TY - JOUR T1 - Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü TT - Mediating Role of Trust on the Relationship between Perceived Corporate Social Responsibility and Purchase Intention AU - Koçoğlu Sazkaya, Merve AU - Kuşçu, Aslı AU - Vatansever Durmaz, Burçak PY - 2019 DA - December DO - 10.18026/cbayarsos.525188 JF - Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi PB - Manisa Celal Bayar Üniversitesi WT - DergiPark SN - 1304-4796 SP - 160 EP - 172 VL - 17 IS - 4 LA - tr AB - İşletmeler kâr elde etme amacıylakurulmuş olsalar da topluma karşı yerine getirmeleri gereken sorumluluklarıvardır. Bir başka deyişle, toplum işletmelerden belli başlı sorumluluklarıgerçekleştirmelerini beklemektedir. Bu bağlamda, işletmeler sosyal sorumlulukprojeleri gerçekleştirerek müşterilerinin beklentilerini karşılamaeğilimindedirler. Diğer taraftan, işletmeler yapmış oldukları sosyal sorumlulukprojeleri çerçevesinde müşterilerin güvenini kazanarak satın alma davranışlarınıetkilemeyi de amaçlamaktadırlar. Dolayısıyla, bu çalışmanınamacı müşterilerin sosyal sorumluluk algılarının satın alma niyeti üzerindekietkisinde güvenin aracılık rolünü incelemektir. Bahsi geçen kavramlararasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesindeyüksek lisans eğitimi alan 313 kişi üzerinde gerçekleştirilmiştir. AraştırmadaTürkiye otomotiv pazarında bilinen lider bir firma üzerinden sorular sorulmuşolup araştırma sonuçları, algılanan sosyal sorumluluğun satın alma niyetiüzerindeki etkisinde güvenin tam aracı etkisi olduğunu göstermekte ve güveninönemini vurgulamaktadır. KW - Güven KW - Satın Alma Niyeti KW - Algılanan Kurumsal Sosyal Sorumluluk KW - Otomotiv Sektörü N2 - Althoughorganizations are founded to gain profit, they also have responsibilitiestowards the society. In other words, individuals expect from the organizationsto accomplish some major responsibilities towards the society.In this respect,organizations try to respond to that call by doing various social acts thatwill create beneficial outcomes for the overall society. On the hand,organizations also aim to shape consumers’ purchasing behavior by gaining trustthrough these activities. Therefore, this study investigates the mediating roleof trust within the relationship between perceived social responsibility andpurchase intention. With this aim, 313 graduate students of a privateuniversity were approached to collect data and to analyze the proposedrelationships between the constructs. Data have been collected by mentioning awell-known market leader car manufacturer and results of the study indicatethat trust fully mediates the relationship between perceived corporate socialresponsibility and purchase intention, thus emphasizing the importance of trustin company-consumer relationships. 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