Materyalizm ve Tüketici Uzmanlığının Reklamlara Yönelik Tutumlara Etkisi: Alt Gelir Grubu Tüketiciler Üzerine Bir Araştırma

Year 2020, Volume: 19 Issue: 4, 1480 - 1496, 30.10.2020

Esra Güven , Aysun Kahraman

https://doi.org/10.21547/jss.726015

Cited By: 1

Abstract

Bu araştırmanın amacı materyalizm ve tüketici uzmanlığının reklamlara yönelik tutum üzerindeki etkisini incelemektir. Keşfedici bir amaçla tasarlanan bu araştırma bir araştırma modelinin test edilmesine dayanmaktadır. Veriler Türkiye’nin Ege Bölgesi’nde yaşayan alt gelir grubu mensubu 829 kişiden yüz yüze anket aracılığıyla toplanmıştır. Veri toplama işlemi 5 Mart 2019 ve 31 Mayıs 2019 tarihleri arasında yürütülmüştür. Araştırma modelinin testi için LISREL 9.30 programı kullanılmıştır. Araştırmanın sonuçları, materyalizm ve reklamlara yönelik tutum arasında anlamlı bir ilişki olduğunu göstermiştir. Materyalizm reklamlara yönelik tutumu pozitif yönde etkilerken, reklamlara yönelik tutum materyalizmi negatif yönde etkilemektedir. Ayrıca, müşteri uzmanlığının reklamlara yönelik tutum üzerinde doğrudan ve pozitif yönde bir etkisi olduğu görülmüştür. Bu çalışma, tüketici uzmanlığı, materyalizm ve reklama karşı tutum bağlamında literatüre katkıda bulunmaktadır. Araştırma sonuçlarının ayrıca bir pazar bölümü olarak sıkça gözden kaçırılan alt gelir grubu tüketicilere yönelik reklam kampanyalarının yönetiminde uygulayıcılara faydalı olması beklenmektedir.

Keywords

tüketici davranışı, gelir düzeyi, tutumlar, pazarlama iletişimi, Ege Bölgesi

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