Research Article
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Year 2023, Volume: 11 Issue: 1, 17 - 36, 30.06.2023

Mehmet Sağlam

https://doi.org/10.52122/nisantasisbd.1249679

Abstract

Keywords

Online marka deneyimi Marka güveni Marka tutumu Satın alma niyeti E-ticaret pazar yeri Online Brand Experience Brand Trust Brand Attitude Purchase Intention e-commerce market place

References

  • Aiken, L. S. ve West, S. G., (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage Publications.
  • Ajzen, I., (1991). “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  • Arnold, M.J., Reynolds K.E., Ponder, N. ve Lueg, J. E., (2005). “Customer delight in a retail context: investigating delightful and terrible shopping experiences”, Journal of Business Research, 58(8), 1132–1145.
  • Barnes, S. ve Vidgen, R., (2002). “An integrative approach to the assessment of ecommerce quality”, The Journal of Electronic Commerce Research, 3(3), 114-127.
  • Bart Y., Venkatesh, S., Fateena, S. ve Glen L. U., (2005). “Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study”, Journal of Marketing, 69(4), 133-152.
  • Castelfranchi, C. ve Falcone, R., (2010). “Trust Theory: A Socio-Cognitive and Computational Model”, Wiley Book Series, United Kingdom.
  • Chattopadhyay, A. ve Laborie, J. L., (2005). “Managing Brand Experience: the Market Contact Audit”, Journal of Advertising Research, 45 (1), 9-16.
  • Chen, Y. H., Hsu, I. C. ve Lin, C. C., (2010). “Website attributes that increase consumer purchase intention: A conjoint analysis”, Journal of Business Research, 63(9-10), 1007-1014.
  • Cheng, X., Fu, S., Sun, J., Bilgihan, A. ve Okumus, F., (2019). “An investigation on online reviews in sharing economy driven hospitality platforms: a viewpoint of trust”, Tourism Management, 71(4), 366-377.
  • Christodoulides, G., de Chernatony, L., Furrer, O., Shiu, E. ve Abimbola, T., (2006). “Conceptualising and measuring the equity of online Brands”, Journal of Marketing Management, 22(7/8),799–825.
  • Csikszentmihalyi, M., (1990). Flow: The psychology of optimal experience, New York, NY: Harper and Row. Çakır, V., (2006). Reklam ve Marka Tutumu, Konya: Tablet Yayınları.
  • Dunn, D. S. ve Mannes, S., (2001). Statistics and Data Analysis for Behavioral Sciences, New York: McGraw Hill Companies.
  • Eastlick, M.A., Lotz, S.L. ve Warrington, P., (2006). “Understanding online B-to-C relationships: an integrated model of privacy concerns, trust, and commitment”, Journal of Business Research, 59(8),877–886.
  • Erciş, A. ve Yıldız, T., (2017). "Sosyal Medyanın Markaya Yönelik Tutum ve Satın Alma Niyetine Etkileri", Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31(2), 243-356.
  • E-Ticaret Bülteni, (2022). “E-Ticaret Bilgi Platformu, T.C. Ticaret Bakanlığı Elektronik Ticaret Bilgi Sistemi (Etbis) 2022 Yılı İlk 6 Ay Verileri”, https://www.eticaret.gov.tr/dnnqthgzvawtdxraybsaacxtymawm/content/FileManager/Dosyalar/Eticaret_Bulteni_2022_Ilk_6_Ay.pdf 05.02.2023
  • Fishbein, M. ve Ajzen, I., (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Flavian, C., Guinaliu, M. ve Gurrea, R., (2006). “The role played by perceived usability, satisfaction and consumer trust on website loyalty”, Information & Management, 43(1),1–14.
  • Fornell, C. ve Larcker, D. F., (1981). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), 39-50.
  • Fournier, S., (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24(4), 343-353.
  • Grace, D. ve O'Cass, A., (2004). “Examining service experiences and post-consumption evaluations”, Journal of Services Marketing, 18(6), 450-461.
  • Gülsoy, T. (1999). Reklam Terimleri Sözlüğü. İstanbul: Adam Yayınları
  • Ha, H.Y. ve Perks, H., (2005). “Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction and Brand Trust”, Journal of Consumer Behaviour, 4(6), 438-452.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E., (2009). Multivariate data analysis, (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hayes, A. F., (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, (Second Edition). New York: Guilford Press.
  • Kashif, M., Zarkada, A. ve Ramayah, T., (2018). “The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically”, Total Quality Management & Business Excellence, 29(5–6), 481–501.
  • Kempf, D. S. ve Smith, R. E., (1998). “Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach”, Journal of Marketing Research, 35(3), 325–338.
  • Kim, H. R., (2005). ”Developing an index of online customer satisfaction”, Journal of Financial Service Marketing, 10(1),49–64.
  • Kim, D., Ferrin, D. ve Rao, H., (2008). “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”, Decision Support Systems, 44(2), 544-564.
  • Kim, H. W., Xu, Y. ve Gupta, S., (2012). ”Which is more important in Internet shopping, perceived price or trust?, ”Electronic Commerce Research and Applications, 11(3), 241-252.
