Araştırma Makalesi
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Influencer'ların Algılanan Özelliklerinin Tüketici Satın Alma Davranışı Üzerindeki Etkisi

Yıl 2022, Cilt: 15 Sayı: 1, 219 - 244, 31.01.2022

Öz

Amaç - Bu çalışmanın amacı, influencerların algılanan özelliklerinin (bilgilendirme, algılanan kullanım kolaylığı ve hayranlık) satın alma niyeti ve satın alma davranışı üzerindeki etkilerini değerlendirmektir.
Tasarım/metodoloji/yaklaşım - Bu araştırmanın örneklemi, sosyal medyayı kullanan ve en az 1 influencer takip eden kişilerdir. Analizleri gerçekleştirmek için IBM SPSS 20 ve SmartPLS 3.3.3 paket programları kullanılmıştır. Araştırmada önerilen araştırma modelindeki ilişkileri test etmek için sırasıyla doğrulayıcı faktör analizi ve Yapısal Eşitlik Modelleme (YEM) analizi yapılmıştır.
Bulgular - Yapısal eşitlik modellemesi analizi sonucunda bilgilendirme, algılanan kullanım kolaylığı ve hayranlığın satın alma niyeti üzerinde anlamlı ve pozitif doğrudan etkileri olduğu bulunmuştur. Ayrıca bilgilendirme, algılanan kullanım kolaylığı ve hayranlığın satın alma davranışı üzerinde anlamlı ve pozitif dolaylı etkileri vardır.
Özgünlük/değer - Bu çalışmanın literatüre temel katkısı, yalnızca bilgilendirme, algılanan kullanım kolaylığı ve hayranlığın satın alma niyeti üzerindeki etkilerini açıklamak değil, aynı zamanda etkileyici pazarlama bağlamında bu değişkenlerin hem satın alma niyeti hem de satın alma davranışı üzerindeki etkilerini kapsamlı bir şekilde ortaya koymaktır.

Kaynakça

  • Adnan, A., Jan, F. A., & Alam, W. (2017). Relationship between Celebrity Endorsements & Consumer Purchase Intention. Abasyn University Journal of Social Sciences, 10(2), 356–372.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Algoe, S. B., & Haidt, J. (2009). Witnessing excellence in action: The ‘other-praising’emotions of elevation, gratitude, and admiration. The journal of positive psychology, 4(2), 105-127.
  • AlSaleh, D. (2017). Understanding the role of blogger recommendations on consumer purchasing behavior. The Journal of Business Inquiry, 17(1), 23-40.
  • Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.
  • Aquino, K., McFerran, B., & Laven, M. (2011). Moral identity and the experience of moral elevation in response to acts of uncommon goodness.
  • Ayo, C., Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing.
  • Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Bahavior. Management Information SystemQuarterly, 26(3), 243-268. http://dx.doi.org/10.2307/4132332.
  • Baldus, B., J., Voorhees, C. & Roger C. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68, 978–985.
  • Bhatti, A., & Rehman, S. U. (2020). Perceived benefits and perceived risks effect on online shopping behavior with the mediating role of consumer purchase intention in Pakistan. International Journal of Management Studies, 26(1), 33-54.
  • Bil, E , Özkaya, M . (2021). Büyük Veri Analizi ve Geleneksel Pazarlama Araştırmalarının Kısa Bir Karşılaştırması . TroyAcademy , 6 (2) , 462-476 . DOI: 10.31454/troyacademy.950686.
  • Butt, I. (2016). Corporate Social Responsibility and Consumer Buying Behavior in Emerging Market: A Mixed Method Study. International Journal of Business and Management, 11(7), 211. doi:10.5539/ijbm.v11n7p211.
  • Cahyani, N. I., & Artanti, Y. (2020). The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable. SENTRALISASI, 9(2), 77-86.
  • Chaffey, D., Chadwick-Ellis, F., 2015, Digital Marketing Strategy, Implementation and Practice,6th Edition, Pearson.
  • Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal.
  • Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21-36.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. NJ: Lawrence Erlbaum Associates.
  • Çolakoğlu, H., & Köleoğlu, N. (2020). Sembolik Tüketimin Satın Alma Niyetine Etkisinde Ünlü Hayranlığının Rolü: Ön Ergen Tüketicilere Yönelik Bir Araştırma. Sosyal, Beşeri ve İdari Bilimler Dergisi, 3(9), 653-679.
  • Dao, W.V-T., Le, A.N.H., Cheng, J.M-S. & Chen, D.C. (2014). Social media advertising value The case of transitional economies in Southeast Asia, International Journal of Advertising, 33 (2), 271-294.
  • Davis FD (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly 1989;13(3), pp. 319-40.
  • Deepak, V., 2020, The Tools and Modules of Digital Marketing A Definitive Guide to Learning The Art of Digital Marketing for Beginners, NV, USA.
  • Dreifaldt, N., & Drennan, T. (2019). DOES YOUR BRAND NEED ONLINE INFLUENCER MARKETING? IT DEPENDS: A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.
  • Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more?. Heliyon, 6(11), e05543.
  • Dwivedi, A. and Johnson, L. (2013). Trust-commitment as a mediator of the celebrity endorser-brand equity relationship in a service context. Australasian Marketing Journal, 21, 36-42.
  • Engle J. F., Blackwell R D., Miniard P. W (1993), Consumer Behavior, (Seventh Edition), Florida: The Dryden Press, pp.81.
  • Enis, B.M. (1974) “Marketing Principles: The Management Process”, Goodyear Pub. Co; First Edition.
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  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90.
  • Ghosh, A. (1990). Retail Management. Chicago: Dryden press.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., and Singh, R., (2016), “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of Business Research, vol. 69, no. 12, pp. 5833- 5841.
  • Gorgulu, V . (2019). Investigating Consumer Trust in Instagram Influencers and Its Impact on Brand Related Characteristics and Purchase Intention . Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi , 2 (2) , 118-130 .
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The Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior

