TÜKETİCİ YENİLİKÇİLİĞİ VE ALGILANAN RİSKİN SATIN ALMA DAVRANIŞINA ETKİSİ

Year 2014, Issue: 44, 43 - 58, 18.05.2015

Hasan Bülbül Buket Özoğlu

https://doi.org/10.18070/euiibfd.75843

Cited By: 8

Abstract

Yenilikçi tüketiciler ürünün ilk kullanıcısı olmaları, ürün hakkında ilk geri bildirimleri paylaşmaları ve potansiyel alıcılara ürünü tanıtıp bilgi sağlamaları gibi nedenlerle işletmeler ve akademisyenler için önemlidir. Bu çalışma tüketici yenilikçiliği, algılanan risk ve satın alma davranışı arasındaki ilişkiyi araştırmıştır. Güdülenmiş tüketici yenilikçiliği ve algılanan risk ölçeklerinden faydalanılarak 402 örnekten toplanan veriler yapısal eşitlik analizi kullanılarak incelenmiştir. Araştırma sonuçları tüketici yenilikçiliği ile satın alma davranışı arasında pozitif buna karşın tüketici yenilikçiliği ile algılanan risk ve algılanan risk ile satın alma davranışı arasında negatif ilişki bulunduğunu ortaya koymuştur. Tüketicinin satın alma kararı üzerinde yenilikçiliğin satışları artırıcı, risk algılamasının ise satışları azaltıcı yönde önemli bir belirleyici etkisi söz konusudur.

Keywords

Tüketici Yenilikçiliği, Algılanan Risk, Satın Alma Davranışı, Yapısal Eşitlik Modellemesi, Türkiye.

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