MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ

Sinan Çavuşoğlu; Bülent Demirağ

doi:10.30794/pausbed.733916

MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ

Abstract

Araştırma, marka nefretinin negatif ağızdan ağıza iletişim ve tekrar satın almama niyetine olan etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini, belirli bir markayı satın almış ve herhangi bir nedenle markadan nefret etmiş tüketiciler oluşturmaktadır. Araştırmanın amacına ulaşabilmek için 400 tüketiciden veri toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre marka nefretinin, negatif ağızdan ağıza iletişim ve tekrar satın almama niyetini pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Negatif ağızdan ağıza iletişiminin ise benzer bir şekilde tekrar satın almama niyetini pozitif yönde anlamlı olarak etkilediği belirlenmiştir.

Keywords

Marka nefreti,Negatif ağızdan ağıza iletişim,Tekrar satın almama niyeti

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Details

Primary Language

Turkish

Subjects

Finance

Journal Section

Research Article

Authors

Sinan Çavuşoğlu ^*
0000-0001-9365-8677
Türkiye

Bülent Demirağ
0000-0002-8718-1822
Türkiye

Publication Date

January 8, 2021

Submission Date

May 7, 2020

Acceptance Date

June 25, 2020

Published in Issue

Year 2021 Number: 42

DOI

https://doi.org/10.30794/pausbed.733916

IZ

https://izlik.org/JA77LM92HR

Cite

RIS / Bibtex

APA

Çavuşoğlu, S., & Demirağ, B. (2021). MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42, 261-275. https://doi.org/10.30794/pausbed.733916

AMA

1.Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021;(42):261-275. doi:10.30794/pausbed.733916

Chicago

Çavuşoğlu, Sinan, and Bülent Demirağ. 2021. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, nos. 42: 261-75. https://doi.org/10.30794/pausbed.733916.

EndNote

Çavuşoğlu S, Demirağ B (January 1, 2021) MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 42 261–275.

IEEE

[1]S. Çavuşoğlu and B. Demirağ, “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”, PAUSBED, no. 42, pp. 261–275, Jan. 2021, doi: 10.30794/pausbed.733916.

ISNAD

Çavuşoğlu, Sinan - Demirağ, Bülent. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 42 (January 1, 2021): 261-275. https://doi.org/10.30794/pausbed.733916.

JAMA

1.Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021;:261–275.

MLA

Çavuşoğlu, Sinan, and Bülent Demirağ. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 42, Jan. 2021, pp. 261-75, doi:10.30794/pausbed.733916.

Vancouver

1.Sinan Çavuşoğlu, Bülent Demirağ. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021 Jan. 1;(42):261-75. doi:10.30794/pausbed.733916

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MARKA NEFRETİ-TEKRAR SATIN ALMAMA NİYETİ İLİŞKİSİ: NEGATİF ÇEVRİMDIŞI İLETİŞİMİN VE ÇEVRİMİÇİ ŞİKÂYETİN ARACILIK ETKİLERİ

MAĞAZA ATMOSFERİNİN MARKA EVANGELİZMİ ve POZİTİF WOM ÜZERİNDEKİ ETKİSİ: MÜŞTERİ TATMİNİNİN ARACILIK ROLÜ

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