Yıl 2022, Cilt: 15 Sayı: 1, 219 - 244, 31.01.2022

Öz

Purpose - The purpose of this study is to evaluate the effects of the influencers’ perceived characteristics (informativeness, perceived ease of use and admiration) on purchase intention and purchase behavior.
Design/methodology/approach - The main population of this research, people who use social media and follow at least 1 influencer. IBM SPSS 20 and SmartPLS 3.3.3 package programs were used in the analysis. In the study, confirmatory factor analysis, and Structural Equation Modeling (SEM) analysis were performed to test the relationships in the proposed research model, respectively.
Findings - As a result of the structural equation modeling analysis, it was found that informativeness, perceived ease of use and admiration has significant and positive direct effects on purchase intention. In addition, informativeness, perceived ease of use and admiration has significant and positive indirect effects on purchase behavior.
Originality/value - The main contribution of this study to the literature is not only to explain the effects of informativeness, perceived ease of use and admiration on purchase intention, but also to comprehensively reveal the effects of these variables on both purchase intention and purchase behavior by considering them together in the context of influencer marketing.

Kaynakça

  • Adnan, A., Jan, F. A., & Alam, W. (2017). Relationship between Celebrity Endorsements & Consumer Purchase Intention. Abasyn University Journal of Social Sciences, 10(2), 356–372.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Algoe, S. B., & Haidt, J. (2009). Witnessing excellence in action: The ‘other-praising’emotions of elevation, gratitude, and admiration. The journal of positive psychology, 4(2), 105-127.
  • AlSaleh, D. (2017). Understanding the role of blogger recommendations on consumer purchasing behavior. The Journal of Business Inquiry, 17(1), 23-40.
  • Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.
  • Aquino, K., McFerran, B., & Laven, M. (2011). Moral identity and the experience of moral elevation in response to acts of uncommon goodness.
  • Ayo, C., Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing.
  • Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Bahavior. Management Information SystemQuarterly, 26(3), 243-268. http://dx.doi.org/10.2307/4132332.
  • Baldus, B., J., Voorhees, C. & Roger C. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68, 978–985.
  • Bhatti, A., & Rehman, S. U. (2020). Perceived benefits and perceived risks effect on online shopping behavior with the mediating role of consumer purchase intention in Pakistan. International Journal of Management Studies, 26(1), 33-54.
  • Bil, E , Özkaya, M . (2021). Büyük Veri Analizi ve Geleneksel Pazarlama Araştırmalarının Kısa Bir Karşılaştırması . TroyAcademy , 6 (2) , 462-476 . DOI: 10.31454/troyacademy.950686.
  • Butt, I. (2016). Corporate Social Responsibility and Consumer Buying Behavior in Emerging Market: A Mixed Method Study. International Journal of Business and Management, 11(7), 211. doi:10.5539/ijbm.v11n7p211.
  • Cahyani, N. I., & Artanti, Y. (2020). The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable. SENTRALISASI, 9(2), 77-86.
