Tüketicilerin Satın Alma Niyetlerinde Antropomorfik Maskotun Etkisi: Deneysel Bir Çalışma

Yıl 2021, Cilt: 29 Sayı: 50, 229 - 254, 31.10.2021

Kadir Deligoz Sevtap Ünal

https://doi.org/10.17233/sosyoekonomi.2021.04.11

Öz

Müşteriler, ürün veya hizmetleri kendileriyle özdeşleştirmek için evrensel bir eğilim içerisindedirler. Bu nedenle insana ait özelliklerin diğer varlıklara atfedilmesi olan antropomorfizm, tüketicilerin işletme, ürün veya hizmetler ile kendisini özdeşleştirmesi için bir fırsat yaratmaktadır. Bu çalışmada, tüketicilerin satın alma niyetlerinde antropomorfik maskotun etkisi deneysel serim şeklinde araştırılmıştır. Verileri anket yoluyla toplanan çalışma Erzurum ili merkez ilçelerinde yapılmıştır. Araştırma sonuçlarına göre tüketicilerin markalara yönelik satın alma niyetlerinde antropomorfik maskotun olumlu etkisi olduğu sonucuna varılmıştır. Ayrıca antropomorfik maskot kullanan markalara yönelik marka imajı, marka değeri, marka kimliği, marka kişiliği, marka deneyimi ve marka ilginliğinin satın alma niyeti üzerinde olumlu etkiye sahip olduğu sonucuna varılmıştır.

Anahtar Kelimeler

Animizm, Antropomorfizm, Marka, Maskot, Satın Alma Niyeti

Teşekkür

Dosya içerisinde belirtilmiştir.

The Effect of Anthropomorphic Mascot on The Purchasing Intention of Consumers: An Experimental Study

Öz

Anthropomorphism, the process of attributing human physical or mental characteristics to living beings, such as plants and animals, and inanimate beings, such as objects, or events, is one of the most effective ways to connect consumers and businesses. Anthropomorphism creates an opportunity for consumers to identify themselves with businesses, products, or services. This study explores the effect of anthropomorphic mascots on the purchasing intention of consumers in an experimental layout. The study, for which data was collected through surveys, was conducted in Erzurum, Turkey. The study results conclude that the anthropomorphic mascot positively affects consumers' purchasing intention towards brands. In addition, brand image, brand value, identity, personality, experience, and engagement towards brands using anthropomorphic mascots positively affect purchasing intent.

Anahtar Kelimeler

Animism, Anthropomorphism, Brand, Mascot, Purchasing Intention

Kaynakça

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