  • Konradt, U., Wandke, H., Balazs, B. ve Christophersen, T., (2003). “Usability in online shops: Scale construction, validation and the influence on the buyers’ intention and decision”, Behaviour and Information Technology, 22(3), 165–174.
  • Koufaris, M., Kambil, A. ve Labarbera, P.A., (2001).‟Consumer behavior in Web-based commerce: An empirical study‟, International Journal of Electronic Commerce, 6(2),115-138.
  • Kuan, H. H. ve Bock. G.W., (2007). “Trust transference in brick and click retailers: An investigation of the before-online-visit phase”, Information & Management, 44(2), 175-187.
  • Kumar, N., (1996). “The power of trust in manufacturer-retailer relationships”, Harvard Business Review, 74(6),92-106.
  • Lee, U., Kim, J., Yi, E., Sung, J. ve Gerla, M., (2013). “Analyzing crowd workers in mobile pay-for-answer QandA,” Proceedings of the SIGCHI Conference on Human Factors in Computing Systems – CHI ’13, ACM Press, New York, USA, 533-542.
  • Liu, C. C., (2017). “A model for exploring players flow experience in online games”, Information Technology and People, 30(1),139–162.
  • Lu, J., (2014). “Are personal innovativeness and social influence critical to continue with mobile commerce?”, Internet Research, 24(2), 134–159.
  • McKnight, D., Choudhury, V. ve Kacmar, C., (2002). “Developing and validating trust measures for e-commerce: an integrative typology”, Information Systems Research, 13(3), 334-359.
  • Mitchell, A.A. ve Olson, J.C., (1981). “Are product attribute beliefs the only mediator of advertising effects on brand attitude?”, Journal of Marketing Research 18(3), 318-332.
  • Moorman, C., Deshpandé, R. ve Zaltman, G., (1993). “Factors Affecting Trust in Market Research Relationships”, Journal of Marketing, 57(1), 81-101.
  • Moreira, A. C. ve Silva, P. M., (2015). “The trust-commitment challenge in the service quality-loyalty relationship”, International Journal of Health Care Quality Assurance, 28(3), 253-266.
  • Nunnally, J. C., (1978). Psychometric theory. New York: McGraw-Hill. PewInternet. Özer, A., (2011). "Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı ve Satın Alma Eğilimi Üzerindeki Etkisi", Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 29(2), 145-174.
  • Parasuraman, A., Zeithaml, V. A. ve Malhotra, A., (2005). “A multiple-item scale for assessing electronic service quality”, Journal of Service Research, 7(10), 1-21.
  • Ray, M.L. ve Batra, R., (1983). “Emotion and Persuasion in Advertising: What we do an don't know about Affect”, Advances in Consumer Research, 10(1), 543-548.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H., (2003). “Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures”, Methods of Psychological Research Online, 8(2), 23-74.
  • Shamim, A. ve Butt, M.M., (2013). “A critical model of brand experience consequences”, Asia Pacific Journal of Marketing and Logistics, 25(1), 102-117.
  • Swaen, V. ve Chumpitaz, C. R., (2008). “Impact of Corporate Social Resposibility on Consumer Trust”, Recherce At Applications on Marketing, 23(4), 7-33.
  • Tavşancıl, E. (2005). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel Yayıncılık.
  • Thomas, A. M. ve Veloutsou, C., (2013). “Beyond technology acceptance: Brand relationships and online brand experience”, Journal of Business Research 66(1), 21–27.
  • Udo, G., Bagchi, K. ve Kirs, P., (2010). "An assessment of customers’ e-service quality perception, satisfaction and intention", International Journal of Information Management, 30(6), 481– 492
  • Yadav, R., Sharma, S. K. ve Tarhini, A., (2016). “A multi-analytical approach to understand and predict the mobile commerce adoption”, Journal of Enterprise Information Management, 29(2), 222–237.
  • Yakasai, A. B. M. ve Jusoh, W. J. W., (2015). “Testing the theory of planned behavior in determining intention to use digital coupon among university students”, Procedia Economics and Finance, 31, 186–193.
  • Yang, J. C. ve Quadir, B., (2018). “Individual differences in an English learning achievement system: Gaming flow experience, gender differences and learning motivation”, Technology, Pedagogy and Education, 27(3),351–366.
  • Yazıcıoğlu, Y. ve Erdoğan, S., (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Ankara: Detay Yayıncılık.
  • Verhagen, T. ve Dolen, W., (2009). “Online Purchase Intentions: A Multi-Channel Store Image Perspective”, Information & Management, 46(2), 77–82.
  • Woodruff R. B., Cadote E. R. ve Jenkins R. L., (1983). "Modeling consumer satisfaction processes using experience-based norms", Journal of Marketing Research, 20(3), 296- 304.
  • Wu, I.L. ve Chen, J.L., (2005). “An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: an empirical study”, International Journal of Human-Computer Studies 62(6),784–808.
  • Zarantonello, L. ve Schmitt, B.H., (2010). “Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior”, Journal of Brand Management, 17(7), 532-540.

