ONLİNE MARKA DENEYİMİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE MARKA GÜVENİ VE TUTUMUNUN DÜZENLEYİCİ ETKİSİNİN İNCELENMESİ

Bu çalışmada e-ticaret pazar yeri platformlarının alışveriş süresince yaşattığı online marka deneyiminin, marka güveni ve marka tutumunun tüketici satın alma niyetine etkisinin incelenmesi amaçlanmıştır. Online marka deneyiminin satın alma niyeti üzerindeki etkisinde marka güveni ve marka tutumunun düzenleyici etkisinin ne yönde olacağı ise çalışmanın ikinci amacıdır. Veri toplama aracı olarak Google Forms aracılığıyla oluşturulan online anket kullanılmıştır. Kolayda örnekleme yönteminin kullanıldığı veri toplama süreci sonunda 418 katılımcıya ulaşılmıştır. Verilerin analizinde SPSS 24, LISREL 8.7 programları ile PROCESS 4.0 makro yazılımı kullanılmıştır. Araştırma sonucunda online marka deneyiminin, marka güveninin ve marka tutumunun satın alma niyeti üzerinde pozitif etkisi olduğu belirlenmiştir. Online marka deneyiminin satın alma niyeti üzerindeki etkisinde marka güveni ve marka tutumunun düzenleyici role sahip olduğu sonucuna ulaşılmıştır. Online marka yöneticileri için bu sonuç, müşterileri satın almaya götüren süreç boyunca yaşatılan marka deneyimi yanında, yüksek düzeydeki marka güveni ve tutumunun daha fazla satış yapmak için ayrı bir öneme sahip olduğunu göstermektedir.

Anahtar Kelimeler:

Online marka deneyimi, Marka güveni, Marka tutumu, Satın alma niyeti, E-ticaret pazar yeri

EXAMINING THE MODERATOR EFFECT OF BRAND TRUST AND ATTITUDE ON THE EFFECT OF ONLINE BRAND EXPERIENCE ON PURCHASE INTENTION

In this study, it is aimed to examine the effects of online brand experience, brand trust and brand attitude on consumer purchase intention, which e-commerce marketplace platforms provide during shopping. The second aim of the study is to determine the moderating effect of brand trust and brand attitude on the effect of online brand experience on purchase intention. An online questionnaire created through Google Forms was used as a data collection tool. At the end of the data collection process, in which the convenience sampling method was used, 418 participants were reached. SPSS 24, LISREL 8.7 programs and PROCESS 4.0 macro software were used in the analysis of the data. As a result of the research, it was determined that online brand experience, brand trust and brand attitude have a positive effect on purchase intention. It has been concluded that brand trust and brand attitude have a moderator role in the effect of online brand experience on purchase intention. For online brand managers, this result shows that a high level of brand trust and attitude is of particular importance in order to make more sales, as well as the brand experience experienced throughout the process that leads customers to purchase.

Keywords:

Online Brand Experience, Brand Trust, Brand Attitude, Purchase Intention, e-commerce market place,

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