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

Year 2018, Volume: 25 Issue: 3, 1051 - 1067, 28.12.2018

Tuğba Kılıçer , Eda Paç Çelik

https://doi.org/10.18657/yonveek.317758

Cited By: 1

Abstract

Bu
araştırmanın amacı, akran sosyalleşmesinin genç tüketicilerin moda yenilikçilik
eğilimlerinde nasıl bir rol oynadığını incelemektir. Veriler bir devlet
üniversitesindeki öğrencilerden kolayda örnekleme yoluyla anket tekniği ile
toplanmıştır. Verilerin analizinde açıklayıcı faktör analizi, kümeleme analizi
ve tek yönlü Varyans analizinden yararlanılmıştır. Katılımcılar akran
sosyalleşmesi açısından düşük, orta ve yüksek eğilimlilerin yer aldığı üç
farklı kümede toplanmıştır. Bu kümeler, arkadaş tutkunları, arada kalanlar ve bağımsızlar
olarak adlandırılmıştır. Kümeler içerisinde moda yenilikçilik eğilimi en yüksek
küme arkadaş tutkunları iken, moda yenilikçilik eğilimi en düşük küme bağımsızlardır.
Elde edilen sonuçlar doğrultusunda uygulamacılara ve gelecekte yapılacak
araştırmalara yönelik öneriler tartışılmıştır.

Keywords

Peer socialization, Consumer innovativeness, Young consumers

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