A STUDY ON DETERMINING THE RELATIONSHIPS BETWEEN CONSUMER INNOVATIVENESS AND SHOPPING STYLES

Year 2022, Volume: 6 Issue: 4, 1446 - 1462, 31.12.2022

Arzu Deniz Çakıroğlu

https://doi.org/10.47525/ulasbid.1182197

Abstract

The success of businesses that offer new products to the market is possible by appealing to consumers who can adapt and use these innovations. Innovative consumers adopted innovations faster than other consumers can be considered a target market for these businesses. To reach innovators and respond to their needs, it is necessary to examine how they behave. Consumers’ shopping style is one of the variables considered to evaluate their behavior. Therefore, businesses targeting innovative consumers can develop successful marketing strategies by determining their shopping styles. From this point of view, this research is aimed to determine the relationships between the innovativeness of consumers and their shopping styles. For this purpose, the study was conducted in Giresun. Based on the results, various suggestions were offered for researchers and practitioners. University students were preferred in the sample selection by considering both the Consumer Style Inventory (CSI), which was developed to quantify shopping styles, and the studies in the literature. The data obtained from 386 students at Giresun University were collected using a survey and analyzed via SPSS 23.0 statistical program. Factor and correlation analysis were used to analyze the data. The study findings indicated that there were significant relationships between cognitive innovativeness and quality and price consciousness in shopping styles. There were also substantial relationships between sensory innovativeness and fashion consciousness and impulsiveness in shopping styles. Accordingly, cognitive innovators consider the products’ price and quality at shopping whereas sensory innovators pay attention to the products’ trendiness and do unplanned buying.

Keywords

consumer behaviour, consumer innovativeness, cognitive innovativeness, sensory innovativeness, consumer shopping styles

TÜKETİCİ YENİLİKÇİLİĞİ VE SATIN ALMA TARZLARI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Pazara yeni ürün sunan işletmelerin başarısı bu yenilikleri benimseyip kullanabilecek tüketicilere hitap etmesiyle mümkündür. Yenilikleri diğer tüketicilere göre daha hızlı benimseyen yenilikçi tüketiciler bu işletmeler için bir hedef pazar kabul edilebilir. Yenilikçilere ulaşmak ve onların ihtiyaçlarına cevap verebilmek için de, nasıl davrandıklarını incelemek gerekmektedir. Tüketicilerin bir ürünü satın alma tarzları davranışlarnı değerlendirebilmek için ele alınan değişkenlerden biridir. Dolayısıyla yenilikçi tüketicileri hedefleyen işletmeler onların satın alma tarzlarını belirleyerek daha doğru pazarlama stratejileri geliştirebilirler. Buradan hareketle bu araştırmada tüketicilerin yenilikçilik özellikleriyle satın alma tarzları arasındaki ilişkilerin belirlenmesi amaçlanmaktadır. Bu amaçla Giresun ilinde bir anket çalışması yapılmıştır. Elde edilen sonuçlara göre araştırmacılar ve uygulamacılara çeşitli öneriler sunulmuştur. Çalışmanın örneklem seçiminde hem satın alma tarzlarını belirlemek için geliştirilen Tüketici Satın Alma Tarzı Envanteri (CSI) hem de literatürde yapılan çalışmalar dikkate alınarak üniversite öğrencileri tercih edilmiştir. Giresun Üniversitesi’nde okuyan 386 öğrenciye anket uygulanarak veriler toplanmış ve SPSS 23.0 istatistik programı kullanılarak analiz edilmiştir. Verilerin analizinde faktör analizi ve korelasyon analizi kullanılmıştır. Elde edilen sonuçlara göre bilişsel yenilikçilik ile kalite ve fiyat odaklılık satın alma tarzı arasında anlamlı ilişkiler söz konusudur. Ayrıca duygusal yenilikçilik ile son moda odaklılık ve dikkatsizlik satın alma tarzı arasında anlamlı ilişkiler tespit edilmiştir. Buna göre bilişsel yenilikçiler ürün satın alırken fiyat ve kalitesine dikkat etmektedirler. Duygusal yenilikçiler ise ürün satın alırken son moda olmasına önem vermekte ve genellikle plansız alışveriş yapmaktadırlar. 

