.25 Issue 1, pp.618-635

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001341939

pISSN:

2757-9425

Anahtar kelimeler:

Özet:

 Corporate culture objects are items that reflect the basic visual characteristics and identities of institutions. It is known that universities also have many corporate culture objects that reflect their identities and are sold as souvenirs. In this study, Bolu Abant İzzet Baysal University, which does not have a corporate culture object, was the subject of this research, clothing products reflecting the institution were designed and Likert-type questionnaires were applied to university students. Within the scope of the surveys, the students liking for the products, their belonging to the university, their tendency to purchase, and the role of happiness among these relationships were examined. The research highlights this issue, which has not been addressed in the field before, in the context of happiness and consumer behavior. According to the findings, there is a positive and significant relationship between university belonging and purchase behavior, and happiness plays a mediating role in this relationship.

 Corporate culture objects are items that reflect the basic visual characteristics and identities of institutions. It is known that universities also have many corporate culture objects that reflect their identities and are sold as souvenirs. In this study, Bolu Abant İzzet Baysal University, which does not have a corporate culture object, was the subject of this research, clothing products reflecting the institution were designed and Likert-type questionnaires were applied to university students. Within the scope of the surveys, the students liking for the products, their belonging to the university, their tendency to purchase, and the role of happiness among these relationships were examined. The research highlights this issue, which has not been addressed in the field before, in the context of happiness and consumer behavior. According to the findings, there is a positive and significant relationship between university belonging and purchase behavior, and happiness plays a mediating role in this relationship.

 Corporate culture objects are items that reflect the basic visual characteristics and identities of institutions. It is known that universities also have many corporate culture objects that reflect their identities and are sold as souvenirs. In this study, Bolu Abant İzzet Baysal University, which does not have a corporate culture object, was the subject of this research, clothing products reflecting the institution were designed and Likert-type questionnaires were applied to university students. Within the scope of the surveys, the students liking for the products, their belonging to the university, their tendency to purchase, and the role of happiness among these relationships were examined. The research highlights this issue, which has not been addressed in the field before, in the context of happiness and consumer behavior. According to the findings, there is a positive and significant relationship between university belonging and purchase behavior, and happiness plays a mediating role in this relationship.

 Kurum kültür nesneleri, kurumların temel görsel özelliklerini ve kimliklerini yansıtan eşyalardır. Üniversitelerin de kendi kimliklerini yansıtan pek çok kurum kültür nesnesine sahip olduğu ve hediyelik ürün kapsamında satışının yapıldığı bilinmektedir. Bu araştırmada ise kurum kültür nesnesine sahip olmayan Bolu Abant İzzet Baysal Üniversitesi konu edinilmiş, kurumu yansıtan giyim ürünleri tasarlanarak üniversite öğrencilerine likert tipi anketler uygulanmıştır. Anketler kapsamında öğrencilerin ürünlere karşı olan beğenisi, üniversiteye aidiyet durumları, satın almaya yönelik eğilimleri araştırılmış ve bu ilişkiler arasında mutluluğun rolü incelenmiştir. Araştırma, alanda daha önce ele alınmamış bu konuyu mutluluk ve tüketici davranışı bağlamında öne çıkarmaktadır. Bulgulara göre, üniversite aidiyeti ve satın alma davranışı arasında pozitif yönde ve anlamlı bir ilişki olduğu, ayrıca mutluluğun bu ilişkide aracı rolü olduğu görülmüştür.

Makale detayları

The Mediating Role of Happiness in the Relationship Between University Belonging and University Clothing Purchasing Behavior: The Example of BAIBU

Yazarlar:

Orhun Türker | Elvan Kiremitçi Canıöz

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Sosyal Psikoloji

Dergi:

Abant Sosyal Bilimler Dergisi Vol.25 Issue 1, pp.618-635

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001341939

pISSN:

2757-9425

university belonging

happiness

design

buying behavior

gift products.Hediyelik ürünler

mutluluk

satın alma davranışı

tasarım

üniversite aidiyeti

Sayı

Makale detayları

Yazarlar: Orhun Türker | Elvan Kiremitçi Canıöz

Yayıncı: Bolu Abant Izzet Baysal University

Ana Başlıklar: Sosyal Psikoloji

Dergi: Abant Sosyal Bilimler Dergisi Vol.25 Issue 1, pp.618-635

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001341939

pISSN: 2757-9425

Sayı

Yazarlar:

Orhun Türker | Elvan Kiremitçi Canıöz

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Sosyal Psikoloji

Dergi:

Abant Sosyal Bilimler Dergisi Vol.25 Issue 1, pp.618-635

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001341939

pISSN:

2757-9425