Do Consumers Wıth Hıgh Need For Unıqueness Pay More? A Study Of The Relatıonshıp Between Consumer Need For Unıqueness (Cnfu) And Wıllıngness To Pay (Wtp)

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dc.authoridAnıl Savas Kılıc / 0000-0002-0255-5515
dc.authoridCem Duran / 0000-0001-5171-0270
dc.authorwosidAnıl Savas Kılıc / AAO-3648-2020
dc.contributor.authorKılıc, Anıl Savas
dc.contributor.authorDuran, Cem
dc.date.accessioned2025-04-17T11:17:34Z
dc.date.available2025-04-17T11:17:34Z
dc.date.issued30 Eylül 2022
dc.departmentİstinye Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Endüstri Mühendisliği Bölümü
dc.description.abstractPurpose- The main objective of this study is to understand the impact of Consumer Need for Uniqueness (CNfU) on purchasing behavior. This impact is examined from a Willingness to Pay (WTP) perspective and it is aimed to understand whether and how CNfU is related with creating a consumer surplus for the brands. Methodology- The paper uses survey-based data and a combination of statistical techniques, such as Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). 376 participants responded to the survey shared online. Their behavior was measured by their past purchase behavior, which is, choosing a Vespa scooter or choosing a Honda scooter showing their willingness to pay more for a scooter. Findings- It is revealed that creative choice counter conformity has positive influence on willingness to pay more for a prestigious motorcycle brand (buying a Vespa scooter instead of a Honda scooter, in this case). On the other hand, unpopular choice counter conformity and avoidance of similarity has no effect on choosing between a prestigious and a conventional budget motorcycle. Conclusion- Possible conclusions might be that; 1) Creative choice has a positive connotation to it compared to unpopular choice and avoidance of similarity 2) avoidance of similarity and unpopular choice counter conformity tendencies may not have been activated by this specific type of product 3) unconventional choice is not exclusively dependent on CNfU but some other factors such as sensation-seeking and risk-taking. Lastly, the findings can definitely not be generalized to other products and services.
dc.identifier.citationKılıc, A. S., & Duran, C. (2022). DO CONSUMERS WITH HIGH NEED FOR UNIQUENESS PAY MORE? A STUDY OF THE RELATIONSHIP BETWEEN CONSUMER NEED FOR UNIQUENESS (CNFU) AND WILLINGNESS TO PAY (WTP). Research Journal of Business and Management, 9(3), 172-183. https://doi.org/10.17261/Pressacademia.2022.1629
dc.identifier.doi10.17261/Pressacademia.2022.1629
dc.identifier.endpage183
dc.identifier.issue3
dc.identifier.startpage172
dc.identifier.urihttps://doi.org/10.17261/Pressacademia.2022.1629
dc.identifier.urihttps://dergipark.org.tr/en/pub/rjbm/issue/72691/1180146
dc.identifier.urihttps://hdl.handle.net/20.500.12713/6214
dc.identifier.volume9
dc.institutionauthorKılıc, Anıl Savas
dc.institutionauthorDuran, Cem
dc.institutionauthoridAnıl Savas Kılıc / 0000-0002-0255-5515
dc.institutionauthoridCem Duran / 0000-0001-5171-0270
dc.language.isoen
dc.publisherSuat Teker
dc.relation.ispartofResearch Journal of Business and Management
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectConsumer need for uniqueness
dc.subjectcustomer behavior
dc.subjectwillingness to pay
dc.subjectCNfU
dc.subjectNfU
dc.titleDo Consumers Wıth Hıgh Need For Unıqueness Pay More? A Study Of The Relatıonshıp Between Consumer Need For Unıqueness (Cnfu) And Wıllıngness To Pay (Wtp)
dc.typeArticle

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