TÜKETİCİLERİN YENİ ÜRÜNLERE YÖNELİK ADAPTASYON TUTUMLARI ÜZERİNDE TÜKETİCİLERİN VE FİRMALARIN YENİLİKÇİLİK DÜZEYLERİNİN ETKİSİ

Abstract

Environmental conditions lead to changes in consumers’ expectations. With every passing day consumers’ interest in different and new products is increasing. Therefore, it is very essential for the firms to learn consumers’ adoption attitudes toward new products. In this research, a research model is proposed so as to reveal the effect of consumer innovativeness and perceived firm innovativeness on the consumers’ adoption attitudes toward new products. In order to test proposed research model, a quantitative study which includes 400 samples was done in Bolu. The results of structural equation model showed that firm’s innovativeness capacity and hedonistic consumer innovativeness positively affect consumers’ adoption attitudes towards new products

Keywords

• Consumer innovativeness, perceived firm innovativeness capacity, consumers’ adoption attitudes toward new products

TÜKETİCİLERİN YENİ ÜRÜNLERE YÖNELİK ADAPTASYON TUTUMLARI ÜZERİNDE TÜKETİCİLERİN VE FİRMALARIN YENİLİKÇİLİK DÜZEYLERİNİN ETKİSİ

Abstract

Değişen çevre koşulları, tüketicilerin beklentilerinde de değişime neden olmaktadır. Tüketiciler gün geçtikçe farklı ve yeni ürünlere daha fazla ilgi göstermektedir. Bu nedenle, işletmeler için tüketicilerin yeni ürünlere yönelik tutumlarını etkileyen faktörlerin bilinmesi oldukça önemlidir. Yapılan bu çalışmada firmanın ve tüketicilerin yenilikçilik düzeyinin, tüketicilerin yeni ürünlere yönelik adaptasyon tutumları üzerindeki etkisinin ortaya çıkarılabilmesi amacıyla bir model önerilmiştir. Araştırma modelinin test edilebilmesi için 400 kişiyi kapsayacak bir biçimde nicel bir çalışma Bolu ilinde gerçekleştirilmiştir. Yapılan yapısal eşitlik modeli analizleri sonucunda, tüketici yenilikçiliğinde hazcı tüketici yenilikçiliğinin ve firmanın algılanan yenilikçilik düzeyinin tüketicilerin yeni ürün adaptasyon tutumları üzerinde olumlu bir etkisinin olduğu saptanmıştır

Keywords

• Tüketici yenilikçiliği, firmanın algılanan yenilikçilik düzeyi ve tüketicilerin yeni ürünlere yönelik adaptasyon tutumları

References

1. AAKER, D. A. ve KELLER, K. L. (1990). “Consumer Evaluation of Brand Extensions”, Journal of Marketing, 54: 27
2. BEARDEN, W. O. ve SHIMP, T. A. (1982). “The Use of Extrinsic Cues to Facilitate Product Adoption”, Journal of
3. Marketing Research, 19(2): 229-239.. CALANTONE, R. J., ÇAVUŞGIL, S. T., ve ZHAO, Y. (2002). “Learning Orientation, Firm Innovation Capability and Firm Performance”, Industrial Marketing Management, 31: 515-524.
4. ÇIFCI, S. ve KOÇAK, A. (2012). “The Impact of Brand Positivity on the Relationship Between Corporate Image and Consumers’ Attitudes Towards Brand Extension in Service Businesses”, Corporate Reputation Review, 15(2): 105
5. CITRIN, A. V., SPROTT, D. E., SILVERMAN, S. N., ve STEM, D. E. (2000). “Adoption of Internet Shopping: The Role of Consumer Innovativeness”, Industrial Management&Data Systems, 100(7): 294-300.
6. CRAWFORD, C. M. ve BENEDETTO, A. C. D. (2003). New Products Management, 7 ed. Burr Ridge, IL: Irwin/ McGraw-Hill.
7. DANEELS, E. ve KLEINSMITH, E. J. (2001). “Product Innovativeness from the Firm’s Perspective: its Dimensions and Their Relation With Project Selection and Performance”, Journal of Product Innovation Management, 18(6): 357-3
8. DRUCKER, P. F. (1985). Innovation and Entrepreneurship, New York:Harper Collins.

