Avatar Görünümünün Etkili Olduğu Unsurların Müşteri Olma Niyeti Üzerine Etkisinin İncelenmesi

Yıl 2023, Cilt: 15 Sayı: 29, 309 - 330, 30.11.2023

Nil Esra Dal Muhammed Furkan Taşcı

https://doi.org/10.20990/kilisiibfakademik.1317018

Öz

Amaç: Çalışmanın amacı sanal mağazalarda avatar görünümünün mutluluk, heyecan, güven, empati ve duygusal çekicilik unsurları üzerindeki ve bu unsurların tüketicinin müşteri olma niyeti üzerine etkisini ölçmektir. Ayrıca avatar görünümünün müşteri olma niyeti üzerinde mutluluk duygusunun aracı rolü incelenmiştir.
Tasarım/Yöntem: Yazarların oluşturduğu sanal mağaza ve avatarlar katılımcılara izletilmiştir. Kolayda örneklem metodu yardımıyla 214 katılımcıdan toplanan veriler, kısmi en küçük kareler yapısal eşitlik modellemesi ile test edilmiştir.
Bulgular: Çalışmada avatar görünümünün mutluluk, heyecan, güven, empati ve duygusal çekicilik üzerinde etkili olduğu bulunmuştur. Ayrıca mutluluk ve duygusal çekicilik unsurlarının müşteri olma niyeti üzerinde etkisi ve avatar görünümünün müşteri olma niyeti üzerinde mutluluk duygusunun aracı rolü tespit edilmiştir.
Sınırlılıklar: Yazarlar tarafından oluşturulan sanal mağazada katılımcılara mağaza ve avatar deneyimini yaşatmak özellikle zaman açısından önemli bir kısıttır. Bu deneyimin sanal gözlük ile gerçekleştirilememiş olması da araştırmanın bir diğer kısıtıdır.
Özgünlük/Değer: Dijital çağın, tüketicilerin ve işletmelerin sanal mağaza ve avatar kullanımındaki artışı beraberinde getireceği düşünülmektedir. Bu durum, sanal mağazalarda yer alan avatarların tüketici duygularına etkisini ve bu duyguların müşteri olma niyeti üzerindeki etkisinin incelenmesini değerli kılmaktadır. Çalışma; sanal mağaza deneyimi, avatar görünümü, tüketici duyguları ve müşteri olma niyeti konularını ele alan kısıtlı sayıdaki çalışmalardandır ve bu konuda pazarlama literatürüne katkı sağlaması beklenmektedir.

Anahtar Kelimeler

Avatar Görünümü, Müşteri Olma Niyeti, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi

Investigating The Impact of Factors Influenced by Avatar Presence on Customer’s Patronage Intention

Öz

Purpose: The aim of the study is to measure the effect of avatar presence on happiness, arousal, trust, empathy and emotional appeal in virtual stores and the effect of these elements on consumer’s patronage intention. In addition, the mediating role of the feeling of happiness on the custpmer’s patronage intention of avatar presence was examined.
Design/Methodology: The virtual store and avatars created by the authors were shown to the participants.. The data obtained were analyzed with the PLS structural equation model. The data collected from 214 participants with the help of convenience sampling method were tested with partial least squares structural equation modeling.
Findings: In the study, it was found that avatar presence was effective on happiness, arousal, trust, empathy and emotional appeal. In addition, the effects of happiness and emotional appeal on customer’s patronage intention and the mediating role of happiness on customer’s patronage intention of avatar presence were determined.
Limitations: In the virtual store created by the authors, providing the store and avatar experience to the participants is an important time constraint. The fact that this experience was not carried out with virtual glasses is another limitation of the research.
Originality/Value: It is thought that the digital age will bring the increase in the use of virtual stores and avatars by consumers and businesses. This makes it valuable to examine the effect of avatars in virtual stores on consumer emotions and the effect of these emotions on customer’s patronage intention. Study; It is a limited number of studies that deal with the virtual store experience, avatar presence, consumer emotions and customer’s patronage intention, and it is expected to contribute to the marketing literature on this subject.

Anahtar Kelimeler

Avatar Presence, Customer’s Patronage Intention, Partial Least Squares Structural Equation Modeling

Kaynakça

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