The Impact of Brand Experience on Factors Affecting Willingness to Pay a Price Premium and the Relationship of Price Premium to Purchase Intention

Yıl 2024, , 243 - 264, 30.07.2024

Muhammed Furkan Taşcı , Nil Esra Dal

https://doi.org/10.17233/sosyoekonomi.2024.03.12

Öz

This research aims to analyse the factors that affect the willingness to pay a price premium and the effect of brand experience on these factors. It also focuses on the relationship between price premium and online purchase intention. The research data were collected from 391 participants aged 18-25 using the online questionnaire technique with the convenience sampling method. Frequency analysis, normality test, correlation analysis, confirmatory factor analysis and path analysis were applied with appropriate statistical analysis programs. As a result of the research, it has been determined that brand experience affects perceived uniqueness, brand choice and brand reliability. In addition, the effect of brand reliability on willingness to pay price premiums and the relationship between price premiums and purchase intention are highlighted.

Anahtar Kelimeler

Perceived Uniqueness, Brand Experience, Brand Credibility, Brand Choice, Willing-to-pay Price Premium, Purchase Intention

Fiyat Primi Ödeme İstekliliğini Etkileyen Unsurlar Üzerinde Marka Deneyiminin Etkisi ve Fiyat Priminin Satın Alma Niyeti ile İlişkisi

Öz

Çalışmada, fiyat primi ödeme istekliliği üzerinde etkili olan unsurları ve bu unsurlar üzerinde marka deneyiminin etkisini analiz etmek ve fiyat primi ile satın alma niyeti arasındaki ilişkiyi incelemek amaçlanmıştır. Araştırmanın verileri, kolayda örnekleme metoduyla 18-25 yaş aralığındaki 391 katılımcıdan çevrimiçi anket tekniği kullanılarak toplanmıştır. Amaca uygun istatistiksel analiz programlarıyla frekans analizi, normallik testi, korelasyon analizi, doğrulayıcı faktör analizi ve yol analizi uygulanmıştır. Araştırmanın sonucunda marka deneyiminin algılanan benzersizlik, marka seçimi ve marka güvenilirliği üzerinde etkisi olduğu tespit edilmiştir. Ayrıca marka güvenilirliğinin fiyat primi ödeme istekliliği üzerindeki etkisine ve fiyat priminin satın alma niyeti ile var olan ilişkisine dikkat çekilmektedir.

Anahtar Kelimeler

Algılanan Benzersizlik, Marka Deneyimi, Marka Güvenilirliği, Marka Seçimi, Fiyat Primi Ödeme İstekliliği, Satın Alma Niyeti

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