Tüketici Satın Alma Niyetinde Yenilikçi Ürün Tasarımının Rolü: Elektrikli Otomobil Pazarına Yönelik Bir Uygulama

Esen Şahin; Hasan Kürşat Güleş; Sultan Çetinkaya Örs

doi:10.25287/ohuiibf.1811091

TR EN

Tüketici Satın Alma Niyetinde Yenilikçi Ürün Tasarımının Rolü: Elektrikli Otomobil Pazarına Yönelik Bir Uygulama

Öz

Günümüz dinamik rekabet ortamında ürün teknolojilerindeki ve müşteri ihtiyaç ve isteklerindeki hızlı değişimler ile ürün yaşam seyirlerindeki kısalmalar ürün yeniliğini müşteri memnuniyeti ve sadakatini sağlamada rakiplerden farklılaşmada ve sürdürülebilir rekabetçi üstünlük elde etmede stratejik bir unsur haline getirmiştir. Bu bağlamda, ürün inovasyonu itibarı ve yenilikçi ürün tasarımı gibi unsurlar, tüketicilerin satın alma niyetlerini etkilemekte kritik bir rol oynamaktadır. Literatüre göre ürün inovasyonu itibarı, tüketicilerin bir işletmenin yenilikçilik yeteneğine duyduğu güveni ve satın alma niyetini olumlu yönde etkilerken, yenilikçi ürün tasarımı estetik, ergonomik ve işlevsel özellikleriyle bu etkiyi güçlendirmektedir. Bu çerçevede makalenin temel amacı elektrikli otomobil sektöründe, “ürün inovasyonu itibarının tüketici satın alma niyeti üzerindeki etkisi ve bu etkide yenilikçi ürün tasarımının aracılık rolünü incelemektedir”. Türkiye’deki 479 elektrikli otomobil kullanıcısından elde edilen veriler Yapısal Eşitlik Modellemesi kullanılarak bu amaç doğrultusunda analiz edilmiştir. Bulgular, ürün inovasyonu itibarının satın alma niyeti üzerinde pozitif bir etkisi olduğunu ve yenilikçi ürün tasarımının bu ilişkide kısmi aracılık rolü üstlendiğini göstermektedir. Ayrıca, yenilikçi ürün tasarımının satın alma niyeti üzerinde doğrudan anlamlı bir etkisi bulunmuştur. Çalışma sonuçları, elektrikli otomobil sektöründe yenilikçi tasarım ve inovasyon itibarı unsurlarının tüketici tercihlerini şekillendirmedeki stratejik önemine dikkat çekmekte ve literatüre özgün bir katkı sağlamaktadır.

Anahtar Kelimeler

Ürün İnovasyonu İtibarı , Yenilikçi Ürün Tasarımı , Satın Alma Niyeti , Elektrikli Otomobil Sektörü , Yapısal Eşitlik Analizi

The Impact of Innovative Product Design on Consumer Purchase Intention: A Study in the Electric Vehicle Market

Abstract

In today’s dynamic and highly competitive environment, rapid changes in product technologies and evolving customer needs, combined with the shortening of product life cycles, have made product innovation a strategic factor in achieving customer satisfaction, loyalty, differentiation from competitors, and sustainable competitive advantage. In this context, elements such as reputation for product innovation and innovative product design play a critical role in shaping consumers’ purchase intentions. According to the literature, reputation for product innovation positively influences consumers’ trust in a company’s innovation capabilities and their purchase intentions, while innovative product design reinforces this effect through its aesthetic, ergonomic and functional attributes. Accordingly, the primary aim of this study is to examine the effect of reputation for product innovation on consumer purchase intentions in the electric vehicle market and to investigate the mediating role of innovative product design in this relationship. Data were collected from 479 electric vehicle users in Türkiye and analyzed using Structural Equation Modeling (SEM). The findings reveal that reputation for product innovation has a positive impact on purchase intentions and that innovative product design plays a partial mediating role in this relationship. Furthermore, innovative product design is found to have a direct and significant effect on purchase intentions. The results highlight the strategic importance of innovation reputation and innovative design in shaping consumer preferences in the electric vehicle industry, offering a unique contribution to the existing literature.

Keywords

Reputation for Product Innovation , Innovative Product Design , Purchase Intention , Electric Vehicle Industry

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Esen Şahin ^*
0000-0001-7215-5018
Türkiye

Hasan Kürşat Güleş
0009-0001-8214-0255
Türkiye

Sultan Çetinkaya Örs
0000-0002-0380-2717
Türkiye

Publication Date

October 27, 2025

Submission Date

June 24, 2025

Acceptance Date

September 16, 2025

Published in Issue

Year 2025 Volume: 18 Number: 4

DOI

https://doi.org/10.25287/ohuiibf.1811091

IZ

https://izlik.org/JA76ZD34TD

APA

Şahin, E., Güleş, H. K., & Çetinkaya Örs, S. (2025). Tüketici Satın Alma Niyetinde Yenilikçi Ürün Tasarımının Rolü: Elektrikli Otomobil Pazarına Yönelik Bir Uygulama. Academic Review of Economics and Administrative Sciences, 18(4), 1018-1051. https://doi.org/10.25287/ohuiibf.1811091

Ömer Halisdemir Universitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi (OHUIIBF) is licensed under the Creative Commons Attribution-Noncommercial-Pseudonymity License 4.0 international license.

Tüketici Satın Alma Niyetinde Yenilikçi Ürün Tasarımının Rolü: Elektrikli Otomobil Pazarına Yönelik Bir Uygulama

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The Impact of Innovative Product Design on Consumer Purchase Intention: A Study in the Electric Vehicle Market

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Publication Date

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