Öz

Increasing competition conditions cause businesses to have difficulty in maintaining their existence. For this purpose, businesses need to examine consumer behavior in order to ensure continuity. Purchasing intention, which constitutes an important step of purchasing behavior, is an important step that activates purchasing instincts and enables the acquisition of customer status. When consumer behavior models are examined, it is seen that purchasing behavior differs depending on various factors. Involvement in these important factors affecting consumer behavior; It is defined as the bond people establish between the stimulus and the stimulus in a short time. It is seen that people who need detailed information about the product before their purchasing behavior have higher levels of involvement and those with a high level of involvement intend to buy more. The brand, which is the other determinant of purchasing behavior; It is one of the other factors that have an important role, such as facilitating consumers' decision-making and providing incentives to purchase goods and services. The trust in the brand, which is defined as the fulfillment of the promises and responsibilities of the brand before the purchase, ensures the formation of an emotional bond between the consumer and the brand. Trust in the brand ensures customer satisfaction, allowing customers to choose the same product in their repurchase behavior. This research examines the regulatory effect of brand trust on the effect of involvement level on purchase intention. For this purpose, the data obtained from 352 participants in the Y generation, who use technology more than the previous generations, were evaluated with Factor Analysis, Structural Equation Model and SPSS Process Macro regulatory impact analysis. As a result of the analysis, it was observed that consumer involvement directly affects the purchase intention, trust in the brand has a regulatory role in the relationship between iinvolvement level and purchasing intention, and as the power of the regulatory effect increases, the purchase intention also increases.

Anahtar Kelimeler

• Consumer İnvolvement
• Purchase İntention
• Brand Trust

Tüketici İlgilenimi ve Satın Alma Niyeti Arasındaki İlişki Üzerinde Markaya Duyulan Güvenin Düzenleyici Etkisi

Öz

Giderek artan rekabet şartları işletmelerin varlıklarını sürdürmekte zorluk yaşamalarına neden olmaktadır. Bu amaçla devamlılığın sağlanabilmesi amacıyla işletmelerin tüketici davranışlarını incelemesi gerekmektedir. Satın alma davranışının önemli bir basamağını oluşturan satın alma niyeti satın alma içgüdülerini hareket geçiren ve müşteri sıfatının kazanılmasını sağlayan önemli bir adımı oluşturmaktadır. Tüketici davranış modelleri incelendiğinde satın alma davranışının çeşitli faktörlere bağlı olarak farklılaştığı görülmektedir. Tüketici davranışlarını etkileyen bu önemli unsurlar içerisinde yer alan ilgilenim; kişilerin kısa bir süre içerisinde uyaran ile aralarında kurdukları bağ olarak tanımlanmaktadır. Satın alma davranışı öncesi ürün ile ilgili detaylı bilgiye ihtiyaç duyan kişilerin ilgilenim düzeylerinin yüksek, ilgilenim düzeyi yüksek olan kişilerin ise daha fazla satın alma niyetinde oldukları görülmektedir. Satın alma davranışının diğer belirleyicisi olan marka; tüketicilerin karar vermelerini kolaylaştırmak ve mal ve hizmetlerin satın alınmasına teşvik sağlamak gibi önemli role sahip olan diğer faktörlerden biridir. Markanın tüketicilere satın alma öncesi vermiş olduğu vaat ve sorumluluklarını satın alma sonrası yerine getirmesi olarak tanımlanan markaya güven, tüketici ve marka arasında duygusal bağın oluşumunu sağlamaktadır. Markaya duyulan güven müşteri memnuniyeti sağlayarak müşterilerin yeniden satın alma davranışlarında aynı ürünü tercih etmelerini sağlamaktadır. Bu araştırma ilgilenim düzeyinin satın alma niyetine etkisinde markaya güvenin düzenleyici etkisini incelemektedir. Bu amaçla teknolojiyi kendisinden önceki kuşaklara göre daha fazla kullanan Y kuşağında yer alan 352 katılımcıdan elde edilen veriler Faktör Analizi, Yapısal Eşitlik Modeli ve SPSS Process Makro düzenleyici etki analizleri ile değerlendirilmiştir. Yapılan analizler sonucunda tüketici ilgileniminin satın alma niyetini doğrudan etkilediği, markaya güvenin ise ilgilenim düzeyi ve satın alma niyeti ilişkisinde düzenleyici role sahip olduğu ve düzenleyici etkinin gücü arttıkça satın alma niyetinin de artış gösterdiği gözlemlenmiştir

Anahtar Kelimeler

• tüketici ilgilenim düzeyi
• satın alma niyeti
• marka güveni

Kaynakça

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