SATIN ALMA TARZLARI VE SMS REKLAMLARA YÖNELİK TUTUMLAR: GENÇ TÜKETİCİLER ÜZERİNDE BİR ARAŞTIRMA

Abstract

Bu araştırmada farklı satın alma tarzlarına sahip genç tüketicilerin SMS reklamlarına yönelik tutumları, SMS reklamları kabul etme niyetleri ve satın alma kararlarında bu reklamlardan yararlanma niyetleri arasında anlamlı farklılıklar olup olmadığı incelenmiştir. Veriler internet üzerinden, çevrimiçi bir anket formu aracılığıyla toplanmıştır. Cevaplayıcılar satın alma tarzlarına göre dört ayrı kümeye ayrılmıştır. Varyans analizi ve post-hoc testler sonucunda, farklı kümelere mensup cevaplayıcıların SMS reklamlarına yönelik tutumları, bu reklamları kabul etme ve satın alma kararlarında bu reklamlardan yararlanma niyetleri arasında anlamlı farklılıklar olduğu belirlenmiştir. Bu bulgular temelinde, uygulamacılara ve akademisyenlere yönelik öneriler sunulmuştur

Keywords

• Mobil Reklam, SMS Reklam, Mobil Pazarlama, Tüketici Satın Alma Tarzları.

SMS ADS FOR BUYING STYLES AND ATTITUDES: A STUDY ON YOUNG CONSUMERS

Abstract

This study investigates the association between the decision making styles of young consumers and their attitudes towards SMS advertising, acceptance of SMS ads and intention to use SMS ads in their consumption decisions. Research data is collected by an online questionnaire via internet. Respondents are classified into four clusters according to their decision making styles. ANOVA’s and post-hoc tests revealed that respondents in different clusters have significantly different attitudes towards SMS advertising, intentions to accept SMS ads and use SMS ads in their consumption decisions. Theoretical and managerial discussions of the findings are provided

Keywords

• Mobile Advertising,SMS Advertising,Mobile Marketing,Consumer Deci

References

1. Barutçu, Süleyman, (2007), Attitudes towards mobile marketing tools: A study of Turkish consumers”, Journal of Targeting, Measurement and Analysis for Marketing, 16 (1), 26–38.
2. Barutçu, Süleyman, Meltem Öztürk Göl, (2009), Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar, KMU İİBF Dergisi Yıl:11 Sayı:17, Aralık, s.24-41.
3. Bauer, Hans H., Tina Reichardt, Stuart J. Barnes, Marcus M. Neumann, (2005), Driving Consumer Acceptance Of Mobile Marketing: A Theoretical Framework And Empirical Study, Journal of Electronic Commerce Research, 6(3), 181-192.
4. BTK, Bilgi Teknolojileri ve İletişim Kurumu (2012). Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu 2011 Yılı 3. Çeyrek, İndirilme Tarihi: 12 Şubat 2012, web: (http://www.tk.gov.tr/kutuphane_ve_veribankasi/pazar_verileri/ ucaylik11_3.pdf )
5. Carroll, A., Barnes, S. J., Scornavacca, E. & Fletcher, K. (2007). “Consumer perception and attitudes towards SMS advertising: Recent evidence from New Zealand”, International Journal of Advertising, 26 (1), 79-98.
6. Durvasula, S., Lysonski, S. Andrews, J.G., (1993), Cross-cultural generalizability of a scale for profiling consumer’s decision making styles. The Journal of Consumer Affairs, 27(1). s.55-65.
7. Doherty, C. (2007). Mobile Marketing is Yet to Bloom. Revolution, November, s.51.
8. Dursun, İ., Ü. Alnıaçık, E.T. Kabadayı, (2010), Tüketici Karar Verme Tarzları Ölçeği: Türk Tüketicisi İçin Uyarlama, 15. Ulusal Pazarlama Kongresi, Kuşadası, 26-29 Ekim.

