Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı

Öz

Günümüzde, ürün çeşitliliği ve teknoloji sayesinde, tüketiciler birbirlerinden farklı olma isteğine giderek daha çok sahip olmaktadır. Bu durum, tüketicilerde benzersiz olma ihtiyacını tetiklemektedir. Bu çalışmanın amacı, tüketici benzersiz olma ihtiyacının, pazarlama literatüründe ve uygulamalarında son yıllarda dikkat çekici bir ilgiye kavuşan birlikte değer oluşturma üzerindeki etkisinin ortaya çıkartılmasıdır. Yapılan literatür araştırmaları sonucunda, tüketici benzersiz olma ihtiyacının doğrudan birlikte değer oluşturmada katılım davranışı üzerindeki etkisinden ziyade, ürün ilgilenimi aracılığı ile etkisinin olabileceği kavramlaştırılmıştır. Geliştirilen araştırma model ve hipotezlerin değerlendirebilmesi için nicel araştırma yöntemi benimsenmiştir. Birlikte değer oluşturma davranışı gerçekleştiren 450 kişiden anket aracılığıyla veri toplanmıştır. Toplanan veriler SPSS ve LISREL programları ile analiz edilmiştir. Araştırmada kullanılan ölçeklerin geçerliliğinin ve güvenilirliğinin değerlendirilebilmesi için açıklayıcı faktör analizi ve doğrulayıcı faktör analizi uygulanmıştır. Kavramsal modelin test edilmesi için yapısal eşitlik analizi kullanılmıştır. Araştırma sonucunda tüketici benzersiz olma ihtiyacının, ürün ilgilenimi aracılığı ile birlikte değer oluşturmada katılım davranışını olumlu yönde etkilediği sonucuna ulaşılmıştır. Bunun yanı sıra, katılım davranışı alt boyutları içinde de neden-sonuç ilişkilerinin var olduğu model önerileri sonucunda bulunmuştur. Katılımı davranışın bir boyutu olan kişisel etkileşim, sorumlu davranış boyutunu etkilemektedir. Aynı zamanda sorumlu davranış boyutu da bilgi paylaşma boyutunu etkilemektedir.

Anahtar Kelimeler

• Tüketici Benzersiz Olma İhtiyacı
• Ürün İlgilenimi
• Birlikte Değer Oluşturmada Katılım Davranışı

The Consumers’ Need for Uniqueness, Product Involvement and Participation Behaviour in Value Co-Creation

Öz

Nowadays, consumers increasingly desire to be unique from each other with the product diversity and technology. This situation triggers the consumers’ need for uniqueness behaviour. The aim of this study is to reveal the effect of consumers’ need for uniqueness on co-creation value, which has gained attention in marketing literature and practices in recent years. In the literature, instead of a direct effect, the effect of consumers’ need for uniqueness through product involvement on participation behaviour in creating value together was examined. Based on the literature researches, it has been conceptualized that the consumers’ need for uniqueness has an effect through product involvement rather than directly on participation behaviour in co-creation value. Quantitative research method has been adopted to evaluate the research model and hypothesises. Data were collected through a questionnaire from 450 people who performed co-creation value behaviour and were analysed by SPSS and LISREL programs. The exploratory and confirmatory factor analysis were used to evaluate the validity and reliability of the scales used in the study. The structural equation analysis was used to test the conceptual model. The results showed that the consumers’ need for uniqueness positively affects on the participation behaviour in co-creation value through product involvement. In addition, the results revealed that there were cause-effect relationships in the sub-dimensions of participation behaviour. Personal interaction affects the dimension of responsible behaviour. In addition, the dimension of responsible behaviour affects the knowledge sharing dimension.

Anahtar Kelimeler

• Consumers' Need for Uniquennes
• Product Involvement
• Participation Behaviour in Co-creation Value

Kaynakça

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