TÜKETİCİ YENİLİKÇİLİĞİ VE ALGILANAN RİSKİN SATIN ALMA DAVRANIŞINA ETKİSİ

Abstract

Innovative consumers are important for corporations and academics because of being first user of a product, sharing first feedback about the product and supplying information by introducing the product to the potential customers. This study investigated the relationship between consumer innovativeness, perceived risk and purchase intention. The data collected from 402 samples by utilizing from motivated consumer innovativeness and perceived risk scales were examined by using structural equation analysis. Research results revealed that there were positive relationship between consumer innovativeness and purchase intention. Whereas there were negative relationship between consumer innovativeness and perceived risk. Also there were negative relationship between perceived risk and purchase intention. Innovativeness has a determining effect on purchase decision of consumer in the direction of rising in sales and risk perception has a determining effect on purchase decision of consumer in the direction of falling in sales

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