Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services

Meryem Yavuz Akay; Aslıhan Kıymalıoğlu

doi:10.17153/oguiibf.1592672

Research Article

Tüketici, Algılanan Ürün ve Marka Yenilikçiliğinin Seri Aracılık Rolünün Hizmetlerde Test Edilmesi

Year 2025, Volume: 20 Issue: 2, 650 - 670

Meryem Yavuz Akay , Aslıhan Kıymalıoğlu

https://doi.org/10.17153/oguiibf.1592672

Abstract

Çalışmanın amacı tüketici, algılanan ürün ve marka yenilikçiliğinin, ürün türü (mal ve hizmet) ile tüketici davranışları (markaya yönelik tutum, satın alma niyeti ve daha fazla ödeme isteği) arasındaki ilişkideki seri aracılık rolünü araştırmaktır. Bu doğrultuda geliştirilen iki senaryo anket sorularıyla birlikte katılımcılara yönlendirilmiştir. Hipotezler SPSS process makrosu Model 6 ile test edilmiştir. Bulgular, araştırmaya konu yenilikçilik türlerinin seri aracılık etkisinin, tüketicilerin markaya yönelik tutumunu ve satın alma niyetini hizmetler için mallara kıyasla daha fazla artırdığını ortaya koymuştur.

Keywords

Tüketici Yenilikçiliği, Algılanan Ürün Yenilikçiliği, Marka Yenilikçiliği, Seri Aracılık Etkisi

Ethical Statement

Bu çalışma 11.10.2022 tarih ve 340 sayılı Etik Kurul Onay Belgesi ile bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır.

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