Tüketi̇ci̇ Yeni̇li̇kçi̇li̇ği̇ Ve Algilanan Ri̇ski̇n Satin Alma Davranişina Etki̇si̇

Abstract

ÖZYenilikçi tüketiciler ürünün ilk kullanıcısı olmaları, ürün hakkında ilk geri bildirimleri paylaĢmaları ve potansiyel alıcılara ürünü tanıtıp bilgi sağlamaları gibi nedenlerle iĢletmeler ve akademisyenler için önemlidir. Bu çalıĢma tüketici yenilikçiliği, algılanan risk ve satın alma davranıĢı arasındaki iliĢkiyi araĢtırmıĢtır. GüdülenmiĢ tüketici yenilikçiliği ve algılanan risk ölçeklerinden faydalanılarak 402 örnekten toplanan veriler yapısal eĢitlik analizi kullanılarak incelenmiĢtir. AraĢtırma sonuçları tüketici yenilikçiliği ile satın alma davranıĢı arasında pozitif buna karĢın tüketici yenilikçiliği ile algılanan risk ve algılanan risk ile satın alma davranıĢı arasında negatif iliĢki bulunduğunu ortaya koymuĢtur. Tüketicinin satın alma kararı üzerinde yenilikçiliğin satıĢları artırıcı, risk algılamasının ise satıĢları azaltıcı yönde önemli bir belirleyici etkisi söz konusudur.Anahtar Kavramlar: Tüketici Yenilikçiliği, Algılanan Risk, Satın Alma DavranıĢı, Yapı-sal EĢitlik Modellemesi, Türkiye. EFFECTS OF CONSUMER INNOVATIVENESS AND PERCEIVED RISK ON PURCHASE INTENTION ABSTRACTInnovative consumers are important for corporations and academics because of being first user of a product, sharing first feedback about the product and supplying information by introducing the product to the potential customers. This study investigated the relationship between consumer innovativeness, perceived risk and purchase intention. The data collected from 402 samples by utilizing from motivated consumer innovativeness and perceived risk scales were examined by using structural equation analysis. Research results revealed that there were positive relationship between consumer innovativeness and purchase intention. Whereas there were negative relationship between consumer innovativeness and perceived risk. Also there were negative relationship between perceived risk and purchase intention. Innovativeness has a determining effect on purchase decision of consumer in the direction of rising in sales and risk perception has a determining effect on purchase decision of consumer in the direction of falling in sales.

Materyalist Eğilimlerin Tüketici Yenilikçiliği Üzerindeki Etkilerinin Belirlenmesi ve Demografik Değişkenler Açısından İncelenmesi

“…Belbağ and Yılmaz (2017) reveal that consumers seeking for innovation and social identity positively and significantly affect product-based innovativeness. Bülbül and Özoğlu (2014) revealed that innovativeness has an increasing effect on the purchasing decision of the consumer and there is a positive relationship between consumer innovativeness and purchasing behavior, whereas there is a negative relationship between consumer innovativeness and perceived risk and between perceived risk and purchasing behavior. Aslay et al (2013), on the other hand, when examining whether there is a relationship between materialism and demographic characteristics, or how the direction of Özkan Pir this relationship is, they could not find any relationship between attaching importance to materiality and demographic variables.…”

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint Industry Members in Turkey

“…Beliefs and attitudes of consumers enable the establishment of relationship between the goods and brands. Individuals determine their needs according to their beliefs and attitudes, and make the purchasing decision accordingly (Bülbül and Özoğlu, 2014).…”

Tüketicilerin Nanoteknolojik Ürün Tercihleri Ve Satın Alma Niyetleri

“…2015) sağlık (Zhao vd., 2016;Sodano, 2018), kişisel (Kumar vd. 2009;Hossain, Prybutok, 2008;Bian, Forsythe, 2012;Bülbül, Özoğlu, 2014), etik ve yasal faktörler (Pozo vd., 2012;Capon vd., 2015;Zhao vd., 2016) ile nanoteknolojik ürün satın alma niyetleri (Bian, Forsythe, 2012;Gupta vd., 2015;Kim, Chung, 2011;Güzeloğlu, 2015)…”