Innovation in Consumer Behavior: A 30-Year Systematic Review

Yıl 2023, Cilt: 37 Sayı: 4, 237 - 245, 15.10.2023

Ece Özer Çizer

Öz

The world is under the influence of the paradigm shift that started with the fourth Industrial Revolution. The paradigm shift-triggered global technological developments both affect each other and create the formation of new developments. These technological developments, which are described as an innovation ecosystem, also show their effects on consumer behavior. Innovations are shaped in line with consumer behavior as well as affecting consumer behavior. This study aimed to reveal the reflections of consumer behavior and innovation interaction in the literature. For this purpose, a systematic literature search was conducted using the R Studio program for articles with the keywords “innovation” and “consumer beh*” in the Web of Science database. According to the analysis findings of the study, which focuses on the last 30 years of innovation in consumer behavior, it has been determined that studies on the concepts of “sus- tainability,” “marketing,” and “e-commerce” are frequently conducted in the literature. In addition, the studies are based on the theory of planned behavior and the technology acceptance model. In recent years, it has been emphasized that the subjects of “sharing economy,” “co-creation,” and “covid-19” have been studied within the scope of innovation and consumer behavior.

Anahtar Kelimeler

Circular economy, consumer behavior, innovation, sustainability

Tüketici Davranışlarında İnovasyon: 30 Yıllık Sistematik Bir Değerlendirme

Öz

Dünya, 4. Sanayi Devrimi ile başlayan paradigma değişiminin etkisi altındadır. Bu paradigma deği- şimiyle küresel çapta gerçekleşen teknolojik gelişmeler hem birbirlerini etkilemekte hem de yeni gelişmelerin oluşumuna zemin hazırlamaktadır. İnovasyon ekosistemi olarak nitelendirilen bu tek- nolojik gelişmeler etkilerini tüketici davranışları üzerinde de göstermektedir. İnovasyonlar tüketici davranışlarını etkilediği gibi tüketici davranışları doğrultusunda da şekillenmektedir. Bu çalış- mada tüketici davranışları ve inovasyon etkileşiminin literatüre yansımalarının ortaya koyulması amaçlanmıştır. Bu amaç doğrultusunda Web of Science veri tabanından konusunda “innovation” ve “consumer beh*” anahtar kelimeleri geçen makalelere R Studio programı kullanılarak siste- matik literatür taraması yapılmıştır. Tüketici davranışlarında inovasyonun son 30 yılına odaklanan çalışmanın analiz bulgularına göre, literatürde sıklıkla “sürdürülebilirlik”, “pazarlama” ve “e-ticaret” kavramları üzerine çalışmalar yapıldığı tespit edilmiştir. Ayrıca çalışmalar “planlı davranış teorisi” ve “teknoloji kabul modeli” teorilerine dayandırılmıştır. Son yıllarda ise inovasyon ve tüketici dav- ranışları kapsamında “paylaşım ekonomisi”, “birlikte yaratma” ve “covid-19” konularının çalışıldığı vurgulanmıştır.

Anahtar Kelimeler

Dönüşüm ekonomisi, tüketici davranışı, inovasyon, sürdürülebilirlik

Kaynakça

• Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of con- trol, and the theory of planned behavior 1. Journal of Applied Social Psychology, 32(4), 665–683. [CrossRef]
• Beier, G., Niehoff, S., Ziems, T., & Xue, B. (2017). Sustainability aspects of a digitalized industry–A comparative study from China and Germany. International Journal of Precision Engineering and Manufacturing- Green Technology, 4(2), 227–234. [CrossRef]
• Belk, R., & Llamas, R. (2012). The nature and effects of sharing in consumer behavior. In Transformative consumer research for personal and col- lective well-being (pp. 653–674). Routledge.
• Bowers, K. W., Ragas, M. W., & Neely, J. C. (2009). Assessing the value of virtual worlds for post-secondary instructors: A survey of innovators, early adopters and the early majority in Second Life. International Journal of Humanities and Social Sciences, 3(1), 40–50.
• Claudy, M. C., Garcia, R., & O’Driscoll, A. (2015). Consumer resistance to innovation—A behavioral reasoning perspective. Journal of the Academy of Marketing Science, 43(4), 528–544. [CrossRef]
• Dereli, D. D. (2015). Innovation management in global competition and competitive advantage. Procedia – Social and Behavioral Sciences, 195, 1365–1370. [CrossRef]
• Dickerson, M. D., & Gentry, J. W. (1983). Characteristics of adopters and non-adopters of home computers. Journal of Consumer Research, 10(2), 225–235. [CrossRef]
• Ganapathy, V. (2022). Technology-enabled consumer-centric innovations by FMCG sector during the pandemic. Adarsh Journal of Manage- ment Research, 14(1), 1–16.
• Granstrand, O., & Holgersson, M. (2020). Innovation ecosystems: A con- ceptual review and a new definition. Technovation, 90–91, 102098. [CrossRef]
• Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283–295. [CrossRef]
• Labay, D. G., & Kinnear, T. C. (1981). Exploring the consumer decision pro- cess in the adoption of solar energy systems. Journal of Consumer Research, 8(3), 271–278. [CrossRef]
• Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130–141. [CrossRef]
• Liu, Z., Feng, J., & Wang, J. (2019). Effects of the sharing economy on sequential innovation products. Complexity, 2019, 1–18. [CrossRef]
• Manual, O. (2005). The measurement of scientific and technological activi- ties. Proposed Guidelines for Collecting an Interpreting Technological Innovation Data, 30(162), 385-395.
• Marangunić, N., & Granić, A. (2015). Technology acceptance model: A lit- erature review from 1986 to 2013. Universal Access in the Informa- tion Society, 14(1), 81–95. [CrossRef]
• Richter, C., Kraus, S., Brem, A., Durst, S., & Giselbrecht, C. (2017). Digital entrepreneurship: Innovative business models for the sharing economy. Creativity and Innovation Management, 26(3), 300–310. [CrossRef]
• Roehrich, G. (2004). Consumer innovativeness. Journal of Business Research, 57(6), 671–677. [CrossRef]
• Rogers, E. M., Medina, U. E., Rivera, M. A., & Wiley, C. J. (2005). Complex adaptive systems and the diffusion of innovations. The Innovation Journal: The Public Sector Innovation Journal, 10(3), 1–26.
• Schumpeter, J. A. (1982). The theory of economic development: An inquiry into profits, capital, credit, interest, and the business cycle (1912/1934) (p. 244). Transaction Publishers.
• Steenkamp, J. E. M., Ter Hofstede, F., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55–69. [CrossRef] Suchek, N., Fernandes, C. I., Kraus, S., Filser, M., & Sjögrén, H. (2021). Innovation and the circular economy: A systematic literature review. Business Strategy and the Environment, 30(8), 3686–3702. [CrossRef] Tellis, G. J., Yin, E., & Bell, S. (2009). Global consumer innovativeness:
• Cross-country differences and demographic commonalities. Journal of International Marketing, 17(2), 1–22. [CrossRef]
• Varadarajan, R. (2017). Innovating for sustainability: A framework for sus- tainable innovations and a model of sustainable innovations orienta- tion. Journal of the Academy of Marketing Science, 45(1), 14–36. [CrossRef]
• Voorberg, W. H., Bekkers, V. J. J. M., & Tummers, L. G. (2015). A systematic review of co-creation and co-production: Embarking on the social innovation journey. Public Management Review, 17(9), 1333–1357. [CrossRef]
• Wilton, P. C., & Pessemier, E. A. (1981). Forecasting the Ultimate Accept- ance of an innovation: The Effects of information. Journal of Con- sumer Research, 8(2), 162–171. [CrossRef]
• Yuen, K. F., Cai, L., Qi, G., & Wang, X. (2021). Factors influencing autono- mous vehicle adoption: An application of the technology acceptance model and innovation diffusion theory. Technology Analysis and Strategic Management, 33(5), 505–519. [CrossRef]
• Zheng, K., & Jia, S. (2017). Promoting the opportunity identification of industrial symbiosis: Agent-based modeling inspired by innovation diffusion theory. Sustainability, 9(5), 765. [CrossRef]