Araştırma Makalesi
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Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrimdışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri

Yıl 2022, Cilt: 23 Sayı: 1, 115 - 142, 14.01.2022

Bülent Demirağ , Sinan Çavuşoğlu

https://doi.org/10.37880/cumuiibf.996620

Öz

Araştırma, marka nefreti, çevrimdışı negatif ağızdan ağıza iletişim, çevrimiçi şikâyet ve tekrar satın almama niyeti arasındaki ilişkiyi incelemek amacıyla gerçekleştirilmiştir. Çalışmada ayrıca çevrimdışı negatif ağızdan ağıza iletişimin ve çevrimiçi şikâyetin, marka nefreti ile tekrar satın almama niyeti arasındaki ilişkiye aracılık etkisinin var olup olmadığı da incelenmiştir. Araştırmanın evreni Türkiye’de çevrimiçi satın alma yöntemini kullanarak alışveriş yapan ve herhangi bir markaya karşı nefret duygusu yaşayan tüketiciler oluşturmaktadır. Evrenin geniş bir alanı kapsaması nedeniyle araştırmada tesadüfi olmayan örneklem metotlarından “kolayda örneklem yöntemi” kullanılarak veriler toplanmıştır. Toplamda 390 anket formu 25 Ağustos-10 Eylül 2021 tarihleri arasında çevrimiçi toplanmıştır. SmartPLS 3 yapısal eşitlik modellemesi veri analizi için kullanılmıştır. Ölçüm modelinin yapısı gereği Smart PLS istatistik programında analiz aşamalarında kovaryans bazlı Smart PLSc yöntemi kullanılmıştır. PLS-SEM, iç-dış model analizlerinden oluşmaktadır. Bu bakımdan değerlendirme iki bölüme ayrılmıştır. Birinci bölümde, dışsal model veya dış model, iç tutarlık güvenilirlik katsayıları, birleşme geçerliliği ve ayırt edici geçerlilik ile değerlendirilmiştir. İkinci bölümde ise yol analizi için iç model değerlendirilmiştir. Gerçekleştirilen yapısal eşitlik modeli sonuçlarına göre, marka nefretinin çevrimdışı negatif ağızdan ağıza iletişim, çevrimiçi şikâyet ve tekrar satın almama niyeti üzerinde anlamlı bir etkisinin olduğu tespit edilmiştir. Ayrıca çevrimdışı negatif ağızdan ağıza iletişim ve çevrimiçi şikâyetin tekrar satın almama niyeti üzerinde anlamlı bir etkisi olduğu belirlenmiştir. Çalışma kapsamında çevrimdışı negatif ağızdan ağıza iletişim ve çevrimiçi şikâyetin marka nefreti ile tekrar satın almama niyeti arasında aracılık etkisi tespit edilmeye çalışılmıştır. Gerçekleştirilen analizler neticesinde çevrimdışı negatif ağızdan ağıza iletişim ve çevrimiçi şikâyetin, marka nefreti ile tekrar satın almama niyeti arasında kısmi aracılık etkisi belirlenmiştir.

Anahtar Kelimeler

Marka nefreti Çevrimdışı ağızdan ağıza iletişim Çevrimiçi şikâyet Tekrar satın almama niyeti Smart PLS

Kaynakça

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The Relationship of Brand Hate-Non-Repurchase Intention: The Mediating Effects of Negative Offline Communicatıon and Online Complaining

Yıl 2022, Cilt: 23 Sayı: 1, 115 - 142, 14.01.2022

Bülent Demirağ , Sinan Çavuşoğlu

https://doi.org/10.37880/cumuiibf.996620

Öz

The research was carried out to examine the relationship between brand hate, offline negative word-of-mouth, online complaining and non-repurchase intention. The study also examined whether offline negative word-of-mouth and online complaining mediate the relationship between brand hate and non-repurchase intention. The universe of the research consists of consumers who shop using the online purchasing method and have a feeling of hate against any brand in Turkey. Since the universe covers a large area, data were collected using the “convenience sampling method”, one of the non-random sampling methods. A total of 390 questionnaires were collected online between August 25 and September 10, 2021. Smart PLS 3 structural equation modeling was used for data analysis. Due to the nature of the measurement model, the covariance-based Smart PLSc method was used in the analysis stages of the Smart PLS statistical program. PLS-SEM consists of internal-external model analysis. In this regard, the evaluation is divided into two parts. In the first part, the external model or external model was evaluated with internal consistency reliability coefficients, convergent validity and discriminant validity. In the second part, the internal model is evaluated for path analysis. According to the results of the structural equation model, it has been determined that brand hate has a significant effect on offline negative word-of- mouth, online complaining and non-repurchase intention. In addition, it was determined that offline negative word-of-mouth and online complaining has a significant effect on non-repurchase intention. Within the scope of the study, it was tried to determine the mediating effect of offline negative word-of-mouth and online complaining between brand hate and non-repurchase intention. As a result of the analyzes carried out, a partial mediation effect of offline negative word-of-mouth and online complaining was determined between brand hate and non-repurchase intention.

Anahtar Kelimeler

Brand hate Offline negative word-of-mouth Online complaining Non-repurchase intention Smart PLS

Kaynakça

  • Balikçioğlu, B., & Kiyak, F. M. (2019). Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(1), 225-243. https://doi.org/10.18074/ckuiibfd.461010
  • Behti, K., & Kula, M. N. (2020). Sınav Başarısına ve Başarısızlığına Yapılan Tabiatüstü Yüklemeler Üzerine Bir Alan Araştırması. Türk Din Psikolojisi Dergisi, 1(1), 95-118. https://dergipark.org.tr/en/pub/tdpd/issue/55547/728868
  • Bijmolt, T. H., Huizingh, E. K., & Krawczyk, A. (2014). Effects of complaint behaviour and service recovery satisfaction on consumer intentions to repurchase on the internet. Internet Research, 24(5), 608-628. https://doi.org/10.1108/IntR-03-2012-0056
  • Breitsohl, J., Khammash, M., & Griffiths, G. (2010). E‐business complaint management: perceptions and perspectives of online credibility. Journal of Enterprise Information Management, 23(5), 653-660. https://doi.org/10.1108/17410391011083083
  • Brooks, R., & Wragg, T. (1992). Channelling customer loyalty. The TQM Magazine, 4(6), 361-363. https://doi.org/10.1108/09544789210034716
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  • East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224. https://doi.org/10.1016/j.ijresmar.2008.04.001
  • E-Ticaret, (2021, Ağustos 12). İstatistikler. https://www.eticaret.gov.tr/istatistikler
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  • Fay, B., & Larkin, R. (2017). Why online word-of-mouth measures cannot predict brand outcomes offline: Volume, sentiment, sharing, and influence metrics yield scant online-offline WOM correlations. Journal of Advertising Research, 57(2), 132-143. https://doi.org/10.2501/JAR-2017-021
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  • Hair, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: Part I-method. European Business Review, 28(1), 63-76. https://doi.org/10.1108/EBR-09-2015-0094
  • Hayta, K. N., Cengiz, H., & Şenel, M. (2018). Marka Nefretinin Öncülleri ve Sonuçları. Business & Organization Research Conference, Safranbolu, Turkey.
  • Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. https://doi.org/10.1108/JPBM-01-2016-1070
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800. https://doi.org/10.1108/03090560310495456
  • Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Ind. Manag. Data Syst., 116, 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
  • Holloway, B. B., & Beatty, S. E. (2003). Service failure in online retailing: A recovery opportunity. Journal of service research, 6(1), 92-105. https://doi.org/10.1177/1094670503254288
  • Hong, J. Y., & Lee, W. N. (2005). Consumer complaint behavior in the online environment. In Web systems design and online consumer behavior (pp. 90-106). IGI Global.
  • Huang, L., Zhang, J., Liu, H., & Liang, L. (2014). The effect of online and offline word-of-mouth on new product diffusion. Journal of Strategic Marketing, 22(2), 177-189. https://doi.org/10.1080/0965254X.2013.876070
  • Istanbulluoglu, D., Leek, S., & Szmigin, I. T. (2017). Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour. European Journal of Marketing, 51(5/6), 1109-1128. https://doi.org/10.1108/EJM-04-2016-0204
  • Johnson, A. R., Matear, M., & Thomson, M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of consumer research, 38(1), 108-125. https://doi.org/10.1086/657924
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36. https://doi.org/10.1007/BF02291575
  • Kelley, H. H. (1967). Attribution theory in social psychology. In D. Levine (Ed.), Nebraska symposium on motivation (Vol. 15). Lincoln, NE: University of Nebraska Press.
  • Kim, S., & Lehto, X. Y. (2012). The voice of tourists with mobility disabilities: insights from online customer complaint websites. International Journal of Contemporary Hospitality Management, 24(3),451-476. https://doi.org/10.1108/09596111211217905
  • Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). New York, NY: Guilford.
  • Kucuk, S. U. (2019). Consumer brand hate: steam rolling whatever I see. Psychology & Marketing, 36(5), 431-443. https://doi.org/10.1002/mar.21175
  • Kucuk, S. U. (2018). Macro-level antecedents of consumer brand hate. Journal of Consumer Marketing, 35(5), 555-564. https://doi.org/10.1108/JCM-10-2017-2389
  • Lee, S. J., & Lee, Z. (2006). An experimental study of online complaint management in the online feedback forum. Journal of Organizational Computing and Electronic Commerce, 16(1), 65-85. https://doi.org/10.1080/10919390609540291
  • Lee, Y., Cho, S. Y., Sun, R., & Li, C. (2021). Public responses to employee posts on social media: the effects of message valence, message content, and employer reputation. Internet Research, 31(3), 1040-1060. https://doi.org/10.1108/INTR-05-2020-0240
  • Liao, T. H. & Keng, C. J. (2013). Online shopping delivery delay: finding a psychological recovery strategy by online consumer experiences. Comput. Hum. Behav., 29(4), 1849-1861. https://doi.org/10.1016/j.chb.2013.03.004
  • Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611. https://doi.org/10.1108/IMDS-10-2013-0432
  • Loo, P. T., Boo, H. C., & Khoo-Lattimore, C. (2013). Profiling service failure and customer online complaint motives in the case of single failure and double deviation. Journal of Hospitality Marketing & Management, 22(7), 728-751. https://doi.org/10.1080/19368623.2013.724373
  • Malhotra, N. K. (2004). Marketing Research an Applied Orientation (4rd ed.). Pearson Prentice Hall, New Jersey.
  • Moussa, S. (2021). Is one good enough? Gauging brand love using a visual single-item measure. Journal of Contemporary Marketing Science, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JCMARS-11-2019-0040
  • Nguyen, O. D. Y., Lee, J. J., Ngo, L. V., & Quan, T. H. M. (2021). Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis. Journal of Product & Brand Management, ahead-of-print (ahead-of-print). https://doi.org/10.1108/JPBM-05-2020-2901
  • Nunnally, J., & Bernstein, I. (1994). Psychometric Theory (3rd ed.). McGraw-Hill, New York.
  • O’brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & quantity, 41(5), 673-690. https://doi.org/10.1007/s11135-006-9018-6
  • Pauwels, K., Aksehirli, Z., & Lackman, A. (2016). Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance. International Journal of Research in Marketing, 33(3), 639-655. https://doi.org/10.1016/j.ijresmar.2016.01.005
  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of marketing, 47(1), 68-78. https://doi.org/10.1177/002224298304700107
  • Ring, A., Tkaczynski, A., & Dolnicar, S. (2016). Word-of-mouth segments: online, offline, visual or verbal?. Journal of Travel Research, 55(4), 481-492. https://doi.org/10.1177/0047287514563165
  • Shoja, A., & Sadegh Vaziri, F. (2018). Brand Hate: Analysis of Determinants and Outcomes of Brand Hate. New Marketing Research Journal, 8(2), 165-180. https://doi.org/10.22108/NMRJ.2018.104899.1305
  • Singh, J. (1988). Consumer complaint intentions and behavior: definitional and taxonomical issues. Journal of Marketing, 52(1), 93-107. https://doi.org/10.1177/002224298805200108
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  • Sönmez Çakır, F. (2020). Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) SmartPLS 3.2. Uygulamaları. Gazi Kitabevi, Ankara.
  • Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661. https://doi.org/10.1002/mar.20349
  • Ural, A., & Kılıç, İ. (2006). Bilimsel Araştırma Süreci ve SPSS İle Veri Analizi (İkinci Baskı). Ankara: Detay Yayıncılık.
  • van Noort G., Willemsen L. M., Kerkhof P., Verhoeven J. W. M. (2015). Webcare as an Integrative Tool for Customer Care, Reputation Management, and Online Marketing: A Literature Review. In Kitchen P.J., Uzunoğlu E. (eds) Integrated Communications in the Postmodern Era. Palgrave Macmillan, London. https://doi.org/10.1057/9781137388551_4
  • Van Tonder, E., Petzer, D. J., Van Vuuren, N., & De Beer, L. T. (2018). Perceived value, relationship quality and positive WOM intention in banking. International Journal of Bank Marketing, 36(7), 1347-1366. https://doi.org/10.1108/IJBM-08-2017-0171
  • Vigripat, T., & Chan, P. (2007). An empirical investigation of the relationship between service quality, brand Image, trust, customer satisfaction, repurchase intention and recommendation to others. International DSI/Asia and Pacific DSI.
  • Vinzi, V. E., Trinchera, L., Amato, S. (2010). PLS Path Modeling: From Foundations to Recent Developments and Open Issues for Model Assessment and Improvement. In Handbook of Partial Least Squares, Metzler, J. B., Ed., Springer: Berlin/Heidelberg, Germany, pp. 47–82.
  • Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2021). Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love. Journal of Product & Brand Management, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JPBM-06-2020-2937
  • Ward, J., & Ostrom, A. (2006). Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of Consumer Research: An Interdisciplinary Quarterly, 33(2), 220-230. https://doi.org/10.1086/506303
  • Wen, C., Prybutok, V. R., & Xu, C. (2011). An integrated model for customer online repurchase intention. Journal of Computer information systems, 52(1), 14-23. https://doi.org/10.1080/08874417.2011.11645518
  • Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management, 25(1), 11-25. https://doi.org/10.1108/JPBM-01-2015-0799
  • Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management, 25(1), 11-25. https://doi.org/10.1108/JPBM-01-2015-0799
  • Zeithaml, V. A. (2000). Service quality, profitability and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67-85. https://doi.org/10.1177/0092070300281007
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  • Zhang, C., & Laroche, M. (2020). Brand hate: a multidimensional construct. Journal of Product & Brand Management, 30(3), 392-414. https://doi.org/10.1108/JPBM-11-2018-2103
  • Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2), 197-206. https://doi.org/10.1086/651257
Toplam 85 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Bülent Demirağ 0000-0002-8718-1822

Sinan Çavuşoğlu 0000-0001-9365-8677

Yayımlanma Tarihi 14 Ocak 2022
Gönderilme Tarihi 16 Eylül 2021
Yayımlandığı Sayı Yıl 2022Cilt: 23 Sayı: 1

Kaynak Göster

APA Demirağ, B., & Çavuşoğlu, S. (2022). Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrimdışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 23(1), 115-142. https://doi.org/10.37880/cumuiibf.996620
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