S-ticaret kapsamında ziyaret deneyiminin tüketicilerin devam etme niyetine etkisi: Marka imajı ve güvenin rolü

Öz

Bu çalışmada, tüketicilerin sosyal medya hesabı üzerinden ulaştıkları alışveriş sitelerinde yaşadıkları ziyaret deneyiminin algılanan değerinin tüketicilerin devam etme niyetine olan etkisi araştırılmıştır. Araştırma kapsamında marka imajının hem ziyaret deneyiminin algılanan değerine hem de devam etme niyetine olan etkisi de incelenmiştir. Markanın gönderilerine olan güven ise düzenleyici değişken olarak incelenmiştir. Çalışmanın örneklem grubunu 216 kişi oluşturmuştur. Araştırma sonucunda marka imajının ziyaret deneyiminin algılanan değerini ve devam etme niyetini etkilediği görülmüştür. Ayrıca ziyaret deneyiminin algılanan değeri de devam etme niyetini etkilemektedir. Ancak markalı gönderilere güven, marka imajının devam etme niyetine olan etkisinde düzenleyici role sahip değildir. Markalı gönderilere güvenin, ziyaret deneyiminin algılanan değerinin devam etme niyetine olan etkisinde de düzenleyici role sahip olmadığı görülmüştür.

Anahtar Kelimeler

• Devam Etme Niyeti
• Ziyaret Deneyimi
• Marka İmajı
• Güven

The impact of visiting experience on consumers’ intention to continue within the scope of s-commerce: The role of brand image and trust

Öz

The study examines the influence of consumers’ perceived value of their visit experience on shopping websites accessed through social media accounts on their intention to continue using these platforms. Additionally, the research investigates the impact of brand image on the perceived value of the visiting experience and the intention to continue. Trust in branded posts is evaluated as a moderating variable. Data were collected from 216 participants. The findings indicate that brand image significantly affects the perceived value of the visiting experience and the intention to continue. Moreover, the perceived value of the visit experience positively influences the intention to continue. However, trust in branded posts does not moderate the relationship between brand image and intention to continue, nor does it moderate the effect of perceived value on intention to continue.

Anahtar Kelimeler

• Intention to Continue
• Visiting Experience
• Brand Image
• Trust

Kaynakça

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