ONLİNE MARKA DENEYİMİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE MARKA GÜVENİ VE TUTUMUNUN DÜZENLEYİCİ ETKİSİNİN İNCELENMESİ

Year 2023, Volume: 11 Issue: 1, 17 - 36, 30.06.2023

Mehmet Sağlam

https://doi.org/10.52122/nisantasisbd.1249679

Abstract

Bu çalışmada e-ticaret pazar yeri platformlarının alışveriş süresince yaşattığı online marka deneyiminin, marka güveni ve marka tutumunun tüketici satın alma niyetine etkisinin incelenmesi amaçlanmıştır. Online marka deneyiminin satın alma niyeti üzerindeki etkisinde marka güveni ve marka tutumunun düzenleyici etkisinin ne yönde olacağı ise çalışmanın ikinci amacıdır. Veri toplama aracı olarak Google Forms aracılığıyla oluşturulan online anket kullanılmıştır. Kolayda örnekleme yönteminin kullanıldığı veri toplama süreci sonunda 418 katılımcıya ulaşılmıştır. Verilerin analizinde SPSS 24, LISREL 8.7 programları ile PROCESS 4.0 makro yazılımı kullanılmıştır. Araştırma sonucunda online marka deneyiminin, marka güveninin ve marka tutumunun satın alma niyeti üzerinde pozitif etkisi olduğu belirlenmiştir. Online marka deneyiminin satın alma niyeti üzerindeki etkisinde marka güveni ve marka tutumunun düzenleyici role sahip olduğu sonucuna ulaşılmıştır. Online marka yöneticileri için bu sonuç, müşterileri satın almaya götüren süreç boyunca yaşatılan marka deneyimi yanında, yüksek düzeydeki marka güveni ve tutumunun daha fazla satış yapmak için ayrı bir öneme sahip olduğunu göstermektedir.

Keywords

Online marka deneyimi Marka güveni Marka tutumu Satın alma niyeti E-ticaret pazar yeri

