Tüketicilerin yeni ürünlere yönelik adaptasyon tutumları üzerinde tüketicilerin ve firmaların yenilikçilik düzeylerinin etkisi

Değişen çevre koşulları, tüketicilerin beklentilerinde de değişime neden olmaktadır. Tüketiciler gün geçtikçe farklı ve yeni ürünlere daha fazla ilgi göstermektedir. Bu nedenle, işletmeler için tüketicilerin yeni ürünlere yönelik tutumlarını etkileyen faktörlerin bilinmesi oldukça önemlidir. Yapılan bu çalışmada firmanın ve tüketicilerin yenilikçilik düzeyinin, tüketicilerin yeni ürünlere yönelik adaptasyon tutumları üzerindeki etkisinin ortaya çıkarılabilmesi amacıyla bir model önerilmiştir. Araştırma modelinin test edilebilmesi için 400 kişiyi kapsayacak bir biçimde nicel bir çalışma Bolu ilinde gerçekleştirilmiştir. Yapılan yapısal eşitlik modeli analizleri sonucunda, tüketici yenilikçiliğinde hazcı tüketici yenilikçiliğinin ve firmanın algılanan yenilikçilik düzeyinin tüketicilerin yeni ürün adaptasyon tutumları üzerinde olumlu bir etkisinin olduğu saptanmıştır.

The effect of consumer innovativeness and perceived firm innovativeness capacity on the consumers adoption attitudes towards new products

Environmental conditions lead to changes in consumers expectations. With every passing day consumers interest in different and new products is increasing. Therefore, it is very essential for the firms to learn consumers adoption attitudes toward new products. In this research, a research model is proposed so as to reveal the effect of consumer innovativeness and perceived firm innovativeness on the consumers adoption attitudes toward new products. In order to test proposed research model, a quantitative study which includes 400 samples was done in Bolu. The results of structural equation model showed that firm s innovativeness capacity and hedonistic consumer innovativeness positively affect consumers adoption attitudes towards new products.

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