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

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.

___

ALGESHEIMER, Rene, DHOLAKIA, Utpal M., ve HERRMANN, Andreas (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.

BEARDEN, William O. ve ETZEL, Michael J. (1982). Reference Group Influence On Product And Brand Purchase Decisions. Journal of Consumer Research, 9(2), 183-194.

BEARDEN, William O., NETEMEYER, Richard G. ve TEEL, Jesse E. (1989). Measurement of Consumer Susceptibility To Interpersonal Influence. Journal of Consumer Research, 15(4), 473-481.

BEAUDOIN, Pierre ve LACHANCE, Marie J. (2006). Determinants of Adolescents’ Brand Sensitivity to Clothing. Family and Consumer Sciences Research Journal, 34(4), 312-331.

BROWN, Jacqueline Johnson, ve REİNGEN, Peter H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer research, 14(3), 350-362.

BROWN, Jo., BRODERICK, Amanda J., ve LEE, Nick (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of interactive marketing, 21(3), 2-20.

DENİZ, Arzu (2012). Tüketici Yenilikçiliğinin Boyutları ve Yenilikçiliği Etkileyen Faktörler Arasındaki İlişkiler. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, Doktora Tezi.

DEUTSCH, Morton ve GERARD, Harold B. (1955). A Study Of Normative And Informational Social Influences Upon Individual Judgment. The Journal Of Abnormal And Social Psychology, 51(3), 629 – 636.

FELTHAM, Tammi S. (1998). Leaving Home: Brand Purchase Influences On Young Adults. Journal of Consumer Marketing, 15(4), 372-385.

GENTINA, Elodie, BUTORI, Raphaëll, ROSE, Gregory M. ve BAKI, Aysen (2014). How National Culture Impacts Teenage Shopping Behavior: Comparings French and American Consumers. Journal of Business Research, 67(2014), 464-470.

GOLDSMITH, Ronald E. ve HOFACKER, Charles F. (1991). Measuring Consumer Innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221.

GOLDSMITH, Ronald E. ve NEWELL, Stephen J. (1997). Innovativeness and Price Sensitivity: Managerial, Theoretical And Methodological Issues. Journal of Product & Brand Management, 6(3), 163-174.

GOLDSMITH, Ronald E., FLYNN, Leisa Reinecke ve MOORE, Mary Ann (1996). The Self-Concept of Fashion Leaders. Clothing and Textiles Research Journal, 14(4), 242-248.

GOLDSMITH, Ronald E., MOORE, Mary Ann ve BEAUDOİN, Pierre (1999). Fashion innovativeness and self-concept: a replication. Journal of Product & Brand Management, 8(1), 7-18.

GOLDSMITH, Ronald, ve FLYNN Reinecke, Leisa (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42-55.

GREWAL, Rajdeep, MEHTA, Raj ve KARDES, Frank R. (2000). The Role Of The Social-identity Function Of Attitudes In Consumer Innovativeness And Opinion Leadership. Journal of Economic Psychology, 21 (2000) 233-252.

HAYTA, Ateş Bayazıt (2008). Socialization of the Child as a Consumer. Family and Consumer Sciences Research Journal, 37(2), 167-184.

HEMAR-NICOLAS, Valerie, GOLLETY, Mathilde, DAMAY, Coralie ve EZAN, Pascale (2015). “What Brand Do You Eat?” The Influence Of Food Brands Within Children’s Peer Groups. Young Consumers, 16(3), 316-331.

KAMARUDDIN, Abdul Razak ve MOKHLIS, Safiek (2003). Consumer Socialization, Social Structural Factors And Decision-Making Styles: A Case Study Of Adolescents In Malaysia. International Journal of Consumer Studies, 27(2), 145–156.

KHARE, Arpita, PARVEEN, Ceeba ve MISHRA Ankita (2012). Influence Of Normative And Informative Values On Fashion Clothing Involvement Of Indian Women. Journal of Customer Behaviour, 11(1), 9-32.

LACHANCE, Marie J., BEAUDOIN, Pierre ve ROBITAILLE, Jean (2006). Adolescents’ Brand Sensitivity In Apparel: Influence Of Three Socialization Agents. International Journal of Consumer Studies, 27(1), 47–57.

