Tüketici Yenilikçiliği ve Sosyal Onay İhtiyacı Arasındaki İlişkinin İncelenmesi Üzerine Bir Araştırma
A Research on The Examining of The Relationship Between Consumer Innovation and The Need for Social Approval

Summary/Abstract: Purpose – The main purpose of this study is to determine the relationship between the social approval needs of consumers and their innovative tendencies and to offer suggestions to the businesses that will offer new products to the market. Design/methodology/approach – For this purpose, a total of 402 consumers from Y and Z generation were surveyed. These surveys were conducted on selected consumers through with convenience sampling method. Pearson Correlation analysis was used to examine the relationships between the scores obtained from the scales. Within the scope of the research, linear regression analyzes were performed to determine the effect of need for social approval on consumer innovation. Empirical Results – According to the results of the study, it was found that the levels of social approval and consumer innovation of the Z generation consumers were higher than the Y generation consumers and that there was a significant and positive relationship between the level of social approval need and consumer innovation.

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