ONLİNE ALIŞVERİŞTE MARKA İMAJININ ONLİNE SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞI ÜZERİNE ETKİSİ; AMPRİK BİR ÇALIŞMA

Yıl 2022, Cilt: 5 Sayı: 1, 70 - 82, 15.05.2022

Reha Saydan , Bulut Dülek

https://doi.org/10.38004/sobad.1083760

Cited By: 2

Öz

Bu çalışma çevrimiçi alışverişte marka imajının ağızdan ağıza iletişim ve online satın alma niyeti üzerinde etkisinin analiz edilmesi amacıyla gerçekleştirilmiştir. Bu doğrultu da online alışveriş deneyimine sahip tüketicilerle anket uygulaması gerçekleştirilmiştir. Araştırma amacı doğrultusunda oluşturulan araştırma modeli ve kurulan hipotezler regresyon analizi ile test edilmiştir. Yapılan analizler sonucunda marka imajının hem ağızdan ağıza iletişim üzerinde hem de online satın alma niyeti üzerinde olumlu yönde etkili olduğu görülmüştür. Ayrıca ağızdan ağıza iletişiminde online satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu sonucuna da ulaşılmıştır.

Anahtar Kelimeler

Marka imajı, Ağızdan ağıza iletişim, Online satın alma niyeti.

ONLİNE ALIŞVERİŞTE MARKA İMAJININ ONLİNE SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞI ÜZERİNE ETKİSİ: AMPRİK BİR ÇALIŞMA

Öz

Bu çalışma online alışverişte marka imajının ağızdan ağıza iletişim ve online satın alma niyeti üzerinde etkisinin analiz edilmesi amacıyla gerçekleştirilmiştir. Bu doğrultu da online alışveriş deneyimine sahip tüketicilerle anket uygulaması gerçekleştirilmiştir. Araştırma amacı doğrultusunda oluşturulan araştırma modeli ve kurulan hipotezler regresyon analizi ile test edilmiştir. Yapılan analizler sonucunda marka imajının hem ağızdan ağıza iletişim üzerinde hem de online satın alma niyeti üzerinde olumlu yönde etkili olduğu görülmüştür. Ayrıca ağızdan ağıza iletişiminde online satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu sonucuna da ulaşılmıştır.

Anahtar Kelimeler

Marka İmajı, Online satın alma niyeti, Ağızdan ağıza iletişim

Kaynakça

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