Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü

Bilge Nur ÖZTÜRK, (Alanya Alaaddin Keykubat Üniversitesi)
Serkan AKINCI (Akdeniz Üniversitesi)
Business and Economics Research Journal
10 0
Yıl: 2019 Cilt: 10 Sayı: 1 Sayfa Aralığı: 277 - 296 Metin Dili: Türkçe DOI: 10.20409/berj.2019.168 İndeks Tarihi: 20-01-2020

Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü

Öz:
Bu araştırmada, tüketicilerin davranışa yönelik tutumları aracılığıyla, reklam içerikleri ve satınalma niyetleri arasında varsayılan ilişkide çevresel endişenin rolü sorgulanmıştır. Bu amaçlamanipüle edilmiş basılı reklam afişleri kullanılarak iki deney gerçekleştirilmiştir. Araştırmasonucunda üç temel bulguya ulaşılmıştır. İlk olarak, reklam içerikleri ile davranışa yönelik tutumarasındaki ilişkide çevresel endişenin düzenleyici rolüne yönelik destek bulunmuştur. İkinci olarak,tüketicilerin davranışa yönelik tutumlarının, reklam içerikleri ve satın alma niyeti arasındaki ilişkidearacılık rolü olduğu belirlenmiştir. Üçüncü bulgu ise reklam içeriklerinin tüketicilerin davranışayönelik tutumları aracılığıyla satın alma niyetlerine etkisinin, çevre hakkındaki endişe düzeylerinebağımlı olmasıdır. Araştırma, tüketici davranışı çalışmalarında yaygın bir kullanım oranına sahipolan Planlı Davranış teorisine dayanmaktadır. Bu çerçevede gerçekleştirilen araştırmanın iki önemlikatkısı bulunmaktadır. Birincisi, öne sürülen kavramsal model kapsamında, tüketicilerin çevreselendişe düzeylerinin ne zaman yeşil tüketim davranışını etkilediğinin belirlenmiş olmasıdır. İkinciolarak da araştırmanın reklamlar üzerinden deneysel tasarım yöntemi ile gerçekleştirilmesidir.
Anahtar Kelime:

Konular: İş İşletme İktisat İşletme Finans

The Impact of Advertising Content on Purchase Intention: A Moderated Mediation Model of Attitude toward the Product and Environmental Concern

Öz:
In this research, the effect of advertising content on purchase intention through the consumers' attitudes towards behavior depend on their environmental concern have questioned. For this purpose, two experiments were carried out using manipulated printed advertising banners. Three basic findings have been reached. First, results were support for the moderator role of environmental concern between advertising content and attitude toward behavior. Second, consumers' attitudes toward behavior were determined to have a mediating role between advertising content and intent to purchase. The third finding is that the relationship between ad content and purchase intention, through the consumers' attitude toward behavior were affected by the level of environmental concern. The research is based on the Planned Behavior Theory, which has a widespread use rate in consumer behavior studies. The research carried out in this framework has two important contributions. The first is that, within the conceptual model proposed, it has been determined when the consumer's environmental concern affects green consumption behavior. Secondly, the research is carried out through the experimental design method through advertisements.
Anahtar Kelime:

Konular: İş İşletme İktisat İşletme Finans
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Öztürk B, AKINCI S (2019). Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. , 277 - 296. 10.20409/berj.2019.168
Chicago Öztürk Bilge Nur,AKINCI Serkan Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. (2019): 277 - 296. 10.20409/berj.2019.168
MLA Öztürk Bilge Nur,AKINCI Serkan Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. , 2019, ss.277 - 296. 10.20409/berj.2019.168
AMA Öztürk B,AKINCI S Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. . 2019; 277 - 296. 10.20409/berj.2019.168
Vancouver Öztürk B,AKINCI S Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. . 2019; 277 - 296. 10.20409/berj.2019.168
IEEE Öztürk B,AKINCI S "Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü." , ss.277 - 296, 2019. 10.20409/berj.2019.168
ISNAD Öztürk, Bilge Nur - AKINCI, Serkan. "Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü". (2019), 277-296. https://doi.org/10.20409/berj.2019.168
APA Öztürk B, AKINCI S (2019). Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. Business and Economics Research Journal, 10(1), 277 - 296. 10.20409/berj.2019.168
Chicago Öztürk Bilge Nur,AKINCI Serkan Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. Business and Economics Research Journal 10, no.1 (2019): 277 - 296. 10.20409/berj.2019.168
MLA Öztürk Bilge Nur,AKINCI Serkan Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. Business and Economics Research Journal, vol.10, no.1, 2019, ss.277 - 296. 10.20409/berj.2019.168
AMA Öztürk B,AKINCI S Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. Business and Economics Research Journal. 2019; 10(1): 277 - 296. 10.20409/berj.2019.168
Vancouver Öztürk B,AKINCI S Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü. Business and Economics Research Journal. 2019; 10(1): 277 - 296. 10.20409/berj.2019.168
IEEE Öztürk B,AKINCI S "Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü." Business and Economics Research Journal, 10, ss.277 - 296, 2019. 10.20409/berj.2019.168
ISNAD Öztürk, Bilge Nur - AKINCI, Serkan. "Reklam İçeriğinin Satın Alma Niyetine Etkisi: Davranışa Yönelik Tutumun Aracı ve Çevresel Endişenin Düzenleyici Rolü". Business and Economics Research Journal 10/1 (2019), 277-296. https://doi.org/10.20409/berj.2019.168
Sayfa Oluşturulma Tarihi
30-04-2024 22:16

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