Tüketici Yenilikçiliğinin Boyutları ve Yenilikçiliği Etkileyen Faktörler Arasındaki İlişkiler
The Relationships between Dimensions of Consumer Innovativeness and Effecting Factors Innovativeness
Author(s): Arzu Deniz, Aysel ErcişSubject(s): Business Economy / Management, Social psychology and group interaction, Applied Sociology, Accounting - Business Administration, Socio-Economic Research
Published by: Kafkas Üniversitesi Sağlık, Kültür ve Spor Daire Başkanlığı Dijital Baskı Merkezi
Keywords: Consumer innovativeness; risk taking; self-esteem; opinion leadership; social identity;
Summary/Abstract: Innovation is one of the important strategies that is used by firms to cope with competition. Innovations gain a meaning by consumers‟ adoption. Consumers‟ adoption to the new products and buying often them state the consumer innovativeness. The consumer innovativeness is explained by two dimensions as innate innovativeness and product category specific innovativeness. And it is a behavioral process. So in this study it is aimed to determine the dimensions of consumer innovativeness and the relationships between these dimensions and effecting factors them for mobile phone. According to results, self-esteem and risk taking effect consumers‟ level of innate innovativeness; opinion leadership and expertise affect consumers‟ the level of product category specific innovativeness. Additionally the level of consumers‟ innate innovativeness affects their level of product category specific innovativeness.
Journal: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue Year: 7/2016
- Issue No: 14
- Page Range: 461-475
- Page Count: 15
- Language: Turkish
