Consumers' Connections with Digital Media Products and Digital Media Brands

Yıl 2021, Cilt: 12 Sayı: 2, 111 - 128, 31.12.2021

Umut Kubat , Hasan Ali Acar

https://doi.org/10.34231/iuyd.910428

Öz

With the development of technology, people can reach the music or films they like whenever and wherever they like via digital platforms. Nonetheless, permanence of such products is perceived less than physical products and this affects the valuation of the products. In this research, the effect of sense of permanence on purchase intention is examined for digital music and video products. It is expected that permanence would affect psychological ownership, emotional connections with the brand and purchase intention respectively. This effect is tested for digital music and video products separately using a serial mediation model (PROCESS 3.0, Model 6). Gender, age, brand awareness, and brand trust were also added as control variables. In the research, convenience sampling method is used. Surveys are distributed through a survey platform via social media and a total of 161 usable data is collected. The results of the study have shown that sense of permanence has an effect on purchase intention both for digital music and video products. But, for digital music products, this effect is through psychological ownership and emotional connection with the brand, respectively. For digital video products, sense of permanence has both a direct effect on purchase intention and an indirect effect through psychological ownership and emotional connection with the brand.

Anahtar Kelimeler

Digital Media Brands, Digital Media Products, Sense of Permanence, Psychological Ownership, Purchase Intention

Tüketicilerin Dijital Medya Ürünleri ve Dijital Medya Markalarıyla İlişkileri

Öz

Teknolojinin gelişmesi ile birlikte, insanlar, dijital platformlardan istedikleri müziğe ya da filme istedikleri zaman, istedikleri yerde ulaşabilmektedirler. Ancak, bu tür ürünlerin kalıcılığı fiziksel ürünlerden daha azdır ve bu durum ürünlere atfedilen değeri etkilemektedir. Bu araştırmada, dijital müzik ürünleri ve dijital video ürünleri için kalıcılık hissinin, satın alma niyetine olan etkisi incelenmiştir. Kalıcılık hissinin, sırasıyla psikolojik sahipliğe, markayla kurulan duygusal bağlara ve satın alma niyetine yansıması beklenmektedir. Bu etki, sıralı arabuluculuk modeli (PROCESS 3.0, Model 6) kullanılarak dijital müzik ve video ürünleri için ayrı ayrı test edilmiştir. Cinsiyet, yaş, marka farkındalığı ve marka güveni kontrol değişkenleri olarak modele eklenmiştir. Araştırmada kolayda örnekleme metodu kullanılmıştır. Anketler, çevrimiçi bir anket platformu aracılığıyla sosyal medya üzerinden dağıtılmış ve toplam 161 kullanılabilir veri elde edilmiştir. Araştırma sonuçları hem dijital müzik, hem de dijital video ürünleri için kalıcılık hissinin, satın alma niyetine olumlu bir etkisinin olduğunu göstermiştir. Ancak, bu etki dijital müzik ürünleri için sırasıyla psikolojik sahiplik ve markayla kurulan duygusal bağ üzerinden gerçekleşmektedir. Dijital video ürünleri için ise kalıcılık hissinin satın alma niyeti üzerine hem doğrudan etkisi, hem de psikolojik sahiplik ve markayla kurulan duygusal bağ üzerinden dolaylı etkisi bulunmaktadır.

Anahtar Kelimeler

Dijital Medya Markaları, Dijital Medya Ürünleri, Kalıcılık Hissi, Psikolojik Sahiplik, Satın Alma Niyeti

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