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TÜKETİCİLERİN YENİLİKÇİLİK EĞİLİMLERİNİ ETKİLEYEN DAVRANIŞSAL VE KİŞİLİKSEL FAKTÖRLERİN İNCELENMESİ: GIDA ALIŞVERİŞLERİ ÜZERİNE BİR UYGULAMA

Yıl 2015, Cilt: 4 Sayı: 8, 60 - 82, 01.07.2015

Öz

Yenilikçi tüketim anlayışı, ürünler ile ilgili bilgilerin takip edildiği rasyonel bir davranışı temsil etmektedir. Bu rasyonel tutum,dışa dönüklük, uyumluluk, sorumluluk, deneyime açıklık, nörotizm, etkileyicilik ve mükemmeliyetçilik gibi bir takım kişilik özelliklerinin etkisiyle değişebilmektedir. Ayrıca, tüketicilerin yenilikçilik eğilimleri, alışverişe ayırdıkları zaman, alışveriş sıklıkları, özel kampanyalara olan ilgileri ve alışveriş tarzlarına göre de farklılaşabilmektedir. Bu araştırmanın amacı, tüketicilerin kişilik özelliklerinin ve alışveriş davranışlarının yenilikçilik eğilimleri üzerindeki etkilerinin incelenmesidir. Araştırmada ikincil amaç olarak, tüketicilerin yenilikçilik eğilimleri ve davranışsal tutumlarının cinsiyete göre farklılıkları da ele alınmaktadır. Araştırma sonuçlarına göre, tüketicilerin yenilikçi eğilimlerinde, dışa dönük ve etkileyici kişilik yapıları etkili olabilmektedir. Ayrıca, tüketicilerin cinsiyetlerine göre yenilikçilik eğilimlerinde bir farklılık görülmezken, davranışsal olarak kadınlar, erkeklere göre, alışverişe daha fazla zaman ayırmakta ve broşürler gibi kampanya materyallerine daha fazla dikkat etmektedir. Araştırma, Düzce ilinde ikamet etmekte olan ve kolayda örnekleme ile seçilen 350 kişi üzerinde yüz yüze anket yöntemiyle gerçekleştirilmiştir. Araştırmada, faktör analizi, kümeleme analizi, lojistik regresyon analizi ve Mann WhitneyU testi uygulanmıştır. Analizler için AMOS 20.0 ve SPSS 16.0 programları kullanılmıştır.

