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Güdülenmiş Tüketici Yenilikçiliğinin Dijital Medya Platformlarının Algılanan Tüketici Temelli Marka Değeri Ve Marka Tutumu Üzerine Etkisi: Covıd-19 Döneminde Netflıx Üzerine Bir İnceleme

Yıl 2021, Sayı: 58, 301 - 332, 30.04.2021
https://doi.org/10.18070/erciyesiibd.854211

Öz

Dünya genelinde özellikle Covid-19 pandemisiyle birlikte dijital medyanın ve dijital
platformların kullanımı çok hızlı bir şekilde artış göstermiştir. Bu platformların kullanıcısı olarak
tüketicilerin beklentileri ve kendilerine sunulacak içeriğin yenilikçi olması platformların tercih
edilebilirliklerini artırmaktadır. Bu dijital platformlardan en çok kullanıcıya sahip platformlardan biri
Netflix’dir. Dolayısıyla Netflix kullanıcılarının yenilikçi davranışlarının incelenmesi ve bu platformu
satın alma davranışı üzerindeki etkisinin araştırılması önemlidir. Bu çerçevede ele alınan araştırmanın
amacı, güdülenmiş tüketici yenilikçiliğinin bu dijital platformun algılanan tüketici temelli marka
değeri ve platforma yönelik tutum üzerindeki etkisini incelemektir. Ayrıca algılanan tüketici temelli
marka değeri ve tutumun bu platformu satın alma niyeti üzerindeki etkisi de araştırılmıştır. Bu
kapsamda araştırmanın örneklemini Netflix kullanan tüketiciler oluşmaktadır. Veri toplama tekniği
olarak yapılandırılmış anketle 320 birimden çevrimiçi olarak veriler elde edilmiştir. Araştırmaya
katılan dijital platform kullanıcılarına kolayda örnekleme yöntemiyle ulaşılmıştır. Elde edilen
verilerin analizinde ve hipotezlerin test edilmesinde yapısal eşitlik modeli kullanılmıştır. Analizler
sonucunda, güdülenmiş tüketici yenilikçiliğinin sosyal güdülenmiş ve hedonik güdülenmiş
boyutlarının hem algılanan tüketici temelli marka değeri hem de dijital platforma yönelik tutumu
etkilediği belirlenmiştir. Fonksiyonel güdülenmiş ve bilişsel güdülenmiş yenilikçilik boyutlarının ise
bu değişkenler üzerinde istatistiksel olarak anlamlı etkisinin olmadığı belirlenmiştir. Tüketicilerin
kullandığı dijital platforma ilişkin algıladıkları değer ve tutumlarının ise dijital platform satın alma
niyetini etkilediği sonucuna ulaşılmıştır.

