TASARIM FAKTÖRLERİNİN MARKA İMAJI VE MARKA AŞKINA ETKİSİ: YEMEK SİPARİŞİ UYGULAMALARI ÖRNEĞİ

Year 2023, , 251 - 278, 27.06.2023

Özlem Özdemir Süzer , Özge Kirişçi

https://doi.org/10.15182/diclesosbed.1263679

Abstract

Bilgi iletişim teknolojilerinin ve akıllı telefonların hızla gelişmesi, kentleşme, kadının iş hayatına girmesi, uzun ve yorucu çalışma koşulları, yalnız yaşama gibi nedenlerleyemek sipariş uygulamalarının önemi artmıştır. Giderek daha fazla işletme, yemek sipariş uygulamaları aracılığıyla mümkün olduğu kadar çok tüketiciye ulaşarak satış gerçekleştirmektedir. Uygulama kullanıcıları olan tüketicilerin yemek sipariş uygulamaları ve uygulamalar aracılığıyla hizmet veren işletmeler hakkındaki izlenimleri anlamına gelen marka imajını ve beraberinde gelişen marka aşkını hangi faktörlerin etkilediğinin işletmeler tarafından anlaşılması, markaların rekabette bir adım önde olabilmesine katkı sağlayacaktır. Bu çalışmanın amacı, yemek siparişi uygulamalarına ait tasarım faktörlerinin (estetik, gezinme tasarımı, algılanan kullanım kolaylığı) marka imajı ve marka aşkı üzerindeki etkilerinitest etmektir. Araştırma evreni Bursa ilinde yaşayan ve yemek siparişi uygulamalarını en az bir kez kullanmış bireylerden oluşmaktadır.Veriler online anket formu kullanılarak toplanmış ve PLS-Sem yöntemiyle analiz edilmiştir.Araştırma sonucundagezinme tasarımı ve algılanan kullanım kolaylığıfaktörlerininmarka imajını etkilediği, marka imajının da marka aşkı üzerinde olumlu bir etkisinin olduğu bulunmuştur.

Keywords

Estetik, Gezinme Tasarımı, Algılanan Kullanım Kolaylığı, Marka İmajı, Marka Aşkı

DESIGN FACTORS' IMPACT ON BRAND IMAGE AND LOVE: FOOD DELIVERY APPLICATION CASE

Abstract

The importance of food ordering apps has increased due to the rapid development of information communication technologies and smart phones, urbanization, women's entry into business life, long and tiring working conditions, and living alone. More and more businesses are making sales by reaching as many consumers as possible through food ordering apps. It is crucial for companies to understand the factors that affect brand image and brand love, which refers to the impressions of consumers who use food delivery apps and businesses that provide services through these apps. The aim of this study is to test the effects of design factors (aesthetics, navigation design, and perceived ease of use) of food ordering apps on brand image and brand love. The research population consists of individuals who live in Bursa and have used food ordering apps at least once. Data were collected using an online questionnaire and analyzed with the PLS-Sem method. The results showed that navigation design and perceived ease of use affected brand image, and brand image had a positive effectonbrandlove

Keywords

Aesthetics, Navigation Design, Perceived Ease of Use, Brand Image, Brand Love

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