Kaynakça

  • Altunışık, Remzi, Recai Coşkun, Serkan Bayraktaroğlu & Engin Yıldırım (2007), "Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı", Sakarya Yayıncılık, 5. Baskı, ss:212-221
  • Arndt, J. (1967). Role Of Product-Related Conversations In The Diffusion Of A New Product.Journal Of Marketing Research.291-295.
  • Arnould, E., Price, L. &Zinkhan, G. (2002).Consumers. 1st edition, ABD: McGrawHill.
  • Aydın, S. (2009). Kişisel ve Ürün Temelli Yenilikçilik: Cep telefonu Kullanıcıları Üzerine Ampirik Bir Uygulama. Doğuş Üniversitesi Dergisi, 10(2).
  • Bagozzi, R. P., Yi, Y., Phillips, L. W. (1991). Assessing Construct Validity İn Organizational Research. Administrative Science Quarterly, 421-458
  • Berkman, H. W., Lindquist, J. D. &Sirgy, M. J. (1997).Consumer Behavior. ABD: NTC Business Books
  • Berthon, P., Ewing, M., Hah, L. L. (2005), " Captivating Company: Dimensions Of Attractiveness İn Employer Branding", International Journal Of Advertising, 24(2), 151-172.
  • Brown, J. J., &Reingen, P. H. (1987).Social Ties And Word-Of-Mouth Referral Behavior.Journal Of Consumer Research, 350-362.
  • Brown, L. A. (1981). Innovation Diffusion: A New Perspective. Methuen.
  • Burns, D. D. (1980). Theperfectionist’sscriptfor self-defeat. PsychologyToday, 14(6), 34–52.
  • Chan, D. W. (2007). Positive And Negative Perfectionism Among Chinese Gifted Students İn Hong Kong: Their Relations Hipsto General Self-Efficacy And Subjective Well-Being. Journal For The Education Of The Gifted, 31(1), 77- 102.
  • Cortina, J.M. (1993). What is Coefficient Alpha? An Examination Of Theory And Applications. Journal Of Applied Psychology, 78, ss.98–104
  • Cowart, K. O.,&Goldsmith, R. E. (2007). The Influence Of Consumer Decision‐Making Styles On Online Apparel Consumption By College Students. International Journal of Consumer Studies, 31(6), 639-647.
  • Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review.44 (November–December), 147–166.
  • Engel, J. F., Blackwell, R. D. &Miniard, P.W. (1990).Consumer Behavior.Sixth Edition. ABD: The Dryden Press International Edition.
  • Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser Of Marketplace Information. The Journal of Marketing, 83-97.
  • Fitzmaurice, J. (2011). Market Mavens' Motivations To Acquire Information.The Marketing Management Journal.21(1), 71-83.
  • Fong, R. W. &Yuen, M. (2011). Perfectionism İn Chinese Elementary School Students: Validation Of The Chinesea Daptive/Maladaptive Perfectionism Scale. Talent Development And Excellence, 3(2), 203-213.
  • Fornell, C. & Larcker, D.F. (1981), "Evaluating Structural Equation Models With Unobservable Variables And Measurement Eror: Algebra And Statistics", Journal Of Marketing Research, Vol.18, February, ss. 39-50
  • Frost, R. O., Marten, P., Lahart, C., &Rosenblate, R. (1990). Thedimensions of Perfectionism. Cognitive Therapyand Research, 14(5), 449–468.
  • Gelabert, E.,García-Esteve, L., Martín-Santos, R., Gutiérrez, F., Torres, A., &Subirà, S. (2011). Psychometricproperties Of The Spanish Version Of The Frost Multidimensional Perfectionism Scale İn Women. Psicothema, 23(1), 133-139.
  • Goldberg, L. R. (1992). The Development Of Markers For The Big-Five Factor Structure. Psychologica Lassessment, 4(1), 26.
  • Goldsmith, R. E., &Hofacker, C. F. (1991).Measuring Consumer Innovativeness.Journal Of The Academy Of Marketing Science, 19(3), 209-221.
  • Goldsmith, Ronald E.&Gordon R. Foxall. "The Measurement Of İnnovativeness." The İnternational Handbook On İnnovation (2003): 321-330.
  • Hawkins, D. I., Roger, J. B. &Kenneth, A. C. (1983), Consumer Behavior: Implications for Marketing Strategy. Plano, TX: Business Publications
  • Herr, P. M.,Kardes, F. R., & Kim, J. (1991). Effects Of Word-Of-Mouth And ProductAttribute Information On Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 454-462
  • Hewitt, P. L. &Flett, G. L. (1991). Perfectionism İn The Self And Socialc Ontexts: Conceptualization, Assessment, Anda Ssociation With Psychopathology. Journal of Personality and Social Psychology, 60(3), 456– 470.
  • Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, And Consumer Creativity.Journal of Consumer Research, 283-295.
  • Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile Internet: An empirical study of multimedia message service (MMS). Omega, 35(6), 715-726.
  • Jani, D. & Han, H. (2015). Influence Of Environmental Stimuli On Hotel Customer Emotional Loyalty Response: Testing The Moderating Effect Of The Big Five Personality Factors. International Journal of Hospitality Management, 44, 48- 57.
  • John, O. P.&Srivastava, S. (1999). The Big Five Traitt Axonomy: History, Measurement, And Theoretical Perspectives. Handbook Of Personality: Theory And Research, 2(1999), 102-138.
  • Karabulut, M. (1991). Pazarlama Yeniliklerinin Kabulü ve Yayılışı. İstanbul: Minnetoğlu Yayınları
  • Katz, E. &Lazarsfeld, P. F. (1955).Personal Influence. Glencoe, IL: The Free Press
  • Leonard-Barton, D. (1985). Experts As Negative Opinion Leaders In The Diffusion Of A Technological Innovation. Journal of Consumer Research, 914-926.
  • Lindquist, J. D. &Sirgy, M.J. (2009).Shopper, Buyer and Consumer Behavior.Forth Edition. ABD: Cengage Learning.
  • Macik, R. (2014). Consumer Perfection İs Measurement Scale-Preliminary Research Results, Management, Knowledge and Learning International Conference, Slovenia
  • Mahajan, V., Muller, E., & Bass, F. M. (1990). New Product Diffusion Models In Marketing: A Review And Directions For Research. The Journal of Marketing.1- 26.
  • Malhotra, N. & Birks, D. (2007) Marketing Research. An Applied Approach. Prentice Hall: London
  • McCrae, R.R.&CostaJr., P.T., (1999). A Fivefactortheory Of Personality. In: Pervin, L.A.,John, O.P. (Eds.), Handbook of Personality: Theory and Research. , 2nd ed. The Guilford Press, New York, NY, pp. 139–153.
  • Mitchell, V. W.&Walsh, G. (2004). Gender Differences İn German Consumer Decision‐ Making Styles. Journal of Consumer Behaviour, 3(4), 331-346.
  • Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: the concept and its measurement. Journal of Consumer Research.229-242.
  • Mulyanegara, R. C.,Tsarenko, Y. &Anderson, A. (2009). The Big Five And Brand Personality: Investigating The Impact Of Consumer Personality On Preferences Towards Particular Brand Personality. Journal of Brand Management, 16(4), 234-247.
  • Nakip, Mahir (2003). Pazarlama Araştırmaları: Teknikler ve SPSS; Destekli Uygulamalar.Seçkin Yayıncılık, Ekim, Ankara
  • Odabaşı, Y. & Barış, G. (2002). Tüketici Davranışları. İstanbul: Mediacat Yayınları.
  • Roehrich, G. (2004). Consumer Innovativeness: Concepts And Measurements. Journal of Business Research.57(6), 671-677.
  • Rogers, E. M. (2003). Diffusion of Innovations.5th edition.New York: Simon & Schuster.
  • Robertson, T.S. (1981). New Product Diffusion Perspectives in Consumer Behavior.Third Edition.
  • Richins, M. L., &Root-Shaffer, T. (1988). The Role Of Evolvement And Opinion Leadership In Consumer Word-Of-Mouth: An Implicit Model Made Explicit. Advances in Consumer Research,15(1), 32-36.
  • Schiffman, L. G. &Kanuk, L. L. (2000).Consumer Behavior.Seventh Edition. ABD: Prentice Hall.
  • Slaney, R. B., Rice, K. G., Mobley, M., Trippi, J., &Ashby, J. S. (2001). The Revised Almost fect Scale. Measurementand Evaluation in Counselingand Development.
  • Slater, S. F., & Mohr, J. J. (2006). Successful Development And Commercialization Of Technological Innovation: Insights Based On Strategy Type. Journal of Product Innovation Management, 23(1), 26-33.
  • Sproles, G. B. &Kendall, E. L. (1986). A Methodology for Profiling Consumers’ Decision-Marking Styles. Journal of Consumer Affairs, 20(2), 267.
  • Stoeber, J.,Hoyle, A. &Last, F. (2013). TheConsequences of Perfectionism Scale Factorial Structureand Relationships With Perfectionism, Performance Perfectionism, Affect, and Depressive Symptoms. MeasurementAndEvaluation İn CounselingAndDevelopment,46(3), 178-191.
  • Solomon, M. R. (2011). Consumer Behavior: Buying, Having and Being. Ninth Edition. ABD: Pearson.
  • Van Eck, P. S., Jager, W., & Leeflang, P. S. (2011). Opinion leaders' role in innovation diffusion: A simulation study. Journal of Product Innovation Management, 28(2), 187-203
  • Williams, T. G. &Slama, M. E. (1995). Market Mavens' Purchase Decision Evaluative Criteria: İmplications For Brand And Store Promotion Efforts. Journal of Consumer Marketing, 12(3), 4-21.
  • Venkatraman, M. P. (1989). Opinion Leaders, Adopters, And Communicative Adopters: A Role Analysis. Psychology & Marketing, 6(1), 51-68

