The Effect of Validation on Purchase Intention Through Consumer Engagement in Online Brand Communities: The Moderated Mediation Role of Ideal-Self Congruence

Öz

The aim of this study is to investigate the indirect influences of validation on purchase intention through consumer engagement dimensions (cognitive-emotional-behavioural) within online brand communities and the moderation role of ideal self-congruence in these indirect effects. The data were obtained by face-to-face survey method from 520 online brand community members who shopped from Trendyol online shopping site by convenience sampling method. To test the hypotheses aligned with the study's purpose, regression analysis, mediating effect analysis, and conditional process analyses were utilized in that order. The results showed that validation has a statistically significant and positive effect on purchase intention through the dimensions of consumer engagement. Moreover it was found that validation affected purchase intention through affective emotional consumer engagement at a higher level than cognitive consumer engagement and behavioural consumer engagement mediator dimensions. Finally, it was determined that ideal self-congruence had a statistically significant and positive moderation effect on the indirect effect of validation on purchase intention through behavioural consumer engagement. Accordingly, as the level of perceived ideal self-congruence increases, the level of this indirect effect also increases. Conversely, it was determined that ideal self-congruence did not have a statistically significant moderating role in the indirect effects of cognitive and emotional consumer engagement on purchase intention. Nevertheless, as ideal self-congruence increased, the aforementioned indirect effects were found to decrease.

Anahtar Kelimeler

• Online Brand Communities
• Consumer Engagement
• Ideal Self Congruence
• Process Model 59.

ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ

Öz

Bu çalışmanın amacı çevrimiçi marka toplulukları bağlamında onaylanmanın tüketici katılımı boyutları (bilişsel-duygusal-davranışsal) aracılığıyla satın alma niyeti üzerindeki dolaylı etkilerinin ve bu dolaylı etkiler üzerinde ideal benlik uyumunun düzenleyici aracı rolünün incelenmesidir. Araştırma kapsamında veriler kolayda örnekleme yöntemiyle Trendyol çevrimiçi alışveriş sitesinden alışveriş yapan 520 çevrimiçi marka topluluğu üyesinden yüz yüze anket yöntemiyle elde edilmiştir. Araştırmanın amacı doğrultusunda geliştirilen hipotezlerin test edilmesinde sırasıyla regresyon analizi, aracı etki analizi ve koşullu süreç analizleri kullanılmıştır. Araştırmanının sonuçlarına göre onaylanmanın satın alma niyetini tüketici katılımı boyutları aracılığıyla pozitif yönde ve istatistiksel olarak anlamlı bir şekilde etkilediği belirlenmiştir. Bunun yanında onaylanmanın satın alma niyetini duygusal tüketici katılımı aracılığıyla bilişsel tüketici katılımı ve davranışsal tüketici katılımı aracı boyutlarına göre daha yüksek düzeyde etkilediği tespit edilmiştir. Son olarak onaylanmanın davranışsal tüketici katılımı aracılığıyla satın alma niyeti üzerindeki dolaylı etkisinde ideal benlik uyumunun istatistiksel olarak anlamlı ve pozitif yönlü düzenleyici etkisinin olduğu belirlenmiştir. Bu doğrultuda algılanan ideal benlik uyumu düzeyi artıkça bu dolaylı etki düzeyinin de arttığı tespit edilmiştir. Öte yandan ideal benlik uyumunun bilişsel tüketici katılımı ve duygusal tüketici katılımı aracılığıyla satın alma niyeti üzerindeki dolaylı etkilerinde ideal benlik uyumunun istatistiksel olarak anlamlı bir düzenleyici rolünün olmadığı belirlenmiştir. Buna rağmen ideal benlik uyumu arttıkça söz konusu dolaylı etkilerin azaldığı tespit edilmiştir.

Anahtar Kelimeler

• Çevrimiçi Marka Toplulukları
• Tüketici Katılımı
• İdeal Benlik Uyumu
• Process Model 59.

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