‘Bana Arkadaşını Söyle, Sana Yenilikçi Olup Olmadığını Söyleyeyim’: Akran Sosyalleşmesinin Tüketici Yenilikçiliğindeki Rolü

Bu araştırmanın amacı, akran sosyalleşmesinin genç tüketicilerin moda yenilikçilikeğilimlerinde nasıl bir rol oynadığını incelemektir. Veriler bir devlet üniversitesindekiöğrencilerden kolayda örnekleme yoluyla anket tekniği ile toplanmıştır. Verilerin analizindeaçıklayıcı faktör analizi, kümeleme analizi ve tek yönlü Varyans analizinden yararlanılmıştır.Katılımcılar akran sosyalleşmesi açısından düşük, orta ve yüksek eğilimlilerin yer aldığı üç farklıkümede toplanmıştır. Bu kümeler, arkadaş tutkunları, arada kalanlar ve bağımsızlar olarakadlandırılmıştır. Kümeler içerisinde moda yenilikçilik eğilimi en yüksek küme arkadaş tutkunlarıiken, moda yenilikçilik eğilimi en düşük küme bağımsızlardır. Elde edilen sonuçlar doğrultusundauygulamacılara ve gelecekte yapılacak araştırmalara yönelik öneriler tartışılmıştır.

‘Tell Me Your Friend, I Tell You Whether You Are Innovative’: The Role Of Peer Socialization On Consumer Innovativeness

The aim of this study is to investigate the role of peer socialization on consumer innovativeness of young consumers. A questionnaire was applied to students attending a state university through convenience sampling. The data was analyized through factor, cluster and one way ANOVA analyzes. Participants could be grouped in three separate clusters with respect to their adoption of peer socialization. Fashion innovativeness tendency of friend devotees is highest in these distinctive profiles. On the other hand, fashion innovativeness tendency of dependents is lower than the other clusters. The researchers also discuss managerial implications and directions for future research.

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