Akış Deneyimi, Reklam Değeri ve Satın Alma Niyetleri Arasındaki İlişkilerin İncelenmesi: Akıllı Telefon Kullanım Motivasyonlarına Yönelik Bir Araştırma

Year 2021, Volume: 2 Issue: 1, 19 - 37, 06.04.2021

Mehmet Safa Çam

Abstract

Bu çalışmanın amacı,  akıllı telefon kullanım motivasyonlarının genç tüketicilerin reklamı izleme ve değerlendirme süreçleri üzerindeki etkilerini incelemektir. Bu bağlamda, Aksaray Üniversitesi’nde öğrenim hayatına devam eden öğrencilere yöneli bir alan araştırması gerçekleştirilmiştir. Kurgulanan modele göre geliştirilen hipotezlerin test edilmesiyle genç tüketicilerin özellikle popülerlik ve tasarım motivasyonlarını reklamlarda ilgiyle takip ettikleri bulgulanmıştır. Ancak reklam ve mesaj ilginliğinin satın alma kararlarında etkili olmadığı saptanmıştır. Diğer taraftan, üniversite gençlerinin akıllı telefonlara ilişkin reklam izleme derinliğinin reklam değeri üzerinde olumlu sonuçları olduğu anlaşılmıştır. Bulguların ardından araştırma sonuçları tartışılmış ve gelecek çalışmalara ilişkin önerilerde bulunulmuştur.

Keywords

Akış deneyimi, Reklam değeri, Satın alma niyeti

Examining the Relationships Among Flow Experience, Advertising Value, and Usage Intentions: A Research on Smartphone Usage Motivations

Abstract

The aim of this study is to examine the process of viewing and evaluating the ad of young consumers through the effects of smartphone preference motivations. Based on this objective, a field study has been conducted among students in Aksaray University. Following the hypotheses tests within research model, it was found that young consumers were interested in the popularity of the smart phone and design motivations while viewing the ads. However, it was found that the flow experience into the ad message was not effective in purchasing decisions. Instead, the study revealed that university students' ad viewing depth has positively associated with the advertising value. Having the findings presented, the research results were discussed and suggestions were made for future studies.

Keywords

Flow experience, Ad value, Smartphone, Motivations

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