Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma

Erdem Özkan; Ahmet Şekerkaya

doi:10.15659/ppad.14.2.257

Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma

Öz

Bu çalışmanın amacı, tüketicilerin satın alma karar süreçlerinde karşılaştıkları bilgilere ve bu bilgilerin yer aldığı kaynaklara yönelik kredibilite algılarının belirlenmesidir. Ayrıca bu çalışmada, kredibilite algılamalarına göre tüketici bilgi kaynaklarının kıyaslanması ve tüketici bilgi kaynaklarının kredibilitesi üzerinde ürüne, bilgiye ve kaynağa bağlı özelliklerin etkilerinin belirlenmesi de amaçlanmıştır. Araştırmanın yönteminde faktöriyel düzende bir deneysel tasarım yaklaşımı benimsenmiştir. Araştırmanın veri toplama sürecinde senaryo temelli yüz yüze anket yöntemi kullanılmıştır. Veri toplama süreci sonunda 600 geçerli veri elde edilmiştir. Elde edilen verilere bağımlı t-testi ve MANOVA analizleri uygulanmıştır. Sonuç olarak, tüketicilerin bilgi kaynaklarına ve bu kaynaklarda yer alan bilgilere yönelik kredibilite algılarının bilgi kaynaklarının türüne göre farklılık gösterdiği bulunmuştur. Ayrıca bilgi kaynaklarının kredibilitesinin söz konusu kaynakların bilinirliğine, ürün türüne ve ürüne ilişkin kaynaklarda yer alan bilginin netlik seviyesine göre farklılıklar gösterdiği belirlenmiştir

Anahtar Kelimeler

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Erdem Özkan
0000-0003-1648-3732
Türkiye

Ahmet Şekerkaya Bu kişi benim
Türkiye

Yayımlanma Tarihi

18 Mayıs 2021

Gönderilme Tarihi

4 Eylül 2020

Kabul Tarihi

14 Mart 2021

Yayımlandığı Sayı

Yıl 2021 Cilt: 14 Sayı: 2

DOI

https://doi.org/10.15659/ppad.14.2.257

IZ

https://izlik.org/JA65KH29WJ

Kaynak Göster

RIS / Bibtex

APA

Özkan, E., & Şekerkaya, A. (2021). Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 14(2), 285-327. https://doi.org/10.15659/ppad.14.2.257

AMA

1.Özkan E, Şekerkaya A. Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. PPAD. 2021;14(2):285-327. doi:10.15659/ppad.14.2.257

Chicago

Özkan, Erdem, ve Ahmet Şekerkaya. 2021. “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”. Pazarlama ve Pazarlama Araştırmaları Dergisi 14 (2): 285-327. https://doi.org/10.15659/ppad.14.2.257.

EndNote

Özkan E, Şekerkaya A (01 Mayıs 2021) Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi 14 2 285–327.

IEEE

[1]E. Özkan ve A. Şekerkaya, “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”, PPAD, c. 14, sy 2, ss. 285–327, May. 2021, doi: 10.15659/ppad.14.2.257.

ISNAD

Özkan, Erdem - Şekerkaya, Ahmet. “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”. Pazarlama ve Pazarlama Araştırmaları Dergisi 14/2 (01 Mayıs 2021): 285-327. https://doi.org/10.15659/ppad.14.2.257.

JAMA

1.Özkan E, Şekerkaya A. Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. PPAD. 2021;14:285–327.

MLA

Özkan, Erdem, ve Ahmet Şekerkaya. “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”. Pazarlama ve Pazarlama Araştırmaları Dergisi, c. 14, sy 2, Mayıs 2021, ss. 285-27, doi:10.15659/ppad.14.2.257.

Vancouver

1.Erdem Özkan, Ahmet Şekerkaya. Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. PPAD. 01 Mayıs 2021;14(2):285-327. doi:10.15659/ppad.14.2.257