Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma

Aslı Kuşçu; Merve Koçoğlu Sazkaya; Burçak Vatansever Durmaz

doi:10.32709/akusosbil.481478

EN TR

An Investigation on the Effects of Customer-Company Identification and Perceived Negative Publicity on the Relationship between Corporate Ability and Purchase Intention

Abstract

This study investigates the roles of consumer-company identification and perceived negative publicity within the relationship between perceived corporate ability which is the sum of the various intangible aspects that summarize a company’s characteristics and consumers’ purchase intention. Graduate students of a private university, who are also actively working at an organization, were approached and a well-known automobile company which has recently undergone a negative publicity incident and therefore can be associated with the concepts in the study was used to collect data. Structural equation modeling was used to analyze the proposed relationships. Results of the study indicate that consumer-company identification fully mediates the relationship between corporate ability and purchase intention and highlight the importance of identification. Moreover, the study demonstrates that perceived negative publicity has a negative influence on purchase intention and weakens the impact of corporate ability on purchase intention. In general, results of the study show that there is not only a positive influence of identification raised by positive associations but also a negative impact of negative publicity on consumers’ purchase intention even in the case of a company with high corporate ability. The study concludes with some suggestions to companies on managing identification and negative publicity.

Keywords

Corporate ability,consumer-company identification,perceived negative publicity,purchase intention

Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma

Abstract

Bu çalışmada, bir işletmenin çok çeşitli özelliklerini özetleyen soyut boyutlar toplamı olan kurumsal yetkinlik ile müşterilerin satın alma niyeti arasındaki ilişkide müşteri kurum özdeşleşmesinin ve algılanan olumsuz duyurumun rolleri üzerinde durulmuştur. Bahsi geçen kavramlar arasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesinde yüksek lisans eğitimi alan ve çalışma hayatında olan kişiler üzerinde gerçekleştirilmiş ve veri toplamada Türk tüketicileri tarafından bu kavramlar ile ilişkilendirilebileceği düşünülen ve kısa bir süre önce olumsuz bir duyurum yapılmış olan bilinirliği yüksek bir otomotiv işletmesi kullanılmıştır. Elde edilen verinin incelenmesinde yapısal eşitlik modeli kullanılmıştır. Araştırma sonuçları, kurumsal yetkinlik ile satın alma niyeti arasındaki ilişkide müşteri kurum özdeşleşmesinin tam aracılık etkisi olduğunu göstermekte ve müşteri kurum özdeşleşmenin önemine dikkat çekmektedir. Aynı zamanda, bu çalışmada, algılanan olumsuz duyurumun satın alma niyetini olumsuz yönde etkilediği ve buna bağlı olarak da kurumsal yetkinlik ve satın alma niyeti arasındaki ilişkiyi azalttığı, dolayısıyla olumsuz duyurumun kurumsal yetkinlik ile satın alma niyeti arasındaki ilişkide düzenleyici etkisi olduğu sonucuna varılmıştır. Genel olarak çalışmanın sonuçları müşteriler tarafından yetkin bulunan bir kurumda dahi gerek müşterilerde oluşan olumlu algının sonucunda gerçekleşen müşteri kurum özdeşleşmesinin olumlu etkisini, gerekse olumsuz duyurumların algısının satın alma niyetine olan olumsuz etkisini göstermektedir. Çalışmanın sonunda sonuçlar doğrultusunda kurumlara müşteri kurum özdeşleşmesini ve olumsuz duyurumları yönetmeleri doğrultusunda öneriler verilmiştir.

Keywords

Kurumsal Yetkinlik,müşteri kurum özdeşleşmesi,algılanan olumsuz duyurum,satın alma niyeti

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Aslı Kuşçu ^* This is me
0000-0003-3856-8518
Türkiye

Merve Koçoğlu Sazkaya This is me
0000-0002-4820-8092

Burçak Vatansever Durmaz
0000-0001-8940-0761

Publication Date

March 22, 2020

Submission Date

November 11, 2018

Acceptance Date

December 25, 2019

Published in Issue

Year 2020 Volume: 22 Number: 1

DOI

https://doi.org/10.32709/akusosbil.481478

IZ

https://izlik.org/JA57MH92JT

APA

Kuşçu, A., Koçoğlu Sazkaya, M., & Vatansever Durmaz, B. (2020). Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 22(1), 163-179. https://doi.org/10.32709/akusosbil.481478

AMA

1.Kuşçu A, Koçoğlu Sazkaya M, Vatansever Durmaz B. Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. AKUSBD. 2020;22(1):163-179. doi:10.32709/akusosbil.481478

Chicago

Kuşçu, Aslı, Merve Koçoğlu Sazkaya, and Burçak Vatansever Durmaz. 2020. “Kurumsal Yetkinlik Ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi Ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 22 (1): 163-79. https://doi.org/10.32709/akusosbil.481478.

EndNote

Kuşçu A, Koçoğlu Sazkaya M, Vatansever Durmaz B (March 1, 2020) Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 22 1 163–179.

IEEE

[1]A. Kuşçu, M. Koçoğlu Sazkaya, and B. Vatansever Durmaz, “Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma”, AKUSBD, vol. 22, no. 1, pp. 163–179, Mar. 2020, doi: 10.32709/akusosbil.481478.

ISNAD

Kuşçu, Aslı - Koçoğlu Sazkaya, Merve - Vatansever Durmaz, Burçak. “Kurumsal Yetkinlik Ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi Ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 22/1 (March 1, 2020): 163-179. https://doi.org/10.32709/akusosbil.481478.

JAMA

1.Kuşçu A, Koçoğlu Sazkaya M, Vatansever Durmaz B. Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. AKUSBD. 2020;22:163–179.

MLA

Kuşçu, Aslı, et al. “Kurumsal Yetkinlik Ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi Ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, vol. 22, no. 1, Mar. 2020, pp. 163-79, doi:10.32709/akusosbil.481478.

Vancouver

1.Aslı Kuşçu, Merve Koçoğlu Sazkaya, Burçak Vatansever Durmaz. Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. AKUSBD. 2020 Mar. 1;22(1):163-79. doi:10.32709/akusosbil.481478

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https://doi.org/10.18657/yonveek.1200502

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