Keywords

tüketici davranışı, tüketici yenilikçiliği, bilişsel yenilikçilik, duygusal yenilikçilik, satın alma tarzları

References

• Al-Motairi, M. A., & Al-Meshal, S. A. (2013), “Consumer Decision Making Style and the Online shopping Convenience: An Empirical Study in Saudi Retailing Sector”, First CBAs conference for GCC in Riyadh.
• Batool, S., Ahmed, M. Ashfaq, U. & Muhammad Zahid, Z. (2015), “Impact of consumer innovativeness on shopping styles; a case of Pakistan”, International Journal of Business and Management Invention, 4(2), February, 19-28.
• Blake, B.F., Neuendorf, K.A., Valdıserrı, C.E. (2003), “Innovativeness and variety of internet shopping”, Internet Research: Electronic Networking and Applications and Policy, 13(3), 156-169.
• Chaudhary, S., & Ajoy K. D. (2016), “A confirmatory factor analysis of teenage consumer styles inventory: evidence from India”, Amity Business Review, 17(1), 31-41.
• Cowart, K. O., & R. E. Goldsmith. (2007), “The Influence of consumer decision-making styles on online apparel consumption by college students”, International Journal of Consumer Studies, (31), 639 -647.
• Damanpour, F. (1990), “Innovation Effectiveness, Adoption and Organizational Performance”, West, M.A.,Farr, J.L. (Eds). Innovation and Creativity at Work, John Wiley & Sons, Chichester, 125-141.
• Deka, P. K. (2016), “Segmentation of young consumers of north-east India based on their decision-making styles”, IUP Journal of Marketing Management, 15 (2), 65-85.
• Dhar, R. & Wertenbroch, K. (2000), “Consumer choice between hedonic and utilitarian goods”, Journal of Marketing Research, (February), 60-71.
• Durvasula, S., S. Lysonski, & C. J. Andrews. (1993), “Cross-cultural generalizability of a scale for profiling consumers’ decision making styles”, Journal of Consumer Affairs, 27, 55-65
• Fan, J. X., & Xiao, J. J. (1998), “Consumer decision-making styles of young adult Chinese”, Journal of Consumer Affairs, 32(2), 275-294.
• Goldsmith, R. E. (1984), “Personality characteristics associated with adaption innovation”, Journal of Psychology, 117, 159-165
• Goswami, S., & Shagufta, K. (2015), “Impact of consumer decision-making styles on online apparel consumption in India”, Vision, 19(4), 303-311.
• Hafstrom, J.J., Chae, J.S. & Chung, Y.S. (1992), “Consumer decision-making styles: comparison between United States and Korean young consumers”, The Journal of Consumer Affairs, 26(1), 146-158.
• Hirschman, E. C. (1984), “Experience seeking: a subjectivist perspective of consumption”, Journal of Business Research, 12, 115-136.
• Hirunyawipada, T., Paswan, A. K. (2006), “Consumer innovativeness and perceived risk: implications for high technology product adoption”, Journal of Consumer Marketing, 23(4), 182-198.
• Ho, C.H. & Wu, W., (2011), “Role of innovativeness of consumer in relationship between perceived attributes of new products and intention to adopt”, International Journal of e-Business Management, 9(3), 180-194.
• Hong, J.C., Lin, P.H. & Hsieh, P.C. (2017), “The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch”, Computers in Human Behavior, February, 67, 264-272.
• Jaiyeoba, O. O. & Frederick, O. O. (2013), “Impact of consumer innovativeness on shopping styles: A case-study of limkokwing university students (Botswana)”, Business and Management Horizons, 1 (2), 107-117.
• Jana, F. (2015), “Measuring consumer innovativeness: identifying innovators among consumers of modern technologies”, Central European Business Review, 4 (4) Pp 18-29.
• Jin, N., Line, N.D., Merkebu, J. & Cornell. (2016), “Examining the impact of consumer innovativeness and innovative restaurant image in upscale restaurants”, Hospitality Quarterly, 57(3), 268-281.
• Kaushik, A. K. & Rahman, Z. (2014), “Perspectives and dimensions of consumer innovativeness: a literature review and future agenda”, Journal of International Consumer Marketing, 26(3), 239-263.
• Kavalcı, K., & Ünal, S. Y (2016), “Y ve z kuşaklarının öğrenme stilleri ve tüketici karar verme tarzları açısından karşılaştırılması”, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(3), 1033-1050.
