Tüketici Sinizminin Marka Aşkı ve Marka Güveni Üzerindeki Etkisi: E-Ticaret Markası Üzerine Bir Araştırma

Tüketici sinizmi işletmenin- markanın sadece kendi çıkarlarını ön planda tutarak hareket ettiği, tüketicileri- müşterileri önemsemediği inanışı temelinde bir tüketicinin işletmeye- markaya karşı olumsuz duygu, eğilim ve kuşku içinde olma durumudur ve tüketicinin- müşterinin bu inançla verdiği bilişsel, duygusal veya fiziksel tepkidir. Bu çalışmada marka aşkı ve marka güveni üzerinde tüketici sinizmi etkisinin incelenmesi amaçlanmıştır. Çalışma Türkiye' de faaliyette bulunan e-ticaret markası üzerinden yapılmıştır. Çalışmada anket kullanılmış ve 400 geçerli veri elde edilmiştir. Veriler Stata 15.0, IBM SPSS 22.0 ve Excel programları ile analiz edilmiştir. Çalışmanın sonucuna göre tüketici sinizmi ile marka aşkı ve marka güveni arasında anlamlı, negatif yönlü ve orta düzeyde bir ilişki olduğu bulunmuştur. Ayrıca tüketici sinizminin marka aşkı ve marka güveni üzerinde etkisi olduğu saptanmıştır.

Anahtar Kelimeler:

Tüketici Sinizmi, Marka Aşkı, Marka Güveni, E-Ticaret

The Effect of Consumer Cynicism on Brand Love and Brand Trust: A Research on E-Commerce Brand

Consumer cynicism is the state of a consumer to have negative feelings, tendencies and suspicions towards the business- brand on the basis of the belief that the business- brand only acts by keeping its own interests in the foreground and does not care about the consumers- customers; and it is the consumer's- customer's cognitive, emotional or physical response with this belief. In this study, it is aimed to examine the effect of consumer cynicism on brand love and brand trust. The study was carried out on the e-commerce brand operating in Turkey. A survey was used in the study and 400 valid data were obtained. Data were analyzed with Stata 15.0, IBM SPSS 22.0 and Excel programs. According to the results of the study, it was found that there is a significant, negative and middle level relationship between consumer cynicism and brand love, consumer cynicism and brand trust. In addition, it has been determined that consumer cynicism has an effect on brand love and brand trust.

Keywords:

Consumer Cynicism, Brand Love, Brand Trust, E-Commerce,

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Ekonomik ve Sosyal Araştırmalar Dergisi-Cover

ISSN: 1306-2174
Yayın Aralığı: Yılda 2 Sayı
Başlangıç: 2005
Yayıncı: Abant İzzet Baysal Üniversitesi İktisadi ve İdari Bilimler Fakültesi