Özet:

With the development of technology, people can reach the music or films they like whenever and wherever they like via digital platforms. Nonetheless, permanence of such products is perceived less than physical products and this affects the valuation of the products. In this research, the effect of sense of permanence on purchase intention is examined for digital music and video products. It is expected that permanence would affect psychological ownership, emotional connections with the brand and purchase intention respectively. This effect is tested for digital music and video products separately using a serial mediation model (PROCESS 3.0, Model 6). Gender, age, brand awareness, and brand trust were also added as control variables. In the research, convenience sampling method is used. Surveys are distributed through a survey platform via social media and a total of 161 usable data is collected. The results of the study have shown that sense of permanence has an effect on purchase intention both for digital music and video products. But, for digital music products, this effect is through psychological ownership and emotional connection with the brand, respectively. For digital video products, sense of permanence has both a direct effect on purchase intention and an indirect effect through psychological ownership and emotional connection with the brand.

Anahtar Kelimeler: