İNTERNET ÜZERİNDEN ALIŞVERİŞLERDE TÜKETİCİLERİN MARKALARA YÖNELİK TUTUMLARININ DEĞİŞTİRİLMESİ İÇİN BİR MODEL ÖNERİSİ: TUTUM DEĞİŞİM MODELİ

Bu çalışmanın amacı, alan yazına tüketicilerin internet üzerinde alışverişleri sürecinde markalara yönelik geliştirdikleri tutumların değiştirilmesine yönelik kavramsal bir araştırma modeli kazandırmaktır. Tutum değişim modeli beş farklı teorik modelden faydalanılarak geliştirilmiş hibrit bir modeldir. Faydalanılan söz konusu teorik modeller tutumlara fonksiyonel yaklaşım modeli, enstrümental değer modeli, mantıklı eylem teorisi, tutum-davranış modeli ve kişilerarası davranış kuramıdır. Tutumların değişim modeli tüketicilerin markalara yönelik tutumlarının değiştirilmesi için dört farklı aşamayı bir arada içeren bir modeldir. Söz konusu aşamalar sırasıyla tüketicilerin markalara yönelik tutum fonksiyonlarının keşfedilmesi, tutumlarının hiyerarşi seviyesinin anlaşılması, tüketicilerin internet aracılığıyla sunulan servis hizmetlerine yönelik algıların belirlenmesi ve son olarak tüketicilerin markaya yönelik tutumlarının yenilenmesidir. Alan yazında tutumların değişim modeline benzer şekilde tutum değiştirmeye yönelik farklı süreçleri öneren ve bir arada içeren bir model yer almamaktadır. Geliştirilen bu model nicel veya nitel yöntemlerle test edilmemiştir. Gelecekte araştırmacılar bu modeli kullanarak tüketicilerin markalara yönelik tutumlarının değiştirilmesini konu alan araştırmalar gerçekleştirebilir ve modeli test edebilirler.

Anahtar Kelimeler:

Tüketici tutumlarının değiştirilmesi, Markalara yönelik tutumlar, Internet üzerinden alışveriş

PROPOSING A MODEL FOR CHANGING CONSUMERS’ ATTITUDES TOWARD BRANDS in ONLINE SHOPPING: CHANGE IN ATTITUDES MODEL

The aim of the present study is to develop a theoretical model that would help change consumers’ attitudes towards brands in online shopping. This model, which is named Change in Attitude Model, is of hybrid nature and developed based on five different theoretical models. These models are the functional approach of attitudes model, instrumentality value model, reasoned action theory, attitude- behavior model and interpersonal behavior theory. Change in Attitude Model includes four separate phases that target at changing consumers’ attitudes. Respectively, these phases are discovering functions of consumers’ attitudes toward brands, understanding the hierarchy between the attitudes, determining the perceptions of consumers about services offered online and renewing consumers’ attitudes toward brands. To the best of researcher’s knowledge, there is no study in the relevant literature offering a model that includes several processes to change consumers’ attitudes. Although the model has not been tested through either qualitative or quantitative methods, it holds promise for further research efforts which would focus on changing consumers’ attitudes.

Keywords:

Changing consumers’ attitudes, Attitudes towards brands, Online shopping,

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