Araştırma Makalesi
BibTex RIS Kaynak Göster

Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği)

Yıl 2022, , 1262 - 1281, 30.11.2022
https://doi.org/10.11616/asbi.1153393

Öz

Bu çalışmanın amacı marka ilgileniminin, tutumun ve sadakatin marka kullanım niyeti üzerindeki etkisini ve marka ilgileniminin ve tutumun marka sadakati üzerindeki etkisini belirlemektir. Aynı zamanda bu çalışma kavramsal modeldeki ilişkilerde tüketicilerin yeniliklere açıklık kişilik özelliklerinin düzenleyici etkisini araştırmayı amaçlamaktadır. Bu ampirik çalışma önerilen model ile yürütülmüştür. Model İstanbul’da yaşayan ve çevrimiçi yiyecek içecek markalarından alışveriş yapan 460 kişiden alınan verilerden yararlanılarak test edilmiştir. Araştırma hipotezlerini test etmek için regresyon analizi yapılmıştır. Çalışma bulguları marka ilgileniminin tutum üzerindeki etkisini, marka ilgileniminin ve tutumun marka sadakati üzerindeki etkisini ve marka ilgileniminin, tutumun ve sadakatin marka kullanım niyeti üzerindeki etkisini ortaya çıkarmıştır. Ayrıca, araştırma modelindeki ilişkilerde tüketicilerin yeniliklere açıklık kişilik özelliklerinin düzenleyici rolü ortaya konulmuştur. Bu çalışmaya özgünlük kazandıran marka ilgileniminin marka kullanım niyeti üzerindeki etkisi ve tüketicilerin yeniliklere açıklık kişilik özelliklerinin modeldeki düzenleyici rolüdür.

Kaynakça

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The Impact of Brand Involvement, Attitude and Loyalty on Brand Usage Intent: The Moderator Role of Openness to Innovations Personality Trait of Consumers (Online Food and Beverage Platforms Example)

Yıl 2022, , 1262 - 1281, 30.11.2022
https://doi.org/10.11616/asbi.1153393

Öz

The present study aims not only to determine the impact of brand involvement, brand attitude and brand loyalty on brand usage intent and the impact of brand involvement and brand attitude on brand loyalty, but also to investigate the moderator effect of openness to innovations personality trait of consumers on conceptual model relationships. This empirical study was conducted with a proposed model. The model was tested with surveys applied to a sample of 460 online food and beverage shoppers in Istanbul, Turkey. Regression analyses were conducted to test the research hypotheses. The study findings elicited the impact of brand involvement on brand attitude, the impact of brand involvement and brand attitude on brand loyalty and also the impact of brand involvement, brand attitude and brand loyalty on brand usage intent. Furthermore, the moderator role of oppenness to innovations personality trait of consumers on study correlations were verified. The present study underlined the influence of brand involvement on brand usage intent and the openness to innovations personality trait of consumers as moderator factor in model correlations.

