Araştırma Makalesi
BibTex RIS Kaynak Göster

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

Yıl 2021, , 569 - 593, 26.12.2021
https://doi.org/10.18074/ckuiibfd.868236

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.

Kaynakça

  • Antil, J. H. (1984), Conceptualization and Operationalization of Involvement. Advances in Consumer Research, 11(1), 203-209.
  • Ballantyne, D. ve Varey J. R. (2006). Creating value-in-use through marketing ınteraction: the exchange logic of relating, communicating and knowing. Marketing Theory, 6(3), 335-348.
  • Başkol, Melih (2019), Agılanan değer, müşteri katılımı ve algılanan firma performansı ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(3), 904-922.
  • Bhaduri, G. ve Stanforth, N. (2016). Evaluation of absolute luxury. Journal of Fashion Marketing and Management, 20(4), 471-486.
  • Bharti, K., Agrawal, R., ve Sharma, V. (2014). What drives the customer of world's largest market to participate in value co-creation?. Marketing Intelligence & Planning, 32(4), 413- 435.
  • Bitner, M.J., Faranda T, W., Hubbert, R, A, ve Zeithaml, A. V. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.
  • Bloch, H. P., ve Richins, L. M. (1983). A theoretical model for the study of product ımportance perceptions. Journal of Marketing, 47(3), 69-81.
  • Bloch, H. Peter (1982) , Involvement beyond the purchase process: conceptual ıssues and empirical ınvestigation. Association For Consumer Research, 09, 413-417.
  • Boukhari, E.A., Oumlil, R., ve Achaba, A.(2019). Value creation in service over the last two decades: a meta-analysis. Katsoni V., ve Segarra-Oña M. (Ed.) In: Smart tourism as a driver for culture and sustainability (s.103-119). Springer Proceedings in Business and Economics. Springer, Champ
  • Carsky, M.L., Smith, M. F., ve Dickinson, R.A. (1994). Measuring the involvement construct. Journal of International Food & Agribusiness Marketing, 6(4), 71-102.
  • Chan, K.W., Yim, C.K., ve Lam, K.S. (2010). Is customer participation in value creation a double-edged sword? evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64.
  • Chathoth, Prakash v.dğr (2013). “Co-production versus co-creation: A process based continuum in the hotel service context. International Journal of Hospitality Management. 32: 11-20.
  • Çakır, V. (2007), Tüketici ilgilenimini ölçmek. Selçuk İletişim, 44(4),163-180.
  • Dholakia, M. U. (2001), A motivational process model of product involvement and consumer risk perception. European Journal of Marketing, 35(11/12),1340-1362.
  • Edvardsson, B., Skålén, P., ve Tronvoll, B. (2012). Service systems as a foundation for resource ıntegration and value co-creation. Review of Marketing Research, 9(2), 79-126.
  • Emerson, R. M. (1962). Power-dependence relations. American sociological review, 31-41.
  • Ennew, T. C. ve Binks, R. M., (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research, 46(2), 121-132.
  • Erdinç, K. (2012). Tasarım sürecinde birlikte değer yaratma ve gemi inşa sektöründe bir uygulama. Yayımlanmamış Yüksek Lisans Tezi. Gebze: Gebze İleri teknoloji Üniversitesi Sosyal Bilimler Enstititüsü.
  • Fang, E. (2004). Creating customer value through customer partıclaption in b2b markets: a value creation and value sharing perspective. UnpublishedPhd Thesis. University of Missouri- Columbia
  • Fang, E., Palmatier, W.R., ve Evans, R. K. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science,36(3), 322-336.
  • Fawcett, E. S., Wallin, C., Allred, C., ve Magnan, G. (2009). Supply chain information – sharing: benchmarking a proven path. Benchmarking: An International Journal, 16(2), 222-246.
  • File, K. M., Judd, B. B., ve Prince, R. A. (1992). Interactive marketing: the ınfluence of participation on positive word-of-mouth and referrals. Journal of Services Marketing,6(4), 5-14.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error . Journal of Marketing Research, 18(1), 39-50.
  • Fotiadis, T. (2019), Customer participation, e-service quality, satisfaction:(e) Service dominant logic trinity. Journal of Promotion Management, 25(3), 394-418.
