Tüketici Sinizminin Marka Aşkı ve Marka Güveni Üzerindeki Etkisi: E-Ticaret Markası Üzerine Bir Araştırma

Year 2022, Volume: 18 Issue: 2, 198 - 213, 30.12.2022

Süheyla Süer , Nurettin Parıltı

Abstract

Tüketici sinizmi işletmenin- markanın sadece kendi çıkarlarını ön planda tutarak hareket ettiği, tüketicileri- müşterileri önemsemediği inanışı temelinde bir tüketicinin işletmeye- markaya karşı olumsuz duygu, eğilim ve kuşku içinde olma durumudur ve tüketicinin- müşterinin bu inançla verdiği bilişsel, duygusal veya fiziksel tepkidir. Bu çalışmada marka aşkı ve marka güveni üzerinde tüketici sinizmi etkisinin incelenmesi amaçlanmıştır. Çalışma Türkiye' de faaliyette bulunan e-ticaret markası üzerinden yapılmıştır. Çalışmada anket kullanılmış ve 400 geçerli veri elde edilmiştir. Veriler Stata 15.0, IBM SPSS 22.0 ve Excel programları ile analiz edilmiştir. Çalışmanın sonucuna göre tüketici sinizmi ile marka aşkı ve marka güveni arasında anlamlı, negatif yönlü ve orta düzeyde bir ilişki olduğu bulunmuştur. Ayrıca tüketici sinizminin marka aşkı ve marka güveni üzerinde etkisi olduğu saptanmıştır.

Keywords

Tüketici Sinizmi, Marka Aşkı, Marka Güveni, E-Ticaret

Supporting Institution

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Project Number

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Thanks

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The Effect of Consumer Cynicism on Brand Love and Brand Trust: A Research on E-Commerce Brand

Abstract

Consumer cynicism is the state of a consumer to have negative feelings, tendencies and suspicions towards the business- brand on the basis of the belief that the business- brand only acts by keeping its own interests in the foreground and does not care about the consumers- customers; and it is the consumer's- customer's cognitive, emotional or physical response with this belief. In this study, it is aimed to examine the effect of consumer cynicism on brand love and brand trust. The study was carried out on the e-commerce brand operating in Turkey. A survey was used in the study and 400 valid data were obtained. Data were analyzed with Stata 15.0, IBM SPSS 22.0 and Excel programs. According to the results of the study, it was found that there is a significant, negative and middle level relationship between consumer cynicism and brand love, consumer cynicism and brand trust. In addition, it has been determined that consumer cynicism has an effect on brand love and brand trust.

Keywords

Consumer Cynicism, Brand Love, Brand Trust, E-Commerce

Project Number

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