TÜKETİCİLERİN YENİLİKÇİLİK EĞİLİMLERİNİ ETKİLEYEN DAVRANIŞSAL VE KİŞİLİKSEL FAKTÖRLERİN İNCELENMESİ: GIDA ALIŞVERİŞLERİ ÜZERİNE BİR UYGULAMA

Öz

Yenilikçi tüketim anlayışı, ürünler ile ilgili bilgilerin takip edildiği rasyonel bir davranışı temsil etmektedir. Bu rasyonel tutum,dışa dönüklük, uyumluluk, sorumluluk, deneyime açıklık, nörotizm, etkileyicilik ve mükemmeliyetçilik gibi bir takım kişilik özelliklerinin etkisiyle değişebilmektedir. Ayrıca, tüketicilerin yenilikçilik eğilimleri, alışverişe ayırdıkları zaman, alışveriş sıklıkları, özel kampanyalara olan ilgileri ve alışveriş tarzlarına göre de farklılaşabilmektedir. Bu araştırmanın amacı, tüketicilerin kişilik özelliklerinin ve alışveriş davranışlarının yenilikçilik eğilimleri üzerindeki etkilerinin incelenmesidir. Araştırmada ikincil amaç olarak, tüketicilerin yenilikçilik eğilimleri ve davranışsal tutumlarının cinsiyete göre farklılıkları da ele alınmaktadır. Araştırma sonuçlarına göre, tüketicilerin yenilikçi eğilimlerinde, dışa dönük ve etkileyici kişilik yapıları etkili olabilmektedir. Ayrıca, tüketicilerin cinsiyetlerine göre yenilikçilik eğilimlerinde bir farklılık görülmezken, davranışsal olarak kadınlar, erkeklere göre, alışverişe daha fazla zaman ayırmakta ve broşürler gibi kampanya materyallerine daha fazla dikkat etmektedir. Araştırma, Düzce ilinde ikamet etmekte olan ve kolayda örnekleme ile seçilen 350 kişi üzerinde yüz yüze anket yöntemiyle gerçekleştirilmiştir. Araştırmada, faktör analizi, kümeleme analizi, lojistik regresyon analizi ve Mann WhitneyU testi uygulanmıştır. Analizler için AMOS 20.0 ve SPSS 16.0 programları kullanılmıştır.

Anahtar Kelimeler

• Yenilikçilik, Beş Faktör Modeli, Mükemmeliyetçilik, Etkileyicilik, Alışveriş

AN EXAMINATION OF BEHAVIORAL AND PERSONAL FACTORS THAT AFFECTS CONSUMER INNOVATIVENESS TENDENCIES: A STUDY ON FOOD SHOPPING

Öz

Innovative consumption concept represents a rational behavior which is relevant to searching for product-related information. This rational attitude may change under the influence of some personality traits. In particular, extroversion, compliance, accountability, openness to experience, neuroticism, impressiveness and perfectionism is thought to be effective on innovativeness tendency. In addition, innovation tendency may change by the effects of behaviors such as time spent on shopping, shopping frequency, interest for the marketing campaigns and consumer shopping styles. The purpose of this study is to analyze the effects of consumer personality characteristics and shopping behaviors on the consumer innovativeness inclinations. As a secondary objective of the study, the impact of gender on the consumer innovativeness inclinations and behavioral attitudes are also discussed. Findings indicate that both extraversion and impressiveness personality traits effect consumers’ innovativeness tendencies. Besides, there is no significant difference between men and women in terms of innovativeness tendency, but women spend more time on shopping and more likely to pay attention to campaign materials such as brochures. As a part of the field study, a face to face questionnaire is conducted in Düzce on 350 respondents sampled via convenience sampling. To test the relations between variables on the research model, various analysis techniques (ie. factor analysis, clusteranalysis, logistic regression and Mann Whitney U techniques) are carried out via SPSS 16.0 and AMOS 20.0 softwares.

Anahtar Kelimeler

• Consumer Innovativeness, Five-Factor Model, Perfectionism, Impressiveness, Shopping

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