Abstract:

The aim of this study is to examine the consumer decision-making styles of Muğla Youth and Sports Provincial Directorate personnel according to their individual innovativeness categories. The sample of the study consists of 248 personnel working in Muğla Youth and Sports Provincial and District organization. In 2022, the "Personal Information Form", "Consumer Decision Making Style Scale" and "Individual Innovation Scale" were applied on line by the researcher with the online questionnaire method. In the study, personal information form was developed by Sproles and Kendall (1986) to collect data and Dursun et al. (2013), the validity and reliability of the "Consumer Decision Making Scale" was adapted into Turkish and the "Individual Innovation Scale " developed by Hurth, Joseph and Cook (1977) and adapted into Turkish by Kılıçer and Odabaşı (2010) was used. Number, percentage, mean, standard deviation were used as descriptive statistical methods in the evaluation of the data. Quantitative continuous data between two independent groups were compared with T-test for comparison of quantitative data between more than two independent groups of continuous one-way (Oneway) ANOVA test was used. After the Anova test, the Scheffe test was used as a complementary post-hoc analysis to determine the differences. Pearson correlation and regression analysis were applied among the continuous variables of the study. As a result, it was determined that 7.7% of the personnel showed distribution in individual innovation categories as laggards, 21.9% late majority, 45.8% early majority, 22.7% early adopters, 1.9% innovators. Consumer decision-making styles and a significant positive relationship between the scores of the innovation, the individual had a significant effect on consumer decision making styles of innovation is positive and that the consumer decision-making styles and individual innovativeness scores differed according to demographic characteristics.

Keywords: