GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME

SÖYLEMEZ, Cevat; Şahin, Fatih

GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME

Fatih ŞAHİN, (Bandırma Onyedi Eylül Üniversitesi, Gönen Meslek Yüksekokulu, Yönetim ve Organizasyon Bölümü, Balıkesir, Türkiye)

Cevat SÖYLEMEZ (Kütahya Dumlupınar Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Uluslararası Ticaret ve Finansman Bölümü, Kütahya, Türkiye)

Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

3 0

Yıl: 2021 Cilt: 0 Sayı: 58 Sayfa Aralığı: 301 - 331 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME

Öz:

Dünya genelinde özellikle Covid-19 pandemisiyle birlikte dijital medyanın ve dijitalplatformların kullanımı çok hızlı bir şekilde artış göstermiştir. Bu platformların kullanıcısı olaraktüketicilerin beklentileri ve kendilerine sunulacak içeriğin yenilikçi olması platformların tercihedilebilirliklerini artırmaktadır. Bu dijital platformlardan en çok kullanıcıya sahip platformlardanbiri Netflix’dir. Dolayısıyla Netflix kullanıcılarının yenilikçi davranışlarının incelenmesi ve buplatformu satın alma davranışı üzerindeki etkisinin araştırılması önemlidir. Bu çerçevede ele alınanaraştırmanın amacı, güdülenmiş tüketici yenilikçiliğinin bu dijital platformun algılanan tüketicitemelli marka değeri ve platforma yönelik tutum üzerindeki etkisini incelemektir. Ayrıca algılanantüketici temelli marka değeri ve tutumun bu platformu satın alma niyeti üzerindeki etkisi dearaştırılmıştır. Bu kapsamda araştırmanın örneklemini Netflix kullanan tüketiciler oluşmaktadır.Veri toplama tekniği olarak yapılandırılmış anketle 320 birimden çevrimiçi olarak veriler eldeedilmiştir. Araştırmaya katılan dijital platform kullanıcılarına kolayda örnekleme yöntemiyleulaşılmıştır. Elde edilen verilerin analizinde ve hipotezlerin test edilmesinde yapısal eşitlik modelikullanılmıştır. Analizler sonucunda, güdülenmiş tüketici yenilikçiliğinin sosyal güdülenmiş vehedonik güdülenmiş boyutlarının hem algılanan tüketici temelli marka değeri hem de dijitalplatforma yönelik tutumu etkilediği belirlenmiştir. Fonksiyonel güdülenmiş ve bilişsel güdülenmişyenilikçilik boyutlarının ise bu değişkenler üzerinde istatistiksel olarak anlamlı etkisinin olmadığıbelirlenmiştir. Tüketicilerin kullandığı dijital platforma ilişkin algıladıkları değer ve tutumlarının isedijital platform satın alma niyetini etkilediği sonucuna ulaşılmıştır.

Anahtar Kelime: Dijital Medya Platformu Netflix Tüketici Yenilikçiliği Marka Tutumu Algılanan Marka Değeri

THE EFFECT OF MOTIVATED CONSUMER INNOVATIVENESS ON CUSTOMER PERCEIVED BRAND VALUE AND BRAND ATTITUDE OF DIGITAL MEDIA PLATFORMS: AN EXAMINATION OF NETFLIX IN TIMES OF COVID-19

Öz:

In times of the Covid-19 pandemic, the usage of digital media platforms increased swiftly worldwide. The consumers as the digital media platform users, their expectations and perception of the level of content innovativeness offered by digital media platforms would increase the consumers' preference towards these platforms. Netflix is one of the digital media platforms which has more users than other competitors in the industry. Thus, this study assumed that investigating consumer innovativeness behavior's effect on consumer purchase behavior towards digital media platforms in the Netflix context is necessary. In this context, this research aims that examine the consumer innovativeness effect on digital media platforms' perceived brand value and brand attitude. The effects of the consumers' brand value perception and attitudes on the intention towards to purchase this platform further investigated. Hence, the research sample consists of the consumers that use Netflix. The structured survey was employed as the data collection technique and 320 units of data were obtained from respondents who practiced the online survey. The digital media platform users who respond research questionnaire are reached by the simple random sampling method. The structural equation modeling technique was employed for obtained data analysis and to test research assumptions. The research analysis results show that socially and hedonically motivated consumer innovativeness has an effect on perceived brand value and attitude towards digital media platform brand. The findings also show that functionally motivated consumer innovativeness and cognitively motivated consumer innovativeness have no statistically significant effect on these variables. It concludes that the perceived values and attitudes of the consumers regarding the digital platform they use affect the digital platform purchase intention.

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	Şahin F, SÖYLEMEZ C (2021). GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. , 301 - 331.
Chicago	Şahin Fatih,SÖYLEMEZ Cevat GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. (2021): 301 - 331.
MLA	Şahin Fatih,SÖYLEMEZ Cevat GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. , 2021, ss.301 - 331.
AMA	Şahin F,SÖYLEMEZ C GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. . 2021; 301 - 331.
Vancouver	Şahin F,SÖYLEMEZ C GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. . 2021; 301 - 331.
IEEE	Şahin F,SÖYLEMEZ C "GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME." , ss.301 - 331, 2021.
ISNAD	Şahin, Fatih - SÖYLEMEZ, Cevat. "GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME". (2021), 301-331.

APA	Şahin F, SÖYLEMEZ C (2021). GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 0(58), 301 - 331.
Chicago	Şahin Fatih,SÖYLEMEZ Cevat GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 0, no.58 (2021): 301 - 331.
MLA	Şahin Fatih,SÖYLEMEZ Cevat GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol.0, no.58, 2021, ss.301 - 331.
AMA	Şahin F,SÖYLEMEZ C GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021; 0(58): 301 - 331.
Vancouver	Şahin F,SÖYLEMEZ C GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021; 0(58): 301 - 331.
IEEE	Şahin F,SÖYLEMEZ C "GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME." Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 0, ss.301 - 331, 2021.
ISNAD	Şahin, Fatih - SÖYLEMEZ, Cevat. "GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN DİJİTAL MEDYA PLATFORMLARININ ALGILANAN TÜKETİCİ TEMELLİ MARKA DEĞERİ VE MARKA TUTUMU ÜZERİNE ETKİSİ: COVID-19 DÖNEMİNDE NETFLIX ÜZERİNE BİR İNCELEME". Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 58 (2021), 301-331.