TÜKETİCİ YENİLİKÇİLİĞİ

Yıl 2013, Cilt: 27 Sayı: 2, 1 - 20, 14.04.2013

Mustafa Karaarslan , M. Şükrü Akdoğan

Öz

Tüketici yenilikçiliği, literatürde yenilikçilik eğilimi, ilgi alanına
özel yenilikçilik ve yenilikçi davranış boyutlarıyla tartışılmaktadır. Yenilikçi
tüketiciler; yenilikleri daha fazla takip etme, daha kolay benimseme ve
çevresindeki kişilere de tanıtma eğiliminde olmaları sebebiyle, diğer tüketicilere
göre pazarlama disiplini açısından daha fazla öneme sahiptirler.
Bu çalışmada tüketici yenilikçiliğinin ne olduğu, tarihsel süreçte nasıl
değişim gösterdiği ve nasıl ölçülmeye çalışıldığı üzerinde durulmuştur. Ayrıca
literatürde henüz çözülemeyen problemler üzerinde durularak araştırmacılar için
gelecekte yapacakları çalışmalar için önerilerde bulunulmuştur.

Anahtar Kelimeler

Tüketici yenilikçiliği, yenilikçilik eğilimi, ilgi alanına özel yenilikçilik, yenilikçi davranış

Kaynakça

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