Blog içeriklerinin online satın alma niyetine etkisi ve bir araştırma

Yıl 2023, Cilt: 9 Sayı: 2, 134 - 150, 23.06.2023

Zübeyir Çelik , Aypar Uslu

Öz

Teknoloji kabul modeli, akış teorisi ve gerekçeli eylem teorisinin entegre çerçevesini kullanan bu mevcut çalışma, blog tabanlı içeriğin tüketicilerin çevrimiçi satın alma niyeti üzerindeki etkisini incelemektedir. Araştırmanın hedef kitlesi olan blog okuyucularından kartopu örnekleme yöntemi ile veri toplanması amaçlanmıştır. Farklı teknik özelliklere sahip ve bu nedenle tüketicinin daha fazla bilgi aramasını gerektiren teknolojik bir ürün için blog tabanlı metin okuma senaryosu geliştirildi. Bu senaryoya dayalı olarak tasarlanan online anket aracılığıyla 232 katılımcıdan veri toplanmıştır. İstatistiksel analiz sonucunda algılanan kullanım kolaylığının blog tabanlı içerik okuma üzerinde etkisi olduğu görülmektedir. Blog tabanlı içeriği okumanın hem akış deneyimi boyutları (kontrol duygusu, zamanın dönüşümü, dikkatin yoğunlaşması, içsel ilgi, merak ve ototelik deneyim) hem de algılanan fayda üzerinde etkileri vardır. Buna karşılık, algılanan fayda ve akış deneyimi boyutları karşılıklı olarak birbirini etkilemektedir. Ayrıca hem algılanan fayda hem de akış deneyimi boyutları tutumu etkilemektedir. Sonuç olarak, tutum satın alma niyetini etkilemektedir. Çalışma hem teorik hem de pratik çıkarımlar ve gelecekteki araştırmalar için öneriler sunmaktadır.

Anahtar Kelimeler

Blog'lar, Akış Teorisi, Online Satın Alma Niyeti, Teknoloji Kabul Modeli, Gerekçeli Eylem Teorisi

The effect of blog contents on online purchase intention and a research

Öz

Using the integrated framework of the technology acceptance model, flow theory, and theory of reasoned action, this current study examines the effect of blog-based content on consumers' online purchase intention. It was aimed to collect data from the blog readers, the target population of the research, by snowball sampling method. A blog-based text-to-speech scenario was developed for a technological product that has different technical features and therefore requires the consumer to search for more information. Data were collected from 232 participants through the online survey designed based on this scenario. As a result of the statistical analysis, it is seen that perceived ease of use has an effect on reading blog-based content. Reading blog-based content has effects on both flow experience dimensions (sense of control, time distortion, focused attention, intrinsic interest, curiosity, and autotelic experience) and perceived usefulness. In contrast, perceived usefulness and flow experience dimensions reciprocally affect each other. In addition, both perceived usefulness and flow experience dimensions affect attitude. As a result, attitude affects purchase intention. The study provides both theoretical and practical implications and directions for future research.

Anahtar Kelimeler

Blogs, Flow Theory, Online Purchase Intention, Technology Acceptance Model, Theory of Reasoned Action

Kaynakça

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