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The Effect Of Personal Values On Consumers’ Inclination To Adoptinnovations

Author

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  • Cevahir Uzkurt

    (Eskisehir Osmangazi University)

Abstract

Although there has been a fair amount of research on the role of personal values in marketing and consumer behavior, few studies addressed the relationship between personal values and adoption of innovations. This study focuses on the effect of personal values on consumers’adoption of innovations. In order to determine the relationship and the effect, this study developes a structural equation model introducing relations between personal values and adoption of innovations consistent with previous studies. The result of this study shows that personal vales has effect on the adoption process for new products.

Suggested Citation

  • Cevahir Uzkurt, 2007. "The Effect Of Personal Values On Consumers’ Inclination To Adoptinnovations," Anadolu University Journal of Social Sciences, Anadolu University, vol. 7(2), pages 241-260, December.
    • Handle: RePEc:and:journl:v:7:y:2007:i:2:p:241-260
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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2007-2/bolum_14.pdf
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    More about this item

    Keywords

    Personal Values; Adoption of Innovations; Innovation; New Product; Structural Equation Modeling;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C46 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Specific Distributions

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