TÜKETİCİ DAVRANIŞLARI - Deneme Sınavı - 6

Hagel and Armstrong (1997) state that individuals come together to meet four basic needs in virtual communities. These needs can be listed as follows: • Interest: such as various hobby groups, tech forums or fan communities, • Relationship: such as forums where new mothers share their experiences, • Imagination: such as virtual gaming communities or Comic-Con communities and • Making a transaction: such as the need to make transactions on online shopping sites.

Mayfield (2008) emphasizes that digital social networks have five important features: • participation, • openness, • dialogue, • building virtual community and • connectivity

The generation was born before 1980 and are not familiar with virtual reality but try to adapt is called Digital immigrants. Digital immigrants find the Internet meaningful in terms of its convenience, comparison opportunity, and ease of payment when shopping. According to Gans (1999), the Internet affects not only young people, but also all segments of society.

Early Majority: Those are the group who adopts innovation after seeing the concrete benefits of it. They monitor new products/brands, collect information and make a decision after evaluating all this information

Mobile devices are nor standart they can be customized by their owners

Netizens are impressive individuals who are committed to spreading technology while contributing to content creation in the digital world. Netizens are impressive individuals who are committed to spreading technology while contributing to content creation in the digital world, communicate and connect with their peers in a great way through online environments. Furthermore, new generation consumers are those who can empathize, like to experiment with innovations, recognize patterns and produce meaning, and can be highly creative.

Creators of the products that they will consume. Producing to consume is explained with the concept of “prosumer”

Laggards: Members of this group are usually people who believe in traditional values and think that there is a high risk in adopting innovation and do not favor change at all (Madran & Esen, 2002).

Pastiche: Refers to the mixing of styles related to literature, music and architecture.

Success. It’s a Mind Game.

Eating at the canteen is very convenient.

rationale

the strength and the power of the attitude

I-Beliefs

II-Affect

III-Behaviour

involvement

Drive

Balance Theory

Normative scales

Likert