İlgi alanları

Sürdürülebilir Kalkınma Amaçları

• 2
• 1
• 1
• 1
• 1
• 1

• MakaleAçık Erişim2025/r/bayburt/16241
  Farmers as a consumers: utaut with dual moderated mediation model

  Yilmazel, Sefa Emre

  The purpose of the study is to determine the factors that affect the adoption and implementation of clean and energy efficient practices by farmers. For this reason, in line with the model developed within the scope of UTAUT, it was investigated whether two moderator variables (environmental concern, financial benefits) make a difference for clean and energy practices. Data were collected from 400 participants for clean production and 400 participants for energy-efficient production. The data obtained were analyzed with Process Macro model 4 and model 21 developed by Hayes. As a result, it was seen that the UTAUT variables had a significant effect on farmers' adoption intention in both data. In addition, the moderating effect of adoption intention on the relationship between UTAUT variables and usage behavior was proven. Furthermore, the effect of both moderator variables in the study was revealed. While environmental concern has a moderating effect between performance expectancy, effort expectancy and facilitating conditions and adoption behavior in the clean production. Financial benefits has a significant moderating effect between adoption intention and usage behavior for all four of the UTAUT variables in the energy efficient production.

  • 
  • 
  • 
  • 
  İncele
• MakaleAçık Erişim2025/r/bayburt/15965
  Intention to Send Gifts in Live Streaming Commerce: The Role of Emotional Attachment And Engagement

  Yilmazel, Sefa Emre

  Live streaming commerce tends to develop continuously with the digital generation. Therefore, this study focus on gift-giving behavior in live streamings. The purpose of the study is to explore the emotional and engagement factors that influence the intention to give gifts in live broadcast commerce. Accordingly, data were collected from 492 live steaming viewers. The data obtained were analyzed in SPSS 22 and AMOS 24 package programs. As a result of the analysis, emotional attachment and engagement positively affected the intention of viewers to send gifts. In addition, emotional attachment affected the engagement of the viewers. The antecedent variables of emotional attachment were attractiveness, perceived entertainment, pleasure and arousal while the antecedent variables of engagement were trustworthiness, expertise, professionalism, price discount, social presence and self-esteem. For this reason, companies, influencers or sellers who trade live streaming can increase the intention of users to send gifts by first ensuring emotional attachment and then converting it into engagement.

  İncele
• MakaleAçık Erişim2025Scopus SJRQ1/r/bayburt/11151
  Online Purchasing Model for PwD (People with Disabilities) Consumers: Pre and Post Disability Behaviors

  Yilmazel, Sefa Emre

  People with Disabilities (PwD) is discussed in the literature as the largest minority in the world. This group generally prefers online shopping instead of store shopping due to the physical difficulties they experience. However, no online shopping model has been developed for this group. Therefore, the aim of this study is to reveal an online purchasing model for PwDs in line with the theory of planned behavior. In this regard, the effects of the variables perceived ease of use, perceived usefulness, peer communication, security concern, privacy concern and physical disabilities on consumers’ purchasing intention and subsequent purchasing behavior through subjective norms, attitude and behavioral control were investigated with pre- and post-disability data. In the study, data was collected from participants before (322) and after (546) disability. As a result of this study, it was revealed that online behavior of consumers before and after the disability differed. Especially peer communication made a significant difference in purchasing behavior after the disability. Consumers became more sensitive about security and privacy in their online shopping after the obstacle. In addition, consumers’ perceived usefulness had a significant effect on their attitudes after the disability. Therefore, as a result of the study, an online shopping model for PwD consumers was created.

  • 
  • 
  AtıfOpenAlex1

  İncele
• MakaleAçık Erişim2024/r/bayburt/16385
  The Effect of Restaurant Shows on The Consumers’ Behaviors

  Yilmazel, Sefa Emre

  This study aimed to reveal consumers' behavior towards restaurant shows. In this respect, the effect of restaurant quality on consumers' revisit intention through consumer satisfaction and share intention on social media was investigated, and whether the attitude towards shows has a moderating effect in this relationship was identified. In the study, data was collected from a total of 466 fine-dining restaurant customers. Direct, mediating, and regulatory effects were analyzed with the data collected. The results showed that restaurant quality components (food quality, service quality, and physical environment quality) affected consumers' intention to revisit. Additionally, the mediating effect of satisfaction and intention to share on social media was proven in this relationship. Moreover, it revealed the moderating effect of consumers' attitudes towards shows. Therefore, depending on the consumers' reactions to the shows, it can be possible to determine the quality levels of the restaurants and to change the intentions of the consumers who have low intention to revisit the restaurant shows to be held afterward.

  AtıfOpenAlex2

  İncele
• Kitap BölümüYalnız künye2024/r/bayburt/13062
  Marketing of green energy

  Yilmazel, Sefa Emra

  After the 1970s, the issue of green energy started to come to the fore more after the oil crisis (Hartmann and Ibanez, 2012). Thus, consumers were made more conscious about energy consumption, and those who had the opportunity were directed to many types of green energy such as renewable energy sources, solar, thermal, and wind energy (Shi, Wei, and Shahbaz, 2023). Currently, some consumers accept to pay a premium price for green energy. Increasing the number of these consumers will produce important outputs such as protecting nature, preventing the climate crisis, and protecting energy resources in the future (Jabeen, Ahmad, and Zhang, 2021). In this direction, many governments around the world encourage producers of renewable energy and take effective steps. Although it is notsufficient at the moment, it is predicted that much higher amounts of green energy will be produced in the future with the steps taken in this regard (Leijten et al. 2014). Therefore, it will be sufficient not only to increase the amount of green energy production but also to increase the number of consumers directed to green energy. In particular, higher production costs appear to be an important factor that delays consumers' adoption of green energy (Sundt and Rehdanz, 2015; Usova and Velkin, 2018). Apart from price, it is seen that many socioeconomic and psychological variables are effective in consumers'adoption of green energy (Herbes and Ramme, 2014; Xiong, Li, Wang, and Wang, 2020). Among them, there are many elements such as household income, household size, age, attitude, green norms, ecological conservation behavior, and knowledge of renewable energies. Thus, adetailed study is required in order to understand consumers in depth and act in this direction, and raise the awareness of consumers about green energy. Therefore, the aim of this book chapter is to reveal the variables that lead to and prevent consumers from using green energy.

