Trust Building Model of Customers on B2c Websites: A Research on Generation Y Customers / B2c Web Sitelerinde Müşterilerin Güven Oluşturma Modeli: Y Jenerasyonu Müşterileri Üzerine Bir Araştırma

Mustafa Emre Civelek, Adnan Veysel Ertemel

Özet


ABSTRACT

New generation consumers have a tendency to rely more on digital media in their consumption process. This research aims to explain the purchasing behavior of Generation Y consumers. Effects of the peer to peer interactions of Generation Y consumers on brand awareness and brand trust form the conceptual model of this research. In the introduction part of the research, previous work on WoM, eWoM, brand awareness and brand trust in the literature are evaluated. In the remainder of the research, a conceptual model is tested with a survey collected from overall Turkey. The sample consists of Generation Y individuals.  More than 400 distributed, 305 valid questionnaires were gathered. In order to measure Brand Awareness and Brand Trust, the scales adopted by Han et al. from prior studies were used (Han, Nguyen, & Lee, 2015).  In order to measure the eWOM, the scale developed by Goyette et al. was used (Goyette, Ricard, Bergeron, & Marticotte, 2010). These results of the tests indicate a positive and significant relationship between WOM Content and Brand Awareness, between WOM Intensity and Brand Awareness and between Brand Awareness and Brand Trust.

 

ÖZ

Yeni jenerasyon tüketiciler, tüketim süreçlerinde dijital mecraları kullanma eğilimindedirler. Bu çalışma, Y Jenerasyonu tüketicilerin alışveriş davranışını incelemeyi amaçlamaktadır. Çalışmayla Y Jenerasyonundaki tüketicilerin diğer tüketicilerle etkileşiminin marka algısı ve marka güvenine etkisi incelenmiştir. Diğer tüketicilerle etkileşim olarak çevrimiçi mecralarda ağızdan ağıza iletişim incelenmiştir. Çalışmanın giriş bölümünde ağızdan ağıza iletişim, çevrimiçi ağızdan ağıza iletişim, marka algısı ve marka güveni kavramlarının literatürdeki yeri incelenmiştir. Çalışmanın geri kalan bölümünde geliştirilen kavramsal modelin 400 kişiye uygulandığı ve 305 geçerli sonucun elde edildiği anket çalışması ile sınaması gerçekleştirilmiştir. Marka algısı ve marka güvenini ölçmek için Han vd’nin geliştirdiği ölçekler kullanılmıştır (Han, Nguyen, & Lee, 2015).  Çevrimiçi ağızdan ağıza iletişim boyutunu ölçmek için Goyette vd.’nin geliştirdiği ölçekler kullanılmıştır (Goyette, Ricard, Bergeron, & Marticotte, 2010). Test sonuçlarına ağızdan ağıza iletişim içeriği ile marka algısı ve ağızdan ağıza iletişim yoğunluğuyla marka algısı ve marka güveni arasında pozitif yönlü bir ilişki tespit edilmiştir.


Anahtar Kelimeler


Brand awareness, Brand trust, Words of mouth effect, Generation Y, B2C; Marka farkındalığı, Markaya güven, Kulaktan kulağa etkisi, Y Jenerasyonu, B2C.

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DOI: http://dx.doi.org/10.7596/taksad.v7i1.1381

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