Kaynakça

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  • Alden, D. L., Kelley, J. B., Riefler, P., Lee, J. A., ve Soutar, G. N. (2013). The effect of global company animosity on global brand attitudes in emerging and developed markets: Does perceived value matter? Journal of International Marketing, 21(2), 17-38.
  • Alden, D. L., Steenkamp, J.-B. E., ve Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2005). Sosyal bilimlerde araştirma yöntemleri SPSS uygulamali (4 ed.): Sakarya Kitabevi.
  • Arnould, E. J. (1989). Toward a broadened theory of preference formation and the diffusion of innovations: Cases from Zinder province, Niger Republic. Journal of Consumer Research, 16(2), 239-267.
  • Babin, B. J., Darden, W. R., ve Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping Value. Journal of Consumer Research, 20(4), 644-656.
  • Baumgartner, H., ve Steenkamp, J.-B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.
  • Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
  • Brown, S. A., ve Venkatesh, V. (2005). Model of adoption of technology in households: A baseline model test and extension incorporating household life cycle. MIS Quarterly, 399-426.
  • Burmann, C., Jost-Benz, M., Ve Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390-397.
  • Castellion, G., ve Markham, S. K. (2013). Perspective: New product failure rates: influence of a rgumentum ad p opulum and self‐interest. Journal of Product Innovation Management, 30(5), 976-979.
  • Cho, E., Fiore, A. M., ve Russell, D. W. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: Testing its role in an extended brand equity model. Psychology & Marketing, 32(1), 28-48.
  • Cho, E., Fiore, A. M., ve Yu, U.-J. (2018). Impact of fashion innovativeness on consumer-based brand equity. Journal of Consumer Marketing, 35(3), 340-350.
  • Choi, J. ve Kim, S. (2016). Is the smartwatch an it product or a fashion product? a study on factors affecting the intention to use smartwatches. Computers in Human Behavior, 63, 777-786.
  • Coe, N. M., ve Wrigley, N. (2007). Host economy impacts of transnational retail: the research agenda. Journal of Economic Geography, 7(4), 341-371.
  • Cunningham, S., ve Scarlata, A. (2020). New forms of internationalisation? the impact of Netflix in Australia. Media International Australia, 177(1), 149-164.
  • Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2016). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamalari (Baskı Ed.). Ankara: Pegem Akademi Yayınları.
  • Danneels, E., ve Kleinschmidtb, E. J. (2001). Product innovativeness from the firm's perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management: An International Publication of the Product Development & Management Association, 18(6), 357-373.
  • Davcik, N., Da Silva, R. V., ve Hair, J. F. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3-17.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
  • Devaraj, S., Fan, M., ve Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: Validating E-commerce metrics. Information systems research, 13(3), 316-333.
  • Diederen, P., Van Meijl, H., Wolters, A., ve Bijak, K. (2003). Innovation adoption in agriculture: Innovators, early adopters and laggards.
  • Fishbein, M. (1979). A theory of reasoned action: some applications and implications. Nebraska Symposium on Motivation, 27, 65–116.
  • Fisher, R. J., ve Price, L. L. (1992). An investigation into the social context of early adoption behavior. Journal of Consumer Research, 19(3), 477-486.
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  • Gatignon, H., ve Robertson, T. S. (1985). A propositional inventory for new diffusion research. Journal of Consumer Research, 11(4), 849-867.
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The Effect of Motivated Consumer İnnovativeness on Customer Perceived Brand Value and Brand Attitude of Digital Media Platforms: An Examination of Netflix İn Times of Covid-19

Yıl 2021, Sayı: 58, 301 - 332, 30.04.2021
https://doi.org/10.18070/erciyesiibd.854211

Öz

In times of the Covid-19 pandemic, the usage of digital media platforms increased swiftly
worldwide. The consumers as the digital media platform users, their expectations and perception of
the level of content innovativeness offered by digital media platforms would increase the consumers'
preference towards these platforms. Netflix is one of the digital media platforms which has more
users than other competitors in the industry. Thus, this study assumed that investigating consumer
innovativeness behavior's effect on consumer purchase behavior towards digital media platforms in
the Netflix context is necessary. In this context, this research aims that examine the consumer
innovativeness effect on digital media platforms' perceived brand value and brand attitude. The
effects of the consumers' brand value perception and attitudes on the intention towards to purchase
this platform further investigated. Hence, the research sample consists of the consumers that use
Netflix. The structured survey was employed as the data collection technique and 320 units of data
were obtained from respondents who practiced the online survey. The digital media platform users
who respond research questionnaire are reached by the simple random sampling method. The
structural equation modeling technique was employed for obtained data analysis and to test research
assumptions. The research analysis results show that socially and hedonically motivated consumer
innovativeness has an effect on perceived brand value and attitude towards digital media platform
brand. The findings also show that functionally motivated consumer innovativeness and cognitively
motivated consumer innovativeness have no statistically significant effect on these variables. It
concludes that the perceived values and attitudes of the consumers regarding the digital platform they
use affect the digital platform purchase intention.