9. Fan, J.X. Xiao, J., (1998), Consumer decision making styles of young-adult Chinese, The Journal of Consumer Affairs, 32(2). s.275-294.
10. Friedrich, R., Grone, F., Holbling, K., and Peterson, M., (2009), The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators, Journal of Advertising Research. 49(1), s.54-61.
11. Hafstrom, L.L., Jung-Sook, C., Young-Sook, C., (1992), Consumer-decision making styles: comparison between united states and Korean young consumers. The Journal of Consumer Affairs, 26(1), s.46-58.
12. Hiu, A.S.Y., Siu, N.Y.M., Wang, C.C.L., Chang, L.M.K., (2001), An investigation of decision-making styles of consumers in china. Journal of Consumer Affairs, 35(2), s.326-345.
13. İspir, N.Bilge ve H.Kemal Suher, (2009), SMS Reklamlarına Yönelik Tüketici Tutumları, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, Cilt:5, Sayı:4, Ocak, s.5-17.
14. Karaca, Ş., M. Gülmez, (2010), Mobil Pazarlama: Kavramsal Bir Değerlendirme, Akade‐ mik Yaklaşımlar Dergisi, Cilt:1 Sayı: 1, s: 69-81.
15. Kavas, Alican, F. Yeşilada, (2007), Decision making styles of young turkish consumers. European Journal of Economics, Finance and Administrative Sciences, 9 (11), November, s.73-85.
16. Leppäniemi, M., Sinisalo, J., Karjaluoto, H., (2006), A review of mobile marketing research. International Journal of Mobile Marketing, 1(1), s.30-40.
17. Lysonski, S., S. Durvasula, Y. Zotos, (1996), Consumer-decision making styles: a multicountry investigation. European Journal of Marketing, 30(12), s.10-21.
18. Merisavo, Marko, Sami Kajalo, Heikki Karjaluoto , Ville Virtanen, Sami Salmenkivi, Mika Raulas, and Matti Leppäniemi, (2007), An Empirical Study Of The Drivers Of Consumer Acceptance Of Mobile Advertising, Journal of Interactive Advertising, 7(2), s.41-50.
19. Mitchell, V.W., L. Bates, (1998), UK consumer-decision making styles. Journal of Marke‐ ting Management, 14(2), s.199-225.
20. Odabaşı, Yavuz, Gülfidan Barış, (2002), Tüketici Davranışı. 6. Bs., İstanbul: Mediacat. Okozaki, S, Katsura, A. & Nishiyama, M. (2007), How mobile advertising works: The role of trust in improving attitudes and recall, Journal of Advertising Research, 47(2), s.165-178.
21. Okazaki, S., C.R. Taylor, (2008), What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets, Journal of Business Research, 6(1), s.4-12.
22. Rettie, R., Grandcolas, U., Deakins, B. (2005), Text message advertising: Response rates and branding effects. Journal of Targeting, Measurement and Analysis for Marketing, 13(4), s.304-313.
23. Scharl, Arno, Astrid Dickinger and Jamie Murphy, (2005), Diffusion and success factors of mobile marketing, Electronic Commerce Research and Applications, 4(2), s.159-173
24. Shimp, T.A. and A. Kavas, (1984), The Theory of Reasoned Action Applied to Coupon Usage, Journal of Consumer Research, 11(3), s.795-809.
25. Sproles, G.B., Kendall, E.L., (1986), A methodology for profiling consumers’ decision making styles, The Journal of Consumer Affairs, 20(2), s.267-279.
26. Suher, Hasan Kemal, Nevzat Bilge İspir, (2009), SMS Advertising in Turkey: Factors Affecting Consumer Attitudes, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21, s.447-459.
27. Tek, Ömer Baybars ve Engin, Özgül, (2005), Modern Pazarlama İlkeleri Uygulamalı Yöne‐ timsel Yaklaşım, Birleşik Matbaacılık, Izmir.
28. Tsang, M., Ho, S., and Liang, T., (2004), Consumer attitudes toward mobile advertising: an empirical study, International Journal of Electronic Commerce, 8(3), s.65-78.
29. Ünal, S., Erciş, A., (2006), Tüketicilerin kişisel değerlerinin satın alma tarzları üzerindeki etkisi. Ticaret ve Turizm Eğitim Fakültesi Dergisi, Sayı:1, s.23-48.
30. Varnalı, Kaan, Ayşegül Toker, (2010), