TÜKETİCİ YENİLİKÇİLİĞİNİN TUTUMSAL VE DAVRANIŞSAL UYUMUNUN İNCELENMESİ

Yıl 2011, Cilt: 29 Sayı: 2, 95 - 113, 31.12.2011

Canan Eryiğit , Bahtışen Kavak

Öz

 

 Bu çalışmada, tüketici yenilikçiliği Bass yayılma modeli, ilgi alanına özgü yenilikçilik ölçeği ve doğuştan yenilikçilik ölçeği ile belirlenerek, tutum ve davranış ölçümlerinin benzer sonuçlar verip vermediği test edilmiştir.  Anket yöntemiyle 287 hanehalkından toplanan veriye uygulanan ayırma analizi sonuçlarına göre doğuştan yenilikçilik ve LCD televizyon için belirlenen ilgi alanına özgü yenilikçilik Bass yayılma modeli ile oluşturulan benimseyen kategorilerini tanımlamamaktadır. Bu sonuçla, yenilikçiliği ölçen tutum ölçeklerinin benimseyen kategorileri açısından yeniden geliştirilmesi gerektiği önerilebilir.

 

Anahtar Kelimeler

Yayılma modelleri, benimseyen kategorileri, doğuştan yenilikçilik, ilgi alanına özgü yenilikçilik

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