Tüketici Yenilikçiliğinin Algılanan Risk Üzerine Etkisi: Kuşadası’ndaki 5 Yıldızlı Otel Müşterileri Örneği
The Effect of Consumer Innovativeness on Perceived Risk: The Example of 5 Star Hotel’s Guests in Kuşadası
Author(s): Muhammed Baykal, Ahu Yazıcı AyyıldızSubject(s): Business Economy / Management, Marketing / Advertising, Tourism
Published by: İşletme Araştırmaları Dergisi
Keywords: Innovativeness; Consumer Innovativeness; Perceived Risk;
Summary/Abstract: Purpose – The aim of this study in which consumer innovativeness and perceived risk concepts which are important for the hotels, is to show the effect of the guest the dimensions of innovativeness trend on the perceived risk level. Design/methodology/approach – This questionnaire was applied to the guests in 5-star hotels in Kuşadası. 402 questionnaires obtained from 7 hotels were evaluated for this study because of the decrease in guest number and closed hotels in January-March term in 2019. In the result of the study it has been found that the dimensions of consumer innovativeness have effects on the dimensions of perceived risk. Due to the normal distribution of the data obtained from the participants within the research, parametric analyzes were used.
Journal: İşletme Araştırmaları Dergisi
- Issue Year: 12/2020
- Issue No: 1
- Page Range: 510-530
- Page Count: 21
- Language: Turkish