Influencer'ların Algılanan Özelliklerinin Tüketici Satın Alma Davranışı Üzerindeki Etkisi

Yıl 2022, Cilt: 15 Sayı: 1, 219 - 244, 31.01.2022

Erkan Bil , Mert İnal , Murat Özkaya

Öz

Amaç - Bu çalışmanın amacı, influencerların algılanan özelliklerinin (bilgilendirme, algılanan kullanım kolaylığı ve hayranlık) satın alma niyeti ve satın alma davranışı üzerindeki etkilerini değerlendirmektir.
Tasarım/metodoloji/yaklaşım - Bu araştırmanın örneklemi, sosyal medyayı kullanan ve en az 1 influencer takip eden kişilerdir. Analizleri gerçekleştirmek için IBM SPSS 20 ve SmartPLS 3.3.3 paket programları kullanılmıştır. Araştırmada önerilen araştırma modelindeki ilişkileri test etmek için sırasıyla doğrulayıcı faktör analizi ve Yapısal Eşitlik Modelleme (YEM) analizi yapılmıştır.
Bulgular - Yapısal eşitlik modellemesi analizi sonucunda bilgilendirme, algılanan kullanım kolaylığı ve hayranlığın satın alma niyeti üzerinde anlamlı ve pozitif doğrudan etkileri olduğu bulunmuştur. Ayrıca bilgilendirme, algılanan kullanım kolaylığı ve hayranlığın satın alma davranışı üzerinde anlamlı ve pozitif dolaylı etkileri vardır.
Özgünlük/değer - Bu çalışmanın literatüre temel katkısı, yalnızca bilgilendirme, algılanan kullanım kolaylığı ve hayranlığın satın alma niyeti üzerindeki etkilerini açıklamak değil, aynı zamanda etkileyici pazarlama bağlamında bu değişkenlerin hem satın alma niyeti hem de satın alma davranışı üzerindeki etkilerini kapsamlı bir şekilde ortaya koymaktır.

Anahtar Kelimeler

Etkileyici Pazarlama, Sosyal Medya, Satın Alma Niyeti, Satın Alma Davranışı

The Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior

Öz

Purpose - The purpose of this study is to evaluate the effects of the influencers’ perceived characteristics (informativeness, perceived ease of use and admiration) on purchase intention and purchase behavior.
Design/methodology/approach - The main population of this research, people who use social media and follow at least 1 influencer. IBM SPSS 20 and SmartPLS 3.3.3 package programs were used in the analysis. In the study, confirmatory factor analysis, and Structural Equation Modeling (SEM) analysis were performed to test the relationships in the proposed research model, respectively.
Findings - As a result of the structural equation modeling analysis, it was found that informativeness, perceived ease of use and admiration has significant and positive direct effects on purchase intention. In addition, informativeness, perceived ease of use and admiration has significant and positive indirect effects on purchase behavior.
Originality/value - The main contribution of this study to the literature is not only to explain the effects of informativeness, perceived ease of use and admiration on purchase intention, but also to comprehensively reveal the effects of these variables on both purchase intention and purchase behavior by considering them together in the context of influencer marketing.

Anahtar Kelimeler

Influencer Marketing, Social Media, Purchase Intention, Purchase Behavior

Kaynakça

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