KİŞİSEL ve ÜRÜN TEMELLİ YENİLİKÇİLİK: CEP TELEFONU KULLANICILARI ÜZERİNE AMPİRİK BİR UYGULAMA

Öz

Yeni ürünlere yönelik talebin hacmi, yeniliklerin kabulü ve yayılması süreciyle ilgilidir. Bazı bireyler yeni teknolojileri kabul etmeye daha eğilimlidir. Literatürde tüketici yenilikçiliğinin tüketici davranış ve özellikleriyle ilişkili olduğu ileri sürülmektedir. Tüketici yenilikçiliğinin hem kişisel hem de belirli bir ürün kategorisi düzeyinde incelenen bir kavram olduğu görülmektedir. Bu çalışmada, tüketici yenilikçiliği kavramı hem kişisel özellik hem de belirli bir ürün kategorisi düzeyinde ele alınarak; risk alma eğilimi ve öz saygı gibi kişisel özelliklerle fikir liderliği, uzmanlık ve sosyal kimlik fonksiyonu gibi ürün kategorisine özgü kişisel özelliklerin bu iki yenilikçilik boyutu üzerindeki etkisi incelenmiştir. Bulgular, oluşturulan faktörlerin anlamlılığını ortaya koymaktadır.

Anahtar Kelimeler

• Yenilikçilik, Fikir Liderliği, Uzmanlık, Risk Alma

INNATE and DOMAIN-SPECIFIC INNOVATIVENESS: AN IMPLEMENTATION ON CELLULAR PHONE USERS

Öz

Amount of the demand for new products is related with adoption and spread of innovations. Some individuals have a greater tendency towards adopting new technologies. The studies in the literature suggest that consumer innovativeness is related with consumer behavior and characteristics. It is seen that consumer innovativeness is a construct investigated at both innate and domain-specific level. In this study, by discussing the concept of consumer innovativeness at both innate and domain-specific levels, it is examined the effects of individual characteristics such as risk taking tendency and self-esteem, and of domain specific characteristics. Findings shows the significance of ctors that are thought to affect both innate and domain-specific innovativeness

Anahtar Kelimeler

• Innovativeness , Opinion Leadership , Expertise , Risk Taking

Kaynakça

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