Güdülenmiş Tüketici Yenilikçiliğinin Değiştirme Maliyeti ve Algılanan Değer Üzerindeki Etkisine Yönelik Bir Model Önerisi: Akıllı Telefon Pazarı Örneği
A Model Proposal for the Effect of Motivated Consumer Innovation on the Switching Cost and Perceived Value: The Case of Smart Phone Market

Summary/Abstract: The main objective of this research is to present a new model proposal by identifying the impact of switching cost and perceived value of motivated consumer innovation driven in the smartphone market. The research population consists of 17 years old and over consumer group who buy and use smart phones. In the research, the data obtained through online questionnaire from 385 smartphone users with using convenience sampling method were collected. The collected data were analyzed under AMOS 22 program and the construct validity of the model was tested. As a result of the research; it was concluded that social, hedonic and cognitive innovation had an impact on the switching cost but that the functional innovation dimension did not have an impact on the switching cost. While hedonic innovation was effective on perceived value, it was concluded that other dimensions (social, functional and cognitive) did not affect perceived value. It was concluded that the switching cost was effective on the perceived value.

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