The effect of brand authenticity on brand preference and the intermediate role of brand trust in internet shopping of generations X and Y: A research on the shoes sector

Today, the increase in the use of the internet in every field, the fact that businesses provide online shopping opportunities and many advantages lead consumers to internet shopping. Increasing production with the development of technology and the fact that many similar products in the market have the quality to meet the needs cause the consumer to encounter some difficulties when choosing. The reason why consumers seek authenticity is that the products they buy serve the purposes of use, as well as the continuity of the brands and the ability to eliminate their feelings of moral satisfaction. When all these factors are evaluated, the aim of the study is to determine the effect of brand authenticity on brand preference and whether brand trust has a mediating role in internet shopping. Another aim of the study is to investigate whether the perceptions of brand originality, brand preference and brand trust differ according to the X and Y generations. The research was conducted by conducting an online survey with convenience sampling method, which is one of the non-random sampling methods. The questionnaires of 478 participants were analyzed with the SPSS package program. As a result of the research; No statistically significant difference was found between the X and Y generations' perceptions of brand authenticity, brand preference and brand trust. Statistically significant differences were found between the online shopping behaviors of the X and Y generations. It has been determined that brand trust has a partial mediating role in the relationship between brand authenticity and brand preference.