Elektronik ağızdan ağıza iletişimin ve marka özgünlüğünün satın alma niyeti üzerindeki etkisinde marka denkliğinin aracı rolü
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın temel amacı, elektronik ağızdan ağıza iletişimin ve marka özgünlüğünün satın alma niyeti üzerindeki etkisini belirlemek ve bu etkideki marka denkliğinin aracılık rolünü tespit etmektir. Bu çalışmanın alt amaçları arasında, elektronik ağızdan ağıza iletişimin marka denkliği ve satın alma niyeti üzerindeki etkisinin tespit edilmesi; marka özgünlüğünün marka denkliği ve satın alma niyeti üzerindeki etkisinin belirlenmesi; marka denkliğinin satın alma niyeti üzerindeki etkisinin tespit edilmesi yer almaktadır. Araştırma Türkiye'de 2004-2023 (Ekim ayı dahil) yılları arasında en çok satış yapan ilk 10 marka otomobil kullanıcıları üzerinde gerçekleştirilmiştir. Evrenin en doğru bir şekilde temsil edilebilmesi için zümrelere göre örnekleme yöntemi kullanılmıştır. Online ortam ve yetkili satış bayileri aracılığıyla 522 otomobil kullanıcısına ulaşılmıştır. Verilerin analizi SPSS 26 ve AMOS 23 paket programları ile yapılmıştır. Faktör analizleri neticesinde bağımsız, aracı ve bağımlı değişkenlerin alt boyutları tespit edilmiştir. Çalışmada bağımsız değişkenlerden elektronik ağızdan ağıza iletişim tek boyut, marka özgünlüğü ise orijinallik ve güvenilirlik boyutları üzerinden ele alınmıştır. Aracı değişken olan marka denkliği, algılanan kalite, marka sadakati ve marka farkındalığı boyutları üzerinden ele alınırken, bağımlı değişken olan satın alma niyeti tek boyut üzerinden incelenmiştir. Araştırmada yapılan analizler sonucunda, elektronik ağızdan ağıza iletişimin marka denkliği boyutlarından algılanan kaliteyi ve marka farkındalığını pozitif yönlü etkilediği; marka özgünlüğü boyutlarından orijinalliğin marka denkliği boyutlarından algılanan kaliteyi ve marka sadakatini pozitif yönlü etkilediği; marka denkliği boyutlarından algılanan kalite ve marka sadakatinin satın alma niyetini pozitif yönlü etkilediği belirlenmiştir. Yapılan aracı etki analizleri neticesinde ise elektronik ağızdan ağıza iletişim ve marka özgünlüğünün satın alma niyeti üzerindeki etkisinde marka denkliğinin aracılık rolünün olduğu tespit edilmiştir.
The main purpose of this study is to determine the effect of electronic word of mouth communication and brand authenticity on purchase intention and to determine the mediating role of brand equity in this effect. The sub-objectives of this study include determining the effect of electronic word-of-mouth communication on brand value and purchase intention, determining the effect of brand originality on brand value and purchase intention, and determining the effect of brand value on purchase intention. The research was conducted on the users of the top 10 best-selling brands of automobiles in Turkey between 2004 and 2023 (including October). In order to represent the universe most accurately, the sampling method according to groups was used. 522 automobile users were reached through online media and authorized sales dealers. Data analysis was done with SPSS 26 and AMOS 23 package programs. As a result of factor analyses, sub-dimensions of independent, mediator and dependent variables were determined. In the study, electronic word-of-mouth communication, one of the independent variables, was considered as a single dimension, and brand originality was discussed through the dimensions of originality and reliability. While the mediator variable, brand equity, was discussed through the dimensions of perceived quality, brand loyalty and brand awareness, the dependent variable, purchase intention, was examined through a single dimension. As a result of the analysis conducted in the research, it was found that electronic word of mouth communication positively affects perceived quality and brand awareness, which are brand equity dimensions; originality, one of the brand authenticity dimensions, positively affects perceived quality and brand loyalty, one of the brand equity dimensions; it has been determined that perceived quality and brand loyalty, which are brand equity dimensions, positively affect purchase intention. As a result of the mediation analysis, it was determined that brand equity had a mediating role in the effect of electronic word of mouth communication and brand authenticity on purchase intention.
The main purpose of this study is to determine the effect of electronic word of mouth communication and brand authenticity on purchase intention and to determine the mediating role of brand equity in this effect. The sub-objectives of this study include determining the effect of electronic word-of-mouth communication on brand value and purchase intention, determining the effect of brand originality on brand value and purchase intention, and determining the effect of brand value on purchase intention. The research was conducted on the users of the top 10 best-selling brands of automobiles in Turkey between 2004 and 2023 (including October). In order to represent the universe most accurately, the sampling method according to groups was used. 522 automobile users were reached through online media and authorized sales dealers. Data analysis was done with SPSS 26 and AMOS 23 package programs. As a result of factor analyses, sub-dimensions of independent, mediator and dependent variables were determined. In the study, electronic word-of-mouth communication, one of the independent variables, was considered as a single dimension, and brand originality was discussed through the dimensions of originality and reliability. While the mediator variable, brand equity, was discussed through the dimensions of perceived quality, brand loyalty and brand awareness, the dependent variable, purchase intention, was examined through a single dimension. As a result of the analysis conducted in the research, it was found that electronic word of mouth communication positively affects perceived quality and brand awareness, which are brand equity dimensions; originality, one of the brand authenticity dimensions, positively affects perceived quality and brand loyalty, one of the brand equity dimensions; it has been determined that perceived quality and brand loyalty, which are brand equity dimensions, positively affect purchase intention. As a result of the mediation analysis, it was determined that brand equity had a mediating role in the effect of electronic word of mouth communication and brand authenticity on purchase intention.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
