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Yenġlġkçġ Tüketġme Etkġ Eden Faktörler: Gġyġlebġlġr Teknolojġ Üzerġne Bġr Araġtirma

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Yenġlġkçġ Tüketġme Etkġ Eden Faktörler: Gġyġlebġlġr Teknolojġ Üzerġne Bġr Araġtirma YENĠLĠKÇĠ TÜKETĠME ETKĠ EDEN FAKTÖRLER: GĠYĠLEBĠLĠR TEKNOLOJĠ ÜZERĠNE BĠR ARAġTIRMA OSMAN ERKAN AÇIKGÖZ TARAFINDAN ANKARA YILDIRIM BEYAZIT ÜNĠVERSĠTESĠ SOSYAL BĠLĠMLER ENSTĠTÜSÜNE SUNULAN TEZ ĠġLETME ANABĠLĠM DALI YÜKSEK LĠSANS TEZĠ OCAK 2019 Tez Onay Sayfası Sosyal Bilimler Enstitüsü Onayı Doç. Dr. Seyfullah YILDIRIM Enstitü Müdürü Bu tezin Yüksek Lisans derecesi için gereken tüm Ģartları sağladığını tasdik ederim. Prof.Dr.Nilay ALÜFTEKĠN SAKARYA Anabilim Dalı BaĢkanı Okuduğumuz ve savunmasını dinlediğimiz bu tezin bir Yüksek Lisans derecesi için gereken tüm kapsam ve kalite Ģartlarını sağladığını beyan ederiz. Doç.Dr. Özge GÖKBULUT ÖZDEMĠR DanıĢman Jüri Üyeleri (ilk isim juri baĢkanı ve ikinci isim ise danıĢman) Prof. Dr. Nilay ALÜFTEKĠN SAKARYA (AYBÜ) ____________________ Doç. Dr. Özge GÖKBULUT ÖZDEMĠR (AYBÜ) ____________________ Doç. Dr. Ġrge ġENER (ÇANKAYA ÜNĠVERSĠTESĠ) ____________________ Bu tez içerisindeki bütün bilgilerin akademik kurallar ve etik davranıĢ çerçevesinde elde edilerek sunulduğunu beyan ederim. Ayrıca bu kurallar ve davranıĢların gerektirdiği gibi bu çalıĢmada orjinal olmayan her tür kaynak ve sonuçlara tam olarak atıf ve referans yaptığımı da beyan ederim; aksi takdirde tüm yasal sorumluluğu kabul ediyorum. Adı Soyadı : Osman Erkan Açıkgöz Ġmza : iii ÖZET YENĠLĠKÇĠ TÜKETĠME ETKĠ EDEN FAKTÖRLER: GĠYĠLEBĠLĠR TEKNOLOJĠ ÜZERĠNE BĠR ARAġTIRMA Açıkgöz, Osman Erkan Yüksek Lisans, ĠĢletme DanıĢman : Doç.Dr. Özge GÖKBULUT ÖZDEMĠR Ocak 2019, 223 sayfa ÇağdaĢ dünyada meydana gelen yenilikler tüketimi artırmaktadır. Yeniliklerin tü ketilmesi ise, teknoloji ve iletiĢimin geliĢmesiyle ivme kazanmaktadır. Bu nedenlerle, pazarlama literatüründe yenilikç i tü ketim ve yenilikçi tüketime etki eden faktö rleri anlamaya yönelik çalıĢmalar geniĢlemektedir. Günümüzde, iĢletmelerin artan rekabet ortamında yaĢamlarını sürdürebilmeleri üretilen yeniliklerin piyasada talep edilmesine bağlı olmaktadır. Yenilikçi tüketim iĢletmeler açısından rekabet avantajı anlamına gelirken tüketici cephesinde yeni bir konu olarak yer almaktadır. ÇalıĢmada, yenilikçi tüketim pazarlama alanında akademik olarak anlamaya çalıĢılmaktadır. Bu bağlamda hazırlanan çalıĢmanın amacı, yenilikçi tüketime etki eden faktörleri incelemek ve tüketime etkisini ortaya koymaktır. Ürün olarak akıllı saat seçilmiĢtir. Akıllı saatler, giyilebilir teknolojiler içerisinde popülaritesi gittikçe artan yenilikçi bir ürün olarak yer almaktadır. Bağımlı değiĢken olarak yenilikçi tüketim, bağımsız değiĢken olarak da yenilikçi tüketime etki eden faktörler (teknolojik ilgilenim, yenilikçilik eğilimi, risk alma eğilimi, öz saygı, sosyodemografik özellikler, hedonizm ve faydacılık) kullanılmıĢtır. Anketten elde edilen bulgular ıĢığında sonuç hazırlanmıĢtır. Yapılan çalıĢma sonunda, özsaygı, risk alma eğilimi, aylık gelir, teknolojik ilgilenim, hedonizm ve faydacılık değiĢkenlerinin yenilikçi tüketim üzerinde etkili olduğu, yenilikçilik eğilimi ile cinsiyet ve yaĢın yenilikçi tüketim üzerinde etkili olmadığı sonucuna ulaĢılmıĢtır. Anahtar Kelimeler: Yenilik, yenilikçi tüketim, yenilikçi tüketime etki eden faktörler, akıllı saat, giyilebilir teknoloji. iv ABSTRACT FACTORS AFFECTING INNOVATIVE CONSUMPTION: A RESEARCH ON WEARABLE TECHNOLOGY ACĠKGOZ, Osman Erkan Graduate, Department of Management Supervisor : Associate Professor Dr. Özge GÖKBULUT ÖZDEMĠR January 2019, 223 pages Innovations in the contemporary world increase consumption. Consumption of innovations is accelerated by the development of technology and communication. For these reasons, in the marketing literature, studies aiming to understand the factors affecting innovative consumption and innovative consumption are expanding. Nowadays, in order to sustain their lives in an increasingly competitive environment, businesses depend on the demand for innovations in the market. Innovative consumption means a competitive advantage in terms of enterprises, while it is a new issue on the consumer front. In the study, it is tried to understand academically in the field of innovative consumer marketing. In this context, the aim of this study is to examine the factors affecting innovative consumption and to reveal its effect on consumption. Smart watch is selected as the product. Smart watches are an increasingly popular innovative product in wearable technologies. Innovative consumption as an dependent variable and the factors affecting the innovative consumption as an independent variable (technological interest, innovation trend, risk taking tendency, self- esteem, sociodemographic characteristics, hedonism and utilitarianism) were used. The results were prepared in the light of the findings obtained from