Інноваційна активність споживачів: бібліографічний аналіз

Автори:
Канан Ериіжит1
1. Університет Хаджеттепе (Туреччина)
Сторінки:
106 - 119
Мова оригіналу:
Англійська
Цитувати як:
Eryigit, C. (2020). Consumer Innovativeness: a Literature Review. Marketing and Management of Innovations, 3, 106-119. http://doi.org/10.21272/mmi.2020.3-08


Анотація

Статтю присвячено аналізуу наукового доробку у сфері активізації інноваційної активнності споживачів. Головною метою є визначення основнх патернів наукових досліджень щодо інноваційної активності споживачів із використанням бібліометричного аналізу наукових публікацій з даної проблематики. Актуальність даної роботи полягає у заповненні прогалин попередніх вузько спеціалізвоаних та застарілих напрацювань. Детерміновану вибірку даних сформовано на основі 118 наукових статей, опублікованих за останні десять років у журналах, що індексуються базою даних Web of Science. У результаті проведеного контент-аналізу досліджувані статті згруповано за п’ятьма тематиками: 1) наслідки інноваційної активнності споживачів; 2) передумови активізації інноваційної активнності споживачів; 3) управління інноваційною активнностю споживачів; 4) посередницька роль інноваційної активнності споживачів; 5) оцінювання інноваційної активнності споживачів. Результати дослідження дають підстави стверджувати, що найбільшу частку статей присвячено дослідженню переваг від підвищення інноваційної активнності споживачів. Автороммм відмічено, що випуск нового продукту є найбільш поширеним результатом підвищення рівня інноваційної активнності споживачів. У свою чергу, дещо меншою є частка досліджень щодо ефективності управління інноваційною активністю споживачів. У ході дослідження встановлено, що науковий напрям щодо оцінювання рівння інноваційної активнності споживачів є менш досліджуваним. Враховуючи отримані результати, автором визначено, що дослідження посередницької ролі інноваційної активнності споживачів не були актуальними протягом останніх десяти років. При цьому авторомвідмічено, що інноваційна активність споживачів відіграє ключову роль у процесі прийняття їх рішень. Крім того, тематика інноваційної активнності споживачів розглядалася у роботах, присвячених питанням поведінки споживачів. 


Ключові слова
споживча інноваційність, контент-аналіз, літературний огляд, наслідки споживчої інноваційності.


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