  • Foxall, R. G., ve Bhate, S. (1993). Cognitive style and personal involvement as explicators of innovative purchasing of ″healthy″ food brands. European Journal Of Marketing,27(2), 5-16.
  • Franke, Nikolaus ve Schreier, Martin (2008). Product uniqueness as driver of customer utility in mass customization. Marketing Letters, 19(2), 93-107.
  • Frasquet- Deltoro, M., Alarcon – Del- Amo, M-D-C., ve Lorenzo –Romeo, C. (2019). Antecedents and consequences of virtual customer co- creation behaviours. Internet Research, 29(1), 218-244
  • Fromkin, H. L. (1971), A social psychological analysis of the adoption and diffusion of new products and practices from a uniqueness motivation perspective. ACR Special Volumes. 464-469.
  • Fromkin, L. H., ve Snyder, R. C. (1980). Social Exchange Theory. The Search for Uniqueness and Valuation of Scarcity.. Gergen K.J., Greenberg M.S., ve Willis R.H.(Ed). MA: Boston Springer, 57-75.
  • Füller, J. ve Bilgram, V. (2017). The moderating effect of personal features on the consequences of an enjoyable co-creation experience. Journal of Product & Brand Management,26(4), 386-401.
  • Grönroos, C. (2008), Service logic revisited: who creates value? and who co-creates?”. European Business Review, 20(4),298-314.
  • Grönroos, C. (2011), Value co-creation in service logic: a critical analysis. Marketing Theory,11(3),279–301.
  • Gummerus, J. (2013), Value creation processes and value outcomes in marketing theory: strangers or siblings. Marketing Theory, 13(1), 19-46.
  • Gummesson, E., Mele, C., Polese F., Galvagno, M., ve Dalli, D. (2014). Theory of value co–creation: a systematic literature review. Managing Service Quality, 24(6), 643-683.
  • Hawkins, I. D., ve Mothersbaugh, L. D. (2009). Consumer behavior- building marketing strategy. 11. Edition McGraw- Hill. İrwin
  • Helmig, B., Huber, J-A., ve Leeflang, P. (2007). Explaining behavioural intentions toward co-branded products. Journal of Marketing Management, 23(3-4), 285-304.
  • Hennig‐Thurau, T. (2004), Customer orientation of service employees. International Journal of Service Industry Management,15(5), 460–478.
  • Hong, S-J. ve Tam, K. Y. (2006). understanding the adoption of multipurpose ınformation appliances: the case of mobile data services. Information Systems Research,17(2), 162-179.
  • Hoyer, D. W., Maclnnis, J. ve Deborah, P. R. (2012). Consumer Behavior .6th Edition. South Western: Cengage Learning. Hsiao, C., Lee, Y-H, Chen, W-J. (2015). The effect of servant leadership on customer value co-creation: a cross-level analysis of key mediating roles. Tourism Management,49, 45-57.
  • Hui, G. (2014), How the internet of things changes business models. Harvard Business Review, 92(7/8), 1-5.
  • Ilham, M. Ridha, Adam, Muhammad ve Hafasnuddin (2019) “ Product Uniqueness, Involvement, Knowledge, Repurchase Intention of the Branded Muslimah Fashion: Mediating Effect of Expected Price”. East African Scholars Journal of Economics, Business and Management, 2(8), 388-394.
  • Jamal, A. ve Adelowore, A. (2008). Customer-employee relationship the role of self-employee congruence. European Journal of Marketing, 42(11/12), 1316- 1345.
  • Karababa, E. ve Kjeldgaard, D. (2014). Value in marketing: toward sociocultural perspectives. Marketing Theory,14(1), 119-127.
  • Koç, E. (2016), Tüketici Davranışı Pazarlama Stratejileri – Global ve Yerel Yaklaşım. 7 Baskı. Ankara: Seçkin Yayıncılık.
  • Krugman, H. E. (1965), The impact of television advertising: learning without involvement. The Public Opinion Quarterly, 29(3), 349-56.
  • Kwon, J. (2015), The effect of value co-creation and service quality on customer satisfaction and commitment in healthcare management. Unpublished Phd Thesis. University of North Texas.