Kaynakça

  • Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Aaker, J. L. (1997), Dimensions of Brand Personality. Journal of marketing research, 34(3), s.347-356.
  • Aaker, J., Fournier, S., & Brasel, S. A. (2004), When Good Brands Do Bad. Journal of Consumer research, 31(1), s.1-16.
  • Aaker, D. A., Kumar, V., & Day, G. S. (2004), Marketing Research. New York: Chichester: Wiley.
  • Audrain-Pontevia, A. F., N’Goala, G., & Poncin, I. (2013), A Good Deal Online: The Impacts of Acquisition and Transaction Value on E-Satisfaction and E-Loyalty. Journal of Retailing and Consumer Services, 20(5), s.445-452.
  • Balabanis, G., & Reynolds, N. (2001), Consumer Attitudes Towards Multi-channel Retailers' Web Sites: The Role of Involvement, Brand Attitude, Internet Knowledge, and Visit Duration. Journal of Business strategies, 18(2), s.105-132.
  • Baldinger, A. L., & Rubinson, J. (1996), Brand Loyalty: The Link Between Attitude and Behavior. Journal of advertising research, 36, s.22-36.
  • Barrick, M. R., & Mount, M. K. (1991), The Big Five Personality Dimensions and Job Performance: a Meta‐Analysis. Personnel psychology, 44(1), s.1-26.
  • Batra, R., & Ray, M. L. (1986), Affective Responses Mediating Acceptance of Advertising. Journal of consumer research, 13(2), s.234-249.
  • Benet-Martínez, V., & John, O. P. (1998), Los Cinco Grandes Across Cultures and Ethnic Groups: Multitrait-Multimethod Analyses of The Big Five in Spanish and English. Journal of personality and social psychology, 75(3), s.729.
  • Bian, Q., & Forsythe, S. (2012), Purchase Intention for Luxury Brands: A Cross Cultural Comparison. Journal of Business Research, 65(10), s.1443-1451.
  • Bowden, J. L. H. (2009), The Process of Customer Engagement: A Conceptual Framework. Journal of marketing theory and practice, 17(1), s.63-74.
  • Brexendorf, T. O., Mühlmeier, S., Tomczak, T., & Eisend, M. (2010), The Impact of Sales Encounters on Brand Loyalty. Journal of Business Research, 63(11), s.1148-1155.
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), s.105-114.
  • Bruwer, J., & Buller, C. (2013), Product Involvement, Brand Loyalty, and Country-of-Origin Brand Preferences of Japanese Wine Consumers. Journal of wine research, 24(1), s.38-58.
  • Burnkrant, R. E., & Sawyer, A. G. (1983), Effects of Involvement and Message Content on Information Processing Intensity. Information processing research in advertising, 12(2), s.46-64.
  • Byun, G. I., Kim, J., & Kim, G. J. (2013). A study on the influence of price discount policy in brand coffee shops on perceived value, brand attitude, and repurchase intention. Culinary science and hospitality research, 19(3), s.274-290.
  • Cabiddu, F., De Carlo, M., & Piccoli, G. (2014), Social Media Affordances: Enabling Customer Engagement. Annals of Tourism Research, 48, s.175-192.
  • Celsi, R. L., & Olson, J. C. (1988), The Role of Involvement in Attention and Comprehension Processes. Journal of consumer research, 15(2), s.210-224.
  • Chatterjee, S. (2020). Drivers of helpfulness of online hotel reviews: A sentiment and emotion mining approach. International Journal of Hospitality Management, 85, 102356.
  • Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009), The Impact of Brand Awareness on Consumer Purchase Intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), s.135–144.
  • Cho, Y. S., Rha, H. S., & Burt, S. (2015), The Impact of Customer Awareness of Manufacturer Name Disclosure on Retail Brand Attitudes and Loyalty in Korea. Journal of Retailing and Consumer Services, 22, s.128-137.
  • Chaudhuri, A., & Holbrook, M. B. (2001), The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of marketing, 65(2), s.81-93.
  • Chen, Y., Fay, S., & Wang, Q. (2011), The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of interactive marketing, 25(2), s.85-94.
  • Christodoulides, G. (2009), Branding in The Post-internet Era. Marketing theory, 9(1), s.141-144.
  • Chung, H., & Zhao, X. (2003), Humour Effect on Memory and Attitude: Moderating Role of Product Involvement. International Journal of Advertising, 22(1), s.117-144.
  • Compeau, L. D., Grewal, D., & Monroe, K. B. (1998), Role of Prior Affect and Sensory Cues on Consumers’ Affective and Cognitive Responses and Overall Perceptions of Quality. Journal of Business Research, 42(3), s.295-308.
  • Coulter, R. A., Price, L. L., & Feick, L. (2003), Rethinking The Origins of Involvement and Brand Commitment: Insights From Postsocialist Central Europe. Journal of consumer research, 30(2), s.151-169.
  • Deighton, J., & Kornfeld, L. (2009), Interactivity's Unanticipated Consequences for Marketers and Marketing. Journal of Interactive marketing, 23(1), s.4-10.
  • Dick, A. S., & Basu, K. (1994), Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the academy of marketing science, 22(2), s.99-113.
  • Foa, E. B., & Foa, U. G. (1980), Resource Theory. In Social exchange. Springer, Boston, MA. (s.77-94).
  • Fournier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of consumer research, 24(4), s.343-373.
  • Fraj, E., & Martinez, E. (2006), Influence of Personality on Ecological Consumer Behaviour. Journal of Consumer Behaviour: An International Research Review, 5(3), s.167-181.
  • Gountas, J., & Gountas, S. (2007), Personality Orientations, Emotional States, Customer Satisfaction, and Intention to Repurchase. Journal of business research, 60(1), s.72-75.
  • Grace, D., & O'cass, A. (2005), Examining The Effects of Service Brand Communications on Brand Evaluation. Journal of product & brand management, 14(2), s.106–116.