References

  • Aiken, L. S. ve West, S. G., (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage Publications.
  • Ajzen, I., (1991). “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  • Arnold, M.J., Reynolds K.E., Ponder, N. ve Lueg, J. E., (2005). “Customer delight in a retail context: investigating delightful and terrible shopping experiences”, Journal of Business Research, 58(8), 1132–1145.
  • Barnes, S. ve Vidgen, R., (2002). “An integrative approach to the assessment of ecommerce quality”, The Journal of Electronic Commerce Research, 3(3), 114-127.
  • Bart Y., Venkatesh, S., Fateena, S. ve Glen L. U., (2005). “Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study”, Journal of Marketing, 69(4), 133-152.
  • Castelfranchi, C. ve Falcone, R., (2010). “Trust Theory: A Socio-Cognitive and Computational Model”, Wiley Book Series, United Kingdom.
  • Chattopadhyay, A. ve Laborie, J. L., (2005). “Managing Brand Experience: the Market Contact Audit”, Journal of Advertising Research, 45 (1), 9-16.
  • Chen, Y. H., Hsu, I. C. ve Lin, C. C., (2010). “Website attributes that increase consumer purchase intention: A conjoint analysis”, Journal of Business Research, 63(9-10), 1007-1014.
  • Cheng, X., Fu, S., Sun, J., Bilgihan, A. ve Okumus, F., (2019). “An investigation on online reviews in sharing economy driven hospitality platforms: a viewpoint of trust”, Tourism Management, 71(4), 366-377.
  • Christodoulides, G., de Chernatony, L., Furrer, O., Shiu, E. ve Abimbola, T., (2006). “Conceptualising and measuring the equity of online Brands”, Journal of Marketing Management, 22(7/8),799–825.
  • Csikszentmihalyi, M., (1990). Flow: The psychology of optimal experience, New York, NY: Harper and Row. Çakır, V., (2006). Reklam ve Marka Tutumu, Konya: Tablet Yayınları.
  • Dunn, D. S. ve Mannes, S., (2001). Statistics and Data Analysis for Behavioral Sciences, New York: McGraw Hill Companies.
  • Eastlick, M.A., Lotz, S.L. ve Warrington, P., (2006). “Understanding online B-to-C relationships: an integrated model of privacy concerns, trust, and commitment”, Journal of Business Research, 59(8),877–886.
  • Erciş, A. ve Yıldız, T., (2017). "Sosyal Medyanın Markaya Yönelik Tutum ve Satın Alma Niyetine Etkileri", Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31(2), 243-356.
  • E-Ticaret Bülteni, (2022). “E-Ticaret Bilgi Platformu, T.C. Ticaret Bakanlığı Elektronik Ticaret Bilgi Sistemi (Etbis) 2022 Yılı İlk 6 Ay Verileri”, https://www.eticaret.gov.tr/dnnqthgzvawtdxraybsaacxtymawm/content/FileManager/Dosyalar/Eticaret_Bulteni_2022_Ilk_6_Ay.pdf 05.02.2023
  • Fishbein, M. ve Ajzen, I., (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Flavian, C., Guinaliu, M. ve Gurrea, R., (2006). “The role played by perceived usability, satisfaction and consumer trust on website loyalty”, Information & Management, 43(1),1–14.
  • Fornell, C. ve Larcker, D. F., (1981). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), 39-50.
  • Fournier, S., (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24(4), 343-353.
  • Grace, D. ve O'Cass, A., (2004). “Examining service experiences and post-consumption evaluations”, Journal of Services Marketing, 18(6), 450-461.
  • Gülsoy, T. (1999). Reklam Terimleri Sözlüğü. İstanbul: Adam Yayınları
  • Ha, H.Y. ve Perks, H., (2005). “Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction and Brand Trust”, Journal of Consumer Behaviour, 4(6), 438-452.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E., (2009). Multivariate data analysis, (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hayes, A. F., (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, (Second Edition). New York: Guilford Press.
  • Kashif, M., Zarkada, A. ve Ramayah, T., (2018). “The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically”, Total Quality Management & Business Excellence, 29(5–6), 481–501.
  • Kempf, D. S. ve Smith, R. E., (1998). “Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach”, Journal of Marketing Research, 35(3), 325–338.
  • Kim, H. R., (2005). ”Developing an index of online customer satisfaction”, Journal of Financial Service Marketing, 10(1),49–64.
  • Kim, D., Ferrin, D. ve Rao, H., (2008). “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”, Decision Support Systems, 44(2), 544-564.
  • Kim, H. W., Xu, Y. ve Gupta, S., (2012). ”Which is more important in Internet shopping, perceived price or trust?, ”Electronic Commerce Research and Applications, 11(3), 241-252.
  • Konradt, U., Wandke, H., Balazs, B. ve Christophersen, T., (2003). “Usability in online shops: Scale construction, validation and the influence on the buyers’ intention and decision”, Behaviour and Information Technology, 22(3), 165–174.
