Yıl 2019, Cilt 17 , Sayı 4, Sayfalar 160 - 172 2019-12-27

Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü
Mediating Role of Trust on the Relationship between Perceived Corporate Social Responsibility and Purchase Intention

Merve Koçoğlu sazkaya [1] , Aslı KUŞÇU [2] , Burçak VATANSEVER DURMAZ [3]


İşletmeler kâr elde etme amacıyla kurulmuş olsalar da topluma karşı yerine getirmeleri gereken sorumlulukları vardır. Bir başka deyişle, toplum işletmelerden belli başlı sorumlulukları gerçekleştirmelerini beklemektedir. Bu bağlamda, işletmeler sosyal sorumluluk projeleri gerçekleştirerek müşterilerinin beklentilerini karşılama eğilimindedirler. Diğer taraftan, işletmeler yapmış oldukları sosyal sorumluluk projeleri çerçevesinde müşterilerin güvenini kazanarak satın alma davranışlarını etkilemeyi de amaçlamaktadırlar. Dolayısıyla, bu çalışmanın amacı müşterilerin sosyal sorumluluk algılarının satın alma niyeti üzerindeki etkisinde güvenin aracılık rolünü incelemektir. Bahsi geçen kavramlar arasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesinde yüksek lisans eğitimi alan 313 kişi üzerinde gerçekleştirilmiştir. Araştırmada Türkiye otomotiv pazarında bilinen lider bir firma üzerinden sorular sorulmuş olup araştırma sonuçları, algılanan sosyal sorumluluğun satın alma niyeti üzerindeki etkisinde güvenin tam aracı etkisi olduğunu göstermekte ve güvenin önemini vurgulamaktadır.

Although organizations are founded to gain profit, they also have responsibilities towards the society. In other words, individuals expect from the organizations to accomplish some major responsibilities towards the society.In this respect, organizations try to respond to that call by doing various social acts that will create beneficial outcomes for the overall society. On the hand, organizations also aim to shape consumers’ purchasing behavior by gaining trust through these activities. Therefore, this study investigates the mediating role of trust within the relationship between perceived social responsibility and purchase intention. With this aim, 313 graduate students of a private university were approached to collect data and to analyze the proposed relationships between the constructs. Data have been collected by mentioning a well-known market leader car manufacturer and results of the study indicate that trust fully mediates the relationship between perceived corporate social responsibility and purchase intention, thus emphasizing the importance of trust in company-consumer relationships.

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Birincil Dil tr
Konular Sosyal
Bölüm Makaleler
Yazarlar

Orcid: 0000-0002-4820-8092
Yazar: Merve Koçoğlu sazkaya (Sorumlu Yazar)
Kurum: MARMARA ÜNİVERSİTESİ
Ülke: Turkey


Orcid: 0000-0003-3856-8518
Yazar: Aslı KUŞÇU
Kurum: YEDİTEPE ÜNİVERSİTESİ

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

Tarihler

Yayımlanma Tarihi : 27 Aralık 2019

APA Koçoğlu sazkaya, M , KUŞÇU, A , VATANSEVER DURMAZ, B . (2019). Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi , 17 (4) , 160-172 . DOI: 10.18026/cbayarsos.525188