Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrimdışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri

Year 2022, Volume: 23 Issue: 1, 115 - 142, 14.01.2022

Bülent Demirağ Sinan Çavuşoğlu

https://doi.org/10.37880/cumuiibf.996620

Abstract

Araştırma, marka nefreti, çevrimdışı negatif ağızdan ağıza iletişim, çevrimiçi şikâyet ve tekrar satın almama niyeti arasındaki ilişkiyi incelemek amacıyla gerçekleştirilmiştir. Çalışmada ayrıca çevrimdışı negatif ağızdan ağıza iletişimin ve çevrimiçi şikâyetin, marka nefreti ile tekrar satın almama niyeti arasındaki ilişkiye aracılık etkisinin var olup olmadığı da incelenmiştir. Araştırmanın evreni Türkiye’de çevrimiçi satın alma yöntemini kullanarak alışveriş yapan ve herhangi bir markaya karşı nefret duygusu yaşayan tüketiciler oluşturmaktadır. Evrenin geniş bir alanı kapsaması nedeniyle araştırmada tesadüfi olmayan örneklem metotlarından “kolayda örneklem yöntemi” kullanılarak veriler toplanmıştır. Toplamda 390 anket formu 25 Ağustos-10 Eylül 2021 tarihleri arasında çevrimiçi toplanmıştır. SmartPLS 3 yapısal eşitlik modellemesi veri analizi için kullanılmıştır. Ölçüm modelinin yapısı gereği Smart PLS istatistik programında analiz aşamalarında kovaryans bazlı Smart PLSc yöntemi kullanılmıştır. PLS-SEM, iç-dış model analizlerinden oluşmaktadır. Bu bakımdan değerlendirme iki bölüme ayrılmıştır. Birinci bölümde, dışsal model veya dış model, iç tutarlık güvenilirlik katsayıları, birleşme geçerliliği ve ayırt edici geçerlilik ile değerlendirilmiştir. İkinci bölümde ise yol analizi için iç model değerlendirilmiştir. Gerçekleştirilen yapısal eşitlik modeli sonuçlarına göre, marka nefretinin çevrimdışı negatif ağızdan ağıza iletişim, çevrimiçi şikâyet ve tekrar satın almama niyeti üzerinde anlamlı bir etkisinin olduğu tespit edilmiştir. Ayrıca çevrimdışı negatif ağızdan ağıza iletişim ve çevrimiçi şikâyetin tekrar satın almama niyeti üzerinde anlamlı bir etkisi olduğu belirlenmiştir. Çalışma kapsamında çevrimdışı negatif ağızdan ağıza iletişim ve çevrimiçi şikâyetin marka nefreti ile tekrar satın almama niyeti arasında aracılık etkisi tespit edilmeye çalışılmıştır. Gerçekleştirilen analizler neticesinde çevrimdışı negatif ağızdan ağıza iletişim ve çevrimiçi şikâyetin, marka nefreti ile tekrar satın almama niyeti arasında kısmi aracılık etkisi belirlenmiştir.

Keywords

Marka nefreti, Çevrimdışı ağızdan ağıza iletişim, Çevrimiçi şikâyet, Tekrar satın almama niyeti, Smart PLS

The Relationship of Brand Hate-Non-Repurchase Intention: The Mediating Effects of Negative Offline Communicatıon and Online Complaining

Abstract

The research was carried out to examine the relationship between brand hate, offline negative word-of-mouth, online complaining and non-repurchase intention. The study also examined whether offline negative word-of-mouth and online complaining mediate the relationship between brand hate and non-repurchase intention. The universe of the research consists of consumers who shop using the online purchasing method and have a feeling of hate against any brand in Turkey. Since the universe covers a large area, data were collected using the “convenience sampling method”, one of the non-random sampling methods. A total of 390 questionnaires were collected online between August 25 and September 10, 2021. Smart PLS 3 structural equation modeling was used for data analysis. Due to the nature of the measurement model, the covariance-based Smart PLSc method was used in the analysis stages of the Smart PLS statistical program. PLS-SEM consists of internal-external model analysis. In this regard, the evaluation is divided into two parts. In the first part, the external model or external model was evaluated with internal consistency reliability coefficients, convergent validity and discriminant validity. In the second part, the internal model is evaluated for path analysis. According to the results of the structural equation model, it has been determined that brand hate has a significant effect on offline negative word-of- mouth, online complaining and non-repurchase intention. In addition, it was determined that offline negative word-of-mouth and online complaining has a significant effect on non-repurchase intention. Within the scope of the study, it was tried to determine the mediating effect of offline negative word-of-mouth and online complaining between brand hate and non-repurchase intention. As a result of the analyzes carried out, a partial mediation effect of offline negative word-of-mouth and online complaining was determined between brand hate and non-repurchase intention.

Keywords

Brand hate, Offline negative word-of-mouth, Online complaining, Non-repurchase intention, Smart PLS

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