Influencerlara yönelik tutumun marka güveni ve satın alma niyeti üzerindeki etkisi
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Tarih
2021
Yazarlar
Dergi Başlığı
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Cilt Başlığı
Yayıncı
İstanbul Bilgi Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
ÖZET: Bu çalışma çerçevesinde, influencerlara yönelik tutumun marka güveni ve satın alma niyeti üzerindeki etkisinin incelenmesi amaçlanmıştır. Bu doğrultuda influencer, influencer pazarlama, marka güveni ve satın alma niyetine ilişkin literatür taraması yapılmış ve bir anket formu oluşturularak 309 katılımcı üzerinde anket uygulaması yapılmıştır. Influencerlara yönelik tutumu ölçmek için Ohanian (1990) tarafından geliştirilen, Shamli (2019) tarafından Türkçe diline uyarlanan, 17 maddesi ve 3 alt boyutu bulunan ölçek; marka güvenini ölçmek için Chaudhuri ve Holbrook (2001) tarafından geliştirilen, tek boyut ve 4 maddeden oluşan ölçek; satın alma niyetini ölçmek için Kwon, Trail ve James (2007) tarafından geliştirilen, tek boyut ve 3 maddeden oluşan ölçek kullanılmıştır. Gerçekleştirilen araştırma neticesinde elde edilen bulgulara göre, influencerlara yönelik tutumun marka güvenini anlamlı olarak ve kısmen etkilediği, influencerlara yönelik tutumun satın alma niyetini anlamlı olarak etkilediği, marka güveninin satın alma niyetini anlamlı olarak etkilediği, cinsiyete göre herhangi bir değişkende anlamlı farklılık olmadığı tespit edilmiştir.
ABSTRACT: Within the scope of this study, it is aimed to examine the effect of attitude towards influencers on brand trust and purchasing intention. In this regard, literature review was made on influencer, influencer marketing, brand trust and purchasing intention, and a survey form was prepared, and conducted on 309 participants. The scale developed by Ohanian (1990) and adopted into Turkish by Shamli (2019) with 17 items and 3 sub-dimensions was used to measure the attitude towards influencers; the scale developed by Chaudhuri and Holbrook (2001) with 4 items and one dimension was used to measure brand trust; and the scale developed by Kwon, Trail and James (2007) with 3 items and one dimension was used to measure purchasing intention. According to the research findings, it was found that attitude towards influencers has significant and partial effect on brand trust, attitude towards influencers has significant effect on purchasing intention, brand trust has significant effect on purchasing intention, and there is no significant difference in any research variable according to gender.
ABSTRACT: Within the scope of this study, it is aimed to examine the effect of attitude towards influencers on brand trust and purchasing intention. In this regard, literature review was made on influencer, influencer marketing, brand trust and purchasing intention, and a survey form was prepared, and conducted on 309 participants. The scale developed by Ohanian (1990) and adopted into Turkish by Shamli (2019) with 17 items and 3 sub-dimensions was used to measure the attitude towards influencers; the scale developed by Chaudhuri and Holbrook (2001) with 4 items and one dimension was used to measure brand trust; and the scale developed by Kwon, Trail and James (2007) with 3 items and one dimension was used to measure purchasing intention. According to the research findings, it was found that attitude towards influencers has significant and partial effect on brand trust, attitude towards influencers has significant effect on purchasing intention, brand trust has significant effect on purchasing intention, and there is no significant difference in any research variable according to gender.
Açıklama
Anahtar Kelimeler
Influencer, Sosyal Medya, Güven, Marka Güveni, Satın Alma Niyeti, Social Media, Brand Trust, Purchasing Intention