Web Sitelerinin Globalizasyonu Üzerine Büyük Global Amerikan Markalarına Yönelik Bir İçerik Analizi Uygulaması

Year 2010, Volume: 5 Issue: 2, 51 - 66, 01.10.2010

H Keskin Keskin Zuhal Çilingir

Abstract

Bu çalışmada, 100 büyük global markanın Türkçe web sitelerinin globalizasyon düzeyleri ortaya konulmaya çalışılmıştır. Bu bağlamda, araştırmacıların dil kısıtı nedeniyle araştırmada 100 büyük global marka arasından 36 Amerikan markasının Okazaki’nin 2005 benzerlik ölçeğin‐ den yararlanılarak, globalizasyon düzeyleri İçerik Analizi yoluyla ortaya koyulmuştur. Kodlayıcılar arası güvenilirliğin hesaplanmasında Cohen’s Kappa formülü kullanılarak % 88 ve kodlayıcılar arası uyumun hesaplanmasında Perreault ve Leigh’in 1989 güvenilirlik indeksi formülü kullanılarak sırasıyla ortalama seviye % 95‐97 bulunmuştur. Kodlayıcılar içi güvenilirliği kontrol etmek için kodlamalar bir ay sonra tekrarlanmış ve katılma yüzdesi formülüyle % 93‐95 bulunmuştur. 21 benzerlik ölçeğine ilişkin tanımlayıcı istatistikler ortaya koyularak, özellikle şirket logosu, şirket logosunun yeri değişkenlerinin Türk ve Amerikan web sitele‐ rinde oldukça benzer olduğu standardize edildiği görülürken; pop‐up, banner ve ses/animasyon özelliklerinin ise her iki ülkenin web sitesinde çok az sayıda olduğu sonucuna ulaşılmıştır.

Keywords

Web sitesi, globalizasyon, içerik analizi, kodlayıcılar içi ve kodlayıcılar arası güvenilirlik.

A Content Analysis Application on the Globalization of Websites Towards Big Global American Brands

Abstract

The purpose of this study is to examine the level of globalization of Turkish websites of 100 big global brands. In this sense, because of re‐ searchers’ limitations in language, this study was focused on globalization levels of 36 American brands of 100 big global brands, which were tested by content analysis proposed by Okaza‐ ki’s 2005 similarity scale. The calculation of inter coder reliability has been found to be 88 % by using the Cohen’s Cappa formula and inter coder agreement has been calculated by Per‐ reault and Leigh’s 1989 reliability index formula and median levels range from 95‐97 %. The intra‐coder reliability was calculated by using per item agreement formula and items were coded again after one month. By putting forward descriptive statistics about 21 similarities coding categories while especially company logo, com‐ pany logo placement variables of Turkish and American websites seemed to be very similar standardized , pop‐ups, banners and sound/animation properties in websites of bothcountries were found to be very few.

Keywords

Website, globalization, content analysis, inter‐coder and intra‐coder reliability.

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