Do customers prefer hotels that use non-fungible tokens as a marketing tool? A study based on the value-attitude-behavior model

Yıl 2023, Cilt: 5 Sayı: 2, 148 - 164, 31.12.2023

Ali Dalgıç , Emre Yaşar , Ayşegül Demircioğlu

Öz

This study investigates the effect of egoistic and altruistic value orientations on behavioural intentions, and the mediating effect of attitude on the effects of these two value orientations, in relation to (non-fungible tokens) Non-fungible tokens (NFTs). Hotels in Turkey that offer NFTs to their customers as a marketing strategy tool were asked to evaluate the values, attitudes, and behavioural intentions of individuals who watch online broadcasts and know about NFTs. The participants were selected by convenience sampling and the data collected via an online questionnaire form. Of the 454 questionnaires were obtained, 406 were used to test the study’s hypotheses, following sling analysis and multiple normal distribution analysis. The results showed that egoistic and altruistic values have positive effects on attitude and behavioural intention while attitude also has a positive effect on behavioural intention. Finally, attitude partially mediates the effect of egoistic and altruistic values on behavioural intention. These findings suggest that hotels can increase their customers’ intention to prefer them through using NFTs as a marketing strategy tool.

Anahtar Kelimeler

Egoistic value, Altruistic value, Attitude, Behavioural intention, NFTs, Hotels

Müşteriler pazarlama aracı olarak nitelikli fikri tapu kullanan otelleri tercih eder mi? Değer-tutum-davranış modeline dayalı bir çalışma

Öz

Bu çalışmada, egoist ve alturistik değer yönelimlerinin davranışsal niyet üzerindeki etkisi ve bu iki değer yöneliminin davranışsal niyet üzerine etkisinde tutumun aracılık rolü araştırılmıştır. Araştırma kapsamında, bir pazarlama stratejisi aracı olarak müşterilerine NFT'ler sunabilecek Türkiye'deki oteller bağlamında, çevrimiçi yayınları izleyen ve NFT'ler hakkında bilgi sahibi olan bireylere değerleri, tutumları ve davranışsal niyetleri sorulmuştur. Katılımcılar kolayda örnekleme yoluyla seçilmiş ve veriler çevrimiçi bir anket formu aracılığıyla toplanmıştır. Veri toplama süreci sonucunda, 454 anket formu elde edilmiştir. Yapılan çoklu normal dağılım ve sapan analizleri sonucunda 406 veri ile analizlere devam edilmiştir. Verilerin analizi sonucunda, egoist ve alturistik değerlerin tutum ve davranışsal niyet üzerinde olumlu etkileri olduğu, tutumun da davranışsal niyet üzerinde olumlu bir etkiye sahip olduğu bulgulanmıştır. Bunlara ek olarak tutumun, egoist ve alturistik değerlerin davranışsal niyet üzerindeki etkisinde kısmi aracılık rolü oynadığı tespit edilmiştir. Bulgulara istinaden, otellerin NFT'leri bir pazarlama stratejisi aracı olarak kullanarak müşterilerin onları tercih etme niyetini artırabileceği söylenebilir.

Anahtar Kelimeler

Egoist değer, Alturistik değer, Tutum, Davranışsal niyet, NFT, Oteller

Kaynakça

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