Tüketici Yenilikçiliğinin, Öz Saygı ve Sosyal Kimlik Boyutları Temelinde İncelenmesi: İtalya ve Türkiye Üzerine Bir Araştırma
Consumer Innovativeness in Relation with Self-esteem and Social Identity: A Research Directed to Italy and Turkey

Summary/Abstract: Consumer innovativeness has gradually increased its importance in marketing communications literature as a factor explaining consumer behavior. Satisfying consumers’ expectations of innovation, determining consumers’ tendencies of innovativeness, factors that affect innovativeness and the diffusion of innovations have become important fields of research in the previous years. Social and psychological factors have an important role in explaining consumer innovativeness. Social identity and the search for increasing self-esteem can be evaluated in relation with consumer innovativeness. This paper focuses on the relation of consumer innovativeness with social identity and self-esteem based on a descriptive survey research that includes samples of university students from Turkey and Italy. According to the results, consumer innovativeness is perceived as a social identity function in both samples, however this relation is stronger for the Turkish sample. In the case of self-esteem and consumer innovativeness, no relation has been determined in neither of the samples.

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