9. GARLAND, R. (1991). “The Mid-Point on Rating Scale: Is It Desirable?”, Marketing Bulletin, 2:66-70.
10. GOLDSMITH, R. E., D’HAUTEVILLE, F., ve FLYNN, L. R. (1998). “Theory and Measurement of Consumer
11. Innovativeness: A Transnational Evaluation”, European Journal of Marketing, 32(3/4): 340-353. GOURVILLE, J. T. (2006). “Eager Sellers and Stony Buyers: Understanding The Psychology Of New-Product
12. Adoption”, Harvard Business Review, 84(6): 98-106. HIRUNYAWIPADA, T. ve PASWAN, A. (2006). “Consumer Innovativeness and Perceived Risk: Implications for
13. High Technology Product Adoption”, Journal of Consumer Marketing, 23(4): 182-198. HULT, G. T. M., HARLEY, R. F., ve KNIGHT, G. A. (2004). “Innovativeness: Its Antecedents and Impact on
14. Business Performance”, Industrial Marketing Management, 33:429-438. HULTINK, E. J. ve GIMA, K. A. (2000). “The Effect of Sales Force Adoption on New Product Selling
15. Performance”, Journal of Product Innovation Managementi, 17(6): 435-450. HURLEY R. F. ve HULT, H. T. (1998). “Innovation, Market Orientation, and Organizational Learning: An
16. Integration and Empirical Examination”, Journal of Marketing,, 62(3): 42–54. IM, S., BAYUS, B. L., ve MASON, C. H. (2003). “An Empricial Study of Innate Consumer Innovativeness, Personel
17. Charactaristics and New-Product Adoption Behavior”, Journal of the Academy of Marketing Science, 31(1): 61-73. KALISH, S. (1985). “A New Product Adoption Model with Price, Advertising, and Uncertainty”, Management Science, 31(12): 1569-1585.
18. KELLER, K. L. ve Aaker, D. A. (1992). “The Effects of Sequential Introduction of Brand Extensions”, Journal of
19. Marketing Research, 29: 35-50. KUNZ, W., SCHMITT, B., ve MEYER, A. (2011). “How Does Perceived Firm Innovativeness Affect The Consumer”, Journal of Business Research, 64: 816-822.
20. LAI, A. W. (1991). “Consumption Situation and Product Knowledge in the Adoption of a New Product”, European
21. Journal of Marketing, 25(10): 55-67. LASSAR, W. M., MANOLIS, C. ve LASSAR, S. S. (2005). “The Relationship Between Consumer Innovativeness,
22. Personel Charactaristics and Online Banking Adoption”, International Journal of Bank Marketing, 23(2): 176-199. MIDGLEY, D. F. ve DOWLING, G. F. (1978). “Innovativeness: The Concept and Its Measurement”, Journal of
23. Consumer Research, 4(2): 229-242. ROEHRICH, G. (2004). “Consumer Innovativeness: Concepts and Measurements”, Journal of Business Research, 57: 671-677.
24. ROEHRİCH G. (1995). “Innovativite´S He´Doniste Et Sociale: Proposition D’une E´Chelle De Mesure”, Rech Appl
25. Mark, 9(2): 19-41. AKTARAN ROEHRICH, G. (2004). “Consumer Innovativeness: Concepts and Measurements”,
26. Journal of Business Research, 57: 671-677. ROGERS, E. M. (1983). Diffusion of Innovation, 3rd edition, New York: The Free Press.
27. STEENKAMP, J-B. E. M., HOFSTEDE, F. T., ve WEDEL, M. (1999). “A Cross-National Investigation into the Individual and National Culture Antecedents of Consumer Innovativeness”, Journal of Marketing, 63: 55-69.
28. THOMPSON, S. A. ve SINHA, R. K. (2008). “Brand Communities and New Product Adoption:The Influence and Limits of Oppositional Loyalty”, Journal of Marketing, 72(6): 65-80.
29. TUOMINEN, M., RAJALA, A., ve MÖLLER, K. (2004). “How Does Adaptability Drive Firm Performance”,
30. Journal of Business Research, 57: 495-506. A. Bileklik ve Esnek Tasarlanmış Cep Telefonu B. Saydam ve Hava Durumuna Göre Görüntü Değiştiren Cep Telefonu A: Designed by Shirley A. Roberts, by IDEA. B: Designed by Seunghan Song http://www.toxel.com/tech/2010/01/07/10-futuristic-cell-phone-concepts/