PAZAR YÖNELİMİ GİRİŞİMCİLİK NİYETİNDE ETKİLİ MİDİR? ÜNİVERSİTELİLER ÜZERİNE BİR ALAN ÇALIŞMASI

Yıl 2019, Cilt: 20 Sayı: 1, 335 - 347, 31.05.2019

İsmail Tamer Toklu

Öz

Müşteri
istek ve beklentilerine göre ürünler sunarak değer oluşturmayı hedefleyen pazarlama
bakış açısı girişimciler için mutlaka dikkate alınması gereken bir konudur.
Pazarda mevcut bir boşluğu bulan pazar yönelimine sahip girişimcilerin
rakiplerine göre farklılık oluşturarak başarıya ulaşabileceği bir gerçektir.
Ancak bununla birlikte birçok diğer öncülün de bu kapsamda incelenmesi gerekir.
Bu çalışma girişimcilik eğitimini henüz almayan üniversite son sınıf
öğrencilerinin mevcut girişimcilik niyetini araştırmaktadır. Bu amaçla,
algılanan eğitim desteği, algılanan ilişkisel destek, algılanan yapısal destek,
kişisel tutum, algılanan davranışsal kontrol, pazar yönelimi ve KOSGEB’in
girişimcilere yönelik teşvik desteğinin girişimcilik niyetine etkisi
incelenmektedir. Veriler kolayda örnekleme yöntemi kullanılarak seçilen
katılımcılara web tabanlı anket uygulanarak elde edilmiştir. Araştırma
verilerinin analizinde SPSS v23 istatistik programı ve PLS yapısal eşitlik
modellemesi kullanılmıştır. Araştırmanın ilk sonuçlarına göre pazar yöneliminin
yanında algılanan ilişkisel destek, kişisel tutum, algılanan davranışsal
kontrol ve KOSGEB’in girişimcilere yönelik teşvik desteğinin girişimcilik
niyeti üzerinde etkili olduğu görülmektedir. Ancak algılanan eğitim desteği ve
algılanan yapısal desteğin girişimcilik niyeti üzerinde etkili olmadığı tespit
edilmektedir. Toplumda girişimcilik kültürünün farkındalığının geliştirilmesi
ile birlikte desteklerin de arttırılması eğitimle güçlendirilen genç üniversite
mezunlarını girişimcilik konusunda cesaretlendirecektir.

Anahtar Kelimeler

Pazar yönelimi, Teşvik desteği

Is Market Orientation Effective in Entrepreneurship Intention? A Field Study on the University Students

Öz

Marketing perspective that aims to create value by
offering products according to customer demands and expectations is a must for
entrepreneurs. It is a fact that entrepreneurs with market orientations who
find a gap in the market can achieve success by creating differences against
their competitors. However, many other antecedents should be examined in this
context. This study investigates entrepreneurial intention of university senior
students who have not yet received entrepreneurship education. Perceived
educational support, perceived relational support, perceived structural
support, personal attitude, perceived behavioural control, market orientation
and KOSGEB’s incentive support for entrepreneurs on entrepreneurship intention
are examined for this purpose. The data were obtained from the participants
selected by using convenience sampling method by means of web-based
questionnaire. SPSS v23 statistical program and PLS structural equation
modelling were employed to analyse the research data. According to the initial
findings of the study, perceived relational support, personal attitude, perceived
behavioural control and KOSGEB’s incentive support for entrepreneurs besides
market orientation are found significant on entrepreneurial intention. However,
it is determined that perceived educational support and perceived structural
support do not have impact on entrepreneurial intention. Increasing the
awareness of the entrepreneurship culture and encouraging the support of young
university graduates who are strengthened by education will encourage
entrepreneurship in the society.

Anahtar Kelimeler

Market orientation, Incentive support

Kaynakça

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