The Mediating Role of Behavioral Brand Loyalty in the Effect of Consumer Innovation Barriers on Online Smartphone Purchase Intention

Abstract

This study aims to determine the mediating role of behavioral brand loyalty in the effect of consumer innovation barriers on online smartphone purchase intention. For this purpose, a field research was conducted with Antalya Belek University students between 15 February and 15 March 2025. In this study, face-to-face survey forms were used to collect 485 data points. The data were analyzed using the Jamovi statistical software. The results of the study indicated that behavioral brand loyalty has a direct and significant effect on online smartphone purchase intention. However, among the consumer innovation barriers, the Usage Barrier, Value Barrier, Risk Barrier, Image Barrier, Pleasure Barrier, and Dominance Barrier were found to have a negative and significant impact on online smartphone purchase intention. Furthermore, the mediating effect of behavioral brand loyalty on the relationship between these barriers and online smartphone purchase intention also yielded negative and significant results.

Keywords

• Consumer innovativeness
• Consumer innovativeness barriers
• Online purchase intention
• Behavioral brand loyalty

Tüketici Yenilikçiliği Engellerinin Çevrimiçi Akıllı Telefon Satın Alma Niyeti Üzerindeki Etkisinde Davranışsal Marka Sadakatinin Aracılık Rolü

Öz

Bu araştırmada, tüketici yenilikçiliği engellerinin çevrimiçi akıllı telefon satın alma niyeti üzerindeki etkisinde davranışsal marka sadakatinin aracılık rolünün belirlenmesi amaçlanmaktadır. Bu amaç doğrultusunda, Antalya Belek Üniversitesi öğrencileri ile 15 Şubat - 15 Mart 2025 tarihlerinde bir saha araştırması yapılmıştır. Yüz yüze anket formlarının kullanıldığı bu araştırmada 485 adet veri toplanmıştır. Veriler Jamovi istatistiki paket programı kullanılarak analiz edilmiştir. Araştırmanın sonucunda davranışsal marka sadakatinin çevrimiçi akıllı telefon satın alma niyeti üzerinde doğrudan anlamlı etkisinin olduğu bulunmuştur. Bununla birlikte tüketici yenilikçiliği engellerinden Kullanım Engeli, değer Engeli, Risk Engeli, İmaj Engeli, Zevk Engeli ve Hakimiyet Engeli çevrimiçi akıllı telefon satın alma niyetine etkisinde negatif anlamlı etkiye sahiptir. Ayrıca aynı değişkenlerin çevrimiçi akıllı telefon satın alma niyetine etkisi için davranışsal marka sadakatinin aracılık etkisinin de negatif anlamlı sonuçlar verdiği görülmektedir.

Anahtar Kelimeler

• Consumer innovativeness
• Consumer innovativeness barriers
• Online purchase intention
• Behavioral brand loyalty

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