Amaca Dönük Pazarlamada Tüketici Algısının Satın Alma Niyeti Üzerine Etkisi

İşletmeler, amaca dönük pazarlama ile sosyal sorumluluk ve pazarlama stratejilerini birleştirerek ekonomik ve sosyal faydayı birlikte üretebilmektedirler. Ancak firmaların ekonomik fayda sağlaması, tüketicilerin amaca dönük pazarlama kampanyalarına şüphe ile bakmasına neden olabilmektedir. Tüketici şüphesi, amaca dönük pazarlama kampanyalarında en önemli risk faktörlerinden biridir.  Bu çalışmada, tüketici şüpheciliği yanında tüketici sinizmi ve algılanan tüketici etkinliğinin amaca dönük ürün satın alma niyeti üzerine etkisi yapısal eşitlik modellemesiyle analiz edilmiştir.  Analiz sonucunda tüketici şüpheciliğin ve tüketici sinizminin amaca dönük ürün satın alma niyeti üzerine doğrudan etkisinin olmadığı, algılanan tüketici etkinliği aracılığıyla dolaylı bir etkiye sahip olduğu tespit edilmiştir.

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