TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ

Refik Erdem Koç; Hidayet Karamuk; Fatih Koç; Burcu Candan

doi:10.17753/sosekev.1781401

TR EN

Abstract

TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ

Abstract

Tüketici deneyimlerinin gelişen teknolojiyle birlikte dönüşümü, markalar için önemli fırsatlar sunmaktadır. Bu dönüşüm sürecinde artırılmış gerçeklik teknolojisi, tüketici etkileşimlerini zenginleştirerek markaların müşteri deneyimini yenilikçi bir şekilde şekillendirmelerine olanak tanımaktadır. Bu çalışmanın amacı, FLO mobil uygulamalarında kullanılan artırılmış gerçeklik uygulamasının kalitesinin, markaya yönelik tutum üzerindeki etkilerini incelemektir. Ayrıca, teknoloji kaygısının, AR uygulamasının kalitesi ile markaya yönelik tutum arasındaki ilişkide bir moderatör rolü oynayıp oynamadığı araştırılmıştır. Bununla birlikte, bu iki değişken arasındaki ilişkinin cinsiyetler arasında farklılık gösterip göstermediği de incelenmiştir. Çalışma, çevrim içi ortamda 328 katılımcıdan elde edilen verilerle gerçekleştirilmiştir. Verilerin analizi için, PLS yapısal eşitlik modellemesi ve multigroup analiz yöntemleri kullanılmıştır. Analizler sonucunda, AR uygulamasının kalitesinin markaya yönelik tutumu pozitif yönde etkilediği bulgusu elde edilmiştir. Ancak, teknoloji kaygısının AR kalitesi ile markaya yönelik tutum arasındaki ilişki üzerinde moderatör etkisi olmadığı ve cinsiyetler arasında bu ilişkinin farklılaşmadığı tespit edilmiştir. Elde edilen bulgular, AR teknolojisinin markaya yönelik tutumları iyileştirme potansiyeline sahip olduğunu, ancak teknoloji kaygısının bu etkileşimde belirgin bir rol oynamadığını ve cinsiyetin bu etkileşimi farklılaştırmadığını göstermektedir. Bu çalışma, tüketici deneyiminde AR teknolojisinin etkinliğini anlamak ve uygulama kalitesinin marka algısı üzerindeki etkilerini değerlendirmek adına önemli katkılar sunmaktadır.

Keywords

Artırılmış gerçeklik, Markaya yönelik tutum, Teknoloji kaygısı

Innovative Approach In Consumer Experience: Augmented Reality and Brand Relationship

Abstract

The transformation of consumer experiences with advancing technology presents significant opportunities for brands. In this transformation process, augmented reality technology enriches consumer interactions, enabling brands to innovate and enhance customer experiences. This study aims to examine the effects of the quality of the AR application used in FLO mobile applications on brand attitude. Additionally, it investigates whether technology anxiety moderates the relationship between AR application quality and brand attitude. Furthermore, the study explores whether this relationship differs between genders. The research was conducted using data collected from 328 participants in an online setting. For data analysis, PLS structural equation modeling, and multi-group analysis methods were employed. The findings indicate that the quality of the AR application positively influences brand attitude. However, no moderating effect of technology anxiety on the relationship between AR quality and brand attitude was found, nor were any gender-based differences observed in this relationship. These findings suggest that while AR technology has the potential to enhance brand attitudes, technology anxiety does not play a significant role in this interaction, and gender does not differentiate this effect. This study provides valuable insights into the effectiveness of AR technology in consumer experiences and evaluates the impact of application quality on brand perception.

Keywords

Augmented reality, Attitude towards brand, Technology anxiety

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Details

Primary Language

Turkish

Subjects

Integrated Marketing Communication

Journal Section

Research Article

Authors

Refik Erdem Koç ^*
0000-0002-9863-7012
Türkiye

Hidayet Karamuk
0000-0002-7654-9337
Türkiye

Fatih Koç
0000-0003-1305-9557
Türkiye

Burcu Candan
0000-0003-4913-9065
Türkiye

Early Pub Date

February 23, 2026

Publication Date

February 23, 2026

Submission Date

September 10, 2025

Acceptance Date

February 18, 2026

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Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.17753/sosekev.1781401

IZ

https://izlik.org/JA96BU59PF

APA

Koç, R. E., Karamuk, H., Koç, F., & Candan, B. (2026). TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ. EKEV Akademi Dergisi, Advanced Online Publication, 87-105. https://doi.org/10.17753/sosekev.1781401

AMA

1.Koç RE, Karamuk H, Koç F, Candan B. TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ. EKEV Akademi Dergisi. 2026;(Advanced Online Publication):87-105. doi:10.17753/sosekev.1781401

Chicago

Koç, Refik Erdem, Hidayet Karamuk, Fatih Koç, and Burcu Candan. 2026. “TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ”. EKEV Akademi Dergisi, no. Advanced Online Publication: 87-105. https://doi.org/10.17753/sosekev.1781401.

EndNote

Koç RE, Karamuk H, Koç F, Candan B (February 1, 2026) TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ. EKEV Akademi Dergisi Advanced Online Publication 87–105.

IEEE

[1]R. E. Koç, H. Karamuk, F. Koç, and B. Candan, “TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ”, EKEV Akademi Dergisi, no. Advanced Online Publication, pp. 87–105, Feb. 2026, doi: 10.17753/sosekev.1781401.

ISNAD

Koç, Refik Erdem - Karamuk, Hidayet - Koç, Fatih - Candan, Burcu. “TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ”. EKEV Akademi Dergisi. Advanced Online Publication (February 1, 2026): 87-105. https://doi.org/10.17753/sosekev.1781401.

JAMA

1.Koç RE, Karamuk H, Koç F, Candan B. TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ. EKEV Akademi Dergisi. 2026;:87–105.

MLA

Koç, Refik Erdem, et al. “TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ”. EKEV Akademi Dergisi, no. Advanced Online Publication, Feb. 2026, pp. 87-105, doi:10.17753/sosekev.1781401.

Vancouver

1.Refik Erdem Koç, Hidayet Karamuk, Fatih Koç, Burcu Candan. TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ. EKEV Akademi Dergisi. 2026 Feb. 1;(Advanced Online Publication):87-105. doi:10.17753/sosekev.1781401

Abstract

TÜKETİCİ DENEYİMİNDE YENİLİKÇİ YAKLAŞIM: ARTIRILMIŞ GERÇEKLİK VE MARKA İLİŞKİSİ

Abstract

Keywords

Innovative Approach In Consumer Experience: Augmented Reality and Brand Relationship

Abstract

Keywords

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