AN EXAMINATION OF BEHAVIORAL AND PERSONAL FACTORS THAT AFFECTS CONSUMER INNOVATIVENESS TENDENCIES: A STUDY ON FOOD SHOPPING

Yıl 2015, Cilt: 4 Sayı: 8, 60 - 82, 01.07.2015

Öz

Innovative consumption concept represents a rational behavior which is relevant to searching for product-related information. This rational attitude may change under the influence of some personality traits. In particular, extroversion, compliance, accountability, openness to experience, neuroticism, impressiveness and perfectionism is thought to be effective on innovativeness tendency. In addition, innovation tendency may change by the effects of behaviors such as time spent on shopping, shopping frequency, interest for the marketing campaigns and consumer shopping styles. The purpose of this study is to analyze the effects of consumer personality characteristics and shopping behaviors on the consumer innovativeness inclinations. As a secondary objective of the study, the impact of gender on the consumer innovativeness inclinations and behavioral attitudes are also discussed. Findings indicate that both extraversion and impressiveness personality traits effect consumers’ innovativeness tendencies. Besides, there is no significant difference between men and women in terms of innovativeness tendency, but women spend more time on shopping and more likely to pay attention to campaign materials such as brochures. As a part of the field study, a face to face questionnaire is conducted in Düzce on 350 respondents sampled via convenience sampling. To test the relations between variables on the research model, various analysis techniques (ie. factor analysis, clusteranalysis, logistic regression and Mann Whitney U techniques) are carried out via SPSS 16.0 and AMOS 20.0 softwares.

