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Tüketici, Algılanan Ürün ve Marka Yenilikçiliğinin Seri Aracılık Rolünün Hizmetlerde Test Edilmesi

Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services

Meryem Yavuz Akay(Türkiye Cumhuriyet Merkez Bankası)0000-0001-5872-4528
Aslıhan Kıymalıoğlu(AKDENİZ ÜNİVERSİTESİ)0000-0002-4908-5493
Sayfa
650–670
Yayın Tarihi
2025-08-01
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, araştırmaya konu yenilikçilik türlerinin seri aracılık etkisinin, tüketicilerin markaya yönelik tutumunu ve satın alma niyetini hizmetler için mallara kıyasla daha fazla artırdığını ortaya koymuştur.

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Amaç & Hipotez:Çalışmanın amacı tüketici, algılanan ürün ve marka yenilikçiliğinin, ürün türü (mal ve hizmet) ile tüketici davranışları (markaya yönelik tutum, satın alma niyeti ve daha fazla ödeme isteği) arasındaki ilişkideki seri aracılık rolünü araştırmaktır.
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Temel Bulgular & Veri:Hipotezler SPSS process makrosu Model 6 ile test edilmiştir.
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Sonuç & Katkı:Bulgular, araştırmaya konu yenilikçilik türlerinin seri aracılık etkisinin, tüketicilerin markaya yönelik tutumunu ve satın alma niyetini hizmetler için mallara kıyasla daha fazla artırdığını ortaya koymuştur.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Tüketici Yenilikçiliği · Algılanan Ürün Yenilikçiliği · Marka Yenilikçiliği

Özet

Çalışmanın amacı tüketici, algılanan ürün ve marka yenilikçiliğinin, ürün türü (mal ve hizmet) ile tüketici davranışları (markaya yönelik tutum, satın alma niyeti ve daha fazla ödeme isteği) arasındaki ilişkideki seri aracılık rolünü araştırmaktır. Bu doğrultuda geliştirilen iki senaryo anket sorularıyla birlikte katılımcılara yönlendirilmiştir. Hipotezler SPSS process makrosu Model 6 ile test edilmiştir. Bulgular, araştırmaya konu yenilikçilik türlerinin seri aracılık etkisinin, tüketicilerin markaya yönelik tutumunu ve satın alma niyetini hizmetler için mallara kıyasla daha fazla artırdığını ortaya koymuştur.

Abstract

The purpose of the study is to investigate the serially mediating role of consumer, perceived product and brand innovativeness between product type (goods vs services) and consumer responses which are brand attitude, purchase intention and willingness to pay more. Two scenarios were developed and directed to participants together with survey questions. The hypotheses were tested with Model 6 of the process macro in SPSS. The findings revealed that the serial mediation of innovativeness types is effective for services increasing consumers’ brand attitude and purchase intention.

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Bu Makaleye Atıf Yap

Akay, M. Y., Kıymalıoğlu, A. (2025). Tüketici, Algılanan Ürün ve Marka Yenilikçiliğinin Seri Aracılık Rolünün Hizmetlerde Test Edilmesi. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 20 Sayı: 2, 650–670. https://doi.org/10.17153/oguiibf.1592672

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