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Avenue of the Americas, New York, N .Y.: The Free Press A Division of Simon & Schuster Inc. .
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Alden, D. L., Kelley, J. B., Riefler, P., Lee, J. A., ve Soutar, G. N. (2013). The effect of global company animosity on global brand attitudes in emerging and developed markets: Does perceived value matter? Journal of International Marketing, 21(2), 17-38.
  • Alden, D. L., Steenkamp, J.-B. E., ve Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2005). Sosyal bilimlerde araştirma yöntemleri SPSS uygulamali (4 ed.): Sakarya Kitabevi.
  • Arnould, E. J. (1989). Toward a broadened theory of preference formation and the diffusion of innovations: Cases from Zinder province, Niger Republic. Journal of Consumer Research, 16(2), 239-267.
  • Babin, B. J., Darden, W. R., ve Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping Value. Journal of Consumer Research, 20(4), 644-656.
  • Baumgartner, H., ve Steenkamp, J.-B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.
  • Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
  • Brown, S. A., ve Venkatesh, V. (2005). Model of adoption of technology in households: A baseline model test and extension incorporating household life cycle. MIS Quarterly, 399-426.
  • Burmann, C., Jost-Benz, M., Ve Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390-397.
  • Castellion, G., ve Markham, S. K. (2013). Perspective: New product failure rates: influence of a rgumentum ad p opulum and self‐interest. Journal of Product Innovation Management, 30(5), 976-979.
  • Cho, E., Fiore, A. M., ve Russell, D. W. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: Testing its role in an extended brand equity model. Psychology & Marketing, 32(1), 28-48.
  • Cho, E., Fiore, A. M., ve Yu, U.-J. (2018). Impact of fashion innovativeness on consumer-based brand equity. Journal of Consumer Marketing, 35(3), 340-350.
  • Choi, J. ve Kim, S. (2016). Is the smartwatch an it product or a fashion product? a study on factors affecting the intention to use smartwatches. Computers in Human Behavior, 63, 777-786.
  • Coe, N. M., ve Wrigley, N. (2007). Host economy impacts of transnational retail: the research agenda. Journal of Economic Geography, 7(4), 341-371.
  • Cunningham, S., ve Scarlata, A. (2020). New forms of internationalisation? the impact of Netflix in Australia. Media International Australia, 177(1), 149-164.
  • Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2016). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamalari (Baskı Ed.). Ankara: Pegem Akademi Yayınları.
  • Danneels, E., ve Kleinschmidtb, E. J. (2001). Product innovativeness from the firm's perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management: An International Publication of the Product Development & Management Association, 18(6), 357-373.
  • Davcik, N., Da Silva, R. V., ve Hair, J. F. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3-17.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
  • Devaraj, S., Fan, M., ve Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: Validating E-commerce metrics. Information systems research, 13(3), 316-333.
  • Diederen, P., Van Meijl, H., Wolters, A., ve Bijak, K. (2003). Innovation adoption in agriculture: Innovators, early adopters and laggards.
  • Fishbein, M. (1979). A theory of reasoned action: some applications and implications. Nebraska Symposium on Motivation, 27, 65–116.
  • Fisher, R. J., ve Price, L. L. (1992). An investigation into the social context of early adoption behavior. Journal of Consumer Research, 19(3), 477-486.
  • Ford, M. E., ve Nichols, C. (1987). A taxonomy of human goals and some possible applications. In M. E. Ford & D. H. Ford (Eds.), Humans as Self-Constructing Living Systems: Putting the Framework to Work (pp. 289-311). New York: NY: Lawrence Erlbaum.
  • Foxal, G. R., ve Goldsmith, R. E. (1994). Consumer psychology for marketing. New York:NY: Routledge.