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  • John, O. P., & Srivastava, S. (1999), The Big Five Trait Taxonomy: History, Measurement, and Theoretical Perspectives. Handbook of personality: Theory and research, 2(1999), s.102-138.
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  • Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012), Increasing Customer Equity of Luxury Fashion Brands Through Nurturing Consumer Attitude. Journal of Business Research, 65(10), s.1495-1499. Komarraju, M., Karau, S. J., Schmeck, R. R., & Avdic, A. (2011), The Big Five Personality Traits, Learning Styles, and Academic Achievement. Personality and individual differences, 51(4), s.472-477.
  • Köklü, N., Büyüköztürk, Ş., ve Coklu, Ö. (2006), Sosyal Bilimler İçin İstatistik. Pegem A Yayınları, Ankara.
  • Krishen, A. S., Trembath, L., & Muthaly, S. (2015), From Liking to Loyalty: The Impact of Network Affinity in The Social Media Digital Space. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 46(2), s.30-42.
  • Krugman, H. E. (1965), The Impact of Television Advertising: Learning Without Involvement. Public opinion quarterly, 29(3), s.349-356.
  • Laaksonen, P. (1994), Consumer Involvement: Concepts and Research. Routledge.
  • Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International journal of information management, 33(1), s.76-82.
  • Leong, S. M. (1993), Consumer Decision Making for Common, Repeat‐Purchase Products: A Dual Replication. Journal of Consumer Psychology, 2(2), s.193-208.
  • Leung, X. Y., & Bai, B. (2013), How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention. Journal of Travel & Tourism Marketing, 30(1-2), s.58-77.
  • Liu, L., Liu, R., Lee, M., & Chen, J. (2019). When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities. Internet Research. 29(4), s.704-724.
  • Luo, N., Zhang, M., & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China. Computers in Human Behavior, 48, s.492-499.
  • Maheswaran, D., & Meyers-Levy, J. (1990), The Influence of Message Framing and Issue Involvement. Journal of Marketing research, 27(3), s.361-367.
  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986), The Role of Attitude Toward The Ad As a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of marketing research, 23(2), s.130-143.
  • McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003), Loyalty: The Influences of Satisfaction and Brand Community Integration. Journal of marketing Theory and Practice, 11(4), s.1-11.
  • McCrae, R. R., & Costa, P. T. (1987), Validation of The Five-Factor Model of Personality Across- Instruments and Observers. Journal of personality and social psychology, 52(1), s.81-90.
  • Mittal, B. (1995), A Comparative Analysis of Four Scales of Consumer Involvement. Psychology & marketing, 12(7), s.663-682.
  • Myers, S. D., Sen, S., & Alexandrov, A. (2010), The Moderating Effect of Personality Traits on Attitudes Toward Advertisements: A Contingency Framework. Management & Marketing, 5(3), s.3-20.
  • Najmi, M., Atefi, Y., & Mirbagheri, S. (2012), Attitude Toward Brand: An Integrative Look at Mediators and Moderators. Academy of Marketing Studies Journal, 16(1), s.111-133.
  • Oliver, R. L. (1999), Whence Consumer Loyalty?. Journal of marketing, 63(special issue), s.33-44.
  • Olver, J. M., & Mooradian, T. A. (2003), Personality Traits and Personal Values: A Conceptual and Empirical Integration. Personality and individual differences, 35(1), s.109-125.
  • Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), s.1-17.
  • Petty, R. E., & Cacioppo, J. T. (1986), The Elaboration Likelihood Model of Persuasion. In Communication and Persuasion (s.1-24). Springer, New York, NY.
  • Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of consumer research, 10(2), s.135-146.
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  • Quester, P. G., & Smart, J. (1998), The Influence of Consumption Situation and Product Involvement Over Consumers’ Use of Product Attribute. Journal of consumer marketing, 15(3), s.220-238.
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  • Richins, M. L., & Bloch, P. H. (1986), After The New Wears Off: The Temporal Context of Product Involvement. Journal of Consumer research, 13(2), s.280-285.
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  • Tha’er, A. M., & Bohari, A. M. (2016), A Conceptual Model of Electronic Word of Mouth Communication Through Social Network Sites: The Moderating Effect of Personality Traits. International Review of Management and Marketing, 6(7S), s.265-269.
  • Thomson, M., MacInnis, D. J., & Whan Park, C. (2005), The Ties That Bind: Measuring The Strength of Consumers’ Emotional Attachments to Brands. Journal of consumer psychology, 15(1), s.77-91.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010), Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of service research, 13(3), s.253-266.
  • Wang, T., & Lee, F. Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035.
  • Warrington, P., & Shim, S. (2000), An Empirical Investigation of The Relationship Between Product Involvement and Brand Commitment. Psychology & Marketing, 17(9), s.761-782.
  • Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., ... & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of service Management. 24(3), s.223-244.
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Toplam 95 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Parisa Alizadehfanaeloo 0000-0001-9972-6079