  • Koufaris, M., Kambil, A. ve Labarbera, P.A., (2001).‟Consumer behavior in Web-based commerce: An empirical study‟, International Journal of Electronic Commerce, 6(2),115-138.
  • Kuan, H. H. ve Bock. G.W., (2007). “Trust transference in brick and click retailers: An investigation of the before-online-visit phase”, Information & Management, 44(2), 175-187.
  • Kumar, N., (1996). “The power of trust in manufacturer-retailer relationships”, Harvard Business Review, 74(6),92-106.
  • Lee, U., Kim, J., Yi, E., Sung, J. ve Gerla, M., (2013). “Analyzing crowd workers in mobile pay-for-answer QandA,” Proceedings of the SIGCHI Conference on Human Factors in Computing Systems – CHI ’13, ACM Press, New York, USA, 533-542.
  • Liu, C. C., (2017). “A model for exploring players flow experience in online games”, Information Technology and People, 30(1),139–162.
  • Lu, J., (2014). “Are personal innovativeness and social influence critical to continue with mobile commerce?”, Internet Research, 24(2), 134–159.
  • McKnight, D., Choudhury, V. ve Kacmar, C., (2002). “Developing and validating trust measures for e-commerce: an integrative typology”, Information Systems Research, 13(3), 334-359.
  • Mitchell, A.A. ve Olson, J.C., (1981). “Are product attribute beliefs the only mediator of advertising effects on brand attitude?”, Journal of Marketing Research 18(3), 318-332.
  • Moorman, C., Deshpandé, R. ve Zaltman, G., (1993). “Factors Affecting Trust in Market Research Relationships”, Journal of Marketing, 57(1), 81-101.
  • Moreira, A. C. ve Silva, P. M., (2015). “The trust-commitment challenge in the service quality-loyalty relationship”, International Journal of Health Care Quality Assurance, 28(3), 253-266.
  • Nunnally, J. C., (1978). Psychometric theory. New York: McGraw-Hill. PewInternet. Özer, A., (2011). "Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı ve Satın Alma Eğilimi Üzerindeki Etkisi", Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 29(2), 145-174.
  • Parasuraman, A., Zeithaml, V. A. ve Malhotra, A., (2005). “A multiple-item scale for assessing electronic service quality”, Journal of Service Research, 7(10), 1-21.
  • Ray, M.L. ve Batra, R., (1983). “Emotion and Persuasion in Advertising: What we do an don't know about Affect”, Advances in Consumer Research, 10(1), 543-548.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H., (2003). “Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures”, Methods of Psychological Research Online, 8(2), 23-74.
  • Shamim, A. ve Butt, M.M., (2013). “A critical model of brand experience consequences”, Asia Pacific Journal of Marketing and Logistics, 25(1), 102-117.
  • Swaen, V. ve Chumpitaz, C. R., (2008). “Impact of Corporate Social Resposibility on Consumer Trust”, Recherce At Applications on Marketing, 23(4), 7-33.
  • Tavşancıl, E. (2005). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel Yayıncılık.
  • Thomas, A. M. ve Veloutsou, C., (2013). “Beyond technology acceptance: Brand relationships and online brand experience”, Journal of Business Research 66(1), 21–27.
  • Udo, G., Bagchi, K. ve Kirs, P., (2010). "An assessment of customers’ e-service quality perception, satisfaction and intention", International Journal of Information Management, 30(6), 481– 492
  • Yadav, R., Sharma, S. K. ve Tarhini, A., (2016). “A multi-analytical approach to understand and predict the mobile commerce adoption”, Journal of Enterprise Information Management, 29(2), 222–237.
  • Yakasai, A. B. M. ve Jusoh, W. J. W., (2015). “Testing the theory of planned behavior in determining intention to use digital coupon among university students”, Procedia Economics and Finance, 31, 186–193.
  • Yang, J. C. ve Quadir, B., (2018). “Individual differences in an English learning achievement system: Gaming flow experience, gender differences and learning motivation”, Technology, Pedagogy and Education, 27(3),351–366.
  • Yazıcıoğlu, Y. ve Erdoğan, S., (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Ankara: Detay Yayıncılık.
  • Verhagen, T. ve Dolen, W., (2009). “Online Purchase Intentions: A Multi-Channel Store Image Perspective”, Information & Management, 46(2), 77–82.
  • Woodruff R. B., Cadote E. R. ve Jenkins R. L., (1983). "Modeling consumer satisfaction processes using experience-based norms", Journal of Marketing Research, 20(3), 296- 304.
  • Wu, I.L. ve Chen, J.L., (2005). “An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: an empirical study”, International Journal of Human-Computer Studies 62(6),784–808.
  • Zarantonello, L. ve Schmitt, B.H., (2010). “Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior”, Journal of Brand Management, 17(7), 532-540.

