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TÜKETİCİ YENİLİKÇİLİĞİNİN TUTUMSAL VE DAVRANIŞSAL UYUMUNUN İNCELENMESİ

Attitudinal and Behavioral Consistency of Consumer Innovativeness

Journal Name:

  • Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
In this study, consumer innovativeness was determined by using Bass innovation diffusion model, domain spesific innovativeness scale and innate innovativeness scale. The innovativeness degree measured by these methods were compared. The required data is gathered through a questionnaire from 287 households. Results of discriminant analysis revealed that adopter categories do not differentiate on the basis of innate innovativeness and domain spesific innovativeness degree. This finding may result in revising the existing innovativeness scales for each adopter category.
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Abstract (Original Language): 
Bu çalışmada, tüketici yenilikçiliği Bass yayılma modeli, ilgi alanına özgü yenilikçilik ölçeği ve doğuştan yenilikçilik ölçeği ile belirlenerek, tutum ve davranış ölçümlerinin benzer sonuçlar verip vermediği test edilmiştir. Anket yöntemiyle 287 hanehalkından toplanan veriye uygulanan ayırma analizi sonuçlarına göre doğuştan yenilikçilik ve LCD televizyon için belirlenen ilgi alanına özgü yenilikçilik Bass yayılma modeli ile oluşturulan benimseyen kategorilerini tanımlamamaktadır. Bu sonuçla, yenilikçiliği ölçen tutum ölçeklerinin benimseyen kategorileri açısından yeniden geliştirilmesi gerektiği önerilebilir.
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  • Turkish

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