  • Leavy, B. (2012), Collaborative innovation as the new ımperative–design thinking, value co-creation and the power of “Pull”. Strategy & Leadership, 40(2), 25-34.
  • Lindgreen, A., Hingley, K. M., Grant, B. D., ve Morgan, E. R. (2012). Value in business and industrial marketing: past, present and future”. Industrial Marketing Management, 41(1), 207-214.
  • Locander, B. W. ve Peter, W. H. (1979). The effect of self-confidence and anxiety on information seeking in consumer risk reduction". Journal of Marketing Research, 16(2), 268-274.
  • López, R. A., Salvador, R. de M., ve López López, I.(2017). Sharing co-creation experiences contributes to consumer satisfaction." Online Information Review, 41(7), 969-984
  • Lynn, M. ve Harris, J. (1997a). The Desire for Unique Consumer Products: A New Individual Differences Scale. Psyhcology & Marketing, 14(6), 601-616.
  • Lynn, M. ve Harris, J. (1997b). Individual Differences in the Pursuit of Self-Uniqueness Through Consumption. Journal of Applied Social Psychology, 27(21), 1861-1883.
  • Lynn, Michael ve Snyder, R. Charles (2002). Uniqueness seeking. Handbook of positive psychology, Oxford University Press.
  • Macdonald, K. E., Wilson, H., Martinez, V., ve Toossi, A. (2011). Assessing value-in-use: a conceptual framework and exploratory study. Industrial Marketing Management, 40(5), 671-682.
  • Maglio, P. P. ve Spohrer, J. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36(1), 18-20.
  • Mustak, M., Jaakkola, E., ve H., Aino (2013). Customer participation and value creation: a systematic review and research implications. Managing Service Quality, 23(4), 341-359.
  • Odabaşı, Y. ve Barış, G. (2016). Tüketici Davranışı. 16 baskı. İstanbul: MediaCat yayınları.
  • Olsen, S. O. ve Mai H- T.X. (2013) Consumer participation: the case of home meal preparation. Psychology & Marketing, 30(1),1-11.
  • Patterson, G. P. ve Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79(2), 107–120.
  • Payne, F.A., Storbacka, K., ve Frow, P. (2008). Managing the Co-Creation of Value. Journal of the Academy of Marketing Science, 36(1), 83-96.
  • Pera, R., Occhiocupo, N., ve Clarke, J. (2016). Motives and resources for value co-creation in a multistakeholder ecosystem: a managerial perspective. Journal of Business Research, 69(10), 4033-4041.
  • Porter, E. M. (1985), The value chain and competitive advantage: creating and sustaining superior performance. Competitive Advantage, 167, 167- 205.
  • Prahalad, C.K. ve Ramaswamy, V. (2004). Co-Creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
  • Quing Lui, S. ve Matilla, S. A. (2015). Ethnic dining: need to belong, need to be unique, and menu offering. International Journal of Hospitality Management, 49, 1–7.
  • Ramaswamy, V. (2002), The connection. Strategy and Business, 27(27), 50-61.
  • Risch‐Rodie, A. ve Kleine, S.S. (2000). Customer participation in services production and delivery, Swartz, T.A. ve Iacobucci, D. (Ed.). In: The handbook of services marketing and management (s. 111‐126), CA: Sage, Thousand Oaks. Rothschild, L. M. (1984). Perspectives on ınvolvement: current problems and future directions. Advances in Consumer Research, 11, 216–217.
  • Ruvio, Ayalla (2008). Unique like everybody else? the dual role of consumers’ need for uniqueness. Psyhcology & Marketing, 25(5), 444-464.
  • Saarıjärvı, H. (2011), Customer value co-creation through reverse use of customer data. Unpublished PhD Thesis.Tampere: School of Management University of Tempere.
  • Schiffman, G. Leon ve Wisenblit, L.Joseph (2015). Consumer Behaviour. 11th Edition. Edinbourgh: Pearson Education Limited.
  • Sharma, N. ve Patterson, G. P. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services”. Journal of Service Marketing, 13(2), 151–170.
  • Sherif, M. ve Cantril, H. (1947). The Psychology of Ego-İnvolvements: Social Attitudes and Identifications. Hoboken, NJ, US: John Wiley & Sons Inc.
