MARKA BAĞIMLILIĞININ SATIN ALMA NİYETİNE ETKİSİNDE REFERANS GRUBUNUN DÜZENLEYİCİ ROLÜ: GENÇ YETİŞKİNLER ÜZERİNE BİR ARAŞTIRMA

Yıl 2021, , 745 - 757, 01.04.2021

Şimal Çelikkol

https://doi.org/10.17755/esosder.824198

Cited By: 3

Öz

Araştırmanın amacı; müşterilerin satın alma niyetini etkileyen faktörleri tespit etmek, marka bağımlılığı ve satın alma niyeti arasındaki ilişkide, referans grupların düzenleyici rolünü ortaya koymaktır. Bu eksende, marka bağımlılığı ve referans grubunun, satın alma niyeti ile olan ilişkilerini içeren kavramsal bir model önerilmektedir. Araştırma; İstanbul/Kadıköy’de (n=569), kolayda örneklem metodu ile seçilen 20-30 yaş grubu genç yetişkinlere, yüz yüze anket uygulaması yapılarak gerçekleştirilmiştir. Elde edilen veriler SSPS programı yardımıyla analiz edilmiş, araştırma hipotezlerini test etmek için ise; Process macro kullanılmıştır. Analiz sonuçları, marka bağımlılığının müşterilerin satın alma niyeti üzerinde anlamlı ve pozitif bir etkisinin olduğunu göstermektedir. Ayrıca referans grubunun bu ilişkide düzenleyici rol üstlendiği tespit edilmiştir. Araştırma; satın alma niyetinin öncüllerini daha derinden anlamaya yardımcı olurken, cep telefonu markaları da müşterilerin satın alma niyetinin oluşmasında özellikle referans grupların etkinliğini görmeleri açısından farkındalık yaratacağı değerlendirilmektedir.

Anahtar Kelimeler

Satın Alma, Marka Bağlılığı, Referans Grup

Destekleyen Kurum

Destekleyen Kurum Yoktur.

THE MODERATING ROLE OF THE REFERENCE GROUP IN THE EFFECT OF BRAND ADDICTION ON PURCHASING INTENTION: A STUDY ON YOUNG ADULTS

Öz

The purpose of the research is to determine the factors that affect the purchasing intention of customers and to reveal the moderating role of reference groups in the relationship between brand addiction and purchase intention. On this axis, a conceptual model is proposed that includes the relationship between brand addiction and reference group with purchasing intention. A face-to-face questionnaire was applied on 569 young adults in the 20-30 age group selected by convenience sampling method in Kadiköy/ Istanbul. The data were analyzed with the SSPS program, and the process macro is used to test the research hypotheses. The results of the analysis show that brand addiction has a significant and positive effect on customers' purchase intention. Further, it has been determined that the reference group has a moderating role in this relationship. While the research helps to understand the antecedents of purchase intention more deeply, it is considered that it will create awareness for mobile phone manufacturers in terms of becoming aware of the effectiveness of the reference groups in the formation of the purchasing intention of the customers. 

