The Role of Brand Awareness and Brand Associatıon in the Impact of the Online Experience on Holiday Purchase Intention

Öz

This study was conducted to examine the role of brand awareness and brand association in the effect of online experience (including information seeking and booking during the purchasing process) on holiday purchase intention. In this context, data were collected from 343 people selected by convenience sampling method with online survey technique between September and November 2021. Confirmatory factor analysis, path analysis and mediation analysis were performed to analyze the obtained data. As a result of the road analysis; From the sub-dimensions of online experience, sociability has a positive effect on brand association, hedonicity on holiday purchase intention, usability on brand awareness, brand association and holiday purchase intention, and brand awareness on holiday purchase intention. Then, the bootstrap method was applied on the model to test the mediating role of brand awareness and brand association in the effect of online experience on holiday purchase intention. As a result of the analysis; It is seen that the effect of the usability sub-dimension of the online experience on the intention to purchase a holiday decreases when brand awareness is included in the model. As a similar result, it has been determined that the effect of the usability sub-dimension of the online experience on the intention to purchase a holiday decreases when the brand association is included. With these results, it is seen that both variables have a partial mediation effect.

Anahtar Kelimeler

• Online Experience
• Brand Association
• Brand Awareness
• Holiday Purchase Intent
• YEM

Çevrimiçi Deneyimin Tatil Satın Alma Niyeti Üzerindeki Etkisinde Marka Farkındalığı ve Marka Çağrışımının Rolü

Öz

Bu çalışma, çevrimiçi deneyimin (satın alma süreci sırasında bilgi arama ve rezervasyonu içeren) tatil satın alma niyeti üzerindeki etkisinde marka farkındalığı ve marka çağrışımının rolünü incelemek amacıyla yapılmıştır. Bu kapsamda kolayda örnekleme yöntemi ile seçilen 343 kişiden çevrimiçi anket tekniği ile veriler Eylül-Kasım 2021 tarihleri arasında toplanmıştır. Elde edilen verileri analiz etmek için doğrulayıcı faktör analizi, yol analizi ve aracılık analizi yapılmıştır. Yapılan yol analizi sonucunda; çevrimiçi deneyiminin alt boyutlarından sosyalliğin marka çağrışımı, hedonikliğin tatil satın alma niyeti, kullanılabilirliğin marka farkındalığı, marka çağrışımı ve tatil satın alma niyeti, marka farkındalığının tatil satın alma niyeti üzerinde pozitif yönlü etkisinin olduğu görülmektedir. Daha sonra çevrimiçi deneyimin tatil satın alma niyeti üzerindeki etkisinde marka farkındalığının ve marka çağrışımının aracılık rolünün test edilmesi amacı ile model üzerinde bootstrap yöntemi uygulanmıştır. Analizler sonucunda; çevrimiçi deneyimin kullanılabilirlik alt boyutunun tatil satın alma niyetine etkisinin marka farkındalığı modele dâhil edildiğinde azaldığı görülmektedir. Benzer bir sonuç olarak çevrimiçi deneyimin kullanılabilirlik alt boyutunun tatil satın alma niyetine etkisinin marka çağrışımı dâhil edildiğinde azaldığı tespit edilmiştir. Bu sonuçlar ile birlikte her iki değişkenin de kısmi aracılık etkisinin olduğu görülmektedir.

Anahtar Kelimeler

• Çevrimiçi Deneyim
• Marka Çağrışımı
• Marka Farkındalığı
• Tatil Satın Alma Niyeti
• YEM

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