BibTex RIS Kaynak Göster

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Yıl 2013, Cilt: 3 Sayı: 5, - , 30.12.2013

Dursun Yener

Öz

Perceived risk concept, which was emerged in 1970’s, is one of the most important subjects in marketing literature. Researchers studying on this subject have focused on the types of perceived risks and strategies that reduce these risks. Market mavenism has more recent history than the perceived risk. Market mavenism covers not only knowledge about products, brands and stores in the market, but also the desire to share this information with other people. As the level of consumers’ knowledge about market increases, their perceived risks decrease. Market mavens are one of the sources that provide market information consumers need. In this study, the effects of market mavenism on reduction of consumers' perceived risk levels will be analyzed.

Anahtar Kelimeler

Perceived Risks Market Mavenism.

Kaynakça

  • Assael, Henry, (1987), Consumer Behavior and Marketing Action, PWS Kent Boston
  • Bauer, Raymond A, (1968). Dynamic Marketing for a Changing World, James F. Engel
  • (Ed.). Consumer Behavior Selected Readings, Irwin Inc. Bettman, James R, (1973), “Perceived Risk and Its Components: A Model and Empirical
  • Test”, Journal of Marketing Research, Vol. 10, May, pp. 184-190. Clark, Ronald A, Goldsmith Ronald E, (2005), “Market Mavens: Psychological
  • Influences”, Psychology & Marketing, Vol. 22, No. 4, April, pp. 289-312. Cox, D.F, (1967), Risk Handling in Consumer Behavior – an Intensive Study of Two
  • Cases, Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, içinde Özer, Leyla, Gülpınar Serdar, (2005),” Hizmet sektöründe tüketicilerin algıladıkları riskler: Havayolları sektöründe bir araştırma”, Journal of Commerce &
  • Tourism Education Faculty, No.1 Cunningham, Lawrence F, Gerlach James H, Harper Michael D, Young Clifford E, (2005), “Perceived Risk and The Consumer Buying Process: Internet Airline
  • Reservations”, International Journal of Service Industry Management, Vol.16, No.4, pp.357-372. Deniz, Arzu, (2007), Kişilik Özellikleri İle Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma, Yayınlanmamış Yüksek Lisans Tezi, Erzurum: Atatürk Üniversitesi SBE.
  • Dholakia, Utpal M, (2000), “A Motivational Process Model Of Product İnvolvement and Consumer Risk Perception”, European Journal of Marketing, Vol. 35, No. 11, pp. 13401360.
  • Dowling, Grahame R, Staelin Richard, (1994), “A Model of Perceived Risk and Intended
  • Risk-handling Activity”, Journal of Consumer Research, Vol.21, June, pp.119-134. Feick, Lawrence F, Price Linda L, (1987), “The Market Maven: A Diffuser of Marketplace Information”, Journal of Marketing, Vol. 51, No.1, January, ABI/INFORM. Geissler, Gary L, Edison Stewe W, (2005), “Market Mavens’ Attitudes Towards General Technology: Implications for Marketing Communications”, Journal of Marketing Communications, Vol. 11, No. 2, June, pp. 73-94.
  • Goodey, Caroline, East Robert, (2008), “Testing The Market Maven Concept”, Journal of Marketing Management, Vol.24, No.3-4, pp.265-282.
  • Greatorex, Michael, Mitchell Vincent-Wayne, Cunliffe Ray, (1992), “A Risk Analysis of Industrial Buyers: The Case of Mid-Range Computers”, Journal of Marketing Management, Vol.8, pp.315-333.
  • Hassan, Ahmad M, Kunz Michelle B, Pearson Allison W, Mohamed Fatma A, (2006), “Conceptualizing and Measurement of Perceived Risk in Online Shopping”, Marketing Management Journal, Vol. 16, Issue 1, pp. 138-147.
  • Hennigs, Nadine, Wiedmann Klaus-Peter, Seegebarth Barbara, Pankalla Lars, Kassubek Martin, (2010), “The Influence of Consumers’ Risk Attitudes and Behavior on the Adoption of Online Banking Services,” Journal of Marketing Trends, Vol. 1, October.
  • Kaplan, Leon B, Szybillo George J, Jacoby Jacob, (1974),” Components of Perceived Risk in Product Purchase: A Cross Validation”, Journal of Applied Psychology, Vol.59, No.3, pp. 287-291.
  • Keh, Hean Tat, Sun Jin, (2008), “The Complexities of Perceived Risk in Cross-Cultural Services Marketing”, Journal of International Marketing, Vol.16, No.1, pp.120-146.
  • Laroche, Michel, McDougall Gordon H.G, Bergeon Jasmin, Yang Zhiyong, (2004), “Exploring How İntangibility Affects Perceived Risk”, Journal of Service Research, Vol. 6, No. 4, May, pp. 373-389.
  • Laroche, Michel, Nepomuceno Marcelo Vinhal, Richard Marie-Odile, (2010), “How Do İnvolvement and Product Knowledge Affect Relationship Between İntangibility and Perceived Risk For Brands And Product Categories?”, Journal of Consumer Marketing, Vol. 27, No. 3, pp. 197-210.
  • Mitchel, Vincent W, Greatorex M, (1993),” Risk Perception and Reduction in the Purchase of Consumer Services”, The Service Industries Journal, Vol.13, No.4, October, pp.179-200.
  • Mitchell, Vincent W, McGoldrick Peter J, (1996), “Consumers’ Risk-Reduction Strategies: A Review And Synthesis”, The International Review of Retail, Distribution and Consumer Research, Vol.6, No.1, January.
  • Mitchell, Vicent-Wayne, (1999), “Consumer Perceived Risk: Conceptualizations and Models”, European Journal of Marketing, Vol.33, No.1/2, pp.163-195.
  • Roselius, Ted, (1971), “Consumer Rankings of Risk Reduction Methods”, Journal of Marketing, Vol. 35, January, pp. 55-61.
  • Ruvio, Ayalla, Shoham Aviv, (2007), aInnovativeness, Exploratory Behavior, Market
  • Mavenship, and Opinion Leadership: An Empirical Examination in the Asian Context”, Psychology & Marketing, Vol. 24, No. 8, August, pp. 703-722. Schiffman, L, Leslie Lazar Kanuk, (2000), Consumer Behaviour, Seventh Edition, New
  • Jersey: Prentice Hall. Schneider, Kenneth C, Rodgers William C, (1993), “A Research Note on Market Mavens and the Dissemination of Positive versus Negative Marketplace Information”, The Journal of Marketing Management, Vol. 3, Issue 2, pp. 67-72.
  • Shaw, Eric H, Jones Brian D.G, (2005), “A History of Schools of Marketing Thought”, Marketing Theory, Vol. 5, No 3, pp.239-281.
  • Sheth, Jagdish N, Gardner David M, Garrett Dennis E, (1988), Marketing Theory: Evolution and Evaluation, John Wiley & Sons.
  • Solomon, M, Bamossy G, Askegaard S, (2002), Consumer Behavior, Prentice Hall, Upple Saddle River.
  • Stone, Robert N, Gronhaug Kjell, (1993), “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, Vol. 27, No. 3, pp.39-50.
  • Türk Dil Kurumu Sözlüğü, (1997), Türk Dil Kurumu Yayınları, İstanbul.
  • Williams, Terrell G, Slama Mark E, (1995), “Market Maven’s Purchase Decision
  • Evaluative Criteria: İmplications for Brand and Store Promotion Efforts”, Journal of Consumer Marketing, Vol. 12, No.3, pp. 4-21. Yaraş, Eyyup, Yeniçeri Tülay, Zengin Yasemin, (2009), “Mağaza Markalı Ürün Satın
  • Alan Tüketiciler İle Satın Almayan Tüketiciler Arasında Algılanan Risk Bakımından Farklılık Olup Olmadığının İncelenmesine Yönelik Bir Araştırma”, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 18, No. 2, ss.198-217.

Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü

Yıl 2013, Cilt: 3 Sayı: 5, - , 30.12.2013

Dursun Yener

Öz

Algılanan risk kavramı ortaya atıldığı 1970’li yıllardan itibaren pazarlama konusunda ilgi
gören önemli konular arasında yer almıştır. Konu üzerinde çalışan araştırmacılar tüketicilerin
algıladıkları risk türleri ve bu riskleri azaltma stratejileri üzerinde durmuşlardır.
Pazar eksperliği (maven) ise algılanan riske kıyasla daha yakın bir geçmişe sahiptir. Pazar
eksperliği sadece pazarda yer alan ürün, marka ve mağazalar hakkında bilgi sahibi olmayı
değil, aynı zamanda sahip olunan bu bilgiyi diğer insanlarla paylaşma isteğini de içinde
barındırmaktadır. Tüketicilerin sahip oldukları bilgi seviyesi arttıkça algıladıkları risklerde
azalacaktır. Pazar eksperliği tüketicilere ihtiyaç duydukları pazar bilgisini sağlayan
kaynaklardan biridir. Bu çalışmada pazar eksperliğinin tüketicilerin algıladıkları risk
seviyelerinin azaltılmasına olan etkileri ortaya konacaktır.

Anahtar Kelimeler

Algılanan Risk Pazar Eksperliği.

Kaynakça

  • Assael, Henry, (1987), Consumer Behavior and Marketing Action, PWS Kent Boston
  • Bauer, Raymond A, (1968). Dynamic Marketing for a Changing World, James F. Engel
  • (Ed.). Consumer Behavior Selected Readings, Irwin Inc. Bettman, James R, (1973), “Perceived Risk and Its Components: A Model and Empirical
  • Test”, Journal of Marketing Research, Vol. 10, May, pp. 184-190. Clark, Ronald A, Goldsmith Ronald E, (2005), “Market Mavens: Psychological
  • Influences”, Psychology & Marketing, Vol. 22, No. 4, April, pp. 289-312. Cox, D.F, (1967), Risk Handling in Consumer Behavior – an Intensive Study of Two
  • Cases, Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, içinde Özer, Leyla, Gülpınar Serdar, (2005),” Hizmet sektöründe tüketicilerin algıladıkları riskler: Havayolları sektöründe bir araştırma”, Journal of Commerce &
  • Tourism Education Faculty, No.1 Cunningham, Lawrence F, Gerlach James H, Harper Michael D, Young Clifford E, (2005), “Perceived Risk and The Consumer Buying Process: Internet Airline
  • Reservations”, International Journal of Service Industry Management, Vol.16, No.4, pp.357-372. Deniz, Arzu, (2007), Kişilik Özellikleri İle Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma, Yayınlanmamış Yüksek Lisans Tezi, Erzurum: Atatürk Üniversitesi SBE.
  • Dholakia, Utpal M, (2000), “A Motivational Process Model Of Product İnvolvement and Consumer Risk Perception”, European Journal of Marketing, Vol. 35, No. 11, pp. 13401360.
  • Dowling, Grahame R, Staelin Richard, (1994), “A Model of Perceived Risk and Intended
  • Risk-handling Activity”, Journal of Consumer Research, Vol.21, June, pp.119-134. Feick, Lawrence F, Price Linda L, (1987), “The Market Maven: A Diffuser of Marketplace Information”, Journal of Marketing, Vol. 51, No.1, January, ABI/INFORM. Geissler, Gary L, Edison Stewe W, (2005), “Market Mavens’ Attitudes Towards General Technology: Implications for Marketing Communications”, Journal of Marketing Communications, Vol. 11, No. 2, June, pp. 73-94.
  • Goodey, Caroline, East Robert, (2008), “Testing The Market Maven Concept”, Journal of Marketing Management, Vol.24, No.3-4, pp.265-282.
  • Greatorex, Michael, Mitchell Vincent-Wayne, Cunliffe Ray, (1992), “A Risk Analysis of Industrial Buyers: The Case of Mid-Range Computers”, Journal of Marketing Management, Vol.8, pp.315-333.
  • Hassan, Ahmad M, Kunz Michelle B, Pearson Allison W, Mohamed Fatma A, (2006), “Conceptualizing and Measurement of Perceived Risk in Online Shopping”, Marketing Management Journal, Vol. 16, Issue 1, pp. 138-147.