• Khan, M. M., & Khan, S. (2013), “An analysis of consumer innovativeness and cognitive buying behavior of young adults: An empirical study on university students”, The Journal of Commerce, 5(4), 11-26.
• Kim, H. (2005), “The influence of self-construal on consumer decision making styles: a study of young Korean college students”, (doctoral dissertation). Retrieved from ProQuest dissertations and theses database. (UMI No. 3186861)
• Kim, Y., Kim, S. & Rogol, E., (2017), “The effects of consumer innovativeness on sport team applications acceptance and usage”, Journal of Sport Management, May, 31 (3), 241-255. DOI: 10.1123/jsm.2015-0338.
• Kim, Y.H. (2008), “An empirical examination of consumers’ innovation adoption: The role of innovativeness, fashion orientation, and utilitarıan and hedonic consumers attitudes”, (Master of Science)., The Faculty of the Graduate School at The University of North Carolina, Greensboro.
• Koschate-Fischer, N.; Engling, J.; Hoyer, W.D. & Stokburger-Sauer, N.E. (2017), “Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness”, Journal of the Academy of Marketing Science, In Press, 46(1), 1-21.
• Lastovicka, J. L. (1982), “On the validation of lifestyle traits: a review and illustration”, Journal of Marketing Research, 19, 126-138.
• Lysonski, S. & Durvasula, S. (2013), “Consumer decision making styles in retailing: evolution of mindsets and psychological impacts”, Journal of Consumer Marketing, 30 (1), 75-87.
• Lysonski, S., Durvasula, S. & Zotos,Y. (1996), “Consumer decision making style: a multi-country investigation”, European Journal of Marketing, 12, 10- 21.
• Midgley, D. F. & Dowling, G. R. (1978), “Innovativeness: the concept and its measurement”, Journal of Consumer Research, 4(4), 229-42.
• Mishra, A. (2015), “Consumer innovativeness and consumer decision styles: a confirmatory and segmentation analysis”, The International Review of Retail, Distribution and Consumer Research, 25(1), 35-54.
• Mitchell, V.W. & Bates, L. (1998), “UK Consumer decision making styles”; Journal of Marketing Management, 14(1 -3), 199-225.
• Morton, C., Anable, J. & Nelson, J. D. (2016), “Exploring consumer preferences towards electric vehicles: The influence of consumer innovativeness”, Innovations in Technologies for Sustainable Transport, Research in Transportation Business & Management, March, 18, 18-28.
• Moschis, G. P. (1976), “Shopping orientations and consumer uses of information”, Journal of Retailing, 52, 61-70.
• Park, E. J., J. Yu, & J. X. Zhou. (2010), “Consumer innovativeness and shopping style”, Journal of Consumer Marketing, 27 (5), 437-446.
• Park, K., & Dyer, C. L. (1995), “Consumer use innovative behavior: an approach toward its causes”, Advances in Consumer Research, 22, 566-572
• Persaud, A.; Schillo, S.R. (2017), “Purchasing organic products: role of social context and consumer innovativeness”, Marketing Intelligence and Planning, 35(1), 130-146.
• Quoquab, F., Abdullah, N. L. & Jihad, M. (2016), “Investigating the effects of consumer innovativeness, service quality and service switching costs on service loyalty in the mobile phone service context”, Gadjah Mada International Journal of Business, Jan-Apr, 18 (1), 21-53.
• R. Mehta & G. Dixit (2016), “Consumer decision making styles in developed and developing markets: A cross-country comparison”, Journal of Retailing and Consumer Services, 33,202-208.
• Raja, J. I., & Malik, J. A. (2014), “Personality dimensions and decision making: exploring consumers’ shopping styles”, Journal of Behavioral Sciences, 24(2), 18-33.
• Rašković, M.; Ding, Z.; Škare, V.; Ozretić Došen, Đ. & Žabkar, V. (2016), “Comparing consumer innovativeness and ethnocentrism of young-adult consumers”, Journal of Business Research, September 69(9):3682-3686.
• Ravindran, P. D., Ram, H. S., & Kumar, R. (2009),”Study on Decision Making Styles of Consumers in Malls”, The Journal of Mgt., Comp. Science & Journalism, IV (2), 104-109.
• Robinson, C., Leonhardt, J.M. (2016), “Consumer innovativeness and loyalty to non-gmo foods: the role of cognitive and affective beliefs”, Journal of Food Products Marketing, In Press, December, 24(1), 1-17.
• Roehrich, G. (2004), “Consumer innovativeness concepts and measurements”, Journal of Business Research, 57(6), 671-677.