  İncele
• MakaleAçık Erişim2023Scopus SJRQ2/r/bayburt/13137
  Determining consumers’ intent to purchase organic foods in emerging market: price perception affect in moderated mediation model

  Yilmazel, Sefa Emre

  The main purpose of this research is to explore whether consumers’ consciousness of health, environment and food safety concern affect their intention to purchase organic foods through attitude mediation and price perception moderation. In the study, a sample of consumers who buy organic food was determined. 386 data were collected in Turkey. Confirmatory factor analysis made in the Amos 22.0 program and hypothesis tests were carried out in the Process Macro with Model 14. The results indicated that consciousness of health, environment and food safety effect consumers’ organic food attitude positively. Further, consumer attitude towards organic food effect their purchase intention. In addition, price perception show moderating effect on this relationship. Moreover attitude mediation effect (full and partial) has been proven. With this study, a comprehensive model has been revealed for emerging countries regarding the purchase of organic foods. Price perception moderating effect between attitude and purchase intention has been proven.

  • 
  AtıfScopus8·WoS9·OpenAlex9

  İncele
• MakaleAçık Erişim2022/r/bayburt/16675
  Impact of corporate social responsibility performed by Turkish banks related to COVID-19 on customer satisfaction and loyalty

  Yilmazel, Sefa Emre; KARADEMiR, Aslı Çillioğlu

  The study aims to evaluate the support provided by banks in the COVID-19 era and to investigate the effect on consumer preferences. In this direction, the effects of CSR variables (economic, legal, ethical, philanthropic) and corporate interactions (corporate image, CSR trust, corporate evaluation) on consumer preferences (customer satisfaction, customer loyalty) were investigated. The study collected data from bank customers who showed corporate social responsibility practices; in total, 346 data were collected in Turkey. Confirmatory factor analysis and path analysis were performed in the Amos 22.0 program. The results of this study demonstrated that the impact of CSR variables on corporate image, trust and evaluation had been proven. While economic and ethical responsibilities positively affect the corporate image, legal and philanthropic responsibilities increase consumers’ trust. In addition, legal responsibilities positively affect consumers' evaluation of the banks. The results also confirm that corporate image, trust and evaluation affect customer satisfaction and loyalty. With this study, it will be possible to improve the behaviour of banks in this direction in times of crisis by revealing the preferences of bank customers for corporate social responsibility components.

  AtıfOpenAlex5

  İncele
• MakaleYalnız künye2022Scopus SJRQ2/r/bayburt/13219
  Brand portfolio strategies effects on consumers' attitude

  Yilmazel, Sefa Emre; Özer, Leyla

  Purpose: The aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies). Design/methodology/approach: The study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling. Findings: According to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships. Research limitations/implications: One of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results. Practical implications: Managers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit. Originality/value: It will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.

  AtıfScopus7·WoS6·OpenAlex8

  İncele
• MakaleAçık Erişim2021/r/bayburt/14743
  Online Alışverişte Müşterilerin Tekrar Satın Alma Niyetlerinin Öncülleri:Hizmet Kalitesi, İmaj, Algılanan Değer ve Müşteri Tatmininin, Tekrar Satın Alma Niyeti Üzerindeki Etkisi

  Göktaş, Bora; Yilmazel, Sefa Emre

  Müşterilerin bir ürünü satın almasına etki eden unsurlar satın alma öncülleri olarak adlandırılmaktadır. Markalar için bir müşterinin bir ürünü satın alma sebebini anlamak hayati önemdedir. E-ticaret günümüzde önemli bir ivme kazanmıştır. Özellikle Covid-19 vakasının tüm dünyayı sarmasıyla da daha da kullanılır hale gelmiştir. Artık tüketiciler temassız teslimat özelliği, kapıya kadar getirmesi gibi özellikleri sayesinde, kalabalık ortama girmemek için e-ticaretten alışverişe daha fazla yönelim göstermektedirler. E-ticaret sadece modern bir ticaret faaliyeti değil, aynı zamanda kritik bir pazarlama iletişimi aracıdır. Eldeki çalışma ile de e-ticaret sitelerinden alışverişte müşterileri satın alma davranışına iten nedenler olarak görülebilecek olan “tekrar satın alma öncülleri” belirlenmeye çalışılmıştır. Bu amaç doğrultusunda, 456 kişiye anket formu elektronik ortamda uygulanmıştır. Anket yöntemi ile toplanılan verilerin güvenilirlik ve geçerlilik analizi gerçekleştirilerek, çalışmanın modeli AMOS 23.0’da doğrulayıcı faktör analizi ve yol analizi yöntemiyle test edilmiştir. Araştırma bulgularına göre hizmet kalitesi, algılanan değer ve tatminin online alışverişte tekrar satın alma niyeti üzerinde etkili olduğu; ancak online alışveriş sitesinin imajının, alışveriş sitesinden tekrar satın alma niyeti üzerinde doğrudan bir etkisinin olmadığı görülmüştür.

  AtıfTR Dizin4

  İncele