Tüketicilerin sokak lezzeti tercihlerinde satıcılarının marka bilinirliği algılarının etkisi: Youtuberların aracı rolü

Year 2023, Volume: 16 Issue: 2, 407 - 429, 30.04.2023

Nuri Avcı

https://doi.org/10.25287/ohuiibf.1185639

Cited By: 2

Abstract

Günümüzde iş yaşam dengesi, “zamanındalık” ve “yeterlilik” kavramları etrafında şekillenmekte, çalışanın günü adeta bir yarış içinde geçmektedir. Gündelik yaşamda, zaman önemli bir denge aracı olmaktadır. Sokak lezzetleri her yerde ve her zaman kolay erişebilirlik yönüyle bu ihtiyacı fazlasıyla karşılamaktadır. Yeterlilik olgusu ise, gittikçe artan hayat pahalılığı nedeniyle insanların ucuz, lezzetli ve doyurucu gıdaya erişimini öncelikli bir konu haline getirmektedir. Bu çalışmanın amacı; tüketicilerin sokak lezzeti tercihlerinde Youteberların rolü ve etkisini ortaya koymaktır. Araştırma nicel araştırma deseninde planlanmış ve internet üzerinden yürütülmüştür. Araştırma için geliştiren anket formu, Linkedin sosyal medya platformu üyeleri arasından yargısal örnekleme ile seçilen farklı organizasyonların insan kaynakları departmanlarında insan kaynakları profesyoneli olarak çalışan ve sokak lezzetlerini sıkça deneyimleyen 400 kişiyle bir mail ekinde paylaşılmış ve 196 katılımcıdan dönüş sağlanmıştır. Veri toplama aracı olarak geliştirilen anket formu; Kişisel Bilgiler, Tüketiciye Yönelik Marka Değeri Ölçeği; Tüketici Marka Tercihi Ölçeği ile Youtuber Algı Ölçeğinden oluşmaktadır. Araştırmadan elde edilen bulgulara göre; tüketicilerin sokak lezzeti tercihleri ile satıcıların marka bilinirlik algıları arasında olumlu ve anlamlı ilişki bulunmaktadır. Youteberların bu ilişkide olumlu ve anlamlı katkısı olmakla birlikte aracılık rolü tanımlanamamıştır.

Keywords

Sokak lezzeti satıcısı,, Marka bilinirliği,, Marka tercihi, , Youtuber aracı rolü

Thanks

Etik Kurul İzini almama aracılık eden İstanbul Okan Üniversitesi Öğretim Üyesi Doç. Dr. Hüseyin Mert'e teşekkür ederim.

The effect of consumers' perceptions about brand awareness of street flavors on street flavors preferences: The mediational role of Youtubers

Abstract

Today, work-life balance is shaped around the concepts of "timeliness" and "competence”. The day passes as if in a race. In daily life, time is an important balance tool. Street Its flavors are more than enough to meet this need in terms of easy accessibility anywhere and anytime. The concept of sufficiency, on the other hand, makes it a priority for people to access cheap, tasty and satisfying food due to the increasing cost of living. The aim of this study; is to reveal the role and effect of youtubers on consumers' street taste preferences. The research was planned in a quantitative research design and conducted over the internet. The questionnaire developed for the research was shared with 400 people who work as humanresources professionals in the human resources departments of different organizations selected by judgmental sampling among the members of the Linkedin social media platform and who frequently experience street flavors in an e-mail attachment, and 196 participants were returned. The questionnaire form developed as a data collection toolwhichconsists of Personal Information, The Consumer Oriented Brand Equity Scale,Consumer Brand Preference Scale and Youteber Perception Scale.According to the findings obtained from the research; There is a positive and significant relationship between consumers' street taste preferences and sellers' brand awareness perceptions. Although youtubers have a positive and significant contribution to this relationship, their mediating role has not been defined.

Keywords

Street Flavors Sellers, Brand Awareness, Brand Preference, Youtubers

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