Websiteleri Firmalara Ne Kazandırabilir? Websitesi Kalitesi, Tüketici-Odaklı Marka Değeri ve Satınalma Eğilimi Arasındaki İlişki

Yıl 2016, Cilt: 16 Sayı: 1, 159 - 173, 25.04.2016

Doç. Dr. Elif Karaosmanoğlu , Dr. Ramazan Nacar , Prof. Dr. Nimet Uray

Öz

İletişim kanalları, marka değerine katkı sağlayan önemli araçlardır. İçinde bulunduğumuz milenyumun önemli pazarlama iletişimi kanallarından olan websiteleri aracılığıyla, firmalar, tüketicilerle sürekli iletişimde olarak ürünlerin marka değerlerini sanal ortamda da arttırmaya çalışmaktadır. Bu noktadan yola çıkarak, çalışmada, websitesi kalitesinin tüketici-odaklı marka değerine etkisi ve tüketici odaklı marka değerinin de satınalma eğilimine etkisi incelenmiştir. Websitesi kalitesini belirleyen boyutlar olarak teknik yeterlilik, belirgin içerik, bilgi kalitesi, güvenlik, etkileşirlik ve cevap verirlik; tüketici-odaklı marka değeri boyutları olarak da marka bilinirliği, marka bağlılığı, algılanan kalite ve marka imajı çalışma kapsamına alınmıştır. Bu amaçla, çevrimiçi (online) anket yöntemiyle elde edilmiş 331 birimlik cevap setine dayandırılarak test edilen yapısal eşitlik modeli ile websitesi kalitesinin tüketici-odaklı marka değeri üzerinden satınalma eğilimine etkisi olduğu saptanmıştır. Websitesi kalitesi ve tüketici-odaklı marka değerinin, belirtilen boyutları içeren çok boyutlu kavramlar olduğu ikinci-seviye ölçüm modeli (second-order measurement model) testi ile doğrulanmıştır.

Anahtar Kelimeler

Websitesi Kalitesi,, Tüketici- Odaklı Marka Değeri,, Satınalma Eğilimi, Yapısal Eşitlik Modeli

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