ONLİNE REKLAMIN RAHATSIZ EDİCİLİĞİ VE TÜKETİCİ KAYGISI ÖNCÜLLERİNİN TÜKETİCİLERİN REKLAMA KARŞI TUTUMU VE DAVRANIŞSAL NİYETİ ÜZERİNDEKİ ETKİSİ

Year 2020, Volume: 1 Issue: 1, 42 - 51, 31.07.2020

İsmail Çakmak , Çağatan Taşkın

Abstract

Öz
Amaç
Online pazarlama iletişimi kitlelere ulaşmada geleneksel medyanın yerini almıştır. Online reklam, online pazarlama iletişiminin en önemli unsurlarından biridir. Her gün yüzlerce online reklam sosyal medya, internet ve video siteleri, mobil cihazlar ve uygulamalar aracılığıyla tüketicilerin karşısına çıkmaktadır. Tüketiciler çok sayıda online reklamla karşılaştıklarında zaman zaman rahatsızlık yaşamaktadır. Tüketicinin kaygısı ile birlikte reklamın rahatsız ediciliği reklam etkinliğini azaltmakta, bir başka ifade ile tüketicinin reklama karşı tutumunu olumsuz etkilemektedir. Bu makalenin amacı online reklamın rahatsız ediciliği ve tüketici kaygısı öncüllerinin tüketicilerin reklama karşı tutumu ve davranışsal niyeti üzerindeki etkisini araştırmak ve işletmelere önerilerde bulunmaktır.
Gereç ve Yöntem
Araştırmada veri toplama yöntemi olarak anket kullanılmıştır. Araştırmanın ölçeği Hwan & Kim (2007), Ducoffe (1996), Wang & Sun (2010), Wolin ve diğ.'nin (2002) çalışmalarından uyarlanmıştır. Araştırmada tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme tercih edilmiştir. Oluşturulan araştırma modelindeki hipotezlerin testi için PLS-SEM kullanılmıştır.
Bulgular
Sonuçlar reklamın rahatsız ediciliği ve tüketici kaygısının reklama karşı tutumun üzerinde olumsuz etkilere sahip olduklarını, reklama karşı tutumun da davranışsal niyet üzerinde güçlü bir etkisi olduğunu göstermektedir. Online reklamın etkinliğinin arttırılması adına pazarlama yöneticilerine çeşitli stratejiler önerilmiştir.
Sonuç
Pazarlama yöneticileri reklamın rahatsız ediciliği ve tüketici kaygısını azaltmaya odaklanmalı ve reklamın zamanlaması, sıklığı ve süresi için arama motoru optimizasyonu ve sosyal medya aracılığıyla elde ettikleri müşteri verilerini kullanmalıdır. Reklamın müşteri ile ilgililik düzeyi ve çekiciliği de pazarlama yöneticileri tarafından reklamın rahatsız ediciliğini ve tüketici kaygısını azaltan diğer faktörler olarak kullanılmalıdır.

Keywords

Online Reklamın Rahatsız Ediciliği, Tüketici Kaygısı, Reklama Karşı Tutum, Davranışsal Niyet, PLS-SEM

THE INFLUENCE OF IRRITATION OF ONLINE ADVERTISING AND CONSUMER ANXIETY ANTECEDENTS ON THE CONSUMERS’ ATTITUDE AND BEHAVIORAL INTENTION TOWARDS ADVERTISING

Abstract

Abstract
Objective
Online marketing communication has replaced traditional media in reaching audiences. Online advertising is one of the most important elements of online marketing communication. Hundreds of online advertisements appear in front of consumers every day through social media, internet and video sites, mobile devices and applications. Consumers are inconvenienced from time to time when they encounter so many online advertisements. Irritation of online advertising with consumer anxiety decrease the effectiveness of advertisements, in other words both of the antecedents influence the attitude of consumers towards online advertising. The aim of this paper is to investigate the influence of irritation of online advertising and consumer anxiety on the attitude and behavioral intention of consumers towards advertising and to suggest strategies for the companies.
Materials and Methods
A structured questionnaire was used as the data collection method. The scale of the research was adapted from Hwan & Kim (2007), Ducoffe (1996), Wang & Sun (2010) and Wolin et al. (2002). Convenience sampling method was chosen in the research. PLS-SEM was used in order to test the hypothesis of the model.
Results
The results showed that irritation of advertising and consumer anxiety had negative effects on the attitude towards advertising and attitude towards advertising has powerful effect on behavioral intention. Various strategies were proposed for marketing managers in order to improve the effectiveness of online advertising.
Conclusion
Marketing managers should focus on reducing the irritation of advertising and consumer anxiety and should use the customer data obtained through search engine optimization and social media for the timing, frequency and duration of the ad. The relevance of the advertisement and its attractiveness to the customer should be used by marketing managers as other factors that reduce the irritation of advertising and consumer anxiety.

Keywords

Irritation of Online Advertising, Consumer Anxiety, Attitude towards Advertising, Behavioral Intention, PLS-SEM

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