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Dünya genelinde özellikle Covid-19 pandemisiyle birlikte dijital medyanın ve dijital platformların kullanımı çok hızlı bir şekilde artış göstermiştir. Bu platformların kullanıcısı olarak tüketicilerin beklentileri ve kendilerine sunulacak içeriğin yenilikçi olması platformların tercih edilebilirliklerini artırmaktadır. Bu dijital platformlardan en çok kullanıcıya sahip platformlardan biri Netflix’dir. Dolayısıyla Netflix kullanıcılarının yenilikçi davranışlarının incelenmesi ve bu platformu satın alma davranışı üzerindeki etkisinin araştırılması önemlidir. Bu çerçevede ele alınan araştırmanın amacı, güdülenmiş tüketici yenilikçiliğinin bu dijital platformun algılanan tüketici temelli marka değeri ve platforma yönelik tutum üzerindeki etkisini incelemektir. Ayrıca algılanan tüketici temelli marka değeri ve tutumun bu platformu satın alma niyeti üzerindeki etkisi de araştırılmıştır. Bu kapsamda araştırmanın örneklemini Netflix kullanan tüketiciler oluşmaktadır. Veri toplama tekniği olarak yapılandırılmış anketle 320 birimden çevrimiçi olarak veriler elde edilmiştir. Araştırmaya katılan dijital platform kullanıcılarına kolayda örnekleme yöntemiyle ulaşılmıştır. Elde edilen verilerin analizinde ve hipotezlerin test edilmesinde yapısal eşitlik modeli kullanılmıştır. Analizler sonucunda, güdülenmiş tüketici yenilikçiliğinin sosyal güdülenmiş ve hedonik güdülenmiş boyutlarının hem algılanan tüketici temelli marka değeri hem de dijital platforma yönelik tutumu etkilediği belirlenmiştir. Fonksiyonel güdülenmiş ve bilişsel güdülenmiş yenilikçilik boyutlarının ise bu değişkenler üzerinde istatistiksel olarak anlamlı etkisinin olmadığı belirlenmiştir. Tüketicilerin kullandığı dijital platforma ilişkin algıladıkları değer ve tutumlarının ise dijital platform satın alma niyetini etkilediği sonucuna ulaşılmıştır.
In the world, the use of digital media and digital platforms has increased rapidly, especially with the Covid-19 pandemic. As users of these platforms, the expectations of consumers and the innovative content to be offered to them increase the preferability of the platforms. One of the most user-friendly platforms is Netflix. Therefore, it is important to study the innovative behavior of Netflix users and to investigate the impact on the behavior of buying this platform. The aim of the research under this framework is to examine the impact of consumer-driven innovation on this digital platform’s perceived consumer-based brand value and platform-based attitude. It has also been studied the detected consumer-based brand value and the impact of the attitude on the intention to purchase this platform. In this context, the research is formed by consumers using Netflix. The survey, structured as the data collection technique, obtained data online from 320 units. The digital platform users who participated in the research were easily reached through the sampling method. The structural equality model has been used in the analysis of the obtained data and in the testing of the hypotheses. The results of the analysis have found that the social-driven and hedonic-driven dimensions of consumer innovation affect both the perceptible consumer-based brand value and the attitude towards the digital platform. Functionally-driven and cognitive-driven innovation dimensions have no statistically meaningful impact on these variables. The value and attitudes consumers perceive about the digital platform they use have been found to affect the intention to purchase the digital platform.
In times of the Covid-19 pandemic, the usage of digital media platforms increased swiftly worldwide. The consumers as the digital media platform users, their expectations and perception of the level of content innovativeness offered by digital media platforms would increase the consumers' preference towards these platforms. Netflix is one of the digital media platforms which has more users than other competitors in the industry. Thus, this study assumed that investigating consumer innovativeness behavior's effect on consumer purchase behavior towards digital media platforms in the Netflix context is necessary. In this context, this research aims that examine the consumer innovativeness effect on digital media platforms' perceived brand value and brand attitude. The effects of the consumers' brand value perception and attitudes on the intention towards to purchase this platform further investigated. Hence, the research sample consists of the consumers that use Netflix. The structured survey was employed as the data collection technique and 320 units of data were obtained from respondents who practiced the online survey. The digital media platform users who respond research questionnaire are reached by the simple random sampling method. The structural equation modeling technique was employed for obtained data analysis and to test research assumptions. The research analysis results show that socially and hedonically motivated consumer innovativeness has an effect on perceived brand value and attitude towards digital media platform brand. The findings also show that functionally motivated consumer innovativeness and cognitively motivated consumer innovativeness have no statistically significant effect on these variables. It concludes that the perceived values and attitudes of the consumers regarding the digital platform they use affect the digital platform purchase intention.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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