Akıllı Telefonlarda Marka Değiştirme Niyetinin Öncüllerinin İtme-Çekme-Bağlama Modeli Çerçevesinde İncelenmesi

Bu çalışmanın amacı, Türkiye’de akıllı telefon kullanıcıların marka değiştirme niyetini etkileyen faktörleri araştırmaktır. Bu amaçla, İtme-Çekme-Bağlama modeline dayalı bir araştırma modeli geliştirilmiştir. Tüketicilerin marka değiştirmesini hangi faktörlerin etkilediğini anlamak, akıllı telefon markaları için önemli bir konudur. Kullanıcıların değiştirme niyetini anlamak için itme faktörü olarak tatminsizlik, çekme faktörü olarak alternatif çekicilik ve öznel norm, bağlama faktörü olarak değiştirme maliyetleri, alışkanlık ve düşük bireysel yenilikçilik faktörleri kullanılmıştır. Araştırma evrenini Ankara’da yaşayan ve akıllı telefon kullanan bireyler oluşturmaktadır. Kolayda örneklem yöntemiyle araştırmada veri toplama aracı olarak yüz yüze anket metodu kullanılmıştır. Çalışma için katılımcılardan 363 geçerli yanıt elde edilmiştir. Çalışmada 7’li Likert tipi kapsamında 7 adet ölçek kullanılmıştır. Çalışma modelini oluşturan ölçeklerin geçerliliğin sağlanmasında doğrulayıcı faktör analizi ve içsel tutarlılığını tespit etmek için güvenirlik analizi yapılmıştır. Çalışmada oluşturulan altı hipotez yapısal eşitlik modeli ile test edilmiştir. İtme, çekme ve bağlama faktörlerin kullanıcıların marka değiştirme niyetleri üzerindeki etkisini kapsayan analiz AMOS 24 ve SPSS 26 paket programları kullanılarak yapılmıştır. Çalışma boyunca istatistiksel anlamlılık p<0,05 olarak kabul edilmiştir. Araştırma sonucunda tatminsizlik, alternatiflerin çekiciliği ve öznel norm marka değiştirme niyetini pozitif olarak etkilemektedir. Elde edilen bulgulara göre değiştirme maliyetlerinin ve düşük bireysel yeniliğin marka değiştirme niyeti üzerinde anlamlı ve negatif bir etkisi bulunmuştur. Ayrıca alışkanlığın değiştirme niyeti üzerinde anlamlı bir etkisi olmadığı sonucuna ulaşılmıştır. Çalışmanın İtme-Çekme-Bağlama modelini kullanarak bireylerin akıllı telefon marka değiştirme niyetlerini inceleyen bir çalışma olması nedeniyle alan yazına katkısı olacağı düşünülmektedir. Araştırma bulgularının önceki yıllarda yapılan çalışmalarla benzer olduğu görülmektedir. Araştırmada elde edilen sonuçların literatüre çeşitli teorik katkılar sağlaması beklenmekte ve yönetsel uygulamalara katkısı olabilecek bulgulara ulaşılmıştır.

Anahtar Kelimeler:

İtme-Çekme-Bağlama Modeli, Marka Değiştirme Davranışı, Akıllı Telefonlar, Değiştirme Niyeti, Mobil İletişim Sistemleri

Understanding the Factors of Brand Switching Intention in Smartphones by Framework of the Push-Pull-Mooring Model

The aim of this study is to investigate the factors affecting the brand switching intention of smartphone users in Turkey. For this purpose, a research model based on the Push-Pull-Mooring model has been developed. To understand users' intention to switch, dissatisfaction as push factor, attractiveness of alternatives and subjective norm as pull factor, switching costs, habit and low individual innovativeness factors as engagement factors are used. The population of the research consists of individuals living in Ankara and using smart phones. Face-to-face survey method is used as data collection tool in the research with convenience sampling method. The study has obtained 363 valid responses from the participants. In the study, 7 scales have been used within the scope of 7 Likert Type. Confirmatory factor analysis is carried out to to ensure the validity of the scales and reliability analysis is performed to determine the internal consistency of the scales constituting the study model. Six hypotheses created in the study are tested with the structural equation model. The analysis covering the effect of push, pull and mooring factors on users' brand switching intentions is carried out using AMOS 24 and SPSS 26 package programs. Statistical significance is accepted as p<0.05 throughout the study. As a result of the research, dissatisfaction, attractiveness of alternatives and subjective norm positively affected brand switching intention. According to the findings, itis found that switching costs and low individual innovativeness had a significant and negative effect on brand switching intention. In addition, it was concluded that the habit did not have a significant effect on the intention to switch. It is thought that the study will contribute to the literature since it is a study that examines the intentions of individuals to switch their smartphone brand using the Push-Pull-Mooring model. It is seen that the research findings are similar to the studies conducted in previous years. It is expected that the results obtained in the research will provide various theoretical contributions to the literatüre. Besides, results that may contribute to managerial practices have been obtained from the findings.

Keywords:

Push-Pull-Mooring Model, Brand Switching Behavior, Smartphones, Intention to Switch, Mobile Communication Systems,

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