Effects of Social Importance and Brand Image on Willingness to Pay More in Value Co-Creation with Customers

Öz

This research, based on the co-creation value literature, examines the implications for both the brand and the consumer. In this regard, the study aims to contribute to the understanding of the effects of co-creation value, by specifically exploring the dynamics between brand image and greater willingness to pay, how they are influenced by co-creation and social influence, and their combined effects on willingness to pay more. In line with this objective, the data obtained from 430 participants collected through convenience sampling method was included in the analysis. Structural Equation Modeling (SEM) was applied using SmartPLS (v.3.2.9) software for the analysis of the findings. According to the results, it was revealed that co-creation value with customers and social importance significantly and statistically influenced willingness to pay more. Additionally, it was found that brand image mediated the effects of co-creation value with customers and social importance on willingness to pay more.

Anahtar Kelimeler

• Co-Creation Value with Customers
• Social Importance
• Brand Image
• Willingness to Pay More
• SmartPLS

Müşteriyle Birlikte Değer Oluşturmada; Sosyal Önem ve Marka İmajının Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri

Öz

Birlikte değer yaratma literatürüne dayanan bu araştırma, marka ve tüketiciye olan yansımaları incelemektedir. Bu doğrultuda çalışma, marka imajı ve daha fazla ödeme eğilimi arasındaki dinamikleri, bunların birlikte değer yaratmadan ve sosyal etkiden nasıl etkilendiklerini ve daha fazla ödeme eğilimindeki birleşik etkileri bütünsel olarak ortaya koyarak özellikle birlikte değer yaratmanın etkilerinin anlaşılmasına katkıda bulunmayı amaçlamaktadır. Bu amaç doğrultusunda, kolayda örnekleme yöntemiyle toplanan 430 katılımcıdan elde edilen veri analize dâhil edilmiştir. Bulguların analizinde SmartPLS (v.3.2.9) yazılımı kullanılarak Yapısal Eşitlik Modellemesi (YEM) uygulanmıştır. Sonuçlara göre, müşteriyle birlikte değer oluşturma ve sosyal önemin daha fazla ödeme eğilimini istatistiksel olarak anlamlı bir şekilde etkilediği ortaya koyulmuştur. İlaveten, marka imajının, müşteriyle birlikte değer oluşturmanın daha fazla ödeme eğilimine ve sosyal önemin daha fazla ödeme eğilimine olan etkisinde aracılık ettiği tespit edilmiştir.

Anahtar Kelimeler

• Müşteriyle Birlikte Değer Oluşturma
• Sosyal Önem
• Marka İmajı
• Daha Fazla Ödeme Eğilimi
• SmartPLS

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