Araştırma Makalesi
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'Bana Arkadaşını Söyle, Sana Yenilikçi Olup Olmadığını Söyleyeyim’ Akran Sosyalleşmesinin Tüketici Yenilikçiliğindeki Rolü

Yıl 2018, Cilt: 25 Sayı: 3, 1051 - 1067, 28.12.2018
https://doi.org/10.18657/yonveek.317758

Öz

Bu
araştırmanın amacı, akran sosyalleşmesinin genç tüketicilerin moda yenilikçilik
eğilimlerinde nasıl bir rol oynadığını incelemektir. Veriler bir devlet
üniversitesindeki öğrencilerden kolayda örnekleme yoluyla anket tekniği ile
toplanmıştır. Verilerin analizinde açıklayıcı faktör analizi, kümeleme analizi
ve tek yönlü Varyans analizinden yararlanılmıştır. Katılımcılar akran
sosyalleşmesi açısından düşük, orta ve yüksek eğilimlilerin yer aldığı üç
farklı kümede toplanmıştır. Bu kümeler, arkadaş tutkunları, arada kalanlar ve bağımsızlar
olarak adlandırılmıştır. Kümeler içerisinde moda yenilikçilik eğilimi en yüksek
küme arkadaş tutkunları iken, moda yenilikçilik eğilimi en düşük küme bağımsızlardır.
Elde edilen sonuçlar doğrultusunda uygulamacılara ve gelecekte yapılacak
araştırmalara yönelik öneriler tartışılmıştır.

Kaynakça

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Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Tuğba Kılıçer

Eda Paç Çelik

Yayımlanma Tarihi 28 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 25 Sayı: 3

Kaynak Göster

APA Kılıçer, T., & Paç Çelik, E. (2018). ’Bana Arkadaşını Söyle, Sana Yenilikçi Olup Olmadığını Söyleyeyim’ Akran Sosyalleşmesinin Tüketici Yenilikçiliğindeki Rolü. Yönetim Ve Ekonomi Dergisi, 25(3), 1051-1067. https://doi.org/10.18657/yonveek.317758