MARKA BAĞIMLILIĞININ SATIN ALMA NİYETİNE ETKİSİNDE REFERANS GRUBUNUN DÜZENLEYİCİ ROLÜ: GENÇ YETİŞKİNLER ÜZERİNE BİR ARAŞTIRMA

Araştırmanın amacı; müşterilerin satın alma niyetini etkileyen faktörleri tespit etmek, marka bağımlılığı ve satın alma niyeti arasındaki ilişkide, referans grupların düzenleyici rolünü ortaya koymaktır. Bu eksende, marka bağımlılığı ve referans grubunun, satın alma niyeti ile olan ilişkilerini içeren kavramsal bir model önerilmektedir. Araştırma; İstanbul/Kadıköy’de (n=569), kolayda örneklem metodu ile seçilen 20-30 yaş grubu genç yetişkinlere, yüz yüze anket uygulaması yapılarak gerçekleştirilmiştir. Elde edilen veriler SSPS programı yardımıyla analiz edilmiş, araştırma hipotezlerini test etmek için ise; Process macro kullanılmıştır. Analiz sonuçları, marka bağımlılığının müşterilerin satın alma niyeti üzerinde anlamlı ve pozitif bir etkisinin olduğunu göstermektedir. Ayrıca referans grubunun bu ilişkide düzenleyici rol üstlendiği tespit edilmiştir. Araştırma; satın alma niyetinin öncüllerini daha derinden anlamaya yardımcı olurken, cep telefonu markaları da müşterilerin satın alma niyetinin oluşmasında özellikle referans grupların etkinliğini görmeleri açısından farkındalık yaratacağı değerlendirilmektedir.

Anahtar Kelimeler:

Satın Alma, Marka Bağlılığı, Referans Grup

THE MODERATING ROLE OF THE REFERENCE GROUP IN THE EFFECT OF BRAND ADDICTION ON PURCHASING INTENTION: A STUDY ON YOUNG ADULTS

The purpose of the research is to determine the factors that affect the purchasing intention of customers and to reveal the moderating role of reference groups in the relationship between brand addiction and purchase intention. On this axis, a conceptual model is proposed that includes the relationship between brand addiction and reference group with purchasing intention. A face-to-face questionnaire was applied on 569 young adults in the 20-30 age group selected by convenience sampling method in Kadiköy/ Istanbul. The data were analyzed with the SSPS program, and the process macro is used to test the research hypotheses. The results of the analysis show that brand addiction has a significant and positive effect on customers' purchase intention. Further, it has been determined that the reference group has a moderating role in this relationship. While the research helps to understand the antecedents of purchase intention more deeply, it is considered that it will create awareness for mobile phone manufacturers in terms of becoming aware of the effectiveness of the reference groups in the formation of the purchasing intention of the customers.

Keywords:

Purchasing Intention, Brand Commitment, Reference Group,

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