An Investigation About Usage of Eye-Tracking Systems in Sports Marketing

Öz

Eye-tracking systems have a wide range of applications that expands every day. This situation allows them to be used in many studies. These systems are intensively used to understand consumer decision-making processes in marketing research, which provide a variety of data by recording eye movements through infrared cameras. Much research has been conducted using eye-tracking systems to understand the decision-making processes of sports consumers who are the most important components of the sports industry, a very large global product and service market, and to identify variables that are effective in these processes. This study is intended to outline how eye-tracking systems are used and how the results are interpreted in the field of sports marketing. The method sections of previous studies in the field of sports marketing, accessed using the method of literature screening, have been studied extensively. briefly, it was aimed to explain how the previous studies have been designed and what variables can be investigated in future studies.

Anahtar Kelimeler

• Eye-Tracking
• Sports Marketing
• Literature Review

Göz Takip Sistemlerinin Spor Pazarlaması Alanındaki Kullanımına İlişkin Bir İnceleme

Öz

Göz takip sistemleri uygulama alanı olarak her geçen gün genişleyen bir yelpazeye sahiptir. Bu durum birçok araştırmada kullanılmalarına olanak sağlamaktadır. Basit olarak kızılötesi ışınlar yardımıyla göz hareketlerini kaydederek çeşitli veriler sağlayan bu sistemler, yoğun olarak pazarlama araştırmalarında tüketicilerin karar verme süreçlerini anlamak için kullanılmaktadır. Küresel çapta çok büyük bir ürün ve hizmet pazarı olan spor endüstrisinin en önemli bileşenlerinden spor tüketicilerinin karar verme süreçlerini anlamak, bu süreçlerde etkili olan değişkenleri belirlemek için göz takip sistemleri kullanılarak birçok araştırma gerçekleştirilmiştir. Bu çalışma ile spor pazarlaması alanında yapılan çalışmalarda göz takip sistemlerinin nasıl kullanıldığını ve elde edilen sonuçların nasıl yorumlandığını genel hatları ile aktarmak amaçlanmıştır. Literatür taraması yöntemi kullanılarak ulaşılan, spor pazarlaması alanında yapılmış araştırmaların yoğun olarak yöntem kısımları incelenmiştir. Bu sayede geçmişte yapılan çalışmaların nasıl tasarlandığı ve gelecekte yapılacak çalışmalarda hangi değişkenlerin araştırılabileceği ifade edilmeye çalışılmıştır.

Anahtar Kelimeler

• Göz Takibi
• Spor Pazarlaması
• Literatür Taraması

Kaynakça

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