ÇEVRİMİÇİ YİYECEK-İÇECEK PLATFORMLARINDA KİŞİSEL VE KURUMSAL GÜVENİN MARKA TUTUMU VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: MARKA CİNSİYETİ ÖZELLİKLERİNİN DÜZENLEYİCİ ROLÜ

Öz

Bu çalışma kişisel ve kurumsal güvenin marka tutumu ve satın alma niyeti üzerindeki etkisini belirlemeyi ve aynı zamanda kavramsal modeldeki ilişkilerde marka cinsiyeti özelliklerinin düzenleyici etkisini araştırmayı amaçlamaktadır. Bu empirik çalışma önerilen model ile yürütülmüştür. Model İstanbul’da yaşayan ve çevrimiçi yiyecek içecek markalarından ve platformlarından alışveriş yapanlar arasından 460 kişi üzerinde uygulanan anketlerle test edilmiştir. Araştırma hipotezlerini test etmek için regresyon analizleri yapılmıştır. Çalışma bulguları, kişisel ve kurumsal güvenin marka tutumu ve satın alma niyeti üzerindeki etkisini ve marka tutumunun satın alma niyeti üzerindeki etkisini ortaya çıkarmıştır. Ayrıca, araştırma modelindeki ilişkilerde erillik ve dişillik marka cinsiyeti özelliklerinin düzenleyici rolü ortaya konulmuştur. Bu çalışmaya özgünlük kazandıran, değişkenler arasındaki ilişkilerde marka cinsiyeti özelliklerinin düzenleyici etkisi olmuştur.

Anahtar Kelimeler

• Kişisel güven
• kurumsal güven
• marka tutumu
• satın alma niyeti
• marka cinsiyeti

THE EFFECT OF PERSONAL AND INSTITUTIONAL TRUST ON BRAND ATTITUDE AND PURCHASE INTENTION IN ONLINE FOOD AND BEVERAGE PLATFORMS: THE MODERATING ROLES OF BRAND GENDER CHARACTERISTICS

Öz

The present study aims not only to determine the impact of personal and institutional trust on brand attitude and purchase intention, but also to investigate the moderator effect of brand gender characteristics on conceptual model relationships. This empirical study was conducted with a proposed model. The model was tested with surveys applied to a sample of 460 online food and beverage shoppers in Istanbul, Turkey. Regression analyses were conducted to test the research hypotheses. The study findings elicited the impact of personal and institutional trust on brand attitude and purchase intention, and the impact of brand attitude on purchase intention. Furthermore, the moderator role of femininity and masculinity brand gender personality traits on study correlations were verified. The present study underlined the brand gender characteristics as moderator factors in model correlations.

Anahtar Kelimeler

• Personal trust
• institutional trust
• brand attitude
• purchase intention
• brand gender

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