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Kişisel ve Ürün Temelli Yenilikçilik: Cep Telefonu Kullanıcıları Üzerine Ampirik Bir Uygulama = Innate and Domain-Specific Innovativeness: An Implementation on Cellular Phone Users

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Author(s): Serkan AYDIN

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 10;
Issue: 2;
Start page: 188;
Date: 2009;
Original page

Keywords: Yenilikçilik | Fikir Liderliği | Uzmanlık | Risk Alma | Innovativeness | Opinion Leadership | Expertise | Risk Taking

ABSTRACT
Amount of the demand for new products is related with adoption and spread of innovations. Some individuals have a greater tendency towards adopting new technologies. The studies in the literature suggest that consumer innovativeness is related with consumer behavior and characteristics. It is seen that consumer innovativeness is a construct investigated at both innate and domain-specific level. In this study, by discussing the concept of consumer innovativeness at both innate and domain-specific levels, it is examined the effects of individual characteristics such as risk taking tendency and self-esteem, and of domain specific characteristics. Findings shows the significance of ctors that are thought to affect both innate and domain-specific innovativeness.

Tango Jona
Tangokurs Rapperswil-Jona

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