Abstract:

Innovativeness is one of the concepts that affect consumers' purchasing behavior and its importance is increasing with each passing day. For this reason, businesses are following closely innovation and the variables associated with this concept. Innovation, are associated with variables such as personal values, social, hedonic and utilitarian consumption. Therefore, consumer innovativeness were examined with dimensions of "innate innovativeness" in the study. The aims of this study; is examining that personal values effects on the hedonic and the social innovativeness of sub-dimensions of innate innovativeness; and hedonic innovativeness effects on the social innovativeness. The sample of the study, consist of individuals who are living in the city center of Erzurum. A questionnaire was administered to 380 people. For the purposes of research, firstly to examine the factor structure of the scales, was done exploratory factor analysis with using SPSS 20. Then, confirmatory factor analysis was done using LISREL 8.7 software. Also, applied structural equation modeling method in LISREL 8.7 to test of the research model. As a result, personal values have significant effect on hedonic and social innovativeness. And hedonic innovativeness effect on social innovativeness.

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