PROPOSING A MODEL FOR CHANGING CONSUMERS’ ATTITUDES TOWARD BRANDS in ONLINE SHOPPING: CHANGE IN ATTITUDES MODEL

Öz

The aim of the present study is to develop a theoretical model that would help change consumers’ attitudes towards brands in online shopping. This model, which is named Change in Attitude Model, is of hybrid nature and developed based on five different theoretical models. These models are the functional approach of attitudes model, instrumentality value model, reasoned action theory, attitude- behavior model and interpersonal behavior theory. Change in Attitude Model includes four separate phases that target at changing consumers’ attitudes. Respectively, these phases are discovering functions of consumers’ attitudes toward brands, understanding the hierarchy between the attitudes, determining the perceptions of consumers about services offered online and renewing consumers’ attitudes toward brands. To the best of researcher’s knowledge, there is no study in the relevant literature offering a model that includes several processes to change consumers’ attitudes. Although the model has not been tested through either qualitative or quantitative methods, it holds promise for further research efforts which would focus on changing consumers’ attitudes.

Anahtar Kelimeler

• Changing consumers’ attitudes,Attitudes towards brands,Online shopping

İNTERNET ÜZERİNDEN ALIŞVERİŞLERDE TÜKETİCİLERİN MARKALARA YÖNELİK TUTUMLARININ DEĞİŞTİRİLMESİ İÇİN BİR MODEL ÖNERİSİ: TUTUM DEĞİŞİM MODELİ

Öz

Bu çalışmanın amacı, alan yazına tüketicilerin internet üzerinde alışverişleri sürecinde markalara yönelik geliştirdikleri tutumların değiştirilmesine yönelik kavramsal bir araştırma modeli kazandırmaktır. Tutum değişim modeli beş farklı teorik modelden faydalanılarak geliştirilmiş hibrit bir modeldir. Faydalanılan söz konusu teorik modeller tutumlara fonksiyonel yaklaşım modeli, enstrümental değer modeli, mantıklı eylem teorisi, tutum-davranış modeli ve kişilerarası davranış kuramıdır. Tutumların değişim modeli tüketicilerin markalara yönelik tutumlarının değiştirilmesi için dört farklı aşamayı bir arada içeren bir modeldir. Söz konusu aşamalar sırasıyla tüketicilerin markalara yönelik tutum fonksiyonlarının keşfedilmesi, tutumlarının hiyerarşi seviyesinin anlaşılması, tüketicilerin internet aracılığıyla sunulan servis hizmetlerine yönelik algıların belirlenmesi ve son olarak tüketicilerin markaya yönelik tutumlarının yenilenmesidir. Alan yazında tutumların değişim modeline benzer şekilde tutum değiştirmeye yönelik farklı süreçleri öneren ve bir arada içeren bir model yer almamaktadır. Geliştirilen bu model nicel veya nitel yöntemlerle test edilmemiştir. Gelecekte araştırmacılar bu modeli kullanarak tüketicilerin markalara yönelik tutumlarının değiştirilmesini konu alan araştırmalar gerçekleştirebilir ve modeli test edebilirler.

Anahtar Kelimeler

• Tüketici tutumlarının değiştirilmesi,Markalara yönelik tutumlar,Internet üzerinden alışveriş

Kaynakça

1. ABELSON, R. P. (1983). "Whatever became of consistency theory?" Personality and Social Psychology Bulletin, 9(1), 37–54.
2. AJZEN, I., & FISHBEIN, M. (1969). "The prediction of behavioral intentions in a choice situation". Journal of Experimental Social Psychology, 5(4), 400–416.
3. AJZEN, I., & FISHBEIN, M. (1970). "The prediction of behavior from attitudinal and normative variables". Journal of experimental social Psychology, 6(4), 466–487.
4. AJZEN, I., & FISHBEIN, M. (1977). "Attitude-behavior relations: A theoretical analysis and review of empirical research". Psychological bulletin, 84(5), 888.
5. AJZEN, I., & FISHBEIN, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall. https://books.google.com.tr/books?id=AnNqAAAAMAAJ
6. ALBRECHT, S. L., & CARPENTER, K. E. (1976). "Attitudes as predictors of behavior versus behavior intentions: A convergence of research traditions". Sociometry, 1–10.
7. ALPERT, M. I. (1971). "Identification of determinant attributes: a comparison of methods". Journal of Marketing Research, 184–191.
8. ANDERSON, N. H. (1971). "Integration theory and attitude change. Psychological review", 78(3), 171.

9. BAGOZZI, R. P. (1978). "The construct validity of the affective, behavioral, and cognitive components of attitude by analysis of covariance structures". Multivariate Behavioral Research, 13(1), 9–31.
10. BAGOZZI, R. P., & BURNKRANT, R. E. (1979). "Attitude organization and the attitude–behavior relationship". Journal of personality and social psychology, 37(6), 913.
11. BAGOZZI, R. P., & YI, Y. (1991). "Multitrait-multimethod matrices in consumer research". Journal of Consumer Research, 17(4), 426–439.
12. BASS, F. M., & TALARZYK, W. W. (1972). "An attitude model for the study of brand preference". Journal of Marketing Research, 9(1), 93–96.
13. BASS, F. M., & WILKIE, W. L. (1973). "A comparative analysis of attitudinal predictions of brand preference". Journal of Marketing Research, 262–269.
14. BERN, D. J. (1972). "Self-perception theory". Advances in experimental social psychology (C. 6, ss. 1–62).
15. BENTLER, P. M., & SPEECKART, G. (1979). "Models of attitude–behavior relations". Psychological review, 86(5), 452.
16. BRECKLER, S. J. (1984). "Empirical validation of affect, behavior, and cognition as distinct components of attitude". Journal of personality and social psychology, 47(6), 1191.
17. BUTLER, J. M. (1954). "The use of a psychological model in personality testing". Educational and Psychological Measurement, 14(1), 77–89.
18. CHEUNG, W., CHANG, M. K., & LAI, V. S. (2000). "Prediction of Internet and World Wide Web usage at work: a test of an extended Triandis model". Decision support systems, 30(1), 83–100.
19. COHEN, J. B., FISHBEIN, M., & AHTOLA, O. T. (1972). "The nature and uses of expectancy-value models in consumer attitude research". Journal of Marketing Research, 9(4), 456–460.
20. CRANO, W. D., & MESSE, L. A. (1970). "When does dissonance fail? The time dimension in attitude measurement". Journal of Personality, 38(4), 493–508.
21. EDWARD, W. (1954)." The theory of decision making". Psychological bulletin, 51(4), 380.
22. FELDMAN, J. M., & LYNCH, J. G. (1988). "Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior". Journal of applied Psychology, 73(3), 421.
23. FELSON, R. B., & BOHRNSTEDT, G. W. (1980). "Attributions of ability and motivation in a natural setting". Journal of Personality and Social Psychology, 39(5), 799.
24. FISHBEIN, M., & AJZEN, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
25. FISHBEIN, M., & RAVEN, B. H. (1962). "The AB scales: An operational definition of belief and attitude". Human relations, 15(1), 35–44.
26. GUTMAN, J. (1982). "A means-end chain model based on consumer categorization processes". The Journal of Marketing, 60–72.
27. HOGG, M., ASKEGAARD, S., BAMOSSY, G., & SOLOMON, M. (2006). Consumer behaviour: a European perspective. Prentice Hall.
28. HSU, M.-H., YEN, C.-H., Chiu, C.-M., & CHANG, C.-M. (2006). "A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior". International Journal of Human-Computer Studies, 64(9), 889–904.
29. HYMAN, H. H., & SHEATSLEY, P. B. (1954). "The authoritarian personality: A methodological critique". Studies in the scope and method of the authoritarian personality, 50–122.
30. JIANG, Z., & BENBASAT, I. (2004). "Virtual product experience: Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping". Journal of Management Information Systems, 21(3), 111–147.
31. JIMÉNEZ, F. R., & MENDOZA, N. A. (2013). "Too popular to ignore: The influence of online reviews on purchase intentions of search and experience products". Journal of Interactive Marketing, 27(3), 226–235.
32. JONES, E. E., & MCGILLIS, D. (1976). Correspondent inferences and the attribution cube: A comparative reappraisal. New directions in attribution research, 1, 389–420.
33. KAPLAN, K. J., & FISHBEIN, M. (1969). "The source of beliefs, their saliency, and prediction of attitude". The Journal of Social Psychology, 78(1), 63–74.
34. KATZ, D. (1960). "The functional ap proach to the study of attitudes". Public opinion quarterly, 24(2), 163–204.
35. KIM, D., & BENBASAT, I. (2003). "Trust-related arguments in internet stores: A framework for evaluation". J. Electron. Commerce Res., 4(2), 49–64.
36. KIM, D., & BENBASAT, I. (2006). "The effects of trust-assuring arguments on consumer trust in Internet stores: Application of Toulmin’s model of argumentation". Information Systems Research, 17(3), 286–300.
37. KOTHANDAPANI, V. (1971). "Validation of feeling, belief, and intention to act as three components of attitude and their contribution to prediction of contraceptive behavior". Journal of Personality and Social Psychology, 19(3), 321.
38. LANDIS, D., TRIANDIS, H. C., & ADAMOPOULOS, J. (1978). "Habit and behavioral intentions as predictors of social behavior". The Journal of Social Psychology, 106(2), 227–237.
39. LEE, E.-J., & SHIN, S. Y. (2014). "When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo". Computers in Human Behavior, 31, 356–366.
40. LISKA, A. E. (1984). "A critical examination of the causal structure of the Fishbein/Ajzen attitude-behavior model". Social psychology quarterly, 61–74.
41. LUTZ, R. J., MACKENZIE, S. B., & BELCH, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. ACR North American Advances.
42. MEISSNER, W. (1970). "Notes toward a theory of values: Values as psychological". Journal of religion and health, 9(3), 233–249.
43. MILLAR, M. G., & TESSER, A. (1989). "The effects of affective-cognitive consistency and thought on the attitude-behavior relation". Journal of Experimental Social Psychology, 25(2), 189– 202.
44. NORMAN, R. (1975). "Affective-cognitive consistency, attitudes, conformity, and behavior". Journal of Personality and Social Psychology, 32(1), 83.
45. OLIVER, R. L. (1980). "A cognitive model of the antecedents and consequences of satisfaction decisions". Journal of marketing research, 460–469.
46. PETER, J. P., OLSON, J. C., & GRUNERT, K. G. (1999). Consumer behavior and marketing strategy.
47. PRATKANIS, A. R., & GREENWALD, A. G. (1989). "A sociocognitive model of attitude structure and function". Advances in experimental social psychology, 22, 245–285.
48. REYNOLDS, T. J., & GUTMAN, J. (1988). "Laddering theory, method, analysis, and interpretation". Journal of advertising research, 28(1), 11–31.
49. ROKEACH, M. (1968). "A theory of organization and change within value‐attitude systems". Journal of Social Issues, 24(1), 13–33.
50. ROSENBERG, M. J. (1956)." Cognitive structure and attitudinal affect". The Journal of abnormal and social psychology, 53(3), 367.
51. ROSENBERG, M. J. (1960a). "A structural theory of attitude dynamics". Public Opinion Quarterly, 24(2), 319–340.
52. ROSENBERG, M. J. (1960b)." Cognitive reorganization in response to the hypnotic reversal of attitudinal affect". Journal of Personality, 28(1), 39–63.
53. ROSENBERG, M. J. (1965). "Inconsistency arousal and reduction in attitude change". Current studies in social psychology, 121–134.
54. ROSENBERG, M. J. (1968). Hedonism, inauthenticity, and other goads toward expansion of a consistency theory. Theories of cognitive consistency: A sourcebook, 73–111.
55. SARNOFF, I., & KATZ, D. (1954). "The motivational bases of attitude change". The Journal of Abnormal and Social Psychology, 49(1), 115.
56. SCHLEGEL, R. P. (1982). Attitudinal structure and the attitude-behavior relation (C. 2). Sunulan Consistency in social behavior: The Ontario symposium, Erlbaum.
57. SCHWARTZ, S. H., & TESSLER, R. C. (1972)."A test of a model for reducing measured attitude-behavior discrepancies". Journal of Personality and social Psychology, 24(2), 225.
58. SCOTT, W. A. (1958). "Rationality and non-rationality of international attitudes". Journal of Conflict Resolution, 2(1), 8–16.
59. SHETH, J. N. (1972). "Reply to comments on the nature and uses of expectancy-value models in consumer attitude research". Journal of Marketing Research, 9(4), 462–465.
60. SHETH, J. N. (1982). "Some comments on Triandis the model of choice behavior in marketing". Research in Marketing, 6(Suppl 1), 145–162.
61. SHETH, J. N., MITTAL, B., & Newman, B. I. (1999). Consumer behavior and beyond. NY: Harcourt Brace.
62. SHETH, J. N., & PARK, C. W. (1973). Equivalence of Fishbein and Rosenberg theories of attitudes. Sunulan Proceedings of the Annual Convention of the American Psychological Association, American Psychological Association.
63. SIA, C. L., LIM, K. H., LEUNG, K., LEE, M. K., HUANG, W. W., & BENBASAT, I. (2009). "Web strategies to promote internet shopping: is cultural-customization needed?" MIS Quarterly, 491–512.
64. SMITH, M. B., BRUNER, J. S., & WHITE, R. W. (1956). Opinions and personality.
65. STAYMAN, D. M., & AAKER, D. A. (1988). "Are all the effects of ad-induced feelings mediated by A ad?" Journal of Consumer Research, 15(3), 368–373.
66. TESSER, A. (1978). "Self-generated attitude change". Advances in experimental social psychology, 11, 289–338.
67. TRIANDIS, H. C. (1977). Subjective culture and interpersonal relations across cultures. Annals of the New York Academy of Sciences, 285(1), 418–434.
68. TRIANDIS, H. C. (1979). Values, attitudes, and interpersonal behavior. Sunulan Nebraska symposium on motivation, University of Nebraska Press.
69. VALOIS, P., DESHARNAIS, R., & GODIN, G. (1988). "A comparison of the Fishbein and Ajzen and the Triandis attitudinal models for the prediction of exercise intention and behavior". Journal of Behavioral Medicine, 11(5), 459–472.
70. WILKIE, W. L., & PESSEMIER, E. A. (1973). "Issues in marketing’s use of multi-attribute attitude models". Journal of Marketing research, 428–441.
71. XIAO, B., & BENBASAT, I. (2007). "E-commerce product recommendation agents: use, characteristics, and impact". MIS quarterly, 31(1), 137–209.
72. ZANNA, M. P., & OLSON, J. M. (1982). Individual differences in attitudinal relations (C. 2, ss. 75–103). Sunulan Consistency in social behavior: The Ontario symposium.
73. ZHANG, K. Z., CHEUNG, C. M., & LEE, M. K. (2014). "Examining the moderating effect of inconsistent reviews and its gender differences on consumers’ online shopping decision". International Journal of Information Management, 34(2), 89–98.
74. ZHANG, K. Z., ZHAO, S. J., CHEUNG, C. M., & LEE, M. K. (2014). "Examining the influence of online reviews on consumers’ decision-making: A heuristic–systematic model". Decision Support Systems, 67, 78–89.