PAZAR KURDU TÜKETİCİ DAVRANIŞLARININ AĞIZDAN AĞIZA PAZARLAMA NİYETİNE ETKİSİ: ORGANİK GIDA ÜRÜNLERİ ÜZERİNE YAPISAL EŞİTLİK MODELLEMESİ KULLANILARAK BİR ARAŞTIRMA
Author :
Abstract
Pazar kurdu tüketiciler, geniş bir yelpazedeki ürünler ve satış yerleri hakkında bilgi ve deneyim edinir. Elde ettikleri bu bilgi ve deneyimleri ağızdan ağıza pazarlama yoluyla diğerleriyle paylaşırlar. Bu çalışmada organik gıda ürünleri bağlamındaki pazar kurdu tüketici davranışlarının, ağızdan ağıza pazarlama niyeti üzerindeki etkileri incelenmiştir. Bu amaçla, son bir ay içinde çeşitli gıda kategorilerinin herhangi birinden en az bir kere organik ürün tüketimi yapan 115 tüketici ile online anket yapılmıştır. Veri seti Doğrulayıcı Faktör Analizi kullanılarak doğrulanmıştır. Daha sonra araştırma hipotezi Yapısal Eşitlik Modellemesi kullanılarak test edilmiştir. Araştırma bulguları; pazar kurdu tüketici davranışlarının, ağızdan ağıza pazarlama niyeti üzerinde pozitif ve anlamlı (β=0,549, p<0,01) etkisinin olduğunu göstermektedir.
Keywords
Abstract
Market mavens get information and experience about a wide range of products and market place and, share these information and, experiences with others. Within the scope of this study, the effect of market maven behaviours that context of organic food products on the word of mouth was tried to be examined. For this purpose, an online survey was conducted with 115 consumers that consumed organic products at least once in any one of the various food categories during the past month. Dataset was confirmed using Confirmatory Factor Analysis (CFA). Then research hypothesis was tested using Structural Equation Modeling (SEM). Research findings demonstrate that the market maven behaviours have positive and significant (β=0,549, p<0,01) effect on the word of mouth intentions.
Keywords
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