  • Chaffey, D., Chadwick-Ellis, F., 2015, Digital Marketing Strategy, Implementation and Practice,6th Edition, Pearson.
  • Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal.
  • Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21-36.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. NJ: Lawrence Erlbaum Associates.
  • Çolakoğlu, H., & Köleoğlu, N. (2020). Sembolik Tüketimin Satın Alma Niyetine Etkisinde Ünlü Hayranlığının Rolü: Ön Ergen Tüketicilere Yönelik Bir Araştırma. Sosyal, Beşeri ve İdari Bilimler Dergisi, 3(9), 653-679.
  • Dao, W.V-T., Le, A.N.H., Cheng, J.M-S. & Chen, D.C. (2014). Social media advertising value The case of transitional economies in Southeast Asia, International Journal of Advertising, 33 (2), 271-294.
  • Davis FD (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly 1989;13(3), pp. 319-40.
  • Deepak, V., 2020, The Tools and Modules of Digital Marketing A Definitive Guide to Learning The Art of Digital Marketing for Beginners, NV, USA.
  • Dreifaldt, N., & Drennan, T. (2019). DOES YOUR BRAND NEED ONLINE INFLUENCER MARKETING? IT DEPENDS: A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.
  • Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more?. Heliyon, 6(11), e05543.
  • Dwivedi, A. and Johnson, L. (2013). Trust-commitment as a mediator of the celebrity endorser-brand equity relationship in a service context. Australasian Marketing Journal, 21, 36-42.
  • Engle J. F., Blackwell R D., Miniard P. W (1993), Consumer Behavior, (Seventh Edition), Florida: The Dryden Press, pp.81.
  • Enis, B.M. (1974) “Marketing Principles: The Management Process”, Goodyear Pub. Co; First Edition.
  • Fay, B., Cakim, I., Carpenter, S., Hershberger, S., O'Driscoll, S., Rabasca, E., . . . Suckernek, W. (n.d.). Paine Publishing.Retrieved from Influencer Handbook FINAL -Paine Publishing: https://painepublishing.com/wp-content/uploads/2015/06/Influencer-Handbook-v4-2.pdf.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley Publishing Co.
  • Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Freeman, K. S., Chen, C.C. (2015). Wither The Impact of Celebrity Endorsement, International Conference on Communications, Media, Technology and Design. Dubai, UAE, 16–18 May 2015.
  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90.
  • Ghosh, A. (1990). Retail Management. Chicago: Dryden press.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., and Singh, R., (2016), “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of Business Research, vol. 69, no. 12, pp. 5833- 5841.
  • Gorgulu, V . (2019). Investigating Consumer Trust in Instagram Influencers and Its Impact on Brand Related Characteristics and Purchase Intention . Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi , 2 (2) , 118-130 .
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Toplam 83 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Erkan Bil 0000-0003-4301-3816

Mert İnal 0000-0002-2993-2982

Murat Özkaya 0000-0001-7241-4710

Yayımlanma Tarihi 31 Ocak 2022
Gönderilme Tarihi 12 Ekim 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 15 Sayı: 1

Kaynak Göster

APA Bil, E., İnal, M., & Özkaya, M. (2022). The Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(1), 219-244.