EXAMINING THE MODERATOR EFFECT OF BRAND TRUST AND ATTITUDE ON THE EFFECT OF ONLINE BRAND EXPERIENCE ON PURCHASE INTENTION

Year 2023, Volume: 11 Issue: 1, 17 - 36, 30.06.2023

Mehmet Sağlam

https://doi.org/10.52122/nisantasisbd.1249679

Abstract

In this study, it is aimed to examine the effects of online brand experience, brand trust and brand attitude on consumer purchase intention, which e-commerce marketplace platforms provide during shopping. The second aim of the study is to determine the moderating effect of brand trust and brand attitude on the effect of online brand experience on purchase intention. An online questionnaire created through Google Forms was used as a data collection tool. At the end of the data collection process, in which the convenience sampling method was used, 418 participants were reached. SPSS 24, LISREL 8.7 programs and PROCESS 4.0 macro software were used in the analysis of the data. As a result of the research, it was determined that online brand experience, brand trust and brand attitude have a positive effect on purchase intention. It has been concluded that brand trust and brand attitude have a moderator role in the effect of online brand experience on purchase intention. For online brand managers, this result shows that a high level of brand trust and attitude is of particular importance in order to make more sales, as well as the brand experience experienced throughout the process that leads customers to purchase.

Keywords

Online Brand Experience Brand Trust Brand Attitude Purchase Intention e-commerce market place

References

  • Aiken, L. S. ve West, S. G., (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage Publications.
  • Ajzen, I., (1991). “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  • Arnold, M.J., Reynolds K.E., Ponder, N. ve Lueg, J. E., (2005). “Customer delight in a retail context: investigating delightful and terrible shopping experiences”, Journal of Business Research, 58(8), 1132–1145.
  • Barnes, S. ve Vidgen, R., (2002). “An integrative approach to the assessment of ecommerce quality”, The Journal of Electronic Commerce Research, 3(3), 114-127.
  • Bart Y., Venkatesh, S., Fateena, S. ve Glen L. U., (2005). “Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study”, Journal of Marketing, 69(4), 133-152.
  • Castelfranchi, C. ve Falcone, R., (2010). “Trust Theory: A Socio-Cognitive and Computational Model”, Wiley Book Series, United Kingdom.
  • Chattopadhyay, A. ve Laborie, J. L., (2005). “Managing Brand Experience: the Market Contact Audit”, Journal of Advertising Research, 45 (1), 9-16.
  • Chen, Y. H., Hsu, I. C. ve Lin, C. C., (2010). “Website attributes that increase consumer purchase intention: A conjoint analysis”, Journal of Business Research, 63(9-10), 1007-1014.
  • Cheng, X., Fu, S., Sun, J., Bilgihan, A. ve Okumus, F., (2019). “An investigation on online reviews in sharing economy driven hospitality platforms: a viewpoint of trust”, Tourism Management, 71(4), 366-377.
  • Christodoulides, G., de Chernatony, L., Furrer, O., Shiu, E. ve Abimbola, T., (2006). “Conceptualising and measuring the equity of online Brands”, Journal of Marketing Management, 22(7/8),799–825.
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There are 57 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Mehmet Sağlam 0000-0002-1909-4284

Publication Date June 30, 2023
Published in Issue Year 2023 Volume: 11 Issue: 1

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APA Sağlam, M. (2023). ONLİNE MARKA DENEYİMİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE MARKA GÜVENİ VE TUTUMUNUN DÜZENLEYİCİ ETKİSİNİN İNCELENMESİ. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 11(1), 17-36. https://doi.org/10.52122/nisantasisbd.1249679
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