Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma

Ümit Başaran, (Zonguldak Bülent Ecevit Üniversitesi, Zonguldak, Türkiye)
Melih Yıldız (İstanbul Gelişim Üniversitesi, İstanbul, Türkiye)
Business and Management Studies: An International Journal
5 1
Yıl: 2022 Cilt: 10 Sayı: 3 Sayfa Aralığı: 1118 - 1144 Metin Dili: Türkçe DOI: 10.15295/bmij.v10i3.2101 İndeks Tarihi: 25-10-2022

Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma

Öz:
Bu çalışmada, basılı reklamlara yönelik tutumun reklamda yer alan ürünü satın alma niyeti üzerindeki etkisi ve bu etki üzerinde ürün ilgileniminin düzenleyici rolü kadın tüketiciler açısından araştırılmaktadır. Bu bağlamda, kol saati ürününe ilişkin feminen ve maskülen cinsiyet kimliği kodlarına sahip iki farklı basılı reklam görseli kullanılarak, Türkiye’de yaşayan 18 yaş ve üzeri 500 kadın tüketiciden yapılandırılmış anket tekniği aracılığıyla veriler toplanmıştır. Verilerin analizinde açıklayıcı faktör analizi, doğrulayıcı faktör analizi, doğrudan etkiler için regresyon analizi ve düzenleyici etkiler için PROCESS eklentisi aracılığıyla düzenleyicilik analizi gerçekleştirilmiştir. Gerçekleştirilen analizler sonucunda, her iki reklam görseli için, kadın tüketicilerin reklama yönelik tutumlarının reklamda yer alan ürünü satın alma niyetleri üzerinde etkili olduğu bulunmuştur. Ayrıca kadın tüketicilerin reklamda yer alan ürüne yönelik ilgilenim seviyeleri arttıkça, reklama yönelik tutumlarının reklamda yer alan ürünü satın alma niyetleri üzerindeki etkisinin arttığı saptanmıştır. Bu bulgu ürün ilgileniminin, reklama yönelik tutum ile satın alma niyeti arasındaki ilişkide düzenleyici role sahip olduğunu göstermektedir.
Anahtar Kelime:

The moderating role of product involvement in the effect of attitude towards print advertisements on purchase intention: A study on female consumers

Öz:
In this study, the effect of the attitude towards print advertisements on the intention to purchase the product and the moderating role of product involvement on this effect is investigated in terms of female consumers. In this context, data were collected through a structured questionnaire technique from 500 female consumers aged 18 and over living in Turkey, using two different printed advertisement images with feminine and masculine gender identity codes for the wristwatch product. In the data analysis, explanatory factor analysis, confirmatory factor analysis, regression analysis for direct effects, and moderation analysis for moderating effects were performed via the PROCESS macro. As a result of the analyzes, the attitude of female consumers towards advertisin g influences their intention to purchase the product for both advertisement images. In addition, as the product involvement levels of female consumers increases, the effect of their attitude toward advertising on their intention to purchase heightens. This finding shows that product involvement positively moderates the relationship between attitude towards advertising and purchase intention.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Basaran U, YILDIZ M (2022). Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. , 1118 - 1144. 10.15295/bmij.v10i3.2101
Chicago Basaran Umit,YILDIZ MELİH Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. (2022): 1118 - 1144. 10.15295/bmij.v10i3.2101
MLA Basaran Umit,YILDIZ MELİH Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. , 2022, ss.1118 - 1144. 10.15295/bmij.v10i3.2101
AMA Basaran U,YILDIZ M Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. . 2022; 1118 - 1144. 10.15295/bmij.v10i3.2101
Vancouver Basaran U,YILDIZ M Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. . 2022; 1118 - 1144. 10.15295/bmij.v10i3.2101
IEEE Basaran U,YILDIZ M "Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma." , ss.1118 - 1144, 2022. 10.15295/bmij.v10i3.2101
ISNAD Basaran, Umit - YILDIZ, MELİH. "Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma". (2022), 1118-1144. https://doi.org/10.15295/bmij.v10i3.2101
APA Basaran U, YILDIZ M (2022). Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. Business and Management Studies: An International Journal, 10(3), 1118 - 1144. 10.15295/bmij.v10i3.2101
Chicago Basaran Umit,YILDIZ MELİH Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. Business and Management Studies: An International Journal 10, no.3 (2022): 1118 - 1144. 10.15295/bmij.v10i3.2101
MLA Basaran Umit,YILDIZ MELİH Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. Business and Management Studies: An International Journal, vol.10, no.3, 2022, ss.1118 - 1144. 10.15295/bmij.v10i3.2101
AMA Basaran U,YILDIZ M Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. Business and Management Studies: An International Journal. 2022; 10(3): 1118 - 1144. 10.15295/bmij.v10i3.2101
Vancouver Basaran U,YILDIZ M Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. Business and Management Studies: An International Journal. 2022; 10(3): 1118 - 1144. 10.15295/bmij.v10i3.2101
IEEE Basaran U,YILDIZ M "Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma." Business and Management Studies: An International Journal, 10, ss.1118 - 1144, 2022. 10.15295/bmij.v10i3.2101
ISNAD Basaran, Umit - YILDIZ, MELİH. "Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma". Business and Management Studies: An International Journal 10/3 (2022), 1118-1144. https://doi.org/10.15295/bmij.v10i3.2101
Sayfa Oluşturulma Tarihi
27-04-2024 9:21

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