  • Hennigs, Nadine, Wiedmann Klaus-Peter, Seegebarth Barbara, Pankalla Lars, Kassubek Martin, (2010), “The Influence of Consumers’ Risk Attitudes and Behavior on the Adoption of Online Banking Services,” Journal of Marketing Trends, Vol. 1, October.
  • Kaplan, Leon B, Szybillo George J, Jacoby Jacob, (1974),” Components of Perceived Risk in Product Purchase: A Cross Validation”, Journal of Applied Psychology, Vol.59, No.3, pp. 287-291.
  • Keh, Hean Tat, Sun Jin, (2008), “The Complexities of Perceived Risk in Cross-Cultural Services Marketing”, Journal of International Marketing, Vol.16, No.1, pp.120-146.
  • Laroche, Michel, McDougall Gordon H.G, Bergeon Jasmin, Yang Zhiyong, (2004), “Exploring How İntangibility Affects Perceived Risk”, Journal of Service Research, Vol. 6, No. 4, May, pp. 373-389.
  • Laroche, Michel, Nepomuceno Marcelo Vinhal, Richard Marie-Odile, (2010), “How Do İnvolvement and Product Knowledge Affect Relationship Between İntangibility and Perceived Risk For Brands And Product Categories?”, Journal of Consumer Marketing, Vol. 27, No. 3, pp. 197-210.
  • Mitchel, Vincent W, Greatorex M, (1993),” Risk Perception and Reduction in the Purchase of Consumer Services”, The Service Industries Journal, Vol.13, No.4, October, pp.179-200.
  • Mitchell, Vincent W, McGoldrick Peter J, (1996), “Consumers’ Risk-Reduction Strategies: A Review And Synthesis”, The International Review of Retail, Distribution and Consumer Research, Vol.6, No.1, January.
  • Mitchell, Vicent-Wayne, (1999), “Consumer Perceived Risk: Conceptualizations and Models”, European Journal of Marketing, Vol.33, No.1/2, pp.163-195.
  • Roselius, Ted, (1971), “Consumer Rankings of Risk Reduction Methods”, Journal of Marketing, Vol. 35, January, pp. 55-61.
  • Ruvio, Ayalla, Shoham Aviv, (2007), aInnovativeness, Exploratory Behavior, Market
  • Mavenship, and Opinion Leadership: An Empirical Examination in the Asian Context”, Psychology & Marketing, Vol. 24, No. 8, August, pp. 703-722. Schiffman, L, Leslie Lazar Kanuk, (2000), Consumer Behaviour, Seventh Edition, New
  • Jersey: Prentice Hall. Schneider, Kenneth C, Rodgers William C, (1993), “A Research Note on Market Mavens and the Dissemination of Positive versus Negative Marketplace Information”, The Journal of Marketing Management, Vol. 3, Issue 2, pp. 67-72.
  • Shaw, Eric H, Jones Brian D.G, (2005), “A History of Schools of Marketing Thought”, Marketing Theory, Vol. 5, No 3, pp.239-281.
  • Sheth, Jagdish N, Gardner David M, Garrett Dennis E, (1988), Marketing Theory: Evolution and Evaluation, John Wiley & Sons.
  • Solomon, M, Bamossy G, Askegaard S, (2002), Consumer Behavior, Prentice Hall, Upple Saddle River.
  • Stone, Robert N, Gronhaug Kjell, (1993), “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, Vol. 27, No. 3, pp.39-50.
  • Türk Dil Kurumu Sözlüğü, (1997), Türk Dil Kurumu Yayınları, İstanbul.
  • Williams, Terrell G, Slama Mark E, (1995), “Market Maven’s Purchase Decision
  • Evaluative Criteria: İmplications for Brand and Store Promotion Efforts”, Journal of Consumer Marketing, Vol. 12, No.3, pp. 4-21. Yaraş, Eyyup, Yeniçeri Tülay, Zengin Yasemin, (2009), “Mağaza Markalı Ürün Satın
  • Alan Tüketiciler İle Satın Almayan Tüketiciler Arasında Algılanan Risk Bakımından Farklılık Olup Olmadığının İncelenmesine Yönelik Bir Araştırma”, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 18, No. 2, ss.198-217.
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Dursun Yener Bu kişi benim

Yayımlanma Tarihi 30 Aralık 2013
Gönderilme Tarihi 30 Aralık 2013
Yayımlandığı Sayı Yıl 2013 Cilt: 3 Sayı: 5

Kaynak Göster

APA Yener, D. (2013). Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü. Yalova Sosyal Bilimler Dergisi, 3(5). https://doi.org/10.17828/yasbed.37424
AMA Yener D. Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü. YSBD. Aralık 2013;3(5). doi:10.17828/yasbed.37424
Chicago Yener, Dursun. “Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü”. Yalova Sosyal Bilimler Dergisi 3, sy. 5 (Aralık 2013). https://doi.org/10.17828/yasbed.37424.
EndNote Yener D (01 Aralık 2013) Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü. Yalova Sosyal Bilimler Dergisi 3 5
IEEE D. Yener, “Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü”, YSBD, c. 3, sy. 5, 2013, doi: 10.17828/yasbed.37424.
ISNAD Yener, Dursun. “Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü”. Yalova Sosyal Bilimler Dergisi 3/5 (Aralık 2013). https://doi.org/10.17828/yasbed.37424.
JAMA Yener D. Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü. YSBD. 2013;3. doi:10.17828/yasbed.37424.
MLA Yener, Dursun. “Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü”. Yalova Sosyal Bilimler Dergisi, c. 3, sy. 5, 2013, doi:10.17828/yasbed.37424.
Vancouver Yener D. Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü. YSBD. 2013;3(5).
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