Marka İlgileniminin, Tutumun ve Sadakatin Marka Kullanım Niyeti Üzerindeki Etkisi: Tüketicilerin Yeniliklere Açıklık Kişilik Özelliklerinin Düzenleyici Rolü (Çevrimiçi Yiyecek İçecek Platformları Örneği)

Yıl 2022, Cilt: 22 Sayı: 3, 1262 - 1281, 30.11.2022

Parisa Alizadehfanaeloo

https://doi.org/10.11616/asbi.1153393

Öz

Bu çalışmanın amacı marka ilgileniminin, tutumun ve sadakatin marka kullanım niyeti üzerindeki etkisini ve marka ilgileniminin ve tutumun marka sadakati üzerindeki etkisini belirlemektir. Aynı zamanda bu çalışma kavramsal modeldeki ilişkilerde tüketicilerin yeniliklere açıklık kişilik özelliklerinin düzenleyici etkisini araştırmayı amaçlamaktadır. Bu ampirik çalışma önerilen model ile yürütülmüştür. Model İstanbul’da yaşayan ve çevrimiçi yiyecek içecek markalarından alışveriş yapan 460 kişiden alınan verilerden yararlanılarak test edilmiştir. Araştırma hipotezlerini test etmek için regresyon analizi yapılmıştır. Çalışma bulguları marka ilgileniminin tutum üzerindeki etkisini, marka ilgileniminin ve tutumun marka sadakati üzerindeki etkisini ve marka ilgileniminin, tutumun ve sadakatin marka kullanım niyeti üzerindeki etkisini ortaya çıkarmıştır. Ayrıca, araştırma modelindeki ilişkilerde tüketicilerin yeniliklere açıklık kişilik özelliklerinin düzenleyici rolü ortaya konulmuştur. Bu çalışmaya özgünlük kazandıran marka ilgileniminin marka kullanım niyeti üzerindeki etkisi ve tüketicilerin yeniliklere açıklık kişilik özelliklerinin modeldeki düzenleyici rolüdür.

Anahtar Kelimeler

Marka ilgilenimi, Marka tutumu, Marka sadakati, Marka kullanım niyeti, Yeniliklere açıklık kişilik özelliği.

The Impact of Brand Involvement, Attitude and Loyalty on Brand Usage Intent: The Moderator Role of Openness to Innovations Personality Trait of Consumers (Online Food and Beverage Platforms Example)

Öz

The present study aims not only to determine the impact of brand involvement, brand attitude and brand loyalty on brand usage intent and the impact of brand involvement and brand attitude on brand loyalty, but also to investigate the moderator effect of openness to innovations personality trait of consumers on conceptual model relationships. This empirical study was conducted with a proposed model. The model was tested with surveys applied to a sample of 460 online food and beverage shoppers in Istanbul, Turkey. Regression analyses were conducted to test the research hypotheses. The study findings elicited the impact of brand involvement on brand attitude, the impact of brand involvement and brand attitude on brand loyalty and also the impact of brand involvement, brand attitude and brand loyalty on brand usage intent. Furthermore, the moderator role of oppenness to innovations personality trait of consumers on study correlations were verified. The present study underlined the influence of brand involvement on brand usage intent and the openness to innovations personality trait of consumers as moderator factor in model correlations.

Anahtar Kelimeler

Brand involvement, Brand attitude, Brand loyalty, Brand usage intent, Openness to innovations personality trait.

Kaynakça

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