Anahtar Kelimeler

Purchasing Intention, Brand Commitment, Reference Group

Kaynakça

• Ahmed, S., & Moosavi, Z. (2013). Factors influencing the cell phone brand loyalty of Swedish generation Y. Master Thesis in Marketing, The Mälardalen University, Sweden.
• Armağan, E., & Gider, A. (2017). Tüketici marka ilginliği ile tekrar satın alma niyeti arasındaki ilişki: Genç tüketicilerde cep telefonu örneği. Journal of Business Research Turk, 9(4), 692-712.
• Assael, H. (1998). Consumer Behavior and marketing action. Cincinnati: South-Western College Publishing.
• Ayas, N. (2012). Marka değeri algılamalarının tüketici satın alma davranışı üzerine etkisi. Girişimcilik ve Kalkınma Dergisi, 7(1), 163-183.
• Aytekin, A., Ayaz, A., & Tüminçin, F. (2019). Investigation of smart phone usage of students of university. International Social Research and Behavioral Sciences Symposium, 298-305.
• Azizağaoğlu, A., & Altunışık, R. (2011). Hazır giyim markalarının fonksiyonel ve sembolik özelliklerinin algılanan kalite ve marka bağlılığı üzerine etkileri. Tüketici ve Tüketim Araştırmaları Dergisi, 3(2), 41-54.
• Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
• Bourne, F. (1957). Group influence in marketing and public relations," in some applications of behavioral research. UNESCO.
• Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10, 33-58.
• Delgado-Ballester, E., & Munuera-Aleman, J. L. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management, 14(3), 187-196.
• Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(3), 99-113.
• Duffy, D. L. (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, 22(5), 284-286.
• Edvardsson, B., Johnson, M. D., Gustafsson, A., & Strandvik, T. (2000). The effects of satisfaction and loyalty on profits and growth: Products versus services. Total Quality Management, 11(7), 917-927.
• Fang, Y. H., Chiu, C. M., & Wang, E. T. (2011). Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479-503.
• Giddens, N. (2002). Brand loyalty, ag decision maker. Lowa State University Extensions, 5(54), 1-2.
• Goh, S. K., Jiang, N., & Tee, P. L. (2016). The impact of brand trust, self-image congruence and usage satisfaction toward smartphone repurchase intention. International Review of Management and Marketing, 6(3), 436-441.
• Hair, J., Hult, G. T. M., Ringle, C. & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). CA: Thousands Oaks, Sage.
• Hayes A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Press
• Hsiung, C. (2011). A study on the relations between the brand image and customer satisfaction in catering businesses. African Journal of Business Management, 5(18), 7732-7739.
• Hsu, C. H., Kang, S. K., & Lam, T. (2006). Reference group influences among Chinese travelers. Journal of Travel Research, 44(4), 474-484.
• Indayani, L. (2016). The influence of Reference group and brand awareness of buying ınterest smartphone in galery erafone giant suncity departmentstore sidoarjo. National Seminar on Business Economics.
• Karaca, Y. (2016). Referans grupları ile iletişimin satın alma kararları üzerine etkisi: Genç yetişkinlere yönelik bir araştırma. Ileti-s-im, 25.
• Lin, L. Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product and Brand Management, 19(1), 4-17.
• MacKenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. (2011). Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS quarterly, 35(2), 293-334.
• Mao, J. (2010). Customer brand loyalty. International Journal of Business and Management, 5(7), 213-217.
• Marangoz, M. (2006). Tüketicilerin marka fonksiyonu algılamaları ile satın alma sonrası davranışları arasındaki ilişki. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 21(2),107-128.
• Matzler, K., Bidmon, S., & Grabner-Krauter, S. (2008). Individual determinants of brand affect: The role of the personality traits of extraversion and openness to experience. Journal of Product & Brand Management, 15(7), 427-434.
• Morgan, R. M., & Hunt, S. D. (1994). The commintment trust theory of relatiosnhip marketing. Journal of Marketing, 58, 20-38.
• Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227-236.
• Noguti, V., & Russell, C. A. (2014). Normative influences on product placement effects: Alcohol brands in television series and the influence of presumed influence. Journal of Advertising, 43(1), 46-62.
• O’cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67-88.
• Park, C., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102-110.
• Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-34.
• Permatahati, D. I. (2013). Pengaruh gaya hidup, kelompok acuan, dan sikap terhadap pembelian produk makanan kemasan (Kasus: Ibu rumah tangga di wilayah perkotaan dan perdesaan Bogor).
• Pringle, H., & Gordon, W. (2001). Marka Kültürü ve markayı yaşatan bir şirket olabilmek. (Çev.) N. Olcaytu) İstanbul: Scala Yayıncılık.
• Puriwat, W., & Hoonsopon, D. (2016). The effect of reference groups on purchase intention: evidence in distinct types of shoppers and product involvement. Australasian Marketing Journal (AMJ), 24(2), 157-164.
• Raju, S., Unnava, H., & Montgomery, N. (2009). The effect of brand commitment on the evaluation of nonpreferred brands: A disconfirmation process. Journal of Consumer Research, 35, 851-863.
• Rehman, A., & Jamil, S. A. (2016). Influence of income and occupation on consumers' susceptibility to reference group demands on brand choice decisions. International Review of Management and Marketing, 6(2), 376-382.
• Rio, A. B., Vasquez, R., & Iglesias, V. (2001). The role of the brand name in obtaining differential advantages, Journal of Product & Brand Management, 10(7), 452-465.
• Runyan, R., & Droge, C. (2008). Small store research streams: What does it portend for the future? Journal of Retailing, 84(1), 77–94.
• Su, D., & Huang, X. (2010). Research on online shopping intention of undergraduate consumer in China--based on the theory of planned behavior. International Business Research, 4(1), 86.
• Susanto, A. B. (2016). The influence of cultural, social, personal, and psychological on consumer purchase decision-study on tonasa cement product in Manado City. Jurnal Berkala Ilmiah Efisiensi, 16(1), 198-206.
• Sürücü, L., & Maslakçı, A. (2020). Validity and reliability in quantitative research. Business & Management Studies: An International Journal, 8(3), 2694-2726.
• Sürücü, L., Yesilada, F., & Maslakcı, A. (2020). Purchasing intention: A research on mobile phone usage by young adults. The Journal of Asian Finance, Economics and Business (JAFEB), 7(8), 353-360.
• Tabish, M., Hussain, S. F., & Afshan, S. (2017). Factors that affect brand loyalty: A study of mobile phone industry of Pakistan. KASBIT Business Journal (KBJ), 10, 151-170.
• TUİK. (2020). Türkiye İstatistik Kurumu, http://www.tuik.gov.tr/PreTablo.do?alt_id=1028 (Erişim Tarihi, 8 Kasım 2020).
• Vlachos, P., Tsamakos, A., Vrechopoulos, A., & Avramidis, P. (2009). Corporate social responsibility: Attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
• Wang, C. Y., Wu, L. W., Lin, C. Y., & Chen, R. J. (2017). Purchase intention toward the extension and parent brand: The role of brand commitment. Journal of Economics and Management, 13(1), 83-103.
• Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475-488.
• Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology and Marketing, 17(9), 761-782.
• White, K., & Dahl, D. W. (2006). To be or not be? The influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology, 16(4), 404-414.
• Wood, L. M. (2004). Dimensions of brand purchasing behavior: Consumers in the 18- 24 age group. Journal of Consumer Behaviour, 4(1), 9-24.
• Yang, J., He, X., & Lee, H. (2007). Social reference group influence on mobile phone purchasing behaviour: A cross-nation comparative study. International Journal of Mobile Communications, 5(3), 319-338.
• Yiğit, Y. E. (2019). Ergenlerde akıllı telefon bağımlılığının yalnızlık üzerine etkisi (Master's thesis, Biruni Üniversitesi Sağlık Bilimleri Enstitüsü).
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.