  • Singhal, S. ve Mehta, D. (2015). An empirical study of the dimensions of customer value co-creation behaviour. International Journal of Advanced Research and Innovative Ideas in Education, 1, 255-261.
  • Skålén, P., Gummerus, J., Von Koskull, C., ve Magnusson, R. P. (2015). Exploring value propositions and service ınnovation: a service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137-158.
  • Solaniki, S. (2011), Demographics and consumer ınvolvement in product choice: statıstical and econometric analysis for future marketing decisions. Unplublished PhD Thesis. Devi Ahilya University.
  • Street Jr, R. L., Gordon, H. S., Ward, M. M., Krupat, E., ve Kravitz, R. L. (2005). Patient participation in medical consultations: why some patients are more involved than others. Medical care, 43(10), 960-969.
  • Synder, R. C. ve Fromkin L. H. (1977). Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518-527.
  • Tai, Y‐M. ve Ho, C‐F. (2010). Effects of ınformation sharing on customer relationship intention. Industrial Management & Data Systems, 110(9), 1385-1401.
  • Tepper, K. ve Hoyle, R. H. (1996). Latent variable models of need for uniqueness. Multivariate Behavioral Research, 31(4), 467-494.
  • Thomke, S. ve VonHippel, E. (2002). Customers as Innovators A New Way to Create Value. Harward Business Review, 80(4), 74-85.
  • Tian, T. K., Bearden, O. W., ve Hunter, L. G. (2001). Consumers’ need for uniqueness: scale development and validation. Journal of Consumer Research, 28(1), 50-66.
  • Tsiotsou, R. (2005), Perceived quality levels and their relation to ınvolvement, satisfaction and purchase intentions. Marketing Bulletin, 16(4), 1-10.
  • Vargo S.L., Maglio P. P., Akaka, M. A. (2008). On value and value co-creation: a service systems and service logic perspective. European Management Journal, 26(3), 145-152.
  • Vega-Vazquez, M., Revilla-Camacho, M. Á., ve Cossío-Silva, F. J. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
  • Whiting, A. ve Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362- 369.
  • Wilkie, W. L. (1990), Consumer Behavior, 2nd ed., New York, NY: John Wiley.
  • Workman, E. J. ve Kidd, K. L. (2000). Need for uniqueness scale to characterize fashion consumer groups. Clothing and Textiles Research Journal, 18(4), 227- 236.
  • Xie, C., Bagozzi, R. P., ve Troye, S. V. (2008). Trying to prosume: toward a theory of consumers as co-creators of value. Journal of The Academy of Marketing Science, 36.1: 109-122
  • Yadin, D. (2002), The international dictionary of marketing over 1,000 professional terms and techniques. 1st Edition. Londra: Kogan Page.
  • Yi, Y. ve Gong, T. (2013). customer value co-creation behavior: scale development and validation. Journal of Business research, 66(9), 1279-1284
  • Yi, Y., Nataraajan, R., ve Gong, T. (2011). Customer participation and citizenship behavioral ınfluences on employee performance, satisfaction, commitment, and turnover intention”. Journal of Business Research,64(1), 87-95.
  • Zaichkowsky, J. L. (1985), Measuring the involvement construct. Journal Of Consumer Research, 12(3), 341-352.
  • Zhang, H. B., Yaobin L., ve Wang, S. W. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information and Management, 52(4), 468-482.

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

Yıl 2021, , 569 - 593, 26.12.2021
https://doi.org/10.18074/ckuiibfd.868236

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.

Kaynakça

  • Antil, J. H. (1984), Conceptualization and Operationalization of Involvement. Advances in Consumer Research, 11(1), 203-209.
  • Ballantyne, D. ve Varey J. R. (2006). Creating value-in-use through marketing ınteraction: the exchange logic of relating, communicating and knowing. Marketing Theory, 6(3), 335-348.
  • Başkol, Melih (2019), Agılanan değer, müşteri katılımı ve algılanan firma performansı ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(3), 904-922.
  • Bhaduri, G. ve Stanforth, N. (2016). Evaluation of absolute luxury. Journal of Fashion Marketing and Management, 20(4), 471-486.