LEE, Sang Yup (2014). Examining The Factors That Influence Early Adopters’ Smartphone Adoption: The Case Of College Students. Telematics and Informatics, 31(2014), 308-318.

MANGLEBURG, Tamara F. ve BRISTOL, Terry (1998). Socialization and Adolescents' Skepticism Toward Advertising. Journal of Advertising, 27(3), 11-21.

MIDGLEY, David F. ve DOWLING, Grahame R. (1978). Innovativeness: The Concept and its Measurement. Journal of Consumer Research, 4(4), 229-242.

MOSCHIS, George P. ve CHURCHILL Jr, Gilbert A. (1978). Consumer Socialization: A Theoretical And Empirical Analysis. Journal of Marketing Research, 599-609.

MURATORE, Isabelle (2008). Teenagers, Blogs And Socialization: A Case Study Of Young French Bloggers. Young Consumers, 9(2), 131-142.

NIU, Han-Jen (2013). Cyber Peers’ Influence For Adolescent Consumer In Decision-Making Styles And Online Purchasing Behavior. Journal of Applied Social Psychology, 43, 1228–1237.

ODABAŞI, Yavuz ve BARIŞ, Gülfidan (2015). Tüketici Davranışı. MediaCat Akademi.

PEARSON, Pamela H. (1970). Relationships Between Global And Specified Measures Of Novelty Seeking. Journal of Consulting and Clinical Psychology, 34(2), 199-204.

SHIM, Soyeon (1996). Adolescent Consumer Decision-Making Styles: The Consumer Socialization Perspective. Psychology & Marketing, 13(6), 547-569.

SINGH, Nitish, KWON, Ik-Whan ve PEREIRA, Arun (2003). Cross-Cultural Consumer Socialization: An Exploratory Study of Socialization Influences across Three Ethnic Groups. Psychology & Marketing, 20(10), 867-881.

STEENKAMP, Jan-Benedict EM, HOFSTEDE, Frenkel ter ve WEDEL, Michel (1999). A Cross-National Investigation into The Individual And National Cultural Antecedents Of Consumer Innovativeness. The Journal of Marketing, 55-69.

THAICHON, Park (2017). Consumer Socialization Process: The Role Of Age In Children's Online Shopping Behavior. Journal of Retailing and Consumer Services, 34(2017), 38–47.

TÖGE, Buğra (2015). Sosyal Ağlarda Tüketim Temelli Akran İletişiminin İncelenmesi: Adana İlinde Bir Uygulama, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi.

VALKENBURG, Patti M., ve BUIJZEN, Moniek (2005). Identifying Determinants Of Young Children's Brand Awareness: Television, Parents, And Peers. Journal of Applied Developmental Psychology, 26(4), 456-468.

VENKATRAMAN, Meera P. ve PRICE, Linda L. (1990). Differentiating Between Cognitive And Sensory Innovativeness: Concepts, Measurement, and Implications. Journal of Business Research, 20(4), 293-315.

WANG, Xia, YU, Chunling ve WEI, Yujie (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26 (2012) 198–208.

WARD, Scott (1974). Consumer Socialization. Journal of Consumer Research, 1(2), 1-14.

WOOD, Stacy L. ve SWAIT, Joffre (2002). Psychological Indicators of Innovation Adoption: Cross-Classification Based on Need For Cognition and Need For Change. Journal of Consumer Psychology, 12(1), 1-13.

WORKMAN, Jane E. ve STUDAK, Cathryn M. (2006). Fashion Consumers and Fashion Problem Recognition Style. International Journal of Consumer Studies, 30(1), 75–84.

XIE, Yu Henry ve SINGH, Nitish (2007). The Impact of Young Adults' Socialisation On Consumer Innovativeness. Journal of Customer Behaviour, 6(3), 229-248. YAVUZ, Halide (1986). Ergenlik çağında gelişmeyi etkileyen güçler. Boğaziçi Üniversitesi Yayınları.

Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi-Cover
  • ISSN: 1302-0064
  • Yayın Aralığı: Yılda 4 Sayı
  • Yayıncı: Manisa Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi