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Journals / Anadolu Üniversitesi Sosyal Bilimler Dergisi / 2007 / Cilt: 7 - Sayı: 2

The Effect of Personal Values on Consumers' Inclination to Adopt Innovations

Tüketicilerin Yenilikleri Benimseme Eğilimleri Üzerine Kişisel Değerlerin Etkisi

Cevahir UZKURT
Pages
241–260
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The result of this study shows that personal vales has effect on the adoption process for new products.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Although there has been a fair amount of research on the role of personal values in marketing and consumer behavior, few studies addressed the relationship between personal values and adoption of innovations.
📊
Key Findings & Data:This study focuses on the effect of personal values on consumers’ adoption of innovations.
💡
Conclusion & Impact:The result of this study shows that personal vales has effect on the adoption process for new products.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Although there has been a fair amount of research on the role of personal values in marketing and consumer behavior, few studies addressed the relationship between personal values and adoption of innovations. This study focuses on the effect of personal values on consumers’ adoption of innovations. In order to determine the relationship and the effect, this study developes a structural equation model introducing relations between personal values and adoption of innovations consistent with previous studies. The result of this study shows that personal vales has effect on the adoption process for new products.

Özet

Kişisel değerlerin, pazarlama ve tüketici davranışları üzerindeki rolüne ilişkin önemli sayıda çalışma olmasına rağmen, kişisel değerler ile yeniliklerin benimsenmesi ilişkisini araştıran çok az sayıda çalışma yapılmıştır. Dolayısıyla bu çalışma, kişisel değerlerin tüketicilerin yenilikleri benimseme sürecindeki etkileri üzerine odaklanmıştır. İki değişken arasındaki etki ve ilişkiyi açıklamak için literatürdeki çalışmaların bulgularıyla da uyumlu olarak bir yapısal eşitlik modeli geliştirilmiştir. Araştırma sonuçları ise, kişisel değerlerin yeni ürünlerin benimsenme süreci üzerinde önemli bir etkiye sahip olduğunu göstermiştir.

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Cite This Article

UZKURT, C. (2022). The Effect of Personal Values on Consumers' Inclination to Adopt Innovations. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 7 - Sayı: 2, 241–260. https://ajindex.com/articles/439017

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