Tüketici Uzmanlığının ve Sosyal Kimlik Fonksiyonunun Tüketici Yenilikçiliği Üzerindeki Etkisi: Bir Üniversitede Araştırma

Öz

Bu çalışmanın temel amacı tüketici uzmanlığının (tüketici bilgisi) ve sosyal kimlik fonksiyonunun tüketici yenilikçiliği üzerindeki etkisini incelemektir. Çalışmanın diğer amacı ise yenilikçilik ile demografik değişkenler arasında farklılıklar olup olmadığını araştırmaktır. Bu amaçlarla birlikte Burdur Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi öğrencilerine anket uygulanmıştır. Veriler İstatistiksel Paket Programı (SPSS) ile analiz edilmiştir. Gerçekleştirilen regresyon analizi sonucunda çalışmanın bağımsız değişkenleri olan tüketici uzmanlığı (tüketici bilgisi) ve sosyal kimlik faktörlerinin tüketici yenilikçiliği üzerinde anlamlı bir etkisi olduğu sonucu elde edilmiştir. Diğer taraftan cinsiyet ile yenilikçilik arasındaki farklılıkları incelemek için t-testi uygulanmıştır. Sonuçlara göre yenilikçilik ile cinsiyet arasında anlamlı bir farklılık tespit edilememiştir. Bunun dışında uygulanan varyans analizi neticesinde gelir ile tüketici yenilikçiliği arasında anlamlı farklılıklar bulunmuştur. Tüketicilerin geliri arttıkça yenilikçilik düzeyleri de artmaktadır.

Anahtar Kelimeler

• Tüketici Davranışları
• Tüketici Yenilikçiliği
• Tüketici Uzmanlığı
• Sosyal Kimlik

The Impact of Consumer Expertise and Social Identity Function on Consumer Innovativeness: Research in a University

Öz

This study aims to investigate the impact of consumer expertise (consumer knowledge) and social identity function on consumer innovativeness. Another purpose of the study is to investigate whether there are differences between innovativeness and demographic variables. For this purpose, a questionnaire was conducted to Burdur Mehmet Akif Ersoy University Faculty of Economics and Administrative Sciences students. Data were analyzed using Statistical Package for the Social Sciences (SPSS) program. The regression analysis results revealed that the independent variables of this study, consumer expertise (consumer knowledge) and social identity factors had a significant effect on consumer innovativeness. On the other hand, t-test was applied to investigate the differences between gender and innovativeness. According to the results, no significant difference was found between innovativeness and gender. Significant differences were found between income and consumer innovativeness. As the income of consumers increases, their level of innovativeness increases.

Anahtar Kelimeler

• Consumer Behavior
• Consumer Innovativeness
• Consumer Expertise
• Social Identity

Kaynakça

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