Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma

Yıl 2021, Cilt: 14 Sayı: 2, 285 - 327, 18.05.2021

Erdem Özkan , Ahmet Şekerkaya

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

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

Tüketici bilgi kaynakları, kredibilite, kaynak bilinirliği, bilgi netliği, ürün türü, deneysel tasarım.

Kaynakça

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