Abstract
Innovative consumers are important for corporations and academics because of being first user of a product, sharing first feedback about the product and supplying information by introducing the product to the potential customers. This study investigated the relationship between consumer innovativeness, perceived risk and purchase intention. The data collected from 402 samples by utilizing from motivated consumer innovativeness and perceived risk scales were examined by using structural equation analysis. Research results revealed that there were positive relationship between consumer innovativeness and purchase intention. Whereas there were negative relationship between consumer innovativeness and perceived risk. Also there were negative relationship between perceived risk and purchase intention. Innovativeness has a determining effect on purchase decision of consumer in the direction of rising in sales and risk perception has a determining effect on purchase decision of consumer in the direction of falling in sales
References
- AFZAL, Sarwat; (2013), “Factors Influencıng Successful Brand Extension Into Related and Unrelated Product Categories”, Asian Economic and Fi- nancial Review, 3(2), pp. 216-226.
- AKDOĞAN, M. Şükrü ve M. Halid KARAARSLAN; (2013), “Tüketici Yeni- likçiliği”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(2), ss. 1-20.
- ALDAS-MANZANO, Joaquin; Carlos LASSALA-NAVARRE; Carla RUIZ- MAFE and Silvia SANZ-BLAS; (2009), “The Role of Consumer Inno- vativeness and Perceived Risk in Online Banking Usage”, Internation- al Journal of Bank Marketing, 27(1), pp. 53-75.
- AYDIN, Serkan; (2009), “Kişisel ve Ürün Temelli Yenilikçilik: Cep Telefonu Kullanıcıları Üzerine Ampirik Bir Uygulama”, Doğuş Üniversitesi Dergisi, 10(2), ss. 188-203.
- BIGNE-ALCANIZ, Enrique; Carla Ruiz-MAFE; Joaquin ALDAS-MANZANO and Silvia Sanz-BLAS; (2008), “Influence of Online Shopping Informa- tion Dependency and Innovativeness on Internet Shopping Adoption”, Online Information Review, 32(5), pp. 648-667.
- BOYLE, Randall J. and Cynthia P. RUPPEL; (2006), “The Effects of Personal Innovativeness, Perceived Risk, and Computer Self-Efficacy on Online Purchasing Intent”, Journal of International Technology and Infor- mation Management, 15(2), pp. 61-73.
- CHAKRABARTI, Somnath and Rajat K. BAISYA; (2009), “The Influences of Consumer Innovativeness and Consumer Evaluation Attributes in the Purchase of Fashionable Ethnic Wear in India”, International Journal of Consumer Studies, 33, pp. 706–714.
- COWART, Kelly O.; Gavin L. FOX and Andrew E. WILSON; (2008), “A Structural Look at Consumer Innovativeness and Self-Congruence in New Product Purchases”, Psychology & Marketing, 25(12), pp. 1111- 1130.
- COX, Donald F. and Stuart U. RICH; (1964), “Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping”, Journal of Mar- keting Research, 1(4), pp. 32-39.
- ERYİGİT, Canan ve Bahtışen KAVAK; (2011), “Tüketici Yenilikçiliğinin Tu- tumsal ve Davranışsal Uyumunun İncelenmesi”, H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), ss. 95-113.
- GOLDSMITH, Ronald E.; (2001), “Using the Domain Specific Innovativeness Scale to Identify Innovative Internet Consumers”, Internet Research: Electronic Networking Applications and Policy, 11(2), pp. 149-158.
- GOLDSMITH, Ronald E. and Charles F. HOFACKER; (1991), “Measuring Consumer Innovativeness”, Journal of the Academy of Marketing Science, 19(3), pp. 209-221.
- GRÜTZMANN, André; Fernanda Maria Felício MACEDO and André Luiz ZAMBALDE; (2013), “Knowledge Management and Innovation: The Role of Virtual Social Networks in Innovative Consumer Behavior”, Journal of Technology Management & Innovation, 8 (Special Issue ALTEC), pp. 209-220.
- HIRSCHMAN, Elizabeth C.; (1980), “Innovativeness, Novelty Seeking, and Consumer Creativity”, Journal of Consumer Research, 7(3), pp. 283- 295.
