TÜKETİCİLERİN NANOTEKNOLOJİK ÜRÜN TERCİHLERİ VE SATIN ALMA NİYETLERİ

Nanoteknolojik ürünler, bünyesinde yenilik unsurunu barındıran ve tüketicilerin isteklerine yönelik yeni tekniklerle geliştirilen birçok üstün özellikli ürünü tüketiciye sunmaktadır. İleri teknolojiyle üretilen ürünlerin yer aldığı pazarların dinamik bir yapıya sahip olması, sürekli gelişim göstermesi ve çok fazla çeşitliliğe sahip olması, sektörde rekabetin yoğun şekilde yaşanmasına neden olmaktadır. Pazarda başarılı olmak isteyen üreticilerin, tüketicilerin nanoteknolojik ürünlere olan beklentilerini iyi analiz etmeleri gerekmektedir. Bu çalışmanın amacı nanoteknolojik ürünlerin tüketiciler tarafından tercih edilmesinde etkili olan unsurları ve bu unsurların satın alma niyeti üzerindeki etkilerini belirlemektir. Çalışmada uygulanan anket çalışması, lisans öğrencileri üzerinde gerçekleştirilmiş ve veriler kolayda örnekleme yöntemi kullanılarak 470 kişiden toplanmıştır. Kullanılan model, nanoteknolojik ürün satın alma niyeti ile ilgili literatür taraması sonucunda oluşturulmuş ve modelde kullanılan değişkenler; çevre, kişisel, sağlık, ekonomik, etik ve yasal, sosyal ve satın alma değişkenleri arasından seçilmiştir. Anket verileri IBM SPSS ve AMOS programlarıyla analiz edilmiş ve modelde oluşturulan hipotezlerin test edilmesi sağlanmıştır. Bu araştırmada kişisel, çevresel ve ekonomik faktörlerin nanoteknolojik ürünleri satın alma niyeti üzerinde anlamlı bir etkiye sahip olduğu, etik ve yasal, sağlık ve sosyal faktörlerin ise nanoteknolojik ürünleri satın alma niyeti üzerinde anlamlı bir etkisinin olmadığı sonucuna ulaşılmıştır.

NANOTECHNOLOGICAL PRODUCT PREFERENCES AND PURCHASE INTENTIONS OF CONSUMERS

Nanotechnological products offer many superior products with innovative features and developed with new techniques in line with the wishes of consumers. The fact that the product markets produced with advanced technology have a dynamic structure, show continuous development and have a lot of variety, leads to intense competition in the sector. Manufacturers who want to succeed in the market need to analyze consumers' expectations for nanotechnological products. The aim of this study is to determine the factors that affect the preferences of nanotechnological products by consumers and their effects on purchase intention. The survey was conducted on undergraduate students, and the data were collected from 470 people using the convenience sampling method. The model used was created as a result of the literature review about the purchase intention of nanotechnological products and the variables used in the model were; environmental, personal, health, economic, ethical and legal, social and purchasing variables. Survey data were analyzed with IBM SPSS and AMOS programs and the hypotheses created in the model were tested. In this study, it is concluded that personal, environmental and economic factors have a significant effect on the purchase intention of nanotechnological products, while ethical and legal, health and social factors have no significant effect on the purchase intention of nanotechnological products.

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