Kaynakça

  • Altunışık, Remzi, Recai Coşkun, Serkan Bayraktaroğlu & Engin Yıldırım (2007), "Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı", Sakarya Yayıncılık, 5. Baskı, ss:212-221
  • Arndt, J. (1967). Role Of Product-Related Conversations In The Diffusion Of A New Product.Journal Of Marketing Research.291-295.
  • Arnould, E., Price, L. &Zinkhan, G. (2002).Consumers. 1st edition, ABD: McGrawHill.
  • Aydın, S. (2009). Kişisel ve Ürün Temelli Yenilikçilik: Cep telefonu Kullanıcıları Üzerine Ampirik Bir Uygulama. Doğuş Üniversitesi Dergisi, 10(2).
  • Bagozzi, R. P., Yi, Y., Phillips, L. W. (1991). Assessing Construct Validity İn Organizational Research. Administrative Science Quarterly, 421-458
  • Berkman, H. W., Lindquist, J. D. &Sirgy, M. J. (1997).Consumer Behavior. ABD: NTC Business Books
  • Berthon, P., Ewing, M., Hah, L. L. (2005), " Captivating Company: Dimensions Of Attractiveness İn Employer Branding", International Journal Of Advertising, 24(2), 151-172.
  • Brown, J. J., &Reingen, P. H. (1987).Social Ties And Word-Of-Mouth Referral Behavior.Journal Of Consumer Research, 350-362.
  • Brown, L. A. (1981). Innovation Diffusion: A New Perspective. Methuen.
  • Burns, D. D. (1980). Theperfectionist’sscriptfor self-defeat. PsychologyToday, 14(6), 34–52.
  • Chan, D. W. (2007). Positive And Negative Perfectionism Among Chinese Gifted Students İn Hong Kong: Their Relations Hipsto General Self-Efficacy And Subjective Well-Being. Journal For The Education Of The Gifted, 31(1), 77- 102.
  • Cortina, J.M. (1993). What is Coefficient Alpha? An Examination Of Theory And Applications. Journal Of Applied Psychology, 78, ss.98–104
  • Cowart, K. O.,&Goldsmith, R. E. (2007). The Influence Of Consumer Decision‐Making Styles On Online Apparel Consumption By College Students. International Journal of Consumer Studies, 31(6), 639-647.
  • Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review.44 (November–December), 147–166.
  • Engel, J. F., Blackwell, R. D. &Miniard, P.W. (1990).Consumer Behavior.Sixth Edition. ABD: The Dryden Press International Edition.
  • Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser Of Marketplace Information. The Journal of Marketing, 83-97.
  • Fitzmaurice, J. (2011). Market Mavens' Motivations To Acquire Information.The Marketing Management Journal.21(1), 71-83.
  • Fong, R. W. &Yuen, M. (2011). Perfectionism İn Chinese Elementary School Students: Validation Of The Chinesea Daptive/Maladaptive Perfectionism Scale. Talent Development And Excellence, 3(2), 203-213.
  • Fornell, C. & Larcker, D.F. (1981), "Evaluating Structural Equation Models With Unobservable Variables And Measurement Eror: Algebra And Statistics", Journal Of Marketing Research, Vol.18, February, ss. 39-50
  • Frost, R. O., Marten, P., Lahart, C., &Rosenblate, R. (1990). Thedimensions of Perfectionism. Cognitive Therapyand Research, 14(5), 449–468.
  • Gelabert, E.,García-Esteve, L., Martín-Santos, R., Gutiérrez, F., Torres, A., &Subirà, S. (2011). Psychometricproperties Of The Spanish Version Of The Frost Multidimensional Perfectionism Scale İn Women. Psicothema, 23(1), 133-139.
  • Goldberg, L. R. (1992). The Development Of Markers For The Big-Five Factor Structure. Psychologica Lassessment, 4(1), 26.
  • Goldsmith, R. E., &Hofacker, C. F. (1991).Measuring Consumer Innovativeness.Journal Of The Academy Of Marketing Science, 19(3), 209-221.
  • Goldsmith, Ronald E.&Gordon R. Foxall. "The Measurement Of İnnovativeness." The İnternational Handbook On İnnovation (2003): 321-330.
  • Hawkins, D. I., Roger, J. B. &Kenneth, A. C. (1983), Consumer Behavior: Implications for Marketing Strategy. Plano, TX: Business Publications
  • Herr, P. M.,Kardes, F. R., & Kim, J. (1991). Effects Of Word-Of-Mouth And ProductAttribute Information On Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 454-462
  • Hewitt, P. L. &Flett, G. L. (1991). Perfectionism İn The Self And Socialc Ontexts: Conceptualization, Assessment, Anda Ssociation With Psychopathology. Journal of Personality and Social Psychology, 60(3), 456– 470.
  • Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, And Consumer Creativity.Journal of Consumer Research, 283-295.
  • Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile Internet: An empirical study of multimedia message service (MMS). Omega, 35(6), 715-726.
  • Jani, D. & Han, H. (2015). Influence Of Environmental Stimuli On Hotel Customer Emotional Loyalty Response: Testing The Moderating Effect Of The Big Five Personality Factors. International Journal of Hospitality Management, 44, 48- 57.
