TÜKETİCİLERİNİN ONLİNE SATIN ALMA NİYETİNDE ALGILANAN DEĞER VE MARKA GÜVENİ ETKİSİ: SPOR AYAKKABISI MARKALARI ÖRNEĞİ

Öz

Bu çalışma, algılanan değer boyutlarının ve marka güveninin tüketicilerin online satın alma niyetleri üzerindeki etkisini spor ayakkabı markaları bağlamında araştırmaktadır. Algılanan değerin dört boyutu (işlevsel, ekonomik, sosyal ve duygusal) marka güveninin belirleyicileri olarak incelenmiş ve bunun da çevrimiçi satın alma niyetini etkilediği varsayılmıştır. Veriler 363 spor ayakkabı tüketicisinden çevrimiçi bir anket aracılığıyla toplanmıştır. Önerilen ilişkileri test etmek için yapısal eşitlik modellemesi (YEM) kullanılmıştır. Sonuçlar, algılanan işlevsel, duygusal ve ekonomik değerin marka güvenini önemli ölçüde etkilediğini; işlevsel, duygusal ve sosyal değerin ise satın alma niyetini etkilediğini göstermiştir. Bunlar arasında işlevsel ve duygusal değer en etkili belirleyiciler olarak ortaya çıkmıştır. Bulgular, çevrimiçi ortamlarda tüketici değer algısının çok boyutlu doğasının altını çizmekte ve satın alma kararlarını yönlendirmede marka güveninin aracı rolünü vurgulamaktadır. Çalışma, tüketici değeri literatürüne teorik katkılar sunmakta ve dijital ortamlarda tüketici katılımını ve güvenini artırmayı amaçlayan spor ayakkabı sektöründeki marka yöneticileri için uygulanabilir içgörüler sağlamaktadır.

Anahtar Kelimeler

• perceived value
• brand trust
• purchase intention
• sneakers
• online

THE EFFECT OF PERCEIVED VALUE AND BRAND TRUST ON CONSUMERS' ONLINE PURCHASE INTENTION: THE CASE OF SNEAKER BRANDS

Abstract

This study investigates the impact of perceived value dimensions and brand trust on consumers' online purchase intentions in the context of sneaker brands. Four dimensions of perceived value (functional, economic, social and emotional) are examined as determinants of brand trust, which in turn is hypothesized to influence online purchase intention. Data were collected from 363 sneaker consumers through an online survey. Structural equation modeling (SEM) was used to test the proposed relationships. The results showed that perceived functional, emotional and economic value significantly influenced brand trust, while functional, emotional and social value influenced purchase intention. Among these, functional and emotional value emerged as the most influential determinants. The findings underline the multidimensional nature of consumer value perception in online environments and emphasize the mediating role of brand trust in guiding purchase decisions. The study offers theoretical contributions to the consumer value literature and provides actionable insights for brand managers in the sneaker industry who aim to increase consumer engagement and trust in digital environments.

Keywords

• Perceived value
• brand trust
• purchase intention
• sneakers
• online

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