Tüketici Benzersiz Olma İhtiyacı, Ürün İlgilenimi ve Birlikte Değer Oluşturmada Katılım Davranışı

Günümüzde, ürün çeşitliliği ve gelişen teknoloji sayesinde tüketiciler, birbirlerinden farklı olma isteğine giderek daha çok sahip olmaktadır. Bu durum, tüketicilerde benzersiz olma ihtiyacını tetiklemektedir. Bu çalışmanın amacı, tüketicinin benzersiz olma ihtiyacı, birlikte değer oluşturmada katılım davranışı ve ilgilenim kavramları arasındaki ilişkinin ortaya çıkartılmasıdır. Geliştirilen araştırma model ve hipotezlerin değerlendirebilmesi için nicel araştırma yöntemi benimsenmiştir. Birlikte değer oluşturmada katılım davranışı gerçekleştiren 450 kişiden anket aracılığıyla veri toplanmıştır. Araştırmada kullanılan ölçeklerin geçerliliğinin ve güvenilirliğinin değerlendirilebilmesi için açıklayıcı faktör analizi ve doğrulayıcı faktör analizi uygulanmıştır. Araştırma hipotezlerinin test edilmesi için yapısal eşitlik analizi kullanılmıştır. Araştırma sonucunda tüketici benzersiz olma ihtiyacının, ürün ilgilenimini, ürün ilgileniminin de birlikte değer oluşturmada katılım davranışını olumlu yönde etkilediği sonucuna ulaşılmıştır.

The Consumers’ Need for Uniqueness, Product Involvement and Participation Behaviour in Value Co-Creation

Recently, consumers increasingly desire to be unique from each other with the product diversity and developing technology. This situation triggers the consumers’ need for uniqueness behaviour. The aim of this study is to reveal the relationships between consumers’ need for uniqueness, participation behaviour in value co-creation and involvement. Quantitative research method has been adopted to evaluate the research model and hypothesises. The data were collected via questionnaire from 450 people who performed value co-creation behaviour. The exploratory and confirmatory factor analyses were used to evaluate the validity and reliability of the scales used in the study. The structural equation analysis was used to test the research hypotheses. The results showed that the consumers’ need for uniqueness positively affects product involvement and product involvement positively affects value co- creation participation behaviour.

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