THE RELATIONSHIP BETWEEN CONSUMER SKEPTICISM ON NEW PRODUCTS, REFERENCE GROUPS, AND PURCHASE INTENTION: A STUDY ON ELECTRIC CARS

Öz

This study aims to examine the relationships between consumer skepticism towards new products, reference groups, and purchase intentions, particularly in a relatively new market such as electric vehicles. The research focuses on how consumer skepticism is formed and the role of reference groups in this process. The field study was conducted using a survey method, collecting data from 264 participants in Turkey who either owned an electric vehicle or were considering purchasing one in the near future. Comprehensive statistical analyses of the participants revealed significant relationships between the variables and supported all hypotheses. The findings demonstrate that reference groups play a critical role in reducing consumer skepticism and increasing purchase intention through mediating effects; informative, utilitarian, and value-reflecting reference groups, in particular, strengthen these social mechanisms. The study makes significant contributions to the literature by explaining the theoretical mechanisms behind the formation of consumer perceptions in innovations with high uncertainty. It also emphasizes that consumer behavior should be evaluated not only through technical specifications but also through the holistic interaction of perceptual and social factors. These findings serve as principles for practical recommendations regarding the electric vehicle ecosystem.

Anahtar Kelimeler

• Consumer Skepticism
• Reference Group
• Electric Cars
• Purchase Intention

Yeni Ürünlere Yönelik Tüketici Şüphesi, Referans Grupları ve Satın Alma Niyeti İlişkisi

Öz

Bu çalışma, özellikle elektrikli araçlar gibi nispeten yeni bir pazarda, yeni ürünlere yönelik tüketici şüpheciliği, referans grupları ve satın alma niyetleri arasındaki ilişkileri incelemeyi amaçlamaktadır. Araştırma, tüketici şüpheciliğinin nasıl oluştuğuna ve bu süreçte referans gruplarının rolüne odaklanmaktadır. Alan araştırması, Türkiye'de elektrikli araç sahibi olan veya yakın gelecekte satın almayı düşünen 264 katılımcıdan veri toplanarak anket yöntemi kullanılarak gerçekleştirilmiştir. Katılımcıların kapsamlı istatistiksel analizleri, değişkenler arasında anlamlı ilişkiler ortaya koymuş ve tüm hipotezleri desteklemiştir. Bulgular, referans gruplarının aracı etkiler yoluyla tüketici şüpheciliğini azaltmada ve satın alma niyetini artırmada kritik bir rol oynadığını göstermektedir; özellikle bilgilendirici, faydacı ve değer yansıtıcı referans grupları bu sosyal mekanizmaları güçlendirmektedir. Çalışma, yüksek belirsizlik içeren yeniliklerde tüketici algılarının oluşumunun ardındaki teorik mekanizmaları açıklayarak literatüre önemli katkılar sağlamaktadır. Ayrıca, tüketici davranışının sadece teknik özellikler üzerinden değil, algısal ve sosyal faktörlerin bütünsel etkileşimi üzerinden de değerlendirilmesi gerektiğini vurgulamaktadır. Bu bulgular, elektrikli araç ekosistemiyle ilgili pratik öneriler için ilkeler olarak hizmet etmektedir.

Anahtar Kelimeler

• Tüketici Şüphesi
• Referans Grup
• Elektrikli Araçlar
• Satın Alma Niyeti

Kaynakça

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