ZAMAN ORYANTASYONU İLE TÜKETİCİ YENİLİKÇİLİĞİ ARASINDAKİ İLİŞKİ: TÜRKİYE VE İRAN ÖRNEĞİ

Yıl 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı, 209 - 222, 31.12.2017

Tevfik Şükrü Yapraklı Ali Absalan Musa Ünalan

https://doi.org/10.18092/ulikidince.348341

Öz

Bu çalışmanın amacı tüketicilerin
zaman oryantasyonu (geçmiş, şimdiki, gelecek) ile tüketici yenililikçiliği
arasındaki ilişkiyi incelemektir. Zaman oryantasyonu, geçmiş, bugün ve geleceğe
yönelik genel bir yönelimdir. Tüketici yenilikçiliği, değişime yönelik eğilimi
yansıtan kişisel bir profildir. Türkiye (n=229) ve İran (n=312) ‘dan toplamda
541 katılımcı çalışmanın örneklemini oluşturmaktadır. Araştırmanın sonuçlarına
göre, tüketicilerin geçmiş ve gelecek oryantasyonu ile tüketici yenilikçiliği
arasında negatif bir ilişki olduğu ortaya çıkmıştır. Ayrıca, iki ülke arasında
geçmiş oryantasyon, şimdiki oryantasyon ve tüketici yenilikçiliği değişkenleri
açısından aralarında anlamlı bir farklılık olduğu görülmüştür. Bununla
birlikte, İranlı katılımcıların gelecek oryantasyonları Türk katılımcılarından
yüksek iken; Türk katılımcıların geçmiş oryantasyon, şimdiki oryantasyon ve
tüketici yenilikçiliği değişkenleri bakımından algı düzeyleri daha yüksek
çıkmıştır. Araştırma sonuçlarının, pazarlama yöneticilerinin tüketici
davranışlarını anlamalarına katkıda bulunması beklenmektedir.

Anahtar Kelimeler

Tüketici Yenilikçiliği, Zaman Oryantasyonu, Türkiye, İran

THE RELATIONSHIP BETWEEN TIME ORIENTATION AND CONSUMER INNOVATIVENESS: THE CASE OF TURKEY AND IRAN

Öz

The aim of this study is to investigate the
relationship between consumers’ time orientation (future, present, and past)
and consumer innovativeness. Time orientation is a general orientation towards the
present or the future. Consumer innovation is a personal profile which
reflects tendency towards change. The sample comprised of 541 participants from
Turkey (n=229) and Iran (n=312). The results suggest that future and past
orientation were negatively related to consumers’ innovativeness. The findings
also indicate that in terms of present orientation, past orientation and
consumer innovativeness, there is a significant difference among the countries.
Moreover, the degrees of future orientation in Iran participants higher than
Turkish participants while the degrees of past orientation, present orientation
and consumer innovativeness in Turkish respondents higher than Iran. The
research results can contribute to the marketing professionals for
understanding consumer behaviors. 

Anahtar Kelimeler

Consumer Innovativeness, Time Orientation, Turkey, Iran

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