  • John, O. P.&Srivastava, S. (1999). The Big Five Traitt Axonomy: History, Measurement, And Theoretical Perspectives. Handbook Of Personality: Theory And Research, 2(1999), 102-138.
  • Karabulut, M. (1991). Pazarlama Yeniliklerinin Kabulü ve Yayılışı. İstanbul: Minnetoğlu Yayınları
  • Katz, E. &Lazarsfeld, P. F. (1955).Personal Influence. Glencoe, IL: The Free Press
  • Leonard-Barton, D. (1985). Experts As Negative Opinion Leaders In The Diffusion Of A Technological Innovation. Journal of Consumer Research, 914-926.
  • Lindquist, J. D. &Sirgy, M.J. (2009).Shopper, Buyer and Consumer Behavior.Forth Edition. ABD: Cengage Learning.
  • Macik, R. (2014). Consumer Perfection İs Measurement Scale-Preliminary Research Results, Management, Knowledge and Learning International Conference, Slovenia
  • Mahajan, V., Muller, E., & Bass, F. M. (1990). New Product Diffusion Models In Marketing: A Review And Directions For Research. The Journal of Marketing.1- 26.
  • Malhotra, N. & Birks, D. (2007) Marketing Research. An Applied Approach. Prentice Hall: London
  • McCrae, R.R.&CostaJr., P.T., (1999). A Fivefactortheory Of Personality. In: Pervin, L.A.,John, O.P. (Eds.), Handbook of Personality: Theory and Research. , 2nd ed. The Guilford Press, New York, NY, pp. 139–153.
  • Mitchell, V. W.&Walsh, G. (2004). Gender Differences İn German Consumer Decision‐ Making Styles. Journal of Consumer Behaviour, 3(4), 331-346.
  • Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: the concept and its measurement. Journal of Consumer Research.229-242.
  • Mulyanegara, R. C.,Tsarenko, Y. &Anderson, A. (2009). The Big Five And Brand Personality: Investigating The Impact Of Consumer Personality On Preferences Towards Particular Brand Personality. Journal of Brand Management, 16(4), 234-247.
  • Nakip, Mahir (2003). Pazarlama Araştırmaları: Teknikler ve SPSS; Destekli Uygulamalar.Seçkin Yayıncılık, Ekim, Ankara
  • Odabaşı, Y. & Barış, G. (2002). Tüketici Davranışları. İstanbul: Mediacat Yayınları.
  • Roehrich, G. (2004). Consumer Innovativeness: Concepts And Measurements. Journal of Business Research.57(6), 671-677.
  • Rogers, E. M. (2003). Diffusion of Innovations.5th edition.New York: Simon & Schuster.
  • Robertson, T.S. (1981). New Product Diffusion Perspectives in Consumer Behavior.Third Edition.
  • Richins, M. L., &Root-Shaffer, T. (1988). The Role Of Evolvement And Opinion Leadership In Consumer Word-Of-Mouth: An Implicit Model Made Explicit. Advances in Consumer Research,15(1), 32-36.
  • Schiffman, L. G. &Kanuk, L. L. (2000).Consumer Behavior.Seventh Edition. ABD: Prentice Hall.
  • Slaney, R. B., Rice, K. G., Mobley, M., Trippi, J., &Ashby, J. S. (2001). The Revised Almost fect Scale. Measurementand Evaluation in Counselingand Development.
  • Slater, S. F., & Mohr, J. J. (2006). Successful Development And Commercialization Of Technological Innovation: Insights Based On Strategy Type. Journal of Product Innovation Management, 23(1), 26-33.
  • Sproles, G. B. &Kendall, E. L. (1986). A Methodology for Profiling Consumers’ Decision-Marking Styles. Journal of Consumer Affairs, 20(2), 267.
  • Stoeber, J.,Hoyle, A. &Last, F. (2013). TheConsequences of Perfectionism Scale Factorial Structureand Relationships With Perfectionism, Performance Perfectionism, Affect, and Depressive Symptoms. MeasurementAndEvaluation İn CounselingAndDevelopment,46(3), 178-191.
  • Solomon, M. R. (2011). Consumer Behavior: Buying, Having and Being. Ninth Edition. ABD: Pearson.
  • Van Eck, P. S., Jager, W., & Leeflang, P. S. (2011). Opinion leaders' role in innovation diffusion: A simulation study. Journal of Product Innovation Management, 28(2), 187-203
  • Williams, T. G. &Slama, M. E. (1995). Market Mavens' Purchase Decision Evaluative Criteria: İmplications For Brand And Store Promotion Efforts. Journal of Consumer Marketing, 12(3), 4-21.
  • Venkatraman, M. P. (1989). Opinion Leaders, Adopters, And Communicative Adopters: A Role Analysis. Psychology & Marketing, 6(1), 51-68
Toplam 57 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA76RT44TY
Bölüm Araştırma Makalesi
Yazarlar

Yeliz Baş

Semih Okutan

Remzi Altunışık

Yayımlanma Tarihi 1 Temmuz 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 4 Sayı: 8

Kaynak Göster

APA Baş, Y., Okutan, S., & Altunışık, R. (2015). TÜKETİCİLERİN YENİLİKÇİLİK EĞİLİMLERİNİ ETKİLEYEN DAVRANIŞSAL VE KİŞİLİKSEL FAKTÖRLERİN İNCELENMESİ: GIDA ALIŞVERİŞLERİ ÜZERİNE BİR UYGULAMA. Balkan Sosyal Bilimler Dergisi, 4(8), 60-82.