Dijital deneyim kalitesinden tekrar ziyaret niyetine: Tüketici duygu skorlarının aracılığı ile S-O-R modeli çerçevesinde bir inceleme

Öz

Dijital platformlar, tüketici davranışlarını etkileyen önemli bir pazarlama aracı haline gelmiştir ve bu platformlarda tüketici deneyiminin kalitesi, tekrar ziyaret niyeti gibi önemli sonuçlar doğurmaktadır. Özellikle dijital ortamlarda, kullanıcı dostu arayüzler, kolay gezinme ve kişiselleştirilmiş içerik gibi unsurlar, olumlu deneyimlere katkıda bulunur. Bu çalışma, dijital deneyim kalitesinin tüketicilerin tekrar ziyaret etme niyetleri üzerindeki etkisini ve tüketici duygu skorlarının aracılık rolünü araştırmıştır. Bu çalışmada, dijital deneyim kalitesinin hem doğrudan tekrar ziyaret niyetini hem de dolaylı olarak duygu skorları aracılığıyla pozitif yönde etkilediği gösterilmiştir. Bu sonuç, dijital deneyim kalitesinin tüketici davranışları üzerindeki etkisinin sadece fonksiyonel yönlerden değil, aynı zamanda duygusal yönlerden de kaynaklandığını ortaya koymaktadır. Daha önceki çalışmalar, dijital deneyimin önemli bir sadakat göstergesi olan tekrar ziyaret etme niyetini etkilediğini göstermiş olsa da bu çalışma, dijital deneyim kalitesinin tüketici duyguları üzerindeki etkisini ve bu duyguların tekrar ziyaret niyeti üzerindeki aracılık rolünü açıkça ortaya koyarak literatüre önemli bir katkı sağlamaktadır. Tüketici deneyimini iyileştirmek ve olumlu duygular uyandırmak ve tekrar ziyaret niyeti gibi işletme hedeflerine ulaşmada dijital deneyim ve tüketicinin duygularının kritik öneme sahip olduğu gösterilmiştir. Bu nedenle, işletmelerin kullanıcı dostu arayüzler gibi olumlu duyguları tetikleyen diğer unsurlara yatırım yapmaları önerilmektedir.

Anahtar Kelimeler

• Dijital deneyim
• Tekrar ziyaret niyeti
• Tüketici duygu skoru
• S-O-R modeli

From digital experience quality to revisit intention: An investigation within S-O-R model mediated by consumer sentiment scoring

Öz

Digital platforms have become an important marketing tool influencing consumer behavior, and the quality of the consumer experience on these platforms has important consequences, such as revisiting intention. Especially in digital environments, elements such as user-friendly interfaces, easy navigation, and personalized content contribute to positive experiences. This study investigated the impact of digital experience quality on consumers' revisit intentions and the mediating role of consumer sentiment scores. This study shows that digital experience quality positively influences both directly revisit intention and indirectly through sentiment scores. This result suggests that functional and emotional aspects drive the impact of digital experience quality on consumer behavior. Although previous studies have shown that digital experience affects revisit intention, an important loyalty indicator, this study contributes to the literature by clearly demonstrating the impact of digital experience quality on consumer sentiments and the mediating role of these sentiments on revisit intention. Digital experience and consumer sentiment are critical in improving consumer experience and achieving business goals such as evoking positive emotions and revisiting intention. Therefore, it is recommended that businesses invest in other elements that trigger positive emotions, such as user-friendly interfaces.

Anahtar Kelimeler

• Digital quality of experience
• Revisit intention
• Consumer sentiment score
• S-O-R model

Kaynakça

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