MEDIATING ROLE OF CONSUMER PURCHASE INTENTION ON THE RELATIONSHIP BETWEEN INFLUENCER’S PERCEIVED CHARACTERISTICS AND CONSUMER PURCHASE BEHAVIOR

Yıl 2023, Cilt: 21 Sayı: Cumhuriyetin 100. Yılı Özel Sayısı, 807 - 834, 18.10.2023

Mert İnal , Erkan Bil

https://doi.org/10.35408/comuybd.1359816

Öz

This paper aims to explore the mediating role of purchase intention in the relationship between two selected characteristics of influencers and purchase behavior in the context of influencer marketing. In addition, the aim of this paper to examine these selected characteristics’ (trust and similarity, as defined by Parasocial Interaction Theory and Planned Behavior Theory) impact on both purchase intention and purchase behavior. The main population of this paper comprises social media users who actively use social media platforms and follow at least one influencer. Descriptive statistical analysis was performed in IBM SPSS 20 program, and confirmatory factor analysis and structural equation modeling analysis were performed using the SmartPLS 4 package program. The results showed that purchase intention has a mediating effect on the purchase behavior's relationships between trust and similarity. In addition, it was revealed that trust and similarity have positive and significant effects on purchase intention and purchase behavior. The main contribution of that paper to the literature is not only to reveal the mediating role of purchase intention in the purchase behavior’s relationship between trust and similarity but also to show the effects of trust and similarity on purchase intention and to determine the effects of these variables on purchase behavior in the context of influencer marketing.

Anahtar Kelimeler

Influencer Marketing, Social Media, Purchase Intention, Purchase Behavior, Mediating Effect

TÜKETİCİ SATIN ALMA NİYETİNİN İNFLUENCERLARIN ALGILANAN ÖZELLİKLERİ İLE TÜKETİCİ SATIN ALMA DAVRANIŞI ARASINDAKİ ARACILIK ROLÜ

Öz

Bu çalışmanın amacı, influencerların seçilmiş iki özelliği ile satın alma davranışı arasındaki ilişkide satın alma niyetinin aracı rolünü etkileyici pazarlama bağlamında araştırmaktır. Ayrıca, seçilen bu özelliklerin (Parasosyal Etkileşim Teorisi ve Planlı Davranış Teorisi’ne dayanan güven ve benzerlik) hem satın alma niyeti hem de satın alma davranışı üzerindeki etkisini araştırmak amaçlanmaktadır. Bu araştırmanın evrenini sosyal medya platformlarını aktif olarak kullanan ve en az bir influencerı takip eden sosyal medya kullanıcıları oluşturmaktadır. IBM SPSS 20 programında tanımlayıcı istatistiksel analizler, SmartPLS 4 paket programında ise doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi (YEM) analizi yapılmıştır. Analiz sonuçlarına göre, satın alma niyetinin, güven ile satın alma davranışı ve benzerlik ile satın alma davranışı arasındaki ilişkilerde aracı etkiye sahip olduğu tespit edilmiştir. Ayrıca güven ve benzerliğin satın alma niyeti ve satın alma davranışı üzerinde pozitif ve anlamlı etkilerinin olduğu ortaya çıkmıştır. Bu çalışmanın literatüre katkısı, yalnızca güven ve benzerlik ile satın alma davranışı arasındaki ilişkide satın alma niyetinin aracı rolünü ortaya koymak değil, aynı zamanda güven ve benzerliğin satın alma niyeti üzerindeki etkilerini ortaya koymak ve bu değişkenlerin satın alma davranışı üzerindeki etkilerini etkileyici pazarlama bağlamında incelemektir.

Anahtar Kelimeler

Influencer Pazarlama, Sosyal Medya, Satın Alma Niyeti, Satın Alma Davranışı, Aracılık Etkisi

Kaynakça

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