HİZMET SAĞLAYICININ ÇEKİCİLİĞİNİN ALGILANAN RİSK, GÜVEN VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: CİNSİYET VE MESLEK FARKLILIKLARI

Öz

Bu çalışmanın amacı, fiziksel çekicilik, mesleki risk düzeyi (yüksek risk: doktor; düşük risk: seramik sanatçısı) ve cinsiyete göre hizmet sağlayıcılara yönelik müşteri güvenini, algılanan riski ve satın alma niyetini etkileyen faktörleri karşılaştırmalı olarak incelemektir. Yöntem: Senaryo temelli kesitsel bir tasarım kullanılmış olup, 2 (Cinsiyet: Kadın/Erkek) × 2 (Meslek: Doktor/Seramik Sanatçısı) × 2 (Çekicilik Düzeyi: Çekici/Daha Az Çekici) faktöriyel bir yapı benimsenmiştir. Toplam 480 katılımcı çalışmaya dahil edilmiş ve bunlar sekiz deney senaryosuna rastgele atanarak her bir senaryoda n = 60 katılımcı olacak şekilde gruplara yerleştirilmiştir. Senaryolar ön testlerle doğrulanmıştır ve çekicilik düzeylerini temsil eden görseller ile akademik nitelikleri vurgulayan özgeçmişler içermektedir. Sonuçlar, fiziksel çekiciliğin etkisinin hizmet sağlayıcının cinsiyetine ve algılanan mesleki riskine göre farklılık gösterdiğini ortaya koymaktadır. Fiziksel çekicilik, hizmet değerlendirmelerinde bağlama bağlı bir değişken olarak işlev görmektedir. Yüksek riskli mesleklerde çekiciliğin etkisi azalırken, uzmanlık ve güvenilirlik göstergeleri önem kazanmaktadır. Çalışma, pazarlama uzmanlarının iletişim stratejileri tasarlarken ve hizmet sağlayıcıları konumlandırırken cinsiyeti ve algılanan riski dikkate almaları gerektiğini göstermektedir.

Anahtar Kelimeler

• Fiziksel çekicilik
• Algılanan risk
• Satın alma niyeti
• Güven
• Cinsiyet

THE EFFECTS OF SERVICE PROVIDER ATTRACTIVENESS ON PERCEIVED RISK, TRUST AND PURCHASE INTENTION: GENDER AND OCCUPATIONAL DIFFERENCES

Öz

The aim of this study is to comparatively examine the factors influencing customer trust, perceived risk, and purchase intention toward service providers based on physical attractiveness, occupational risk level (high risk: doctor; low risk: ceramic artist), and gender. Methodology: A scenario-based cross-sectional design with a 2 (Gender: Female/Male) × 2 (Occupation: Doctor/Ceramic Artist) × 2 (Attractiveness Level: Attractive/Less Attractive) factorial structure was employed. The total sample consisted of 480 participants (N = 480), with n = 60 participants randomly assigned to each of the eight experimental scenarios. Results indicate that the effect of physical attractiveness differs depending on the service provider’s gender and perceived occupational risk. Physical attractiveness functions as a context-dependent variable in service evaluations. In high-risk occupations, the influence of attractiveness diminishes, while professional competence and credibility emerge as primary determinants of consumer behavior. These findings suggest that marketing professionals should consider gender and perceived risk when designing communication strategies and positioning service provider.

Anahtar Kelimeler

• Physical Attractiveness
• Perceived Risk
• Purchase Intention
• Trust
• Gender

Kaynakça

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