Innovation in Consumer Behavior: A 30-Year Systematic Review

Authors : Ece Özer Çizer

Pages : 237-245

View : 143 | Download : 186

Publication Date : 2023-10-15

Article Type : Research Paper

Abstract :The world is under the influence of the paradigm shift that started with the fourth Industrial Revolution. The paradigm shift-triggered global technological developments both affect each other and create the formation of new developments. These technological developments, which are described as an innovation ecosystem, also show their effects on consumer behavior. Innovations are shaped in line with consumer behavior as well as affecting consumer behavior. This study aimed to reveal the reflections of consumer behavior and innovation interaction in the literature. For this purpose, a systematic literature search was conducted using the R Studio program for articles with the keywords "innovation” and "consumer beh*” in the Web of Science database. According to the analysis findings of the study, which focuses on the last 30 years of innovation in consumer behavior, it has been determined that studies on the concepts of "sus- tainability,” "marketing,” and "e-commerce” are frequently conducted in the literature. In addition, the studies are based on the theory of planned behavior and the technology acceptance model. In recent years, it has been emphasized that the subjects of "sharing economy,” "co-creation,” and "covid-19” have been studied within the scope of innovation and consumer behavior.
Keywords : Dönüşüm ekonomisi, tüketici davranışı, inovasyon, sürdürülebilirlik