Influence of Subjective Norms and Perceived Control on Generation Z Consumers’ Attitude and Behavioural Intentions towards Instant Message Marketing Communication

Abstract

Understanding Generation Z consumers' attitudes and behavioural intentions in the new media environment is fundamental to developing effective marketing communication messages. Generation Z consumers are regarded as heavy users of new media technologies. Thus, there is a need for more research on the nexus between emerging marketing communication technologies and Generation Z consumer behaviour. Based on a survey of 410 Generation Z consumers in Zimbabwe, this study examines the influence of perceived control and subjective norms on Generation Z consumers’ attitudes and behavioural intentions towards instant message marketing communications. The results revealed that both subjective norms and perceived control positively influence the attitude of Gen Z consumers towards instant message marketing communication in Zimbabwe. It was also observed that while perceived control played no significant role, subjective norms and consumer attitudes played an important role in shaping the behavioural intentions of Gen Z consumers in Zimbabwe. Accordingly, the study provides insights into the influential role of perceived control and subjective norms on Generation Z consumers' attitudes and behaviours.

Keywords

• Perceived Control
• Subjective Norms
• Consumer Attitude
• Behavioural Intentions
• Instant Message Marketing Communication.

Öznel Normlar ve Algılanan Kontrolün Z Kuşağı Tüketicilerinin Anlık Mesajlaşma Pazarlama İletişimine Yönelik Tutumları ve Davranışsal Niyetleri Üzerindeki Etkisi

Abstract

Yeni medya ortamında Z Kuşağı tüketicilerinin tutumlarını ve davranışsal niyetlerini anlamak, etkili pazarlama iletişim mesajları geliştirmek için temel bir unsurdur. Z Kuşağı tüketicileri, yeni medya teknolojilerinin yoğun kullanıcıları olarak görülmektedir. Bu nedenle, ortaya çıkan pazarlama iletişim teknolojileri ile Z Kuşağı tüketici davranışları arasındaki ilişki üzerine daha fazla araştırmaya ihtiyaç vardır. Zimbabve'de 410 Z Kuşağı tüketicisiyle yapılan bir anket temelinde bu çalışma, algılanan kontrol ve öznel normların Z Kuşağı tüketicilerinin anlık mesajlaşma pazarlama iletişimlerine yönelik tutumları ve davranışsal niyetleri üzerindeki etkisini incelemektedir. Sonuçlar hem öznel normların hem de algılanan kontrolün Zimbabve'deki Z Kuşağı tüketicilerinin anlık mesajlaşma pazarlama iletişimlerine yönelik tutumlarını olumlu yönde etkilediğini ortaya koymuştur. Ayrıca, algılanan kontrolün önemli bir rol oynamamasına karşın, öznel normlar ve tüketici tutumlarının Z Kuşağı tüketicilerinin davranışsal niyetlerini şekillendirmede önemli bir rol oynadığı gözlemlenmiştir. Bu doğrultuda, çalışma algılanan kontrol ve öznel normların Z Kuşağı tüketicilerinin tutum ve davranışları üzerindeki etkili rolüne dair önemli bilgiler sunmaktadır.

Keywords

• Algılanan Kontrol
• Öznel Normlar
• Z Kuşaği
• Tüketici Tutumu
• Davranışsal Niyetler
• Anlık Mesajlaşma Pazarlama İletişimi.

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