Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services

Öz

The purpose of the study is to investigate the serially mediating role of consumer, perceived product and brand innovativeness between product type (goods vs services) and consumer responses which are brand attitude, purchase intention and willingness to pay more. Two scenarios were developed and directed to participants together with survey questions. The hypotheses were tested with Model 6 of the process macro in SPSS. The findings revealed that the serial mediation of innovativeness types is effective for services increasing consumers’ brand attitude and purchase intention.

Anahtar Kelimeler

• Consumer Innovativeness
• Perceived Product Innovativeness
• Brand Innovativeness
• Serial Mediation Analysis

Tüketici, Algılanan Ürün ve Marka Yenilikçiliğinin Seri Aracılık Rolünün Hizmetlerde Test Edilmesi

Öz

Çalışmanın amacı tüketici, algılanan ürün ve marka yenilikçiliğinin, ürün türü (mal ve hizmet) ile tüketici davranışları (markaya yönelik tutum, satın alma niyeti ve daha fazla ödeme isteği) arasındaki ilişkideki seri aracılık rolünü araştırmaktır. Bu doğrultuda geliştirilen iki senaryo anket sorularıyla birlikte katılımcılara yönlendirilmiştir. Hipotezler SPSS process makrosu Model 6 ile test edilmiştir. Bulgular, araştırmaya konu yenilikçilik türlerinin seri aracılık etkisinin, tüketicilerin markaya yönelik tutumunu ve satın alma niyetini hizmetler için mallara kıyasla daha fazla artırdığını ortaya koymuştur.

Anahtar Kelimeler

• Tüketici Yenilikçiliği
• Algılanan Ürün Yenilikçiliği
• Marka Yenilikçiliği
• Seri Aracılık Etkisi

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