Yıl 2020, Cilt 22 , Sayı 1, Sayfalar 163 - 179 2020-03-22

Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma
An Investigation on the Effects of Customer-Company Identification and Perceived Negative Publicity on the Relationship between Corporate Ability and Purchase Intention

Aslı KUŞÇU [1] , Merve KOÇOĞLU SAZKAYA [2] , Burçak VATANSEVER DURMAZ [3]


Bu çalışmada, bir işletmenin çok çeşitli özelliklerini özetleyen soyut boyutlar toplamı olan kurumsal yetkinlik ile müşterilerin satın alma niyeti arasındaki ilişkide müşteri kurum özdeşleşmesinin ve algılanan olumsuz duyurumun rolleri üzerinde durulmuştur. Bahsi geçen kavramlar arasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesinde yüksek lisans eğitimi alan ve çalışma hayatında olan kişiler üzerinde gerçekleştirilmiş ve veri toplamada Türk tüketicileri tarafından bu kavramlar ile ilişkilendirilebileceği düşünülen ve kısa bir süre önce olumsuz bir duyurum yapılmış olan bilinirliği yüksek bir otomotiv işletmesi kullanılmıştır. Elde edilen verinin incelenmesinde yapısal eşitlik modeli kullanılmıştır. Araştırma sonuçları, kurumsal yetkinlik ile satın alma niyeti arasındaki ilişkide müşteri kurum özdeşleşmesinin tam aracılık etkisi olduğunu göstermekte ve müşteri kurum özdeşleşmenin önemine dikkat çekmektedir. Aynı zamanda, bu çalışmada, algılanan olumsuz duyurumun satın alma niyetini olumsuz yönde etkilediği ve buna bağlı olarak da kurumsal yetkinlik ve satın alma niyeti arasındaki ilişkiyi azalttığı, dolayısıyla olumsuz duyurumun kurumsal yetkinlik ile satın alma niyeti arasındaki ilişkide düzenleyici etkisi olduğu sonucuna varılmıştır. Genel olarak çalışmanın sonuçları müşteriler tarafından yetkin bulunan bir kurumda dahi gerek müşterilerde oluşan olumlu algının sonucunda gerçekleşen müşteri kurum özdeşleşmesinin olumlu etkisini, gerekse olumsuz duyurumların algısının satın alma niyetine olan olumsuz etkisini göstermektedir. Çalışmanın sonunda sonuçlar doğrultusunda kurumlara müşteri kurum özdeşleşmesini ve olumsuz duyurumları yönetmeleri doğrultusunda öneriler verilmiştir.

This study investigates the roles of consumer-company identification and perceived negative publicity within the relationship between perceived corporate ability which is the sum of the various intangible aspects that summarize a company’s characteristics and consumers’ purchase intention. Graduate students of a private university, who are also actively working at an organization, were approached and a well-known automobile company which has recently undergone a negative publicity incident and therefore can be associated with the concepts in the study was used to collect data. Structural equation modeling was used to analyze the proposed relationships. Results of the study indicate that consumer-company identification fully mediates the relationship between corporate ability and purchase intention and highlight the importance of identification. Moreover, the study demonstrates that perceived negative publicity has a negative influence on purchase intention and weakens the impact of corporate ability on purchase intention. In general, results of the study show that there is not only a positive influence of identification raised by positive associations but also a negative impact of negative publicity on consumers’ purchase intention even in the case of a company with high corporate ability. The study concludes with some suggestions to companies on managing identification and negative publicity.

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Birincil Dil tr
Konular Sosyal
Bölüm İktisadi ve İdari Bilimler – Hukuk
Yazarlar

Orcid: 0000-0003-3856-8518
Yazar: Aslı KUŞÇU (Sorumlu Yazar)
Kurum: YEDİTEPE ÜNİVERSİTESİ
Ülke: Turkey


Orcid: 0000-0002-4820-8092
Yazar: Merve KOÇOĞLU SAZKAYA
Kurum: MARMARA ÜNİVERSİTESİ

Orcid: 0000-0001-8940-0761
Yazar: Burçak VATANSEVER DURMAZ
Kurum: BAHÇEŞEHİR ÜNİVERSİTESİ

Tarihler

Yayımlanma Tarihi : 22 Mart 2020

APA KUŞÇU, A , KOÇOĞLU SAZKAYA, M , VATANSEVER DURMAZ, B . (2020). Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi , 22 (1) , 163-179 . DOI: 10.32709/akusosbil.481478