Üniversite Öğrencilerinde Kahve Mağazalarındaki Duyusal Pazarlamanın Deneyimsel Değer Açısından Değerlendirilmesi

Yıl 2024, Cilt: 12 Sayı: 23, 195 - 211, 14.03.2024

Hasan Selçuk Eti

https://doi.org/10.20304/humanitas.1383225

Öz

Bu araştırmada, üniversite öğrencilerinde kahve mağazalarındaki duyusal pazarlamanın deneyimsel değer üzerindeki etkisinin incelenmesi amaçlanmıştır. Araştırma ilişkisel tarama modelinde yürütülmüştür. Araştırmanın örneklemini Türkiye’deki üniversite öğrencileri arasından kolayda örnekleme yöntemi ile seçilen toplam 388 gönüllü katılımcı oluşturmuştur. Araştırmada demografik bilgi formu, Duyusal Pazarlama Ölçeği ve Deneyimsel Değer Ölçeği kullanılarak birincil veri toplanmıştır. Araştırmada gerçekleştirilen analizlerde SPSS v26 programı kullanılmıştır. Araştırma hipotezlerini test etmek üzere regresyon analizleri gerçekleştirilmiştir. Araştırma sonucunda, duyusal pazarlamanın deneyimsel değer üzerinde pozitif yönde ve anlamlı bir etkisinin olduğu tespit edilmiştir. Alt boyutlara yönelik analizlerde duyusal pazarlamanın bütün boyutlarının deneyimsel değer üzerinde pozitif yönde ve anlamlı etkilerinin olduğu belirlenmiştir. Bu bulgulara göre, duyusal pazarlamanın hem genel olarak hem de bütün boyutları ile deneyimsel değere katkı sağladığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

duyusal pazarlama, deneyimsel pazarlama, tüketici deneyimi, deneyimsel değer

Etik Beyan

Etik Kurul Belgesi sisteme ek dosya olarak yüklenmiştir

Evaluation of Sensory Marketing in Coffee Shops from an Experiential Value Perspective among University Students

Öz

This research aimed to examine the effect of sensory marketing in coffee shops on experiential value among university students. The research was conducted in the relational screening model. The sample of the research consisted of a total of 388 volunteer participants selected by convenience sampling method among university students in Turkey. In the research, primary data was collected using a demographic information form, Sensory Marketing Scale and Experiential Value Scale. SPSS was used in the analyzes carried out in the research. Regression analyzes were conducted to test the research hypotheses. As a result of the research, it was determined that sensory marketing had a positive and significant effect on experiential value. In the analysis of the sub-dimensions, it was determined that all dimensions of sensory marketing had positive and significant effects on experiential value.As a conclusion, sensory marketing contributes to experiential value both in general and in all its dimensions.

Anahtar Kelimeler

sensory marketing, experiential marketing, consumer experience, experiential value

Kaynakça

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