Powered by OpenAIRE graph
Found an issue? Give us feedback
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/ Sosyal Bilimler Akad...arrow_drop_down
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/
Sosyal Bilimler Akademi Dergisi
Article . 2022 . Peer-reviewed
Data sources: Crossref
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/
Van Yüzüncü Yıl University Academic Data Management System
Article . 2022
Data sources: Van Yüzüncü Yıl University Academic Data Management System
TÜBİTAK ULAKBİM DergiPark
Article . 2022
Data sources: TÜBİTAK ULAKBİM DergiPark
 View all 3 versions
Claim

This Research product is the result of merged Research products in OpenAIRE.

You have already added 0 works in your ORCID record related to the merged Research product.

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

descriptionPublicationkeyboard_double_arrow_right Article 15 May 2022 Turkey Publisher:Sosyal Bilimler Akademi DergisiJournal:Sosyal Bilimler Akademi Dergisi, volume 5, pages 70-82 (eissn: 2636-7599, Copyright policy )
Authors: Reha SAYDAN; Bulut DÜLEK;

doi: 10.38004/sobad.1083760

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

Abstract

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.

Country
Turkey
Related Organizations
Keywords

İşletme, Marka imajı;Ağızdan ağıza iletişim;Online satın alma niyeti., Marka İmajı;Online satın alma niyeti;Ağızdan ağıza iletişim, Business Administration

  • BIP!
    Impact byBIP!
    selected citations
    These citations are derived from selected sources.
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 3
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    		 Top 10%
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    		 Average
Powered by OpenAIRE graph
Found an issue? Give us feedback
selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
3
Top 10%
Average
Average
Green
gold