TÜKETİCİ YENİLİKÇİLİĞİNİN TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİNDE TÜKETİCİ GÜVENİNİN ARACI ROLÜ

Yıl 2023, Sayı: 55, 81 - 98, 03.03.2023

Filiz Çopuroğlu

https://doi.org/10.30794/pausbed.1130425

Öz

Sürdürülebilir olmak isteyen her işletme için tüketici sadakatini etkileyen faktörlerin belirlenmesi önem arz etmektedir. Tüketici sadakatinin oluşturan en büyük faktörlerden biri de güven unsurudur. Tüketici güveni tüketicilerin beklentileri açısından bir işletmenin yükümlülüklerini ve taahhütlerini yerine getirme kapasitesi ile ilişkilendirilen bir kavramdır. Tüketici yenilikçiliği, tüketici sadakati ve güven arasındaki ilişkiye ilişkin anlayışın derinleştirilmesi ile ilgili literatüre de katkı sağlanacağı öngörülmektedir. Bu bağlamda bu çalışmanın amacı, tüketici yenilikçiliğinin, tüketici sadakati üzerine etkisinde tüketici güveninin aracılık rolünün incelenmesidir. Bu bağlamda kartopu örneklem yöntemi ile 389 tüketiciden elde edilen veriler analiz edilmiştir. Analiz sonucunda tüketici yenilikçiliği, tüketici güveni ve tüketici sadakati arasında ilişki olduğu ve tüketici yenilikçiliğinin tüketici sadakati üzerindeki etkisine tüketici güveninin kısmi aracılık ettiği bulgusuna ulaşılmıştır.

Anahtar Kelimeler

Tüketici, Tüketici Davranışı, Tüketici Yenilikçiliği, Tüketici Sadakati, Tüketici Güveni

MEDİATOR ROLE OF CONSUMER TRUST IN THE EFFECT OF CONSUMER INNOVATİON ON CONSUMER LOYALTY

Öz

It is important to determine the factors affecting consumer loyalty for every business that wants to be sustainable. One of the biggest factors that creates consumer loyalty is the element of trust. Consumer confidence is a concept associated with the capacity of a business to fulfill its obligations and commitments in terms of consumers' expectations. It is expected to contribute to the literature on deepening the understanding of the relationship between consumer innovativeness, consumer loyalty and trust. In this context, the aim of this study is to examine the mediating role of consumer trust in the effect of consumer innovativeness on consumer loyalty. In this context, the data obtained from 389 consumers were analyzed with the snowball sampling method. As a result of the analysis, it was found that there is a relationship between consumer innovativeness, consumer trust and consumer loyalty and that consumer trust partially mediates the effect of consumer innovativeness on consumer loyalty.

Anahtar Kelimeler

Consumer, Consumer Behavior, Consumer Innovation, Consumer Loyalty, Consumer Trust

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