THE EFFECT OF PERSONAL VALUES ON CONSUMERS’ INCLINATION TO ADOPTINNOVATIONS

Cevahir Uzkurt ()
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Cevahir Uzkurt: Eskisehir Osmangazi University

Anadolu University Journal of Social Sciences, 2007, vol. 7, issue 2, 241-260

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.

Keywords: Personal Values; Adoption of Innovations; Innovation; New Product; Structural Equation Modeling (search for similar items in EconPapers)
JEL-codes: C46 M31 (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:and:journl:v:7:y:2007:i:2:p:241-260

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