BÜLBÜL, Hasan Niğde Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÖZOĞLU, Buket Niğde Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - Uluslararası Ticaret ve Lojistik Yönetimi Bölümü, Turkey

EFFECTS OF CONSUMER INNOVATIVENESS AND PERCEIVED RISK ON PURCHASE INTENTION

16854

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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Consumer Innovativeness , Perceived Risk , Purchase Intention , Structural Equation Modeling , Turkey

Erciyes University Journal Of Economics an‎d Administrative Sciences

59