  • Bharti, K., Agrawal, R., ve Sharma, V. (2014). What drives the customer of world's largest market to participate in value co-creation?. Marketing Intelligence & Planning, 32(4), 413- 435.
  • Bitner, M.J., Faranda T, W., Hubbert, R, A, ve Zeithaml, A. V. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.
  • Bloch, H. P., ve Richins, L. M. (1983). A theoretical model for the study of product ımportance perceptions. Journal of Marketing, 47(3), 69-81.
  • Bloch, H. Peter (1982) , Involvement beyond the purchase process: conceptual ıssues and empirical ınvestigation. Association For Consumer Research, 09, 413-417.
  • Boukhari, E.A., Oumlil, R., ve Achaba, A.(2019). Value creation in service over the last two decades: a meta-analysis. Katsoni V., ve Segarra-Oña M. (Ed.) In: Smart tourism as a driver for culture and sustainability (s.103-119). Springer Proceedings in Business and Economics. Springer, Champ
  • Carsky, M.L., Smith, M. F., ve Dickinson, R.A. (1994). Measuring the involvement construct. Journal of International Food & Agribusiness Marketing, 6(4), 71-102.
  • Chan, K.W., Yim, C.K., ve Lam, K.S. (2010). Is customer participation in value creation a double-edged sword? evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64.
  • Chathoth, Prakash v.dğr (2013). “Co-production versus co-creation: A process based continuum in the hotel service context. International Journal of Hospitality Management. 32: 11-20.
  • Çakır, V. (2007), Tüketici ilgilenimini ölçmek. Selçuk İletişim, 44(4),163-180.
  • Dholakia, M. U. (2001), A motivational process model of product involvement and consumer risk perception. European Journal of Marketing, 35(11/12),1340-1362.
  • Edvardsson, B., Skålén, P., ve Tronvoll, B. (2012). Service systems as a foundation for resource ıntegration and value co-creation. Review of Marketing Research, 9(2), 79-126.
  • Emerson, R. M. (1962). Power-dependence relations. American sociological review, 31-41.
  • Ennew, T. C. ve Binks, R. M., (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research, 46(2), 121-132.
  • Erdinç, K. (2012). Tasarım sürecinde birlikte değer yaratma ve gemi inşa sektöründe bir uygulama. Yayımlanmamış Yüksek Lisans Tezi. Gebze: Gebze İleri teknoloji Üniversitesi Sosyal Bilimler Enstititüsü.
  • Fang, E. (2004). Creating customer value through customer partıclaption in b2b markets: a value creation and value sharing perspective. UnpublishedPhd Thesis. University of Missouri- Columbia
  • Fang, E., Palmatier, W.R., ve Evans, R. K. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science,36(3), 322-336.
  • Fawcett, E. S., Wallin, C., Allred, C., ve Magnan, G. (2009). Supply chain information – sharing: benchmarking a proven path. Benchmarking: An International Journal, 16(2), 222-246.
  • File, K. M., Judd, B. B., ve Prince, R. A. (1992). Interactive marketing: the ınfluence of participation on positive word-of-mouth and referrals. Journal of Services Marketing,6(4), 5-14.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error . Journal of Marketing Research, 18(1), 39-50.
  • Fotiadis, T. (2019), Customer participation, e-service quality, satisfaction:(e) Service dominant logic trinity. Journal of Promotion Management, 25(3), 394-418.
  • Foxall, R. G., ve Bhate, S. (1993). Cognitive style and personal involvement as explicators of innovative purchasing of ″healthy″ food brands. European Journal Of Marketing,27(2), 5-16.
  • Franke, Nikolaus ve Schreier, Martin (2008). Product uniqueness as driver of customer utility in mass customization. Marketing Letters, 19(2), 93-107.
  • Frasquet- Deltoro, M., Alarcon – Del- Amo, M-D-C., ve Lorenzo –Romeo, C. (2019). Antecedents and consequences of virtual customer co- creation behaviours. Internet Research, 29(1), 218-244
  • Fromkin, H. L. (1971), A social psychological analysis of the adoption and diffusion of new products and practices from a uniqueness motivation perspective. ACR Special Volumes. 464-469.
  • Fromkin, L. H., ve Snyder, R. C. (1980). Social Exchange Theory. The Search for Uniqueness and Valuation of Scarcity.. Gergen K.J., Greenberg M.S., ve Willis R.H.(Ed). MA: Boston Springer, 57-75.