Yayımlanma Tarihi 30 Kasım 2022
Gönderilme Tarihi 2 Ağustos 2022
Yayımlandığı Sayı Yıl 2022

Kaynak Göster

APA Alizadehfanaeloo, P. (2022). Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği). Abant Sosyal Bilimler Dergisi, 22(3), 1262-1281. https://doi.org/10.11616/asbi.1153393
AMA Alizadehfanaeloo P. Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği). ASBİ. Kasım 2022;22(3):1262-1281. doi:10.11616/asbi.1153393
Chicago Alizadehfanaeloo, Parisa. “Marka İlgileniminin, Tutumun Ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği)”. Abant Sosyal Bilimler Dergisi 22, sy. 3 (Kasım 2022): 1262-81. https://doi.org/10.11616/asbi.1153393.
EndNote Alizadehfanaeloo P (01 Kasım 2022) Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği). Abant Sosyal Bilimler Dergisi 22 3 1262–1281.
IEEE P. Alizadehfanaeloo, “Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği)”, ASBİ, c. 22, sy. 3, ss. 1262–1281, 2022, doi: 10.11616/asbi.1153393.
ISNAD Alizadehfanaeloo, Parisa. “Marka İlgileniminin, Tutumun Ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği)”. Abant Sosyal Bilimler Dergisi 22/3 (Kasım 2022), 1262-1281. https://doi.org/10.11616/asbi.1153393.
JAMA Alizadehfanaeloo P. Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği). ASBİ. 2022;22:1262–1281.
MLA Alizadehfanaeloo, Parisa. “Marka İlgileniminin, Tutumun Ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği)”. Abant Sosyal Bilimler Dergisi, c. 22, sy. 3, 2022, ss. 1262-81, doi:10.11616/asbi.1153393.
Vancouver Alizadehfanaeloo P. Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği). ASBİ. 2022;22(3):1262-81.