Profiling Y Generation GSM Users in Turkey According to Consumer Confusion, Perceived Risk and WOM

The research is conducted to find out the components of consumer confusion perceived risk, switching intention and word of mouth in the Turkish GSM sector for Y generation. In addition, the research aims to explore the mediating effect of word of mouth on the perceived risk, consumer confusion and switching intention in the GSM sector by dividing the samples into three subgroups. Along with this objectives, the research aims to understand the main differences of these subgroups by means of demographic, GSM attitude, confusion, risk perception and switching intention. A questionnaire is administered to 664 GSM users in Istanbul. Then the data tested with factor and cluster analysis. Three clusters were defined as “contented”, “switchers” and “young &high”. Besides, GSM Tariff confusion found to be a specific factor in the Turkish GSM sector for Y generations. DOI: 10.5901/mjss.2014.v5n21p169