Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

1301-8752 1309-6338

Hacettepe Üniversitesi

TÜKETİCİ YENİLİKÇİLİĞİNİN TUTUMSAL VE DAVRANIŞSAL UYUMUNUN İNCELENMESİ

Eryiğit

Canan

Kavak

Bahtışen

12 31 2011

29 2 95 113 04 15 2015

1983

Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Bu çalışmada, tüketici yenilikçiliği Bass yayılma modeli, ilgi alanına özgü yenilikçilik ölçeği ve doğuştan yenilikçilik ölçeği ile belirlenerek, tutum ve davranış ölçümlerinin benzer sonuçlar verip vermediği test edilmiştir. Anket yöntemiyle 287 hanehalkından toplanan veriye uygulanan ayırma analizi sonuçlarına göre doğuştan yenilikçilik ve LCD televizyon için belirlenen ilgi alanına özgü yenilikçilik Bass yayılma modeli ile oluşturulan benimseyen kategorilerini tanımlamamaktadır. Bu sonuçla, yenilikçiliği ölçen tutum ölçeklerinin benimseyen kategorileri açısından yeniden geliştirilmesi gerektiği önerilebilir.

Yayılma modelleri benimseyen kategorileri doğuştan yenilikçilik ilgi alanına özgü yenilikçilik

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