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    Innovation Resistance Barriers to Online Purchase Intention: The Mediating Role of Perceived Price and Perceived Enjoyment
    (2022) Yıldız, Selçuk Yasin; Demir, Didem
    Purpose – The goal of capturing their ideal selves affects every step that individuals will take throughout their lives. This aim has made cosmetic product usage a necessity for modern people. For this reason, cosmetic products have a crucial role in transforming consumers into the person they want to be. The research provides data that supports this role of individuals in the process of reaching the ideal self. Today, the cosmetic product industry has reached gigantic dimensions, and it shows that it will continue to progress day by day. It is vital to understand the behavior of the target audience of the sector, which displays such dynamic growth. The purpose of this study is to determine the barriers experienced by individuals who have the intention to purchase cosmetic products online. Design/methodology/approach – This study aims to determine the barriers experienced by individuals who have the intention to purchase cosmetic products online. The main body of the research consists of individuals who want to buy cosmetic products online. Data were collected through an online questionnaire shared on social media using the convenience sampling method. A total of 466 questionnaires obtained in this way were evaluated. During the analysis process, path analysis was performed to test the research hypotheses. Findings – When the research results are examined, with the effect of perceived enjoyment and perceived price, the tradition barrier, one of the factors of resistance to innovation, emerges as the main factor affecting the intention to purchase cosmetic products. Discussion – The image barrier does not directly affect the purchase intention. However, a meaningful causality relationship occurs between the image barrier and the purchase intention when the mediating effect of the perceived price comes into play. At the same time, the mediating effect of perceived price also causes a causal relationship between the value barrier and purchase intention. The tradition barrier factor influences purchase intention directly and with the mediating effect of perceived enjoyment. The mediating effect of perceived enjoyment in product presentation causes an increase in consumers' purchase intention. The research results provide recommendations for academics and professionals in the cosmetic industry.
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    The Effect of Materialism On Conspicuous Consumption Motivation: Examining The Mediating Role of Transformation Expectations
    (2022) Çam, Selim; Demir, Didem
    In today's world of abundance, consumption does not only mean meeting a physical need. Most of the individuals consume to meet certain expectations. At the same time, consumers' search for commodity-oriented benefits has led to the formation of the relationship between the concepts of materialism and conspicuous consumption in the study. Of course, it is another question mark whether the reasons for consumption can also be related to what the customers think they will add to themselves as a result of shopping. For this reason, it has been enquired whether the expectation of transformation mediates materialism and conspicuous consumption motivation (CCM). When the results are examined, it is understood that there is a significant effect between materialism and conspicuous consumption motivation. At the same time, transformation expectations of consumers may also have a mediating role in this effect. It is thought that this effect is a useful finding in terms of increasing sales during the execution of marketing activities. Moreover, it was noted that the materialist perception focused on Success and Happiness was effective on CCM. Success and Happiness-oriented materialistic perception were found to be effective on CCM while Self, Hedonic, and Efficacy mediate Success's influence on CCM, and only Self mediates Happiness's influence on CCM.
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    The mediating role of consumer engagement in the effect of social media marketing on electronic word-of-mouth intention
    (2021) Demir, Didem; Yıldız, Selçuk Yasin
    With the increase of usage in social media channels, individuals interact much more with each other. For this reason, word of mouth communication activities between individuals using social media emerges as a phenomenon that companies should not ignore. However, the mediating role of consumer engagement and word-of-mouth intention has not received enough attention in the studies of social media marketing activities up to now. This study examines whether social media marketing affects e-WOM intention and whether consumer engagement has a mediating role in this effect. An online questionnaire form was sent to individuals using social media and mobile communication applications. The usable data obtained from 464 individuals were analyzed with the help of the AMOS package program. The hypotheses tested using structural equation modelling reveal that social media marketing has a positive and significant effect on consumer engagement and e-wom intention. Besides, based on the test results, it can be argued that consumer engagement has a positive and significant effect on the intention of electronic word-of-mouth communication. Finally, through this study, it was found that consumer engagement has a mediating effect between social media marketing and electronic word-of-mouth intention. Therefore, this present study has a remarkable contribution to the social media marketing literature.