the survey. At the end of the study, it was concluded that self-esteem, risk taking tendency, monthly income, technological interest, hedonism and pragmatism variables have an effect on innovative consumption, and innovation tendency and gender and age have no effect on innovative consumption. Keywords: Innovation, innovative consumption, innovative consumption factors, smartwatch, wearable technology. v Yaşamım boyunca bana her zaman en iyi imkanları sağlayan, bana her zaman güvenen çalışma süresince tüm zorlukları benimle göğüsleyen ve hayatımın her evresinde bana destek olan değerli annem Sevtap Feriha Açıkgöz'e, babam İhsan Açıkgöz'e ve kardeşim Muammer Serkan Açıkgöz'e vi TEġEKKÜR Tez çalıĢmamda planlanmasında, araĢtırılmasında, yürütülmesinde ve oluĢumunda ilgi ve desteğini esirgemeyen, engin bilgi ve tecrübelerinden yararlandığım, yönlendirme ve bilgilendirmeleri ile çalıĢmamı bilimsel temeller ıĢığında Ģekillendiren sayın hocam Doç. Dr. Özge GÖKBULUT ÖZDEMĠR' e sonsuz teĢekkürlerimi sunuyorum AraĢtırmada anket çalıĢmalarına katılarak katkı sağlayan emeği geçen üniversitemizin ĠĢletme Fakültesindeki ve Mühendislik Fakültesindeki değerli hocalarım ile öğrenci arkadaĢlarıma, teĢekkür ediyor saygı ve sevgilerimi sunuyorum. vii ĠÇĠNDEKĠLER ĠNTĠHAL .................................................................................................................... iii ÖZET ........................................................................................................................... iv ABSTRACT ................................................................................................................. v ĠTHAF .......................................................................................................................... vi TEġEKKÜR ...............................................................................................................vii ĠÇĠNDEKĠLER ......................................................................................................... viii TABLOLAR LĠSTESĠ ................................................................................................. xi ġEKĠLLER LĠSTESĠ ................................................................................................ xiii GRAFĠKLER LĠSTESĠ ............................................................................................. xiv KISALTMALAR LĠSTESĠ ........................................................................................ xv BÖLÜM 1. GĠRĠġ ........................................................................................................................ 1 2. TEMEL KAVRAMLAR .......................................................................................... 7 2.1. Yenilik Kavramı ............................................................................................. 7 2.2. Tüketim Kavramı ............................................................................................ 9 2.3. Yenilikçi Tüketim Kavramı ve Önemi ......................................................... 10 2.4. Yeniliğin Önemi ........................................................................................... 13 2.4.1. Ülkeler açısından yeniliğin önemi ...................................................... 13 2.4.2. Ülkemiz açısından yeniliğin önemi .................................................... 22 2.4.3. ĠĢletmeler açısından yeniliğin önemi .................................................. 24 2.4.4. Tüketiciler açısından yeniliğin önemi ................................................ 25 2.5. Yenilik ÇeĢitleri ............................................................................................ 28 2.5.1. Radikal yenilik .................................................................................... 29 2.5.2. Kademeli yenilik ................................................................................ 31 2.5.3. Destekleyici yenilik ............................................................................ 31 2.5.4. Yıkıcı yenilik ...................................................................................... 32 2.5.5. Ürün ve Hizmet yeniliği ..................................................................... 32 2.5.6. Süreç yeniliği ...................................................................................... 33 2.5.7. Pazarlama yeniliği .............................................................................. 33 2.5.8. Organizasyonel yenilik ....................................................................... 33 2.5.9. Teknolojik ve Teknolojik olmayan yenilik ........................................ 34 2.5.10. Toplumsal (Sosyal) yenilik ............................................................... 34 viii 2.6. Yenilikçiliğin Sınıflandırılması. ................................................................... 35 2.6.1. Açık süreç yenilikçiliği.
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