Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services

Authors : Meryem Yavuz Akay, Aslıhan Kıymalıoğlu

Pages : 650-670

Doi:10.17153/oguiibf.1592672

View : 121 | Download : 239

Publication Date : 2025-08-01

Article Type : Research Paper

Abstract :The purpose of the study is to investigate the serially mediating role of consumer, perceived product and brand innovativeness between product type (goods vs services) and consumer responses which are brand attitude, purchase intention and willingness to pay more. Two scenarios were developed and directed to participants together with survey questions. The hypotheses were tested with Model 6 of the process macro in SPSS. The findings revealed that the serial mediation of innovativeness types is effective for services increasing consumers’ brand attitude and purchase intention.
Keywords : Tüketici Yenilikçiliği, Algılanan Ürün Yenilikçiliği, Marka Yenilikçiliği, Seri Aracılık Etkisi

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