Управленец

2218-5003

2686-7923

10.29141/2218-5003-2024-15-3-3

OEGLCT

https://upravlenets.usue.ru/ru/-2024/1600

Влияние опыта взаимодействия с брендом на мотивацию клиента к покупке: роль открытости новому опыту

Brand experience and consumer inspiration: The mediating role of openness to experience

Чавушоглу

Синан

Чавушоглу

Синан

Çavuşoğlu

Sinan

sinankys42@gmail.comДаг

Казим

Даг

Казим

Dağ

Kazım

kzmdgnrhk@gmail.com

Bingöl University (Bingöl, Turkey)Бингёльский университет (г. Бингёль, Турция)

Ministry of National Education (Gaziantep, Turkey)Министерство национального образования (г. Газиантеп, Турция)

09072024

15338561110202316012024

CC BY-NC 4.0

Внедрение новых технологий предоставляет потребителям дополнительные возможности для совершения покупок и приобретения опыта использования новых продуктов. Статья посвящена изучению влияния опыта клиента по взаимодействию с конкретным брендом на его мотивацию к совершению покупки. Предпринята попытка определить, играет ли значимую роль в данном взаимодействии фактор «открытость опыту», под которым понимается способность клиента к познанию нового и уровень его адаптации к изменениям. Методологической базой исследования выступили классическая теория маркетинга и теория самоопределения в части положений когнитивной оценки. Применялись методы удобной выборки и моделирования структурными уравнениями. Информационную базу составили данные онлайнопроса 416 пользователей портала по доставке готовых блюд yemeksepeti.com, проведенного в Турции в июне 2023 г. Тестирование гипотез осуществлялось в статистической программе SmartPLS 4. Результаты исследования демонстрируют положительное значимое влияние опыта клиентов по взаимодействию с брендом на их мотивацию к совершению покупки и рост уровня открытости новым потребительским впечатлениям. Также доказано положительное влияние фактора «уровень открытости клиента новому опыту» в связи переменных «отношение клиента к бренду – уровень мотивации клиента». Подтверждена гипотеза о зависимости между мотивацией клиентов к совершению покупки определенного бренда и реализацией их поведенческих намерений. Теоретический вклад исследования заключается в пополнении массива эмпирических знаний о параметрах «потребительские мотивы» и «открытость клиента опыту». Среди возможных направлений дальнейших исследований – апробация предложенной модели на примере альтернативных отраслей экономики или с использованием статистических данных других стран.

The introduction of new technologies provides consumers with additional shopping opportunities and allow them to test new products. The study was conducted to determine the effects of brand experience on customer inspiration and behavioral intention and to establish the mediating role of openness to experience. The theoretical framework of the study resides in the theory of marketing and cognitive appraisal theory. Convenience sampling method and structural equation modelling were used within the study. The population of the study consists of customers who order from the online takeaway portal yemeksepeti.com. The data were gathered using questionnaires collected online in June, 2023. A total of 416 valid responses were received. Smart PLS 4 statistical program was used to test the hypotheses. As a result of the tests, it was found that brand experience has a positive effect on customer inspiration and openness to experience. It was also determined that openness to experience has a positive effect on customer inspiration by partially mediating the positive effect between brand experience and inspiration. Furthermore, the hypothesis that customer inspiration positively affects behavioral intention was also confirmed. The research will contribute to expanding the literature on consumer inspiration and openness to experience. Among possible directions for further research is to test the proposed model in relating industries or using statistical data from other countries.

опыт взаимодействия с брендом;потребительские мотивы;открытость опыту;поведенческое намерение;теория когнитивной оценки;Турция.

brand experience;customer inspiration;openness to experience;behavioral intention;cognitive appraisal theory;Turkey.

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