- HIRUNYAWIPADA, Tanawat and Audhesh K. PASWAN; (2006), “Consumer Innovativeness and Perceived Risk: Implications for High Technology Product Adoption”, Journal of Consumer Marketing, 23(4), pp. 182- 198.
- HSU, Shu-Hung and Bat-Erdene BAYARSAIKHAN; (2012), “Factors Influ- encing on Online Shopping Attitude and Intention of Mongolian Con- sumers”, The Journal of International Management Studies, 7(2), pp. 167-176.
- HUR, Won-Moo; Jeong-Ju YOO and Te-Lin CHUNG; (2012), “The Consump- tion Values and Consumer Innovativeness on Convergence Products”, Industrial Management & Data Systems, 112(5), pp. 688-706.
- IM, Subin; Barry L. BAYUS and Charlotte H. MASON; (2003), “An Empirical Study of Innate Consumer Innovativeness, Personal Characteristics, and New-Product Adoption Behavior”, Academy of Marketing Science Journal, 31(1), pp. 61-73.
- JEONG, Naeyang; Youngsang YOO and Tae-Young HEO; (2009), “Moderating Effect of Personal Innovativeness on Mobile-RFID Services: Based on Warshaw's Purchase Intention Model”, Technological Forecasting & Social Change, 76, pp. 154–164.
- LEE, Hyun-Joo and Patricia HUDDLESTON; (2006), “Effects of E-Tailer and Product Type on Risk Handling in Online Shopping”, Journal of Mar- keting Channels, 13(3), pp. 5-28.
- LI, Guoxin; Ruijin ZHANG and Chao WANG; (2014), “The Role of Product Originality, Usefulness and Motivated Consumer Innovativeness in New Product Adoption Intentions”, Journal of Product Innovation Man- agement, Internet Address: http://onlinelibrary.wiley.com/doi/ 10.1111/ jpim.12169/pdf, Date Of Access: 15.06.2014.
- MARTÍN, Héctor San and Ángel HERRERO; (2012), “Influence of the User’s Psychological Factors on the Online Purchase Intention in Rural Tour- ism: Integrating Innovativeness to the UTAUT Framework”, Tourism Management, 33, pp. 341-350.
- MIDGLEY, David. F. and Gahame. R. DOWLING; (1978), “Innovativeness: The Concept and Its Measurement”, Journal of Consumer Research, 4, pp. 229-242.
- OSTLUND, Lyman E.; (1974), “Perceived Innovation Attributes as Predictors of Innovativeness”, Journal of Consumer Research, 1(2), pp. 23-29.
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.
References
- AFZAL, Sarwat; (2013), “Factors Influencıng Successful Brand Extension Into Related and Unrelated Product Categories”, Asian Economic and Fi- nancial Review, 3(2), pp. 216-226.
- AKDOĞAN, M. Şükrü ve M. Halid KARAARSLAN; (2013), “Tüketici Yeni- likçiliği”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(2), ss. 1-20.
- ALDAS-MANZANO, Joaquin; Carlos LASSALA-NAVARRE; Carla RUIZ- MAFE and Silvia SANZ-BLAS; (2009), “The Role of Consumer Inno- vativeness and Perceived Risk in Online Banking Usage”, Internation- al Journal of Bank Marketing, 27(1), pp. 53-75.
- AYDIN, Serkan; (2009), “Kişisel ve Ürün Temelli Yenilikçilik: Cep Telefonu Kullanıcıları Üzerine Ampirik Bir Uygulama”, Doğuş Üniversitesi Dergisi, 10(2), ss. 188-203.
- BIGNE-ALCANIZ, Enrique; Carla Ruiz-MAFE; Joaquin ALDAS-MANZANO and Silvia Sanz-BLAS; (2008), “Influence of Online Shopping Informa- tion Dependency and Innovativeness on Internet Shopping Adoption”, Online Information Review, 32(5), pp. 648-667.
- BOYLE, Randall J. and Cynthia P. RUPPEL; (2006), “The Effects of Personal Innovativeness, Perceived Risk, and Computer Self-Efficacy on Online Purchasing Intent”, Journal of International Technology and Infor- mation Management, 15(2), pp. 61-73.
- CHAKRABARTI, Somnath and Rajat K. BAISYA; (2009), “The Influences of Consumer Innovativeness and Consumer Evaluation Attributes in the Purchase of Fashionable Ethnic Wear in India”, International Journal of Consumer Studies, 33, pp. 706–714.
- COWART, Kelly O.; Gavin L. FOX and Andrew E. WILSON; (2008), “A Structural Look at Consumer Innovativeness and Self-Congruence in New Product Purchases”, Psychology & Marketing, 25(12), pp. 1111- 1130.
- COX, Donald F. and Stuart U. RICH; (1964), “Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping”, Journal of Mar- keting Research, 1(4), pp. 32-39.
- ERYİGİT, Canan ve Bahtışen KAVAK; (2011), “Tüketici Yenilikçiliğinin Tu- tumsal ve Davranışsal Uyumunun İncelenmesi”, H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), ss. 95-113.
- GOLDSMITH, Ronald E.; (2001), “Using the Domain Specific Innovativeness Scale to Identify Innovative Internet Consumers”, Internet Research: Electronic Networking Applications and Policy, 11(2), pp. 149-158.
- GOLDSMITH, Ronald E. and Charles F. HOFACKER; (1991), “Measuring Consumer Innovativeness”, Journal of the Academy of Marketing Science, 19(3), pp. 209-221.
- GRÜTZMANN, André; Fernanda Maria Felício MACEDO and André Luiz ZAMBALDE; (2013), “Knowledge Management and Innovation: The Role of Virtual Social Networks in Innovative Consumer Behavior”, Journal of Technology Management & Innovation, 8 (Special Issue ALTEC), pp. 209-220.
- HIRSCHMAN, Elizabeth C.; (1980), “Innovativeness, Novelty Seeking, and Consumer Creativity”, Journal of Consumer Research, 7(3), pp. 283- 295.
- HIRUNYAWIPADA, Tanawat and Audhesh K. PASWAN; (2006), “Consumer Innovativeness and Perceived Risk: Implications for High Technology Product Adoption”, Journal of Consumer Marketing, 23(4), pp. 182- 198.
- HSU, Shu-Hung and Bat-Erdene BAYARSAIKHAN; (2012), “Factors Influ- encing on Online Shopping Attitude and Intention of Mongolian Con- sumers”, The Journal of International Management Studies, 7(2), pp. 167-176.
- HUR, Won-Moo; Jeong-Ju YOO and Te-Lin CHUNG; (2012), “The Consump- tion Values and Consumer Innovativeness on Convergence Products”, Industrial Management & Data Systems, 112(5), pp. 688-706.
- IM, Subin; Barry L. BAYUS and Charlotte H. MASON; (2003), “An Empirical Study of Innate Consumer Innovativeness, Personal Characteristics, and New-Product Adoption Behavior”, Academy of Marketing Science Journal, 31(1), pp. 61-73.
- JEONG, Naeyang; Youngsang YOO and Tae-Young HEO; (2009), “Moderating Effect of Personal Innovativeness on Mobile-RFID Services: Based on Warshaw's Purchase Intention Model”, Technological Forecasting & Social Change, 76, pp. 154–164.
- LEE, Hyun-Joo and Patricia HUDDLESTON; (2006), “Effects of E-Tailer and Product Type on Risk Handling in Online Shopping”, Journal of Mar- keting Channels, 13(3), pp. 5-28.
- LI, Guoxin; Ruijin ZHANG and Chao WANG; (2014), “The Role of Product Originality, Usefulness and Motivated Consumer Innovativeness in New Product Adoption Intentions”, Journal of Product Innovation Man- agement, Internet Address: http://onlinelibrary.wiley.com/doi/ 10.1111/ jpim.12169/pdf, Date Of Access: 15.06.2014.
- MARTÍN, Héctor San and Ángel HERRERO; (2012), “Influence of the User’s Psychological Factors on the Online Purchase Intention in Rural Tour- ism: Integrating Innovativeness to the UTAUT Framework”, Tourism Management, 33, pp. 341-350.
- MIDGLEY, David. F. and Gahame. R. DOWLING; (1978), “Innovativeness: The Concept and Its Measurement”, Journal of Consumer Research, 4, pp. 229-242.
- OSTLUND, Lyman E.; (1974), “Perceived Innovation Attributes as Predictors of Innovativeness”, Journal of Consumer Research, 1(2), pp. 23-29.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | May 18, 2015 |
| Published in Issue | Year 2014 Issue: 44 |
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