  • Gatignon, H., ve Robertson, T. S. (1985). A propositional inventory for new diffusion research. Journal of Consumer Research, 11(4), 849-867.
  • Goldsmith, R. E., d’Hauteville, F., ve Flynn, L. R. (1998). Theory and measurement of consumer innovativeness. European Journal of Marketing, 32(3/4), 340-353.
  • Goldsmith, R. E., ve Flynn, L. R. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42-55.
  • Goldsmith, R. E., ve Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221.
  • Hair, J. F., Black, W. C., Babin, B. J., ve Anderson, R. E. (2010). Multivariate data analysis (Seventh Edition ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hasting, R. (2019). Netflix Ceo Reed Hastings Talks Streaming Wars, Apple Tv+, Disney + and More. Retrieved from https://youtu.be/7V6FFeZdFz4
  • Hirschman, E. C. (1984). Experience seeking: A subjectivist perspective of consumption. Journal of Business Research, 12(1), 115-136.
  • Hoeffler, S., ve Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-445.
  • Hong, J-O., Lin, P-H. ve Hsieh, P-C. (2017). The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch. Computers in Human Behavior, 67, 264-272.
  • Huh, Y. E. ve Kim, S.-H. (2008). Do early adopters upgrade early? Role of Post-adoption behavior in the purchase of next-generation products. Journal of Business Research, 61(1), 40-46.
  • Hurley, R. F. ve Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42-54.
  • Hwang, J., Kim, H. ve Kim, W. (2019). Investigating motivated consumer innovativeness in the context of drone food delivery services. Journal of Hospitality and Tourism Management, 38, 102-110.
  • Hwang, J., Park, S., ve Kim, I. (2020). Understanding motivated consumer innovativeness in the context of a robotic restaurant: The moderating role of product knowledge. Journal of Hospitality and Tourism Management, 44, 272-282.
  • Jung, H. S., Kim, K. H., ve Lee, C. H. (2014). Influences of Perceived product innovation upon usage behavior for mmorpg: product capability, technology capability, and user centered design. Journal of Business Research, 67(10), 2171-2178.
  • Kalaycı, Ş. (2010). SPSS uygulamali çok değişkenli istatistik teknikleri. Ankara: Asil Yayın.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Kim, H.-S., ve Hong, H. (2011). Fashion leadership and hedonic shopping motivations of female consumers. Clothing and Textiles Research Journal, 29(4), 314-330.
  • Kim, M., Kim, S., ve Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the korean market. Journal of Retailing and Consumer Services, 17(4), 286-293.
  • Kirton, M. J. (1989). Adaptors and innovators: Styles of creativity and problem-solving. New York: NY: Routledge.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling (T. Edition Ed.). London: Guilford Publications.
  • Kshetri, N. (2020). Covid-19 meets big tech. Computer, 53(8), 10-13.
  • Lassar, W., Mittal, B., ve Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
  • Mahajan, V., Muller, E., ve Srivastava, R. K. (1990). Determination of adopter categories by using innovation diffusion models. Journal of Marketing Research, 27(1), 37-50.
  • Midgley, D. F. (1977). Innovation and new product marketing. New York: NY: Halsted Press, John Wiley & Sons, Inc.
  • Midgley, D. F., ve Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229-242.
  • Nakip, M. (2006). Pazarlama ARAŞTIRMALARI TEKNIKLER VE (SPSS destekli) uygulamalar. Ankara: Seçkin Yayınevi.
  • Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33-44.
  • Özoğlu, B., ve Bülbül, H. (2013). Güdülenmiş tüketici yenilikçiliği ve algilanan risk ölçeklerinin geçerlilik ve güvenilirlik çalişması. Journal of Alanya Faculty of Business/Alanya Isletme Fakültesi Dergisi, 5(3), 131-139.
  • Öztürk, F. (2019). Netflix: Rtük'ün internet yönetmeliği ne getiriyor, kurul üyeleri ne diyor? Retrieved from https://www.bbc.com/turkce/haberler-turkiye-49193378
  • Park, J., Ko, E., ve Kim, S. (2010). Consumer behavior in green marketing for luxury brand: A cross-cultural study of us, Japan and Korea. Journal of Global Academy of Marketing, 20(4), 319-333.
