Tüketici yenilikçiliginin tutumsal ve davranışsal uyumunun incelenmesi

Bu çalısmada, tüketici yenilikçiligi Bass yayılma modeli, ilgi alanına özgü yenilikçilik ölçegi ve dogustan yenilikçilik ölçegi ile belirlenerek, tutum ve davranıs ölçümlerinin benzer sonuçlar verip vermedigi test edilmistir. Anket yöntemiyle 287 hanehalkından toplanan veriye uygulanan ayırma analizi sonuçlarına göre dogustan yenilikçilik ve LCD televizyon için belirlenen ilgi alanına özgü yenilikçilik Bass yayılma modeli ile olusturulan benimseyen kategorilerini tanımlamamaktadır. Bu sonuçla, yenilikçiligi ölçen tutum ölçeklerinin benimseyen kategorileri açısından yeniden gelistirilmesi gerektigi önerilebilir.

Attitudinal and behavioral consistency of consumer innovativeness

Attitudinal and Behavioral Consistency of Consumer Innovativeness 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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