MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?

Erkan Yıldız

doi:10.46236/jovosst.1280396

MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?

Öz

Bu araştırmada, “Müşterinin markaya bağlılık algısı müşterinin markanın evangelisti olmasını sağlar mı?” ve “Müşterinin markaya ilgisi varsa bağlılık algısının evangelizm üzerinde ne tür etkileri olur?” sorularına cevap aranmıştır. Bu amaçla bilişsel süreç, düşkünlük ve harekete geçirme boyutlarından oluşan müşteri marka bağlılığının marka evangelizmi üzerindeki etkileri test edilmiştir. Bununla birlikte müşteri ilgisinin düzenleyici rolü araştırılmıştır. Online alışveriş sitelerini kullanan müşteriler bu araştırmanın evreni olarak belirlenmiştir. Katılımcılara kolayda örnekleme yöntemi ile ulaşılmıştır. Anketi tam olarak dolduran 400 katılımcıya ait veriler analiz edilmiştir. Araştırma modelinin analiz edilmesinde kısmi en küçük kareler yol analizi kullanılmıştır. Veriler SmartPLS 4 istatistik programı kullanılarak analiz edilmiştir. Doğrulayıcı faktör analiziyle verilerin geçerlik ve güvenirlik analizleri yapılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesiyle sınanmıştır. Analiz sonuçları, düşkünlük ve harekete geçirme boyutlarıyla müşteri ilgisinin marka evangelizm üzerinde anlamlı ve aynı yönlü etkilere sahip olduğunu ortaya çıkarmıştır. Aynı zamanda müşteri ilgisinin, bilişsel süreç boyutuyla marka evangelizm arasında pozitif; harekete geçirme boyutuyla marka evangelizm arasında ise negatif yönlü düzenleyici etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Erkan Yıldız ^*
0000-0002-4398-5378
Türkiye

Yayımlanma Tarihi

19 Mayıs 2023

Gönderilme Tarihi

10 Nisan 2023

Kabul Tarihi

2 Mayıs 2023

Yayımlandığı Sayı

Yıl 2023 Sayı: 11

DOI

https://doi.org/10.46236/jovosst.1280396

IZ

https://izlik.org/JA63EN97WZ

Kaynak Göster

RIS / Bibtex

APA

Yıldız, E. (2023). MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU? Türkiye Mesleki ve Sosyal Bilimler Dergisi, 11, 25-38. https://doi.org/10.46236/jovosst.1280396

AMA

1.Yıldız E. MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU? Journal of VOSST. 2023;(11):25-38. doi:10.46236/jovosst.1280396

Chicago

Yıldız, Erkan. 2023. “MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?”. Türkiye Mesleki ve Sosyal Bilimler Dergisi, sy 11: 25-38. https://doi.org/10.46236/jovosst.1280396.

EndNote

Yıldız E (01 Mayıs 2023) MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU? Türkiye Mesleki ve Sosyal Bilimler Dergisi 11 25–38.

IEEE

[1]E. Yıldız, “MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?”, Journal of VOSST, sy 11, ss. 25–38, May. 2023, doi: 10.46236/jovosst.1280396.

ISNAD

Yıldız, Erkan. “MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?”. Türkiye Mesleki ve Sosyal Bilimler Dergisi. 11 (01 Mayıs 2023): 25-38. https://doi.org/10.46236/jovosst.1280396.

JAMA

1.Yıldız E. MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU? Journal of VOSST. 2023;:25–38.

MLA

Yıldız, Erkan. “MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?”. Türkiye Mesleki ve Sosyal Bilimler Dergisi, sy 11, Mayıs 2023, ss. 25-38, doi:10.46236/jovosst.1280396.

Vancouver

1.Erkan Yıldız. MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU? Journal of VOSST. 01 Mayıs 2023;(11):25-38. doi:10.46236/jovosst.1280396