РЕКЛАМНЫЙ СКЕПТИЦИЗМ ЗАВИСИМИЙ ОТ РЫНКА И ФОРМИРОВАНИЯ ПОВЕДЕНИЙ: РЕКОМЕНДАЦИИ АКТИВНЫМ ПОТРЕБИТЕЛЯМ

Year 2020, Issue: 45, 173 - 188, 03.03.2020

Çağla Pınar Bozoklu , Erkan Yıldız

https://doi.org/10.17498/kdeniz.661551

Cited By: 1

Abstract

Подозрение к рекламе является общей
тенденцией, где не  доверяется  к элементам
коммуникации  и это называется т.н. “рыночным убеждением” (marketplace belief). Сегодня некоторые потребители
могут продемонстрировать поведение, которое формирует рынок, организовав
протест или бойкот в результате их растущей неуверенности в отношении
определенных предприятий или всей торговли. В то
время когда диспозиционное скептики подозревают общую тенденцию предприятий, ситуативные скептики подозревают
цели конкретного бизнеса. Считается, что подобная тенденция будет действительна и
для рекламы. Соответственно, целью этого исследования
является анализ существенной разницы в тенденциях подозрительности к рекламе в
зависимости от того, демонстрируют ли молодые потребители поведение,
формирующее рынок и существуют ли различия между тенденциями. Соответственно, было предложено ответить на
вопросник, подготовленный для цельевой группы
потребителей из 1157 человек с помощью простого и
целенаправленного метода отбора. В
зависимости от того, сформирован ли какой то образец рынка
или нет, активисты были разделены на три группы: активные, умеренные и посивные. В
результате одностороннего дисперсионного анализа была обнаружена значительная
разница между активными и посивными. После чего
был проведён фактический анализ анкеты по
рекламной шкале. Согласно анализу, шкала для активистов состоит всего из 6
выражений.
Кроме того, в номинальном тесте “анкеты
рекламной шкалы для активистов”, в соответствии с специальной литературой, установлено, что тенденция сомневаться в рекламе,
положительно влияет на имидж корпоративно-социальную и экологическую
ответственность. Поэтому рекомендуется, что дальнейшие исследования, проводимые с целью
анализа подозрений по поводу рекламы или различных подходов к нему, оценивались
в соответствии с т.н. “рыночным убеждением” или пониманием требований
потребителей.

Keywords

сомнения в рекламе, поведение, формиррвание рынка, активность, молодые потребители, банковские услуги

PAZARI ŞEKİLLENDİREN DAVRANIŞLARA GÖRE REKLAMA YÖNELİK ŞÜPHE: AKTİVİST TÜKETİCİLERE YÖNELİK ÖLÇEK UYARLAMA

Abstract

Bu araştırmanın amacı, genç tüketicilerin pazarı şekillendiren davranışlar gösterip göstermemesine göre reklama yönelik şüphe eğilimlerinde anlamlı bir farklılığın olup olmadığının, varsa farklılıkların analiz edilmesidir. Buna göre 1157 kişilik bir tüketici grubuna kolayda ve amaçlı örnekleme yöntemi ile ulaşılarak hazırlanan anketin cevaplandırılması istenmiştir. Örneklem pazarı şekillendiren davranış gösterip göstermeme durumuna göre aktivistler, ılımlılar ve hareketsizler olarak üç gruba ayrılmıştır. Yapılan tek yönlü varyans analizi sonucunda, aktivistler ile hareketsizler arasında anlamlı farklılık tespit edilmiş ve bunun üzerine aktivistler için Reklama Yönelik Şüphe Ölçeği’nin doğrulayıcı faktör analizi gerçekleştirilmiştir. Analize göre, aktivistler için ölçek sadece 6 ifadeden oluşmaktadır. Ayrıca, “Aktivistler için Reklama Yönelik Şüphe Ölçeği”nin nomolojik geçerlilik testinde ise, literatüre uygun olarak, reklama yönelik şüphe eğiliminin kurumsal sosyal ve çevresel sorumluluk imajını pozitif yönlü etkilediği tespit edilmiştir.

Keywords

reklama yönelik şüphe, pazarı şekillendiren davranış, genç tüketiciler, bankacılık hizmetleri

AD SKEPTICISM DEPENDING ON MARKETPLACE SHAPING BEHAVIOURS: SCALE ADAPTATION FOR ACTIVIST CONSUMERS

Abstract

The purpose of this study is to analyze the differences of consumers’ ad skepticism tendencies depending on whether they show marketplace shaping behaviors. According to that, 1157 consumers were reached by purposive and convenient sampling methods and they were asked to complete questionnaire. The sample was divided into three groups as activists, moderates, and sleepers depending on whether they show marketplace shaping behaviors. The results of Anova test revealed that there is meaningful difference between activists and sleepers. Therefore, confirmatory factor analysis was conducted to the activists for the adaptation of Ad Skepticism Scale. According to the analyze, the new scale for activists consist of six items. Moreover, the findings related to nomological validity test of “Ad Skepticism Scale for Activists” showed that activists’ ad skepticism positively effects the corporate social and environmental responsibility image, as the literature assumes.

Keywords

ad skepticism, marketplace shaping behaviors, young consumers, banking services

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