The Role of The Need For Uniqueness In Choosing Between Conventional / Unconventional Customization: The Case Of Gen Z
Yükleniyor...
Tarih
8 Ekim 2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bandırma Onyedi Eylül Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Social sciences such as economics and marketing has growing interest on consumer behavior and the underlying psychological factors. In particular, Consumer Need for Uniqueness (CNfU) receives notable attention from scholars. However, the literature lacks focus on how customization is related with CNfU. Moreover, Gen Z, the highest population of consumers are neglected in previous studies. The main objective of this study is to understand the impact of CNfU on Gen Z consumers’ choice between conventional and unconventional customization options for technology products. The paper uses survey-based data and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling (SEM). It is revealed that CNfU has no influence on choosing between conventional and unconventional customization options. The results have significant implications for researchers and practitioners.
Açıklama
Anahtar Kelimeler
Consumer Need for Uniqueness, Customer Behavior, Customer Experience
Kaynak
Yönetim ve Ekonomi Araştırmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
20
Sayı
3
Künye
Duran, C., & Kılıç, A. (2022). The Role of The Need For Uniqueness In Choosing Between Conventional / Unconventional Customization: The Case Of Gen Z. Yönetim Ve Ekonomi Araştırmaları Dergisi, 20(3), 325-350. https://doi.org/10.11611/yead.1146924
