MARKA GÜVENİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE MARKA AŞKININ ARACILIK ROLÜ

Yıl 2019, Sayı: 18, 116 - 135, 01.02.2019

Ebru Onurlubaş Remzi Altunışık

Öz

Bu çalışmanın amacı, marka güveninin satın alma niyeti üzerindeki etkisinde marka aşkının aracılık rolünü araştırmaktır. Çalışmada İzmir ilinde yaşamakta olan 18 yaşından büyük bireyler, X marka beyaz eşya kullanıcıları hedef alınmış ve 500 kişiye yüz yüze anket yöntemi uygulanmıştır. Kolayda örnekleme yöntemine göre belirlenen katılımcılar veri kaynağını teşkil etmektedir. Saha çalışmasında elde edilen veriler öncelikle analize uygunluk açısından çeşitli kontrollerden normallik analizi ve Cronbach Alfa testi geçirildikten sonra korelasyon, Açıklayıcı Faktör Analizi, Doğrulayıcı Faktör Analizi, Yapısal Eşitlik Modeli, Sobel test teknikleri ile analize tabi tutulmuştur. Araştırma sonucunda, marka güveninin satın alma niyeti üzerindeki etkisinde marka aşkının aracılık rolü olduğu tespit edilmiştir. Ayrıca marka aşkı ve marka güveninin satın alma niyeti üzerinde, marka güveninin marka aşkı üzerinde anlamlı bir etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

Marka aşkı, marka güveni, satın alma niyeti, tüketici

THE MEDIATING ROLE OF BRAND LOVE IN THE EFFECT OF BRAND TRUST ON THE PURCHASING INTENTION

Öz

The purpose of this study is to research the mediating role of brand love in the effect of brand trust on purchasing intent. In this study, Individuals who are older than 18 years of age living in İzmir and using X brand household appliances were targeted and 500 people were interviewed with face to face survey method. Survey data were collected according to convenience sampling method. Then, upon checking for normality and reliability controls, the collected data were analyzed through Correlation analysis, Explanatory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Model and Sobel test. As a result of the research, it is determined that the brand love has a mediating role in the effect of brand trust on the purchasing intent. In addition, it is determined that brand love and brand trust have a significant effect on the purchasing intent and brand trust has a significant effect on brand love.

Anahtar Kelimeler

Brand love, brand trust, purchasing intent, consumer

Kaynakça

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