Tüketici-Fenomen Benlik İmajı Uyumunun Satın Alma Niyetine Etkisi: Para-sosyal Etkileşim ve Güvenilirliğin Sıralı Aracılık Rolü

Öz

Bu çalışmanın amacı, tüketicilerin gerçek benlik ve ideal benlikleri ile sosyal medya fenomenlerinin (SMF) imajı arasındaki uyumun satın alma niyetleri üzerindeki etkisini para-sosyal etkileşim ve güvenilirliğin sıralı aracılık etkisi vasıtasıyla incelemektir. Araştırma, nicel araştırma tekniği kullanılarak kolayda örnekleme yöntemi ile gerçekleştirilmiştir. Araştırmanın örneklemini 18 yaş ve üzeri olan 172 sosyal medya kullanıcısı oluşturmaktadır. Araştırma modeli kısmi en küçük kareler yapısal eşitlik modeli (PLS-SEM) ile analiz edilmiştir. Bulgular, para-sosyal etkileşimin ve güvenilirliğin benlik uyumu türlerinin satın alma niyeti üzerindeki etkisine sıralı aracılık ettiğini göstermiştir. Bununla birlikte, para-sosyal etkileşim ve güvenilirlik hem ideal benlik uyumu hem de gerçek benlik uyumu ile satın alma niyeti arasındaki ilişkiye sırasıyla aracılık etmektedir. Benlik uyumunun para-sosyal etkileşim üzerindeki etkisini araştıran çalışmalar bulunsa da bu etkinin altında yatan mekanizmayı araştıran ilk çalışmadır.

Anahtar Kelimeler

• Benlik Uyumu
• Fenomen Pazarlama
• Güvenilirlik
• Satın Alma Niyeti
• Para Sosyal Etkileşim

The Impact of Influencer-Consumer Self Congruity on Purchase Intention: Sequential Mediation Role of Para-social Interaction and Credibility

Öz

The purpose of this study is to examine the effect of the congruence between consumers' real self and ideal self and the image of social media influencers (SMFs) on purchase intentions through the sequential mediation effect of para-social interaction and credibility. The research was conducted by using quantitative research technique and convenience sampling method. The sample of the research consists of 172 social media users aged 18 and over. The research model was analyzed with partial least squares structural equation modeling (PLS-SEM). The findings showed that para-social interaction and credibility sequentially mediated the effect of self-congruence types on purchase intention. However, para-social interaction and credibility mediate the relationship among both ideal self-congruence and actual self-congruence and purchase intention, respectively. Although there are studies investigating the effect of self-congruence on, this is the first study to investigate the mechanism underlying this relationship.

Anahtar Kelimeler

• Self-Congruity
• Influencer Marketing
• Credibility
• Purchase Intention
• Parasocial Interaction

Kaynakça

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