ÇEVRİM İÇİ MARKA DENEYİMLERİ BAĞLAMINDA TÜKETİCİ İLHAMININ VE MARKA MUTLULUĞUNUN SATIN ALMA NİYETİNE ETKİSİ

Öz

Marka deneyimleri çeşitli temas noktalarında ortaya çıkabilmektedir. Çalışmada, sosyal medya platformları aracılığıyla yaşanan çevrim içi marka deneyimlerinin, tüketici ilhamı ve marka mutluluğu üzerinden satın alma niyetine olan etkileri araştırılmaktadır. Tüketici ilhamı, ilham alma ve ilham duyma boyutları ile ayrı ayrı değerlendirilerek, ilham duygusu bu çalışmada bir süreç olarak ele alınmıştır. Çalışma, literatüre iki önemli katkı sunmaktadır. Marka sosyal medya hesaplarındaki ilham verici içeriklerin, tüketicileri teşvik etme sürecini ve bu içeriklerin marka deneyimleri üzerinden arzu edilen tüketici davranışlarını nasıl şekillendirdiğini incelemektedir. Ayrıca, çevrim içi marka deneyimi bağlamında, marka mutluluğu ve tüketici ilhamının satın alma niyeti üzerindeki etkisini ve bu sürece nasıl katkıda bulunduğunu ortaya koymaktadır. Araştırmanın verisi sosyal medya kullanıcısı olan 400 kişiden kolayda örneklem yöntemi ile çevrim içi anket aracılığıyla toplanmıştır. Anket formu, marka deneyimi, tüketici ilhamı, marka mutluluğu ve satın alma niyeti ölçeklerini içeren maddeleri kapsamaktadır. Verinin analizinde yapısal eşitlik modellemesi kullanılmıştır. Bulgular, tüketicilerin markalar ile çevrim içi ortamda yaşadıkları deneyimlerin, tüketicilerin ilham duygularını ve marka mutluluğunu pozitif biçimde etkilediğini göstermektedir. Ancak, marka deneyimi başlı başına tüketicileri satın alma niyetine götürme konusunda yetersiz kalmaktadır. Bu noktada, tüketici ilhamının ve marka mutluluğunun çevrim içi marka deneyimleri sonucunda tüketicileri satın alma niyetine yönlendiren kritik aracılar olduğu belirlenerek literatüre katkı sağlanmıştır.

Anahtar Kelimeler

• Marka Deneyimi
• Tüketici İlhamı
• Marka Mutluluğu
• Satın Alma Niyeti

THE IMPACT OF CONSUMER INSPIRATION AND BRAND HAPPINESS ON PURCHASE INTENTION IN THE CONTEXT OF ONLINE BRAND EXPERIENCES

Öz

Brand experiences can arise at various touchpoints. Specifically, this research looks at how consumer inspiration and brand happiness are impacted by online brand experiences through social media platforms and how that impacts purchase intention. Consumer inspiration is assessed separately on the basis of being inspired by and inspired to, and in this investigation, the experience of inspiration is regarded as a process. The study adds two important contributions to the literature. First, it investigates how inspirational content shared on brand social media accounts encourages consumers and shapes desired consumer behaviors through brand experiences. Second, it examines the impact of brand happiness and consumer inspiration on purchase intention in the context of online brand experience, as well as how these factors influence this process. 400 social media users were surveyed online using a convenience sampling method to gather the data for the study. The survey form comprises items that assess brand experience, consumer inspiration, brand happiness, and purchase intention. The data analysis was carried out utilizing structural equation modeling. According to the results, the online brand experience has a positive impact on brand happiness and consumer inspiration. Nevertheless, brand experience alone is insufficient to directly influence consumers’ purchase intentions. The study has made a significant contribution to the literature by detecting consumer inspiration and brand happiness as critical mediators tha

Anahtar Kelimeler

• Brand Experience
• Consumer Inspiration
• Brand Happiness
• Purchase Intention

Kaynakça

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