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

Yıl 2021, Cilt: 22 Sayı: 2, 193 - 224, 08.11.2021

Selçuk Efe Küçükkambak

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

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

Tüketici Yenilik Arayışı Kişisel Değerler Fonksiyonel Gıdalar Tüketici Araştırmaları Tüketici Davranışları

Kaynakça

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

Yıl 2021, Cilt: 22 Sayı: 2, 193 - 224, 08.11.2021

Selçuk Efe Küçükkambak

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

Öz

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.

Anahtar Kelimeler

Consumer Novelty Seeking Personel Values Functional Foods Consumer Research Consumer Behaviour

Kaynakça

  • Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research: International student version. New York, NY: John Wiley & Sons.
  • Ares, G., & Gámbaro, A. (2007). Influence of gender, age and motives underlying food choice on perceived healthiness and willingness to try functional foods. Appetite, 49(1), 148-158.
  • Bech-Larsen, T., & Grunert, K. G. (2003). The perceived healthiness of functional foods: A conjoint study of Danish, Finnish and American consumers' perception of functional foods. Appetite, 40(1), 9-14.
  • Bhaskaran, S., & Hardley, F. (2002). Buyer beliefs, attitudes and behaviour: foods with therapeutic claims. Journal of Consumer Marketing, 19, 591-606.
  • Botonaki, A., & Mattas, K. (2010). Revealing the values behind convenience food consumption. Appetite, 55(3), 629-638.
  • Bower, J. A., Saadat, M. A., & Whitten, C. (2003). Effect of liking, information and consumer characteristics on purchase intention and willingness to pay more for a fat spread with a proven health benefit. Food Quality and Preference, 14(1), 65-74.
  • Brunsø, K., Grunert, K. G., & Bredahl, L. (1996). An analysis of national and crossnational consumer segments using the food-related instrument in Germany, France and Great Britain. MAPP Working Paper, 35(2).
  • Bryman, A. (2004). Quantity and Quality in Social Research. Routledge.
  • Burgess, S. M. (1992b), ‘‘Personal Values and Consumer Research: A Historical Perspective,’’ Research in Marketing 11, pp. 35–79.
  • Burgess, Steven M. (1992a), "Personal Values and Consumer Research: An Historical Perspective," in Research in Marketing, Vol. 11, Jagdish N. Sheth, ed. Greenwich, CT: JAI Press, 35-79.
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  • Roberfroid, (2000). Defining functional foods. In G. Gibson, & C. M. Williams (Eds.), Functional Foods; Concept to product (pp. 9–29).Cambridge: Woodhead.
  • Roccas, S., & Sagiv, L. (2010). Personal values and behavior: Taking the cultural context into account. Social and Personality Psychology Compass, 4(1), 30-41.
  • Roccas, S., Sagiv, L., Schwartz, S. H., & Knafo, A. (2002). The big five personality factors and personal values. Personality and social psychology bulletin, 28(6), 789-801.
  • Rogers, E. M. (2010). Diffusion of innovations. Simon and Schuster.
  • Rogers, E.M. (1983). Diffusion Of Innovations, New York: The Free Press.
  • Rohan, M. J. (2000). A rose by any name? The values construct. Personality and social psychology review, 4(3), 255-277.
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  • Urala, N., & Lähteenmäki, L. (2004). Attitudes behind consumers' willingness to use functional foods. Food quality and preference, 15(7-8), 793-803.
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  • Urala, N., Arvola, A., & Lähteenmäki, L. (2003). Strength of health‐related claims and their perceived advantage. International journal of food science & technology, 38(7), 815-826.
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Toplam 115 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Selçuk Efe Küçükkambak 0000-0001-6633-1492

Yayımlanma Tarihi 8 Kasım 2021
Gönderilme Tarihi 22 Haziran 2021
Yayımlandığı Sayı Yıl 2021Cilt: 22 Sayı: 2

Kaynak Göster

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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