  • Punyatoya, P. (2015). Effect of perceived brand environment-friendliness on indian consumer attitude and purchase intention. Marketing Intelligence & Planning, 33(3), 258-275.
  • Reinhardt, R., ve Gurtner, S. (2015). Differences between early adopters of disruptive and sustaining innovations. Journal of Business Research, 68(1), 137-145.
  • Reuters. (2019). Netflix applies for license under new turkish broadcasting rules. Retrieved from https://www.reuters.com/article/us-netflix-turkey-idUSKCN1VO14R
  • Roehrich, G. (2004). Consumer innovativeness: concepts and measurements. Journal of Business Research, 57(6), 671-677.
  • Rogers, E. M. (1983). Diffusion of innovation (3rd Edition ed.). New York: NY: The Free Press.
  • Rogers, E. M., ve Shoemaker, F. F. (1971). Communication of innovations: A cross-cultural approach. New York: The Free Press.
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  • Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A Consumer catch-22 carousel? Basic and Applied Social Psychology, 13(1), 9-24.
  • Song, J. (2014). Understanding the adoption of mobile innovation in China. Computers in Human Behavior, 38, 339-348.
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  • Steenkamp, J.-B. E., Ter Hofstede, F., ve Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55-69.
  • Tellis, G. J., Yin, E., ve Bell, S. (2009). Global consumer innovativeness: cross-country differences and demographic commonalities. Journal of International Marketing, 17(2), 1-22.
  • Tian, K. T., Bearden, W. O., ve Hunter, G. L. (2001). Consumers' need for uniqueness: scale development and validation. Journal of Consumer Research, 28(1), 50-66.
  • TürkiyeRaporu. (2019). Dijital medya platformlarinin yükselişi. https://www.turkiyeraporu.com/dijitalmedya (Erişim Tarihi: 12.10.2020)
  • Vandecasteele, B., ve Geuens, M. (2010). Motivated consumer innovativeness: concept, measurement, and validation. International Journal of Research in Marketing, 27(4), 308-318.
  • Venkatesh, V., ve Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186-204.
  • Venkatesh, V., Morris, M. G., Davis, G. B., ve Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  • Venkatraman, M. P. (1991). The impact of innovativeness and innovation type on adoption. Journal of Retailing, 67(1), 51.
  • Venkatraman, M. P., ve Price, L. L. (1990). Differentiating between cognitive and sensory innovativeness: concepts, measurement, and implications. Journal of Business Research, 20(4), 293-315.
  • Vigneron, F., ve Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15.
  • Voss, K. E., Spangenberg, E. R., ve Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
  • Wang, B., Gao, Y., Su, Z., ve Li, J. (2017). The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis. Cluster Computing, 22(4), 10207-10217.
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  • Wiedmann, K.-P., Hennigs, N., ve Siebels, A. (2007). Measuring consumers' luxury value perception: a cross-cultural framework. Academy of Marketing Science Review, 7, 1-21.
  • Yasin, N. M., Noor, M. N., ve Mohamad, O. (2007). Does image of country‐of‐origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48.
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  • Zhang, B., ve Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68-79.
Toplam 86 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Fatih Şahin 0000-0002-4760-4413

Cevat Söylemez 0000-0002-5373-2913

Yayımlanma Tarihi 30 Nisan 2021
Kabul Tarihi 19 Mart 2021
Yayımlandığı Sayı Yıl 2021 Sayı: 58

Kaynak Göster

APA Şahin, F., & Söylemez, C. (2021). Güdülenmiş Tüketici Yenilikçiliğinin Dijital Medya Platformlarının Algılanan Tüketici Temelli Marka Değeri Ve Marka Tutumu Üzerine Etkisi: Covıd-19 Döneminde Netflıx Üzerine Bir İnceleme. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(58), 301-332. https://doi.org/10.18070/erciyesiibd.854211

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