TY  - JOUR
T1  - Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services
TT  - Tüketici, Algılanan Ürün ve Marka Yenilikçiliğinin Seri Aracılık Rolünün Hizmetlerde Test Edilmesi
AU  - Kıymalıoğlu, Aslıhan
AU  - Yavuz Akay, Meryem
PY  - 2025
DA  - August
Y2  - 2024
DO  - 10.17153/oguiibf.1592672
JF  - Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi
PB  - Eskişehir Osmangazi Üniversitesi
WT  - DergiPark
SN  - 1306-6730
SP  - 650
EP  - 670
VL  - 20
IS  - 2
LA  - en
AB  - The purpose of the study is to investigate the serially mediating role of consumer, perceived product and brand innovativeness between product type (goods vs services) and consumer responses which are brand attitude, purchase intention and willingness to pay more. Two scenarios were developed and directed to participants together with survey questions. The hypotheses were tested with Model 6 of the process macro in SPSS. The findings revealed that the serial mediation of innovativeness types is effective for services increasing consumers’ brand attitude and purchase intention.
KW  - Consumer Innovativeness
KW  - Perceived Product Innovativeness
KW  - Brand Innovativeness
KW  - Serial Mediation Analysis
N2  - 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.
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UR  - https://doi.org/10.17153/oguiibf.1592672
L1  - https://dergipark.org.tr/tr/download/article-file/4400034
ER  -