• Roozmand, O., Ghasem-Aghaee, N., Hofstede, G. J., Nematbakhsh, M. A., Baraani, A., & Verwaart, T. (2011), “Agent-based modeling of consumer decision making process based on power distance and personality”, Knowledge-Based Systems, 24(7), 1075-1095.
• Sam, K. M., & Chatwin, C. (2015), “Online consumer decision-making styles for enhanced understanding of Macau online consumer behaviour”, Asia Pacific Management Review, 20 (2), 100-107.
• Shin, S. H., Kim, J.H. & Moon, H.. (2016), “Examining psychometric properties of Korean American consumer decision-making styles: the case of golf club purchasing”, International Journal of Sport Management, Recreation & Tourism, 22, 1-25.
• Sinkovics, R. R., K. M. Leelapanyalert, & M. Yamin. (2010), “A comparative examination of consumer decision styles in Austria”, Journal of Marketing Management, 26, 1021– 1036.
• Sporles, G. B. & E. L. Kendall (1986), “A methodology for profiling consumers' decision‐making styles”, Journal of Consumer Affairs, 20(2), 267-279.
• Sproles, E. K. & G. B. Sproles (1990), “Consumer decision‐making styles as a function of individual learning styles”, Journal of Consumer Affairs, 24(1), 134-147.
• Tellis, G. J., Yin, E., & Bell, S. (2009), “Global consumer innovativeness cross-country differences and demographic commonalities”, Journal of International Marketing, 17(2), 1-22.
• Truong, Y., Klink, R. R., Simmons, G.; Grinstein, A. & Palmer, M. (2017), “Branding strategies for high-technology products: The effects of consumer and product innovativeness”, Journal of Business Research, 70, 85-91.
• Truta, C., & Nitoiu, C. (2014), “Personality factors and emotions involved in consumer decision-making styles”, Romanian Journal of Experimental Applied Psychology, 5(2), 19-26.
• Tzeng, S.Y. & Wong, W.M. (2017), “Retention or defection? Chinese consumers' decision-making styles for domestic and global brands”, South African Journal of Business Management, 47(40), 83-92.
• Venkatraman, M. P. & MacInnis, D. J. (1985), “An investigation of the epistemic and sensory exploratory behaviors of hedonic and cognitive consumers”, In C. H. Elizabeth & L. H. Morris (Eds.), Advances in Consumer Research, 12, 102-107.
• Venkatraman, M. P. & Price, L. P. (1990), “Differentiating between cognitive and sensory innovativeness: concepts, measurement and their implications”, Journal of Business Research, 20, 293-315.
• Venkatraman, M. P., & MacInnis, D. J. (1985), “The epistemic and sensory exploratory behavior of hedonic and cognitive consumers”, Advances in Consumer Research, 12, 102-107.
• Violani, L.S. & Liswandi, L. (2016), “The influence of consumer decision-making styles towards purchasing behavior: a case study of online shopping in Jakarta, Indonesia”, International Journal of Management, Accounting and Economics, 3(5), 296-305.
• Walsh, G., Mitchell, V.W. & Hennig, T.T. (2001), “German consumer decision-making styles”, Journal of Consumer Affairs, 35(1), 73-95.
• Yılmaz, K. G., Güngördü, A., & Yumuşak, T. (2016), “The relationship between the list of values and consumer decision making styles in the context of clothing products”, Business Management Dynamics, 5(9), 1.
• Yoshida, M. (2009), “Engaging consumers through innovation: measuring event innovativeness in spectator sports”, Doctoral Thesis Florida State University College of Education.
• Yüksekbilgili, Z. (2016), “Tüketici karar verme tarzlarının kuşaklara göre değerlendirilmesi”, Elektronik Sosyal Bilimler Dergisi, 15(59), 1392-1402.
• Zarandi, H. N., & Lotfizadeh, F. (2017), “Cognitive innovativeness and decision-making styles in Iranian shopping”, British Journal of Marketing Studies, 5(3), 64-78.
• Zhang, Z. & Hou, Y. (2017), “Innovativeness”, Journal of Consumer Marketing, 34 (3), 241-254.
• Zhou, J.X., Arnold Mark, J., Pereira, A. & Yu, J. (2010), “Chinese consumer decision-making styles: A comparison between the coastal and inland regions”, Journal of Business Research, 63, 45-51.
• Zhu, J., Xu, Y., Huang, J., Yeow, C., & Wang, W. (2012), “Traditional and online consumers in china: a preliminary study of their personality traits and decision-making styles”, Psychiatric Daubing, 24(4.), 392-399.