The Relationship Between Burnout Syndrome Levels and Hedonic Consumption Behavior of Healthcare Professionals

The aggravation of working life and private living conditions in the 21st century brings intense stress and burnout syndrome in individuals, especially in sectors where the one-to-one relationship with people is intense, such as the services sector. Burnout syndrome, which is defined as the depletion of internal resources due to various negative effects, affects both the work and private life of the employee negatively. The individual seeks to be happy in other areas in order to get rid of this situation. Hedonic consumption behavior can be considered as one of these searches. Nowadays, consumers can buy products not only to meet their requirements, but also for pleasure and entertainment. In this context, the relationship between levels of burnout syndrome and hedonic consumption behaviors of healthcare professionals was investigated. For the purpose of the study, doctors and nurses working in all units of two state university hospitals operating in Konya city center were determined as universe. 259 data were analyzed. Data were collected between November 2017 and January 2018. Frequency analysis was used to determine the demographic characteristics of the participants. Cronbach s alpha coefficients, KMO and Bartlett’s values of the scales used in the study were examined. Then, explanatory factor analysis and confirmatory factor analysis were applied. In addition, multiple linear regression analysis was used to determine the effect of burnout subscales on hedonic consumption behaviors. According to the results of multiple linear regression analysis, independent variables (emotional burnout, depersonalization and low personal success) explain the variance of the dependent variable (hedonic consumption behavior for relaxing and socializing) is low (22.9%). H1a and H1b were accepted while H1c was rejected (β = -, 084, p =, 183 meaningless). As a result of the second multiple regression analysis, H1d, (β =, 534, p 0.01), H1e (β =, 336, p 0.01) and H1f (β =, 134, p 0.01) hypotheses were accepted. In other words, emotional burnout, depersonalization and low personal accomplishment increase the hedonic consumption made to obtain ideas with a meaningful effect. According to the third regression analysis, emotional exhaustion, depersonalization and low personal achievement, which are the sub-dimensions of burnout, have no effect on hedonic consumption behavior for adventure. H1g, H1h and H1i were rejected. (p = 123, nonsense). According to the results of the fourth multiple regression analysis, the rate of explaining the hedonic consumption variance of the sub-dimensions of burnout to make others happy was 42.9%. H1j (β =, 186, p 0.01), H1k (β =, 690 p 0.01) and H1l (β =, 238 p 0.01) hypotheses were accepted. The fifth multiple regression analysis showed that H1m, H1n and H1o were rejected (p =, 969, meaningless). In other words, emotional exhaustion, depersonalization and low personal success, which are the sub-dimensions of burnout, have no effect on hedonic consumption behaviors in order to gain value. As a result, it is seen that emotional burnout, depersonalization and low personal success sub-dimensions of burnout syndrome positively affect the hedonic consumption behavior to relax and socialize, to get ideas and to make others happy. On the other hand, emotional burnout, depersonalization and low personal achievement sub-dimensions of burnout syndrome do not affect hedonic consumption behavior for adventure and value acquisition.