Netflix abonelerinin tekrar satın alma niyetlerini etkilemede müşteri-tabanlı marka değerinin rolü

Öz

Bu çalışmanın amacı müşteri-tabanlı marka denkliğinin (MTMD) Netflix kullanıcılarının tekrar satın alma niyetleri üzerindeki etkisini keşfetmektir. MTMD, bir markanın temel işlevsel özelliklerinin ötesinde bir ürüne sağladığı ekstra değeri ifade eder. Araştırma, MTMD’nin dört temel bileşeni olan marka farkındalığı, marka çağrışımları, algılanan kalite ve marka sadakati ile tekrar satın alma niyeti arasındaki ilişkiye odaklanmaktadır. Veriler, nicel ve açıklayıcı bir araştırma tasarımı kullanılarak kolayda örnekleme yöntemi ile çevrim içi olarak uygulanan bir anket aracılığıyla toplanmıştır. Hipotezler yapısal eşitlik modellemesi (YEM) kullanılarak test edilmiştir. Sonuçlar, marka farkındalığı ve marka çağrışımlarının tek bir yapı olarak işlev gördüğünü ve tüm MTMD bileşenlerinin Netflix kullanıcıları arasında tekrar satın alma niyetini olumlu yönde etkilediğini göstermektedir. Bu bulgular mevcut MTMD literatürüne katkıda bulunmakta ve müşteri-tabanlı marka değeri unsurları ile tüketicilerin tekrar satın alma davranışı arasındaki ilişkiyi anlamaya ve etkilemeye çalışan Netflix ve diğer yayın hizmeti sağlayıcılarına pratik öngörüler sunmaktadır.

Anahtar Kelimeler

• Netflix
• Tekrar satin alma niyeti
• Müşteri-tabanlı marka denkliği (MTMD)
• Tüketici davranışı
• Yapısal eşitlik modellemesi

The role of customer-based brand equity in influencing Netflix subscribers’ repurchase intentions

Öz

The objective of this study is to explore the effect of Customer-Based Brand Equity (CBBE) on Netflix users’ repurchase intention. CBBE represents the extra value a brand provides to a product above its basic functional features. The research focuses on the relationship between four core components of CBBE (brand awareness, brand associations, perceived quality, and brand loyalty) and repurchase intention. Using a quantitative, explanatory research design, data were collected through an online self-administered questionnaire with a convenience sampling method. Structural equation modeling (SEM) was employed to test the hypotheses. The results indicate that brand awareness and brand associations function as a single construct, and all CBBE components positively influence repurchase intention among Netflix users. These findings contribute to the existing CBBE literature and offer practical insights for Netflix and other streaming service providers seeking to comprehend and influence the relationship between customer-based brand equity components and consumers’ repurchase behavior.

Anahtar Kelimeler

• Netflix
• Repurchase intention
• Customer-based brand equity (CBBE)
• Consumer behavior
• Structural equation modeling

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