  • Füller, J. ve Bilgram, V. (2017). The moderating effect of personal features on the consequences of an enjoyable co-creation experience. Journal of Product & Brand Management,26(4), 386-401.
  • Grönroos, C. (2008), Service logic revisited: who creates value? and who co-creates?”. European Business Review, 20(4),298-314.
  • Grönroos, C. (2011), Value co-creation in service logic: a critical analysis. Marketing Theory,11(3),279–301.
  • Gummerus, J. (2013), Value creation processes and value outcomes in marketing theory: strangers or siblings. Marketing Theory, 13(1), 19-46.
  • Gummesson, E., Mele, C., Polese F., Galvagno, M., ve Dalli, D. (2014). Theory of value co–creation: a systematic literature review. Managing Service Quality, 24(6), 643-683.
  • Hawkins, I. D., ve Mothersbaugh, L. D. (2009). Consumer behavior- building marketing strategy. 11. Edition McGraw- Hill. İrwin
  • Helmig, B., Huber, J-A., ve Leeflang, P. (2007). Explaining behavioural intentions toward co-branded products. Journal of Marketing Management, 23(3-4), 285-304.
  • Hennig‐Thurau, T. (2004), Customer orientation of service employees. International Journal of Service Industry Management,15(5), 460–478.
  • Hong, S-J. ve Tam, K. Y. (2006). understanding the adoption of multipurpose ınformation appliances: the case of mobile data services. Information Systems Research,17(2), 162-179.
  • Hoyer, D. W., Maclnnis, J. ve Deborah, P. R. (2012). Consumer Behavior .6th Edition. South Western: Cengage Learning. Hsiao, C., Lee, Y-H, Chen, W-J. (2015). The effect of servant leadership on customer value co-creation: a cross-level analysis of key mediating roles. Tourism Management,49, 45-57.
  • Hui, G. (2014), How the internet of things changes business models. Harvard Business Review, 92(7/8), 1-5.
  • Ilham, M. Ridha, Adam, Muhammad ve Hafasnuddin (2019) “ Product Uniqueness, Involvement, Knowledge, Repurchase Intention of the Branded Muslimah Fashion: Mediating Effect of Expected Price”. East African Scholars Journal of Economics, Business and Management, 2(8), 388-394.
  • Jamal, A. ve Adelowore, A. (2008). Customer-employee relationship the role of self-employee congruence. European Journal of Marketing, 42(11/12), 1316- 1345.
  • Karababa, E. ve Kjeldgaard, D. (2014). Value in marketing: toward sociocultural perspectives. Marketing Theory,14(1), 119-127.
  • Koç, E. (2016), Tüketici Davranışı Pazarlama Stratejileri – Global ve Yerel Yaklaşım. 7 Baskı. Ankara: Seçkin Yayıncılık.
  • Krugman, H. E. (1965), The impact of television advertising: learning without involvement. The Public Opinion Quarterly, 29(3), 349-56.
  • Kwon, J. (2015), The effect of value co-creation and service quality on customer satisfaction and commitment in healthcare management. Unpublished Phd Thesis. University of North Texas.
  • Leavy, B. (2012), Collaborative innovation as the new ımperative–design thinking, value co-creation and the power of “Pull”. Strategy & Leadership, 40(2), 25-34.
  • Lindgreen, A., Hingley, K. M., Grant, B. D., ve Morgan, E. R. (2012). Value in business and industrial marketing: past, present and future”. Industrial Marketing Management, 41(1), 207-214.
  • Locander, B. W. ve Peter, W. H. (1979). The effect of self-confidence and anxiety on information seeking in consumer risk reduction". Journal of Marketing Research, 16(2), 268-274.
  • López, R. A., Salvador, R. de M., ve López López, I.(2017). Sharing co-creation experiences contributes to consumer satisfaction." Online Information Review, 41(7), 969-984
  • Lynn, M. ve Harris, J. (1997a). The Desire for Unique Consumer Products: A New Individual Differences Scale. Psyhcology & Marketing, 14(6), 601-616.
