Fayda Algısının Çevrimiçi Alışveriş Bağlamında Tüketici Bazlı Marka Değeri Üzerindeki Etkisi

Yıl 2018, Cilt: 18 Sayı: 4, 711 - 725, 23.10.2018

Edin Güçlü Sözer , Mustafa Emre Civelek

Öz

Tüketicilerin çevrimiçi kanalları alışveriş yapmak için kullanmalarından dolayı elde edecekleri faydalara yönelik algıları, çevrimiçi alışveriş yapma eğilimlerinin belirlenmesinde önemli rolü olan bir faktördür. Bu çalışma mevcut literatüre üç noktada katkı sağlamayı hedeflemektedir: (1) Çevrimiçi bağlamda fayda algısı ile tüketici bazlı marka değeri arasındaki ilişkinin doğası ve kapsamına ışık tutmak, (2) tüketici bazlı marka değeri’nin alt boyutları arasındaki ilişkiyi ortaya çıkarmak, (3) fayda algısı, tüketici bazlı marka değeri ve alt boyutları arasındakı sıralı ilişkiyi ölçen bir model sunmak ve test etmek. Çalışmanın sonuçları, tüketicilerin çevrimiçi alışveriş yapmaya yönelik fayda algısı’nın, hem marka farkındalığı üzerinde hem de marka fakındalığı ile kalite algısı arasındaki ilişki üzerinde etkili olduğunu ve bu iki etki ile beraber tüketici bazlı marka değeri’nin oluşmasına katkı yaptığını göstermektedir. Bu çalışmanın sonuçlarından bir tanesi de tüketici bazlı marka değerinin alt boyutları arasında sırasal bir ilişki olduğunun tespit edilmesidir. Bu sıralı ilişkiler çerçevesinde, temel marka farkındalığı marka çağrışımları ve kalite algısının oluşmasına pozitif katkı yapmakta ve buna bağlı olarak marka çağrışımları aracılığı ile marka bağlılığı seviyesine destek olmaktadır.

Anahtar Kelimeler

Tüketici bazlı marka değeri, fayda algısı, marka farkındalığı, marka çağrışımları, kalite algısı, marka bağlılığı çevrimiçi alışveriş

The Effect of Perceived Benefit on Consumer Based Brand Equity in Online Shopping Context

Öz

The perception of consumers related to the benefits of using online channels for shopping is an important factor in the determination of their intention to shop online. This study aims to contribute to the current literature by (1) shedding light into the nature and extent of the relationship between perceived benefit and consumer based brand equity in an online context, (2) exploring the relationship between the sub-dimensions of consumer based brand equity, and finally (3) proposing and testing a structural model of these relationships between perceived benefit, consumer based brand equity and its sub-dimensions. The results of the study confirm that consumers’ benefit perception related to online shopping leads the way to the formation of consumer based brand equity by affecting brand awareness and mediating the relationship between brand awareness and perceived quality. Another finding of this study is that there is a positive relationship within the sub-dimensions of consumer based brand equity in a sequential structure, which brings consumers from the basic awareness level about the brand to the formation of brand associations, as well as the perception of quality and consequently resulting to support the level of loyalty through brand associations.

Anahtar Kelimeler

Consumer based brand equity, perceived benefit, brand awareness, brand associations, perceived quality, brand loyalty, nline shopping, online shopping

Kaynakça

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