An Empirical Study on the Effects of Service Innovations in Marketing of Turkish GSM Mobile Operators on the Intention of Consumers to Re-Purchase the Same GSM Operator
Sabiha Kiliç

Abstract
The aim of the study is to investigate the effects of innovation of the mobile operator’s services on the levels of adoption of consumers to these services and therefore to re-purchase the same operator services. The assumption of the study is that intention to re-purchase, that is based on characteristics of perceived innovation and affected by service innovation, depends on consumer attitudes. According to the developed model of the study within the aim and the assumption of the study all of 10 specified hypotheses were analyzed by Pearson's correlation coefficient and considered at p = 0.01level of significance. Factor analysis was used to determine the factors, that impact on intentions of consumers to re-purchase innovations in mobile marketing services. As a result of factor analysis, nine factors were determined to be effective on the intentions of consumers to re-purchase innovations in mobile marketing services. They are Trying Ability, Perceived Risk, Attitude, Relative Advantage, Compatibility, Trust, Complexity and Observability.

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