  • Lynn, M. ve Harris, J. (1997b). Individual Differences in the Pursuit of Self-Uniqueness Through Consumption. Journal of Applied Social Psychology, 27(21), 1861-1883.
  • Lynn, Michael ve Snyder, R. Charles (2002). Uniqueness seeking. Handbook of positive psychology, Oxford University Press.
  • Macdonald, K. E., Wilson, H., Martinez, V., ve Toossi, A. (2011). Assessing value-in-use: a conceptual framework and exploratory study. Industrial Marketing Management, 40(5), 671-682.
  • Maglio, P. P. ve Spohrer, J. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36(1), 18-20.
  • Mustak, M., Jaakkola, E., ve H., Aino (2013). Customer participation and value creation: a systematic review and research implications. Managing Service Quality, 23(4), 341-359.
  • Odabaşı, Y. ve Barış, G. (2016). Tüketici Davranışı. 16 baskı. İstanbul: MediaCat yayınları.
  • Olsen, S. O. ve Mai H- T.X. (2013) Consumer participation: the case of home meal preparation. Psychology & Marketing, 30(1),1-11.
  • Patterson, G. P. ve Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79(2), 107–120.
  • Payne, F.A., Storbacka, K., ve Frow, P. (2008). Managing the Co-Creation of Value. Journal of the Academy of Marketing Science, 36(1), 83-96.
  • Pera, R., Occhiocupo, N., ve Clarke, J. (2016). Motives and resources for value co-creation in a multistakeholder ecosystem: a managerial perspective. Journal of Business Research, 69(10), 4033-4041.
  • Porter, E. M. (1985), The value chain and competitive advantage: creating and sustaining superior performance. Competitive Advantage, 167, 167- 205.
  • Prahalad, C.K. ve Ramaswamy, V. (2004). Co-Creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
  • Quing Lui, S. ve Matilla, S. A. (2015). Ethnic dining: need to belong, need to be unique, and menu offering. International Journal of Hospitality Management, 49, 1–7.
  • Ramaswamy, V. (2002), The connection. Strategy and Business, 27(27), 50-61.
  • Risch‐Rodie, A. ve Kleine, S.S. (2000). Customer participation in services production and delivery, Swartz, T.A. ve Iacobucci, D. (Ed.). In: The handbook of services marketing and management (s. 111‐126), CA: Sage, Thousand Oaks. Rothschild, L. M. (1984). Perspectives on ınvolvement: current problems and future directions. Advances in Consumer Research, 11, 216–217.
  • Ruvio, Ayalla (2008). Unique like everybody else? the dual role of consumers’ need for uniqueness. Psyhcology & Marketing, 25(5), 444-464.
  • Saarıjärvı, H. (2011), Customer value co-creation through reverse use of customer data. Unpublished PhD Thesis.Tampere: School of Management University of Tempere.
  • Schiffman, G. Leon ve Wisenblit, L.Joseph (2015). Consumer Behaviour. 11th Edition. Edinbourgh: Pearson Education Limited.
  • Sharma, N. ve Patterson, G. P. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services”. Journal of Service Marketing, 13(2), 151–170.
  • Sherif, M. ve Cantril, H. (1947). The Psychology of Ego-İnvolvements: Social Attitudes and Identifications. Hoboken, NJ, US: John Wiley & Sons Inc.
  • Singhal, S. ve Mehta, D. (2015). An empirical study of the dimensions of customer value co-creation behaviour. International Journal of Advanced Research and Innovative Ideas in Education, 1, 255-261.
  • Skålén, P., Gummerus, J., Von Koskull, C., ve Magnusson, R. P. (2015). Exploring value propositions and service ınnovation: a service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137-158.
  • Solaniki, S. (2011), Demographics and consumer ınvolvement in product choice: statıstical and econometric analysis for future marketing decisions. Unplublished PhD Thesis. Devi Ahilya University.
  • Street Jr, R. L., Gordon, H. S., Ward, M. M., Krupat, E., ve Kravitz, R. L. (2005). Patient participation in medical consultations: why some patients are more involved than others. Medical care, 43(10), 960-969.
  • Synder, R. C. ve Fromkin L. H. (1977). Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518-527.
  • Tai, Y‐M. ve Ho, C‐F. (2010). Effects of ınformation sharing on customer relationship intention. Industrial Management & Data Systems, 110(9), 1385-1401.
