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Satın Alma Niyetini Etkileyen Faktörler: Otomobil Markaları Üzerine Bir Uygulama

The Factors Affecting Purchasing Intention: An Application On Automobile Brands

Journal Name:

  • Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi

Publication Year:

  • 2017

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Automobile firms have developed new marketing strategies to ensure continuity and a greater share in the market. Developing new marketing strategies is important for global competition, taking into account the consumer behavior of automobile firms. The purpose of this study is to determine the relationships among the factors affecting consumers' buying intentions. The research is in a quantitative research design and the relational model. The data were collected by the "Factors Affecting the Automobile Brand Choice" developed by the researcher. The data were obtained from the responses of 396 participants to the questionnaires. As a result of the research, it has been tested that there is a direct effect of Word of Mouth on intention to buy a car. Brand image and trust have a statistically significant effect on the perceived value of perceived quality. On the other hand brand image and trust have a statistically significant effect on the Word of Mouth Communication.
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Abstract (Original Language): 
Otomobil firmaları, rekabette sürekliliği sağlayabilmek ve pazardan daha büyük pay alabilmek için yeni pazarlama stratejileri geliştirmektedir. Otomobil firmalarının tüketici davranışlarını dikkate alarak yeni pazarlama stratejisi geliştirmeleri, küresel pazarda rekabet edebilmeleri açsından önemlidir. Bu çalışma, tüketicilerin otomobil satın alma niyetini etkileyen faktörler arasındaki ilişkilerin belirlenmesini amaçlamaktadır. Araştırma nicel araştırma deseninde ve ilişkisel modeldedir. Araştırmanın verileri, araştırmacı tarafından geliştirilen “Otomobil Marka Tercihini Etkileyen Faktörler” anketi ile toplanmıştır. Veriler, 396 katılımcının anketlere verdiği yanıtlardan elde edilmiştir. Araştırma sonucunda otomobil satın alma niyeti üzerinde, ağızdan ağıza iletişimin doğrudan anlamlı bir etkisinin olduğu test edilmiştir. Marka imajı ve güveni ile algılanan kalitenin algılanan değer üzerinde istatistiksel olarak anlamlı bir etkisinin olduğu ortaya konulmuştur. Ağızdan ağıza iletişim üzerinde ise marka imajı ve güveni faktörünün istatistiksel olarak anlamlı bir etkisinin olduğu belirlenmiştir.
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  • Turkish

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