Çevrimiçi Marka Topluluklarında Satın Alma Niyeti: Tüketicinin Güçlenmesinin Etkisi

Öz

The developments in the technologies of communication, new media, and mobile applications evolved the consumer experience and empowered them in their relationships with the brands. This paper investigates the impact of this natural progression taking into consideration the purchase intention, consumer satisfaction and trust in the brand. The data for the study is collected from 312 Facebook users, members of many brand communities on the social platform. The analysis realized using Structural Equation Modeling (SEM) showed significant relation-ship firstly between consumer empowerment and trust and secondly between satisfaction and trust. Satisfaction and trust are also significantly linked to purchase intention. However, the results showed no significant relation between empowerment and satisfaction. These results and their implications will pave the way for managerial recommendations and avenues for further research. Key Words: Consumer Empowerment, Satisfaction, Trust, Purchase Intention JEL Classification: M30, M31

Anahtar Kelimeler

• Tüketicinin Güçlenmesi
• Tüketici Memnuniyeti
• Güven
• Satın alma Niyeti

Purchase Intention in Online Brand Communities: The Effect of Consumer Empowerment

Öz

İletişim, yeni medya ve mobil uygulama teknolojilerindeki gelişmeler, tüketici deneyimini geliştirdi ve markalarla olan ilişkilerinde tüketicileri güçlendirdi. Bu çalışma, bu doğal ilerlemenin etkisini, satın alma niyetini, tüketici memnuniyetini ve markaya olan güveni dikkate alarak araştırmaktadır. Çalışmanın verileri, sosyal platformdaki birçok marka topluluğunun üyesi olan 312 Facebook kullanıcısından sağlanmıştır. Yapısal Eşitlik Modellemesi (SEM) kullanılarak gerçekleştirilen analiz, öncelikle tüketicinin güçlenmesi ve güven arasında, ikinci olarak da memnuniyet ve güven arasında anlamlı bir ilişki olduğunu göstermiştir. Memnuniyet ve güven, satın alma niyetiyle de önemli ölçüde bağlantılıdır. Bununla birlikte, sonuçlar tüketici güçlenmesi ve memnuniyeti arasında anlamlı bir ilişki göstermemiştir. Bu sonuçlar ve çıkarımları, yönetimsel öneriler ve gelecek araştırmalara yön gösterecektir. Anahtar Kelimeler: Tüketicinin Güçlenmesi, Tüketici Memnuniyeti, Güven, Satın alma Niyeti JEL Sınıflandırması: M30, M31

Anahtar Kelimeler

• Consumer Empowerment
• purchase intention
• consumer trust
• satisfaction

Kaynakça

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