Tevfik Şükrü YAPRAKLI, Ali ABSALAN, Musa ÜNALAN

ZAMAN ORYANTASYONU İLE TÜKETİCİ YENİLİKÇİLİĞİ ARASINDAKİ İLİŞKİ: TÜRKİYE VE İRAN ÖRNEĞİ

Bu çalışmanın amacı tüketicilerin zaman oryantasyonu (geçmiş, şimdiki, gelecek) ile tüketici yenililikçiliği arasındaki ilişkiyi incelemektir. Zaman oryantasyonu, geçmiş, bugün ve geleceğe yönelik genel bir yönelimdir. Tüketici yenilikçiliği, değişime yönelik eğilimi yansıtan kişisel bir profildir. Türkiye (n=229) ve İran (n=312) ‘dan toplamda 541 katılımcı çalışmanın örneklemini oluşturmaktadır. Araştırmanın sonuçlarına göre, tüketicilerin geçmiş ve gelecek oryantasyonu ile tüketici yenilikçiliği arasında negatif bir ilişki olduğu ortaya çıkmıştır. Ayrıca, iki ülke arasında geçmiş oryantasyon, şimdiki oryantasyon ve tüketici yenilikçiliği değişkenleri açısından aralarında anlamlı bir farklılık olduğu görülmüştür. Bununla birlikte, İranlı katılımcıların gelecek oryantasyonları Türk katılımcılarından yüksek iken; Türk katılımcıların geçmiş oryantasyon, şimdiki oryantasyon ve tüketici yenilikçiliği değişkenleri bakımından algı düzeyleri daha yüksek çıkmıştır. Araştırma sonuçlarının, pazarlama yöneticilerinin tüketici davranışlarını anlamalarına katkıda bulunması beklenmektedir.

Anahtar Kelimeler:

Tüketici Yenilikçiliği, Zaman Oryantasyonu, Türkiye, İran

THE RELATIONSHIP BETWEEN TIME ORIENTATION AND CONSUMER INNOVATIVENESS: THE CASE OF TURKEY AND IRAN

The aim of this study is to investigate the relationship between consumers’ time orientation (future, present, and past) and consumer innovativeness. Time orientation is a general orientation towards the present or the future. Consumer innovation is a personal profile which reflects tendency towards change. The sample comprised of 541 participants from Turkey (n=229) and Iran (n=312). The results suggest that future and past orientation were negatively related to consumers’ innovativeness. The findings also indicate that in terms of present orientation, past orientation and consumer innovativeness, there is a significant difference among the countries. Moreover, the degrees of future orientation in Iran participants higher than Turkish participants while the degrees of past orientation, present orientation and consumer innovativeness in Turkish respondents higher than Iran. The research results can contribute to the marketing professionals for understanding consumer behaviors.

Keywords:

Consumer Innovativeness, Time Orientation, Turkey, Iran,

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