Araştırma Makalesi
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ONLİNE ALIŞVERİŞTE MARKA İMAJININ ONLİNE SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞI ÜZERİNE ETKİSİ; AMPRİK BİR ÇALIŞMA

Yıl 2022, Cilt: 5 Sayı: 1, 70 - 82, 15.05.2022
https://doi.org/10.38004/sobad.1083760

Öz

Bu çalışma çevrimiçi alışverişte marka imajının ağızdan ağıza iletişim ve online satın alma niyeti üzerinde etkisinin analiz edilmesi amacıyla gerçekleştirilmiştir. Bu doğrultu da online alışveriş deneyimine sahip tüketicilerle anket uygulaması gerçekleştirilmiştir. Araştırma amacı doğrultusunda oluşturulan araştırma modeli ve kurulan hipotezler regresyon analizi ile test edilmiştir. Yapılan analizler sonucunda marka imajının hem ağızdan ağıza iletişim üzerinde hem de online satın alma niyeti üzerinde olumlu yönde etkili olduğu görülmüştür. Ayrıca ağızdan ağıza iletişiminde online satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu sonucuna da ulaşılmıştır.

Kaynakça

  • Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The Effect of Electronic Word Of Mouth Communication on Purchase Intention and Brand Image: An Applicant Smartphone Brands in North Cyprus. Management Science Letters, 9(4), 505-518.
  • Anggraeni, A., & Rachmanita. (2015). Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Local Fashion Brands Among Young Consumers. Procedia - Social and Behavioral Sciences, 211(215), 442–447.
  • Armstrong, G. M., Kotler, P., Harker, M. J., & Brennan, R. (2018). Marketing: An Introduction. Pearson UK.
  • Chen, Mei-Fang, and Chia-Lin Lee. (2015). The Impacts of Green Claims on Coffee Consumers Purchase Intention. British Food Journal, 117 (1): 195-209
  • Cheung, C.M. and Thadani, D.R. (2012). The Impact of Electronic Word-Of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, Vol. 54 No. 1, pp. 461-470.
  • Cheung, M., Luo, C., Sia, C. and Chen, H.. (2009). Credibility of Electronic Word-Of-Mouth: Informational and Normative Determinants of On-Line Consumer Recommendations. International Journal of Electronic Commerce, Vol. 13, No. 4, pp. 9-38.
  • Cretu, A.E. and Brodie, R.J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management, Vol. 36 No. 2, pp. 230-240.
  • Dam, T. C. (2020). The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. The Journal of Asian Finance, Economics, and Business, 7(11), 449-457.
  • Ennew, C. T., Banerjee, A. K., & Li, D. (2000). Managing Word of Mouth Communication: Empirical Evidence from India. International Journal of Bank Marketing, 18 (2), 75-83.
  • Fan, X. and Chen, J. (2002). Measurement of Brand Image: A Brand Identity-Based Integrated Model and Empirical Study. Journal of Nankai, 3(1), 25-30.
  • Farzin, M., & Fattahi, M. (2018). eWOM Through Social Networking Sites and Impact on Purchase Intention and Brand Image in Iran. Journal of Advances in Management Research.
  • Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website Characteristics, Trust and Purchase Intention in Online Stores:-An Empirical study in the Indian Context. Journal of Information Science & Technology, 6(2).
  • Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hsieh, A. T., & Li, C. K. (2008). The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty. Marketing Intelligence & Planning , 26 (1), 26-42
  • Huang, E. (2012). Online Experiences and Virtual Goods Purchase Intention", Internet Research, Vol. 22 No. 3, pp. 252-274.
  • Huete-Alcocer, N. (2017). A literature Review of Word of Mouth and Electronic Word of Mouth: Implications For Consumer Behavior. Frontiers in psychology, 8, 1256.
  • Jalilvand, M.R. and Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in the Automobile Industry in Iran. Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 460-476.
  • Jun, M., Yang, Z., & Kim, D. (2004). Customers' Perceptions of Online Retailing Service Quality and Their Satisfaction. International Journal of Quality & Reliability Management, 221(8), 817-840.
  • Kala, D., & Chaubey, D. S. (2018). Impact of Electronic Word of Mouth on Brand Image and Purchase Intention towards Lifestyle Products in India. Pacific Business Review International, 10(9), 135-144.
  • Kalaycı, Ş. (2009), Spps Uygulamalı Çok Değişkenli İstatistik Teknikleri, Ankara: Asil Yayınevi, 5. Baskı.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of marketing, 57(1), 1-22.
  • Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759.
  • Kim, J., Lee, H., & Kim, H. (2004). Factors Affecting Online Search Intention and Online Purchase Intention. Seoul Journal of Business, 10.
  • Kim, J., Jin, B. & Swinney, J. L. (2009). The Role of E-Tail Quality, E-Satisfaction and E-Trust in Online Loyalty Development Process. Journal of Retailing and Consumer Services, 16, 239–247.
  • Kremer, F. & Catherine V.(2012). How Store Brands Build Retailer Brand Image. International Journal of Retail & Distribution Management 40 (7): 528-543
  • Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs To Know. John Wiley & Sons.
  • Kurniawan, P., & Sidharta, I. (2016). Servqual on Brand Image and Relationship Equity. International Review of Management and Marketing, 6(4), 866-871.
  • Kurtoğlu, R., & Sönmez, A. T. (2016). Marka İmajı ve Marka Faydasının Marka Sadakati ve Pozitif Ağızdan Ağıza İletişim (Wom) Üzerindeki Etkisi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 21(4), 1127-1138.
  • Lerrthaitrakul, W., & Panjakajornsak, V. (2014). The Impact of Electronic Word-of-Mouth Factors on Consumers' Buying Decision-Making Processes in the Low Cost Carriers: A Conceptual Framework. International Journal of Trade, Economics and Finance, 5(2), 142.
  • Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., & Bonaiuto, M. (2020). Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability, 12(8), 3391.
  • Nguyen, Cathy & J. Romaniuk (2014). Pass it on: A Framework for Classifying the Content of Word of Mouth. Australian Marketing Journal. Vol. 22, Issue 2, 117-124
  • Nuseir, M. T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries–A Case of (UAE). Journal of Islamic Marketing. 10(3), 759-767.
  • Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 197-226.
  • Permana, R., & Ilham, F. (2018). Antecedents and Consequences of Brand Image: A Case of a Packaged Drinking Water Product. KnE Social Sciences, 3(10), 209–219.
  • Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products Among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, 12, 4935-4946.
  • Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing, 47(1), 68-78.
  • Saeed, R., Lodhi, R. N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., & Ahmad, M. (2013). Effect of Brand Image on Brand Loyalty and Role of Customer Satisfaction in It. World Applied Sciences Journal, 26(10), 1364-1370.
  • Sallam, M. A. (2014). The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM. International Business Research, 7(10), 187–193.
  • Saxena, N. K., & Dhar, U. (2021). Building Brand Image: A Multi-Perspective Analysis. Ilkogretim Online, 20(5).
  • Salisbury, W.D., Pearson, R.A., Pearson, A.W. & Miller, D.W. (2001). Perceived Security and Worldwide Web Purchase Intention. Industrial Management & Data Systems, 101(4), 165-177.
  • Urmak, T. T., & Dayanç-Kıyat, G. B. (2021). Marka İmajının Elektronik Ağızdan Ağıza Pazarlama (EAAP) Üzerindeki Etkisi: Notebook Kullanıcıları Üzerine Bir Araştırma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 20(40), 505-524.
  • Trusov M, Bucklin RE, & Pauwels K (2009) Effects of Word-Of-Mouth Versus Traditional Marketing: Findings from an Internet Cocial Networking Site. Journal of Marketing, 73(5), 90-102.
  • Topal, İ., & Sima, N. A. R. T. (2017). Elektronik Ağızdan Ağıza İletişim Davranışlarının Satın Alma Niyeti Üzerine Etkisi: Facebook Örneği. Global Journal of Economics And Business Studies, 6(12), 127-144.
  • Tuškej, U., Golob, U., & Podnar, K. (2013). The Role of Consumer–Brand Identification in Building Brand Relationships. Journal of Business Research, 66(1), 53-59.
  • Wang, Y. J., Hernandez, M.D. & Minor, M.S. (2010). Web Aesthetics Effects on Perceived Online Service Quality and Satisfaction in an E-Tail Environment: The Moderating Role of Purchase Task. Journal of Business Research, 63, 935–942.
  • Wani, T. A., Ali, S. W., & Farooq, T. (2016). Determinants of Online Purchase Intentions: A Study of Indian Buyers. Amity Journal of Management Research, 1(1), 94-109.
  • Yaraş, E., Özbük, M. Y., & Ünal, D. A. (2017). Factors Affecting Consumers' Intention to Purchase Online. Journal of Internet Applications and Management, 8(2), 63-74.
  • Zeithaml, V. &Bitner, M.J. (1996). Services Marketing, McGraw-Hill, New York, NY.

