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

Fatih Şahin , Cevat Söylemez

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.

Anahtar Kelimeler

Tüketici Yenilikçiliği, Dijital Medya Platformu, Netflix, Algılanan Marka Değeri, Marka Tutumu

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

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.

Anahtar Kelimeler

Customer Innovativeness, Digital Media Platforms, Netflix, Customer Perceived Brand Value, Customer Perceived Brand Value, Brand Atttitude

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