Spor Takımı Evangelizminin Lisanslı Ürün Satın Alma Niyeti Üzerindeki Etkisinde Hedonik Alışveriş Değerinin Aracılık Rolü

Öz

Bu çalışmanın amacı, spor takımı evangelizminin lisanslı ürün satın alma niyeti üzerindeki etkisinde hedonik alışveriş değerinin aracılık rolünü ortaya koymaktır. Bu kapsamda Erzurum’da yaşayan, bekar ve otuz yaş altı taraftarlardan anket yoluyla veri toplanmış; kullanılan ölçeklerle taraftarların evangelizm düzeyleri, alışverişten elde ettikleri haz ve lisanslı ürün satın alma eğilimleri ölçülmüştür. Veriler standartlaştırılmış ve Hayes’in PROCESS makrosu kullanılarak basit aracılık modeli (Model 4) kapsamında bootstrap tekniğiyle analiz edilmiştir. Analizler, spor takımı evangelizminin hedonik alışveriş değerini artırdığını, hedonik alışveriş değerinin lisanslı ürün satın alma niyetini güçlendirdiğini ve evangelizmin satın alma niyeti üzerinde hem doğrudan hem de hedonik değer üzerinden dolaylı etkiye sahip olduğunu göstermiştir. Bulgular, taraftarların tüketim davranışlarının yalnızca bilişsel bağlılıkla değil, aynı zamanda alışverişin eğlence, heyecan ve duygusal tatmin boyutlarıyla da şekillendiğini ortaya koymaktadır. Sonuç olarak, kulüplerin lisanslı ürün stratejilerinde hedonik unsurları öne çıkararak taraftarların deneyimsel tatminlerini artırmaları önerilmekte; farklı taraftar gruplarında yapılacak boylamsal araştırmaların bu ilişkileri daha geniş bir bakış açısıyla değerlendirmesi gerektiği vurgulanmaktadır.

Anahtar Kelimeler

• Spor Takımı Evangelizmi
• Hedonik Alışveriş Değeri
• Lisanslı Ürün Satın Alma Niyeti

The Mediating Role of Hedonic Shopping Value Between Sports Team Evangelism and the Intention to Purchase Licensed Merchandise

Öz

The purpose of this study is to examine the mediating role of hedonic shopping value in the effect of sports team evangelism on the purchase intention of licensed products. In this context, data were collected through surveys from single supporters under the age of thirty living in Erzurum; scales were used to measure their levels of evangelism, the pleasure they derive from shopping, and their intentions to purchase licensed products. The data were standardized and analyzed using Hayes’ PROCESS macro within the framework of a simple mediation model (Model 4) with the bootstrap technique. The analyses revealed that sports team evangelism increases hedonic shopping value, that hedonic shopping value strengthens the intention to purchase licensed products, and that evangelism influences purchase intention both directly and indirectly through hedonic value. The findings show that supporters’ consumption behaviors are shaped not only by cognitive commitment but also by the dimensions of pleasure, excitement, and emotional satisfaction associated with shopping. As a result, it is suggested that clubs emphasize hedonic elements in their licensed product strategies to enhance supporters’ experiential satisfaction, and that future longitudinal studies with different supporter groups should evaluate these relationships from a broader perspective.

Anahtar Kelimeler

• Sports Team Evangelism
• Hedonic Shopping Value
• Purchase Intention of Licensed Products

Kaynakça

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