ONLİNE ALIŞVERİŞTE MARKA İMAJININ ONLİNE SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞI ÜZERİNE ETKİSİ: AMPRİK BİR ÇALIŞMA

Yıl 2022, Cilt: 5 Sayı: 1, 70 - 82, 15.05.2022
https://doi.org/10.38004/sobad.1083760

Öz

Bu çalışma online alışverişte marka imajının ağızdan ağıza iletişim ve online satın alma niyeti üzerinde etkisinin analiz edilmesi amacıyla gerçekleştirilmiştir. Bu doğrultu da online alışveriş deneyimine sahip tüketicilerle anket uygulaması gerçekleştirilmiştir. Araştırma amacı doğrultusunda oluşturulan araştırma modeli ve kurulan hipotezler regresyon analizi ile test edilmiştir. Yapılan analizler sonucunda marka imajının hem ağızdan ağıza iletişim üzerinde hem de online satın alma niyeti üzerinde olumlu yönde etkili olduğu görülmüştür. Ayrıca ağızdan ağıza iletişiminde online satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu sonucuna da ulaşılmıştır.

Kaynakça

  • Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The Effect of Electronic Word Of Mouth Communication on Purchase Intention and Brand Image: An Applicant Smartphone Brands in North Cyprus. Management Science Letters, 9(4), 505-518.
  • Anggraeni, A., & Rachmanita. (2015). Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Local Fashion Brands Among Young Consumers. Procedia - Social and Behavioral Sciences, 211(215), 442–447.
  • Armstrong, G. M., Kotler, P., Harker, M. J., & Brennan, R. (2018). Marketing: An Introduction. Pearson UK.
  • Chen, Mei-Fang, and Chia-Lin Lee. (2015). The Impacts of Green Claims on Coffee Consumers Purchase Intention. British Food Journal, 117 (1): 195-209
  • Cheung, C.M. and Thadani, D.R. (2012). The Impact of Electronic Word-Of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, Vol. 54 No. 1, pp. 461-470.
  • Cheung, M., Luo, C., Sia, C. and Chen, H.. (2009). Credibility of Electronic Word-Of-Mouth: Informational and Normative Determinants of On-Line Consumer Recommendations. International Journal of Electronic Commerce, Vol. 13, No. 4, pp. 9-38.
  • Cretu, A.E. and Brodie, R.J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management, Vol. 36 No. 2, pp. 230-240.
  • Dam, T. C. (2020). The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. The Journal of Asian Finance, Economics, and Business, 7(11), 449-457.
  • Ennew, C. T., Banerjee, A. K., & Li, D. (2000). Managing Word of Mouth Communication: Empirical Evidence from India. International Journal of Bank Marketing, 18 (2), 75-83.
  • Fan, X. and Chen, J. (2002). Measurement of Brand Image: A Brand Identity-Based Integrated Model and Empirical Study. Journal of Nankai, 3(1), 25-30.
  • Farzin, M., & Fattahi, M. (2018). eWOM Through Social Networking Sites and Impact on Purchase Intention and Brand Image in Iran. Journal of Advances in Management Research.
  • Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website Characteristics, Trust and Purchase Intention in Online Stores:-An Empirical study in the Indian Context. Journal of Information Science & Technology, 6(2).
  • Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hsieh, A. T., & Li, C. K. (2008). The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty. Marketing Intelligence & Planning , 26 (1), 26-42
  • Huang, E. (2012). Online Experiences and Virtual Goods Purchase Intention", Internet Research, Vol. 22 No. 3, pp. 252-274.
  • Huete-Alcocer, N. (2017). A literature Review of Word of Mouth and Electronic Word of Mouth: Implications For Consumer Behavior. Frontiers in psychology, 8, 1256.
  • Jalilvand, M.R. and Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in the Automobile Industry in Iran. Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 460-476.
  • Jun, M., Yang, Z., & Kim, D. (2004). Customers' Perceptions of Online Retailing Service Quality and Their Satisfaction. International Journal of Quality & Reliability Management, 221(8), 817-840.
  • Kala, D., & Chaubey, D. S. (2018). Impact of Electronic Word of Mouth on Brand Image and Purchase Intention towards Lifestyle Products in India. Pacific Business Review International, 10(9), 135-144.
  • Kalaycı, Ş. (2009), Spps Uygulamalı Çok Değişkenli İstatistik Teknikleri, Ankara: Asil Yayınevi, 5. Baskı.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of marketing, 57(1), 1-22.
  • Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759.
  • Kim, J., Lee, H., & Kim, H. (2004). Factors Affecting Online Search Intention and Online Purchase Intention. Seoul Journal of Business, 10.
  • Kim, J., Jin, B. & Swinney, J. L. (2009). The Role of E-Tail Quality, E-Satisfaction and E-Trust in Online Loyalty Development Process. Journal of Retailing and Consumer Services, 16, 239–247.
