Pazarlama algısı ile satın alma niyeti arasındaki ilişkide müşteri deneyiminin aracılık rolü
The mediating role of customer experience in the relationship between marketing perception and purchase intention
- Tez No: 720125
- Danışmanlar: DR. ÖĞR. ÜYESİ TAMER UÇAR
- Tez Türü: Yüksek Lisans
- Konular: Bilgisayar Mühendisliği Bilimleri-Bilgisayar ve Kontrol, Mühendislik Bilimleri, Computer Engineering and Computer Science and Control, Engineering Sciences
- Anahtar Kelimeler: Marketing Perception, Customer Experience, Purchase Intention, Müşteri deneyimi, Pazarlama, Satın alma niyeti, Marketing Perception, Customer Experience, Purchase Intention, Marketing, Purchase intention
- Yıl: 2022
- Dil: Türkçe
- Üniversite: Bahçeşehir Üniversitesi
- Enstitü: Lisansüstü Eğitim Enstitüsü
- Ana Bilim Dalı: Bilgi Teknolojileri Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
In this study, it is aimed to examine the mediating role of customer experience in the relationship between marketing perception and purchase intention. In addition, it was examined whether the marketing perception, customer experience and purchase intention levels of the participants differ according to their demographic characteristics. The sample of the study consists of 294 participants who were selected by convenience sampling method. The questionnaire used in the research includes demographic information form, online marketing perception scale, online customer experience scale and online purchase intention scale. The data of the study were collected by online survey method. As a result of the regression analysis, it was determined that marketing perception had positive and significant effects on customer experience and purchase intention. Besides, it was determined that customer experience had positive and significant effect on purchase intention. Moreover, it was determined that customer experience had a mediating role in the relationship between marketing perception and purchase intention. Finally, as a result of difference analysis (t-test, ANOVA), it was determined that marketing perception, customer experience and purchase intention levels only differs according to gender of the participants.
Özet (Çeviri)
In this study, it is aimed to examine the mediating role of customer experience in the relationship between marketing perception and purchase intention. In addition, it was examined whether the marketing perception, customer experience and purchase intention levels of the participants differ according to their demographic characteristics. The sample of the study consists of 294 participants who were selected by convenience sampling method. The questionnaire used in the research includes demographic information form, online marketing perception scale, online customer experience scale and online purchase intention scale. The data of the study were collected by online survey method. As a result of the regression analysis, it was determined that marketing perception had positive and significant effects on customer experience and purchase intention. Besides, it was determined that customer experience had positive and significant effect on purchase intention. Moreover, it was determined that customer experience had a mediating role in the relationship between marketing perception and purchase intention. Finally, as a result of difference analysis (t-test, ANOVA), it was determined that marketing perception, customer experience and purchase intention levels only differs according to gender of the participants.
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