  • Tepper, K. ve Hoyle, R. H. (1996). Latent variable models of need for uniqueness. Multivariate Behavioral Research, 31(4), 467-494.
  • Thomke, S. ve VonHippel, E. (2002). Customers as Innovators A New Way to Create Value. Harward Business Review, 80(4), 74-85.
  • Tian, T. K., Bearden, O. W., ve Hunter, L. G. (2001). Consumers’ need for uniqueness: scale development and validation. Journal of Consumer Research, 28(1), 50-66.
  • Tsiotsou, R. (2005), Perceived quality levels and their relation to ınvolvement, satisfaction and purchase intentions. Marketing Bulletin, 16(4), 1-10.
  • Vargo S.L., Maglio P. P., Akaka, M. A. (2008). On value and value co-creation: a service systems and service logic perspective. European Management Journal, 26(3), 145-152.
  • Vega-Vazquez, M., Revilla-Camacho, M. Á., ve Cossío-Silva, F. J. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
  • Whiting, A. ve Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362- 369.
  • Wilkie, W. L. (1990), Consumer Behavior, 2nd ed., New York, NY: John Wiley.
  • Workman, E. J. ve Kidd, K. L. (2000). Need for uniqueness scale to characterize fashion consumer groups. Clothing and Textiles Research Journal, 18(4), 227- 236.
  • Xie, C., Bagozzi, R. P., ve Troye, S. V. (2008). Trying to prosume: toward a theory of consumers as co-creators of value. Journal of The Academy of Marketing Science, 36.1: 109-122
  • Yadin, D. (2002), The international dictionary of marketing over 1,000 professional terms and techniques. 1st Edition. Londra: Kogan Page.
  • Yi, Y. ve Gong, T. (2013). customer value co-creation behavior: scale development and validation. Journal of Business research, 66(9), 1279-1284
  • Yi, Y., Nataraajan, R., ve Gong, T. (2011). Customer participation and citizenship behavioral ınfluences on employee performance, satisfaction, commitment, and turnover intention”. Journal of Business Research,64(1), 87-95.
  • Zaichkowsky, J. L. (1985), Measuring the involvement construct. Journal Of Consumer Research, 12(3), 341-352.
  • Zhang, H. B., Yaobin L., ve Wang, S. W. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information and Management, 52(4), 468-482.
Toplam 92 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Işıl Karapınar Çelik 0000-0002-2995-468X

Sertaç Çifci 0000-0001-8570-4389

Yayımlanma Tarihi 26 Aralık 2021
Yayımlandığı Sayı Yıl 2021

Kaynak Göster

APA Karapınar Çelik, I., & Çifci, S. (2021). Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 11(2), 569-593. https://doi.org/10.18074/ckuiibfd.868236
AMA Karapınar Çelik I, Çifci S. Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. Aralık 2021;11(2):569-593. doi:10.18074/ckuiibfd.868236
Chicago Karapınar Çelik, Işıl, ve Sertaç Çifci. “Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi Ve Birlikte Değer Oluşturmada Katılım Davranışı”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 11, sy. 2 (Aralık 2021): 569-93. https://doi.org/10.18074/ckuiibfd.868236.
EndNote Karapınar Çelik I, Çifci S (01 Aralık 2021) Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 11 2 569–593.
IEEE I. Karapınar Çelik ve S. Çifci, “Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı”, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, c. 11, sy. 2, ss. 569–593, 2021, doi: 10.18074/ckuiibfd.868236.
ISNAD Karapınar Çelik, Işıl - Çifci, Sertaç. “Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi Ve Birlikte Değer Oluşturmada Katılım Davranışı”. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 11/2 (Aralık 2021), 569-593. https://doi.org/10.18074/ckuiibfd.868236.
JAMA Karapınar Çelik I, Çifci S. Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021;11:569–593.
MLA Karapınar Çelik, Işıl ve Sertaç Çifci. “Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi Ve Birlikte Değer Oluşturmada Katılım Davranışı”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 11, sy. 2, 2021, ss. 569-93, doi:10.18074/ckuiibfd.868236.
Vancouver Karapınar Çelik I, Çifci S. Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021;11(2):569-93.