A Study to Determine the Mediating Effect of Novelty Seeking in the Effect of Consumers’ Personal Values on Attitudes Towards Functional Foods

Selçuk Efe Küçükkambak

doi:10.37880/cumuiibf.955711

TR EN

Kişisel Değerlerin Fonksiyonel Gıdalara Yönelik Tutumlara Etkisinde Yenilik Arayışının Aracı Rolü: Türk Tüketiciler Üzerinde Araştırma

Öz

Tüketici davranışları alanında yürütülen araştırmalarda tüketicilerin satın alma karar sürecine etkisi olan faktörleri belirlemek, bu faktörlerin güncel değişimlerini izlemek, bu faktörlere etkisi olan değişkenleri tespit etmek, tüketicinin satın alma kararına etkisi olan karanlık güdülerini gün yüzüne çıkarmaya çalışmak araştırmacıların ortak amaçlarından bazılarıdır. Geçmişten günümüze tüketici davranışları alanında yürütülen çalışmalarda bireyleri satın almaya yönlendiren süreç çeşitli yönleriyle ele alınmıştır. Bu çalışmalarda araştırmacıların en çok önem verdiği faktörlerden biri de tüketicileri satın alma davranışına yönelten tutumlardır. Tutumlar, satın alma kararını olumlu veya olumsuz etkileyebilecek en önemli tüketici kararlarından biridir. Tüketicilerin belirli bir ürün veya hizmete yönelik tutumlarını etkileyebilecek pek çok faktör bulunmaktadır. Tüketici tutumlarının şekillendiren faktörlerden biri de tüketicilerin yaşam tarzının bir parçası olarak görülen kişisel değerlerdir. Kişisel değer kavramı her ne kadar sosyal psikoloji alanındaki teoriler kapsamında yer alsa da tüketici davranışlarıyla ilgili çalışmalarda gün geçtikçe daha sık ele alınan kavramlardan biri haline gelmiştir. Bu araştırmada tüketicilerin kişisel değerlerinin fonksiyonel gıdalara yönelik tutumlarında yenilik arama davranışlarının rolünü belirlemek amaçlanmıştır. Araştırma sürecinde nicel ve nitel yöntemlerin birlikte yürütüldüğü karma araştırma yöntemi tercih edilmiştir. Araştırma kapsamında 470 kişiden online anket yöntemiyle ve kartopu örneklemesi kullanılarak toplanan veriler yapısal eşitlik modeli ile analiz edilmiştir. Analiz sonuçlarına göre tüketicilerin değişikliklere açıklık kişisel değerleri ile geleneksel değerlerinin fonksiyonel gıdalara yönelik tutumlarında yenilik arama davranışlarının tam aracılık etkisi olduğu tespit edilmiştir. Araştırma kapsamında elde edilen veriler ışığında pazarlama yöneticilerine birtakım çıkarımlarda bulunulmuş ve gelecekte yapılacak çalışmalar için araştırmacılarda öneriler sunulmuştur. Araştırma sonucu elde edilen bulguların kişisel değerlerin ve yenilik arama davranışının, tüketicilerin yenilikçi ürünlere yönelik tutumlarına etkisini ortaya koyması açısından literatüre katkı sağlaması beklenmektedir.

Anahtar Kelimeler

A Study to Determine the Mediating Effect of Novelty Seeking in the Effect of Consumers’ Personal Values on Attitudes Towards Functional Foods

Abstract

In research conducted in the field of consumer behavior, some of the common goals of researchers are to determine the factors that affect the purchasing decision process of consumers, to monitor the current changes of these factors, to identify the variables that affect these factors, and to try to reveal the dark motives of the consumer that affect the purchasing decision. In the studies carried out in the field of consumer behavior from past to present, the process that directs individuals to purchase has been discussed in various aspects. One of the most important factors for researchers in these studies is the attitudes that lead consumers to purchasing behavior. Attitudes are one of the most important consumer decisions that can affect the purchasing decision positively or negatively. There are many factors that can affect consumers' attitudes towards a particular product or service. One of the factors shaping consumer attitudes is personal values, which are seen as a part of consumers' lifestyle. Although the concept of personal value is included in the theories in the field of social psychology, it has become one of the concepts that are discussed more frequently in studies on consumer behavior. In this study, it was aimed to determine the role of novelty seeking behaviors in the attitudes of consumers' personal values towards functional foods. In the research process, mixed research method, in which quantitative and qualitative methods are carried out together, was preferred. Within the scope of the research, the data collected from 470 people using the online survey method and snowball sampling were analyzed with the structural equation model. According to the results of the analysis, it has been determined that the novelty seeking behaviors have a full mediating effect on the personal values of openness to changes and conservation values of consumers' attitudes towards functional foods. In the light of the data obtained within the scope of the research, some inferences were made to the marketing managers and suggestions were presented to the researchers for future studies. It is expected that the findings obtained as a result of the research will contribute to the literature in terms of revealing the effects of personal values and innovation seeking behavior on consumers' attitudes towards innovative products.

Keywords

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Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Selçuk Efe Küçükkambak ^*
0000-0001-6633-1492
Türkiye

Publication Date

November 8, 2021

Submission Date

June 22, 2021

Acceptance Date

October 29, 2021

Published in Issue

Year 2021 Volume: 22 Number: 2

DOI

https://doi.org/10.37880/cumuiibf.955711

IZ

https://izlik.org/JA43ET75AX

Cite

RIS / Bibtex

APA

Küçükkambak, S. E. (2021). A Study to Determine the Mediating Effect of Novelty Seeking in the Effect of Consumers’ Personal Values on Attitudes Towards Functional Foods. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 22(2), 193-224. https://doi.org/10.37880/cumuiibf.955711

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