Innovation in Consumer Behavior: A 30-Year Systematic Review

Year 2023, Volume: 37 Issue: 4, 237 - 245, 15.10.2023

Ece Özer Çizer

Abstract

The world is under the influence of the paradigm shift that started with the fourth Industrial Revolution. The paradigm shift-triggered global technological developments both affect each other and create the formation of new developments. These technological developments, which are described as an innovation ecosystem, also show their effects on consumer behavior. Innovations are shaped in line with consumer behavior as well as affecting consumer behavior. This study aimed to reveal the reflections of consumer behavior and innovation interaction in the literature. For this purpose, a systematic literature search was conducted using the R Studio program for articles with the keywords “innovation” and “consumer beh*” in the Web of Science database. According to the analysis findings of the study, which focuses on the last 30 years of innovation in consumer behavior, it has been determined that studies on the concepts of “sus- tainability,” “marketing,” and “e-commerce” are frequently conducted in the literature. In addition, the studies are based on the theory of planned behavior and the technology acceptance model. In recent years, it has been emphasized that the subjects of “sharing economy,” “co-creation,” and “covid-19” have been studied within the scope of innovation and consumer behavior.

Keywords

Circular economy, consumer behavior, innovation, sustainability

Tüketici Davranışlarında İnovasyon: 30 Yıllık Sistematik Bir Değerlendirme

Abstract

Dünya, 4. Sanayi Devrimi ile başlayan paradigma değişiminin etkisi altındadır. Bu paradigma deği- şimiyle küresel çapta gerçekleşen teknolojik gelişmeler hem birbirlerini etkilemekte hem de yeni gelişmelerin oluşumuna zemin hazırlamaktadır. İnovasyon ekosistemi olarak nitelendirilen bu tek- nolojik gelişmeler etkilerini tüketici davranışları üzerinde de göstermektedir. İnovasyonlar tüketici davranışlarını etkilediği gibi tüketici davranışları doğrultusunda da şekillenmektedir. Bu çalış- mada tüketici davranışları ve inovasyon etkileşiminin literatüre yansımalarının ortaya koyulması amaçlanmıştır. Bu amaç doğrultusunda Web of Science veri tabanından konusunda “innovation” ve “consumer beh*” anahtar kelimeleri geçen makalelere R Studio programı kullanılarak siste- matik literatür taraması yapılmıştır. Tüketici davranışlarında inovasyonun son 30 yılına odaklanan çalışmanın analiz bulgularına göre, literatürde sıklıkla “sürdürülebilirlik”, “pazarlama” ve “e-ticaret” kavramları üzerine çalışmalar yapıldığı tespit edilmiştir. Ayrıca çalışmalar “planlı davranış teorisi” ve “teknoloji kabul modeli” teorilerine dayandırılmıştır. Son yıllarda ise inovasyon ve tüketici dav- ranışları kapsamında “paylaşım ekonomisi”, “birlikte yaratma” ve “covid-19” konularının çalışıldığı vurgulanmıştır.

Keywords

Dönüşüm ekonomisi, tüketici davranışı, inovasyon, sürdürülebilirlik

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