THE RELATIONSHIP OF VIRTUAL EXPERIENTIAL MARKETING WITH BRAND LOYALTY AND REPURCHASE INTENTION

Yıl 2023, Cilt: 24 Sayı: 4, 393 - 418, 27.12.2023

Onur Terzi

https://doi.org/10.53443/anadoluibfd.1284514

Öz

It is not as easy as it used to be for businesses to gain competitive advantage and influence customers' purchasing decisions simply by creating a difference with products and services. Therefore, businesses are try to differentiate themselves from their competitors by providing consumers with creative and unique experiences. The fact that individuals start to spend more time in virtual environments and their purchases are made through these channels has caused virtual experiences to enter our lives. Virtual experiences that consumers had can have an affect on both their attitudes towards brands and their purchasing decisions. In this context, the main purpose of the study is to examine the relationships between virtual experiential marketing dimensions, brand loyalty and consumers' repurchase intentions. Consumers who have shopped from Trendyol in the last year were encluded in the scope of the research and the data collected by the survey method have been analyzed with structural equation modeling. As a result of the analyzes, it was determined that there were significant and positive relationships between sensory, emotional, behavioral, cognitive and relational experience dimensions and brand loyalty. It was also found that there are significant and positive relationships between the other four experience dimensions, except for the relational experience dimension, and consumers' repurchase intentions.

Anahtar Kelimeler

Virtual Experiential Marketing, Brand Loyalty, Repurchase Intention.

SANAL DENEYİMSEL PAZARLAMANIN MARKA SADAKATİ VE TEKRAR SATIN ALMA NİYETİ İLE İLİŞKİSİ

Öz

İşletmelerin sadece ürün ve hizmetlerle farklılık yaratarak rekabet avantajı elde etmesi ve müşterilerin satın alma kararlarını etkilemesi eskisi kadar kolay değildir. Bu nedenle işletmeler, tüketicilere yaratıcı ve özgün deneyimler yaşatarak kendilerini rakiplerinden farklılaştırmaya çalışmaktadırlar. Bireylerin sanal ortamlarda daha fazla zaman geçirmeye başlaması ve satın alma işlemlerinin bu mecralardan gerçekleşmesi, sanal deneyimlerin hayatımıza girmesine neden olmuştur. Tüketicilerin yaşadığı sanal deneyimler hem markalara karşı olan tutumlarına hem de satın alma kararlarına etki edebilmektedir. Bu bağlamda, çalışmanın temel amacı sanal deneyimsel pazarlama boyutları, marka sadakati ve tüketicilerin tekrar satın alma niyetleri arasındaki ilişkilerin incelenmesidir. Son bir yıl içerisinde Trendyol’dan alışveriş yapmış tüketiciler araştırma kapsamına dahil edilmiş ve anket yöntemiyle toplanan veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analizler sonucunda duyusal, duygusal, davranışsal, düşünsel ve ilişkisel deneyim boyutları ile marka sadakati arasında anlamlı ve pozitif yönde ilişkiler olduğu belirlenmiştir. İlişkisel deneyim boyutu hariç diğer dört deneyim boyutu ile tüketicilerin tekrar satın alma niyetleri arasında da anlamlı ve pozitif ilişkiler olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Sanal Deneyimsel Pazarlama, Marka Sadakati, Tekrar Satın Alma Niyeti

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