  • Kremer, F. & Catherine V.(2012). How Store Brands Build Retailer Brand Image. International Journal of Retail & Distribution Management 40 (7): 528-543
  • Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs To Know. John Wiley & Sons.
  • Kurniawan, P., & Sidharta, I. (2016). Servqual on Brand Image and Relationship Equity. International Review of Management and Marketing, 6(4), 866-871.
  • Kurtoğlu, R., & Sönmez, A. T. (2016). Marka İmajı ve Marka Faydasının Marka Sadakati ve Pozitif Ağızdan Ağıza İletişim (Wom) Üzerindeki Etkisi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 21(4), 1127-1138.
  • Lerrthaitrakul, W., & Panjakajornsak, V. (2014). The Impact of Electronic Word-of-Mouth Factors on Consumers' Buying Decision-Making Processes in the Low Cost Carriers: A Conceptual Framework. International Journal of Trade, Economics and Finance, 5(2), 142.
  • Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., & Bonaiuto, M. (2020). Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability, 12(8), 3391.
  • Nguyen, Cathy & J. Romaniuk (2014). Pass it on: A Framework for Classifying the Content of Word of Mouth. Australian Marketing Journal. Vol. 22, Issue 2, 117-124
  • Nuseir, M. T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries–A Case of (UAE). Journal of Islamic Marketing. 10(3), 759-767.
  • Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 197-226.
  • Permana, R., & Ilham, F. (2018). Antecedents and Consequences of Brand Image: A Case of a Packaged Drinking Water Product. KnE Social Sciences, 3(10), 209–219.
  • Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products Among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, 12, 4935-4946.
  • Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing, 47(1), 68-78.
  • Saeed, R., Lodhi, R. N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., & Ahmad, M. (2013). Effect of Brand Image on Brand Loyalty and Role of Customer Satisfaction in It. World Applied Sciences Journal, 26(10), 1364-1370.
  • Sallam, M. A. (2014). The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM. International Business Research, 7(10), 187–193.
  • Saxena, N. K., & Dhar, U. (2021). Building Brand Image: A Multi-Perspective Analysis. Ilkogretim Online, 20(5).
  • Salisbury, W.D., Pearson, R.A., Pearson, A.W. & Miller, D.W. (2001). Perceived Security and Worldwide Web Purchase Intention. Industrial Management & Data Systems, 101(4), 165-177.
  • Urmak, T. T., & Dayanç-Kıyat, G. B. (2021). Marka İmajının Elektronik Ağızdan Ağıza Pazarlama (EAAP) Üzerindeki Etkisi: Notebook Kullanıcıları Üzerine Bir Araştırma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 20(40), 505-524.
  • Trusov M, Bucklin RE, & Pauwels K (2009) Effects of Word-Of-Mouth Versus Traditional Marketing: Findings from an Internet Cocial Networking Site. Journal of Marketing, 73(5), 90-102.
  • Topal, İ., & Sima, N. A. R. T. (2017). Elektronik Ağızdan Ağıza İletişim Davranışlarının Satın Alma Niyeti Üzerine Etkisi: Facebook Örneği. Global Journal of Economics And Business Studies, 6(12), 127-144.
  • Tuškej, U., Golob, U., & Podnar, K. (2013). The Role of Consumer–Brand Identification in Building Brand Relationships. Journal of Business Research, 66(1), 53-59.
  • Wang, Y. J., Hernandez, M.D. & Minor, M.S. (2010). Web Aesthetics Effects on Perceived Online Service Quality and Satisfaction in an E-Tail Environment: The Moderating Role of Purchase Task. Journal of Business Research, 63, 935–942.
  • Wani, T. A., Ali, S. W., & Farooq, T. (2016). Determinants of Online Purchase Intentions: A Study of Indian Buyers. Amity Journal of Management Research, 1(1), 94-109.
  • Yaraş, E., Özbük, M. Y., & Ünal, D. A. (2017). Factors Affecting Consumers' Intention to Purchase Online. Journal of Internet Applications and Management, 8(2), 63-74.
  • Zeithaml, V. &Bitner, M.J. (1996). Services Marketing, McGraw-Hill, New York, NY.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Reha Saydan 0000-0002-8091-9396

Bulut Dülek 0000-0002-3474-7220

Yayımlanma Tarihi 15 Mayıs 2022
Gönderilme Tarihi 6 Mart 2022
Kabul Tarihi 5 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 5 Sayı: 1

Kaynak Göster

APA Saydan, R., & Dülek, B. (2022). ONLİNE ALIŞVERİŞTE MARKA İMAJININ ONLİNE SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞI ÜZERİNE ETKİSİ; AMPRİK BİR ÇALIŞMA. Sosyal Bilimler Akademi Dergisi, 5(1), 70-82. https://doi.org/10.38004/sobad.1083760

The Journal of Social Sciences Academy
     Sosyal Bilimler Akademi Dergisi
(SOBAD)