Artırılmış Gerçeklik Deneyiminin Sadakat ve Satın Alma Niyetine Etkisi: Perakende Sektöründe Bir Uygulama

Year 2022, Volume: 30 Issue: 52, 129 - 155, 28.04.2022

Oya Eru , Yusuf Volkan Topuz , Ruziye Cop

https://doi.org/10.17233/sosyoekonomi.2022.02.08

Cited By: 2

Abstract

Pazarlama faaliyetlerinde mobil uygulamaların kullanımını popüler hale gelmesiyle birlikte günümüzde birçok perakende işletme, kendi AR uygulamasını piyasaya sürmeye başlamıştır. AR teknolojisinin pazarlama alanına uygulanması oldukça yeni bir sürecin başlangıcını ifade etmektedir. İşletmeler, tüketicilere ulaşabilecekleri interaktif kanallar yarattıklarında, tüketicilerin satın alma karar süreçlerini etkileyebilmektedir. Ayrıca, işletmeler, tüketicilere unutulmaz bir alışveriş deneyimi sağlamayı hedeflemektedir. Buradan yola çıkıldığında çalışmanın araştırma sorusu, “Tüketicilerin yenilikçilikleri ve AR deneyimleri, tüketici sadakatini ve satın alma niyetini nasıl etkileyecektir?” olarak belirlenmiştir. Tüketicilerin yenilikçilik merakı da AR uygulaması kullanım niyetleri üzerinde önemli bir etkiye sahiptir. Dolayısıyla çalışmanın amacı, yenilikçiliğin artırılmış gerçeklik deneyimine ve AR deneyiminin de tüketici sadakatine ve satın alma niyetine etkisini incelenmek olarak belirlenmiştir. Pazarlama faaliyetlerinde AR uygulamalarının öneminin giderek artacağı varsayımından hareketle, AR uygulamalarının tüketici tutum ve davranışları üzerindeki etkilerinin incelenmesinin önem kazandığı söylenebilir. Tüketici davranışları literatüründe artırılmış gerçeklik uygulamalarının etkilerini araştıran çalışmalar oldukça sınırlıdır. Bu durum, çalışmanın özgün değerini göstermektedir. Çalışmada, nicel araştırma tasarımı kullanılmıştır. Bu kapsamda kolayda örneklem yöntemi ile 319 katılımcıdan online anket yoluyla veri toplanmış ve elde edilen yanıtlar çalışmanın amacı doğrultusunda faktör analizi ve yapısal eşitlik modeli kullanarak incelenmiştir. Sonuçlar yenilikçiliğin ve AR deneyiminin ürün ve eğlence boyutlarını pozitif yönlü etkilediğini, bununla birlikte AR deneyiminin ürün ve eğlence boyutlarının da tüketici sadakatini pozitif yönde etkilediği göstermiştir.

Keywords

Pazarlama, Artırılmış Gerçeklik, Yapısal Eşitlik Modeli, Yenilikçilik, Sadakat, Satın Alma Niyeti

Thanks

Sayın editör kurulu üyeleri, çalışmamızı dikkatle değerlendirecek tüm çalışma arkadaşlarınıza emekleri için şimdiden tüm yazarlar adına teşekkür ederim

The Effect of Augmented Reality Experience on Loyalty and Purchasing Intent: An Application on the Retail Sector

Abstract

Due to mobile applications have become popular in marketing activities, many retail businesses have begun to launch their Augmented Reality (AR) applications. The application of AR technology to marketing is a very new process. When businesses create interactive channels through which they can reach consumers, they can influence the purchasing decision processes of consumers. In addition, companies aim to provide consumers with an unforgettable shopping experience. The study’s research question was, “How do consumers' innovativeness and AR experiences affect their loyalty and purchase intentions? Also, innovativeness has a significant effect on their AR application use intentions. This study investigates the impact of innovativeness and AR experience on consumer loyalty and purchase intention. Based on the assumption that the importance of AR applications in marketing activities will gradually increase, it can be said that examining the effects of AR applications on consumer attitudes and behaviours is gaining reputation. Studies investigating the impact of augmented reality applications are very limited in the consumer behaviour literature. This situation shows the original value of the study. In the application part of the study, a quantitative research design was used. In this context, the convenience sampling method was selected. Data were collected from 319 participants via an online questionnaire, and the responses obtained were analysed using a structural equation model. The results showed that the AR experience had been affected positively by the innovation dimension, while consumer loyalty was affected positively by the AR experience.

Keywords

Marketing, Augmented Reality, Structural Equation Model, Innovation, Loyalty, Purchase Intention

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