Güdülenmiş Tüketici Yenilikçiliğinin Dijital Medya Platformlarının Algılanan Tüketici Temelli Marka Değeri Ve Marka Tutumu Üzerine Etkisi: Covıd-19 Döneminde Netflıx Üzerine Bir İnceleme

Abstract

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.