THE EFFECT OF YOUNG CONSUMERS’ PERCEPTION OF DEGREE OF PRODUCT NEWNESS ON PERCEIVED QUALITY
Öz
What is aimed in this study is to determine the factors affecting consumers’ degree of product newness within the scope of new mobile phone purchasing, to investigate the effect of degree of newness on perceived quality and examine the mentioned relationships by considering the moderating effect of gender. The population of this study consists of the young consumers aged between 18 and 25. The results of study reveal that consumers’ price perception and word of mouth increase the degree of newness and the degree of newness affects perceived quality positively. The findings that are observed to vary by men and women samples show that women are responsive to price and positive word of mouth in their perception of product newness while men are responsive only to price. In addition, while for women the perception of product newness is an important indicator of perceived quality, no such finding is detected for men. It is considered that the basic determinant behind this finding is the different levels of involvement for the technological products and different effect sizes of social and rational factors in purchase decisions between female and male consumers.
Anahtar Kelimeler
Degreee of Product Newness,PerceivedQuality,Time Perception,PricePerception,Word of Mouth
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