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
Yazar: ÖZGE ÖZDAMAR
Danışman: DR. ÖĞR. ÜYESİ TAMER UÇAR
Bahçeşehir Üniversitesi / Lisansüstü Eğitim Enstitüsü / Bilgi Teknolojileri Ana Bilim Dalı
Derece: Yüksek Lisans, 2022
Konu: Bilgisayar Mühendisliği Bilimleri-Bilgisayar ve Kontrol = Computer Engineering and Computer Science and Control ; Mühendislik Bilimleri = Engineering Sciences
Dizin: Müşteri deneyimi = Customer experience ; Pazarlama = Marketing ; Satın alma niyeti = Purchase intention

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.

Keywords: Marketing Perception, Customer Experience, Purchase Intention

Abstract:
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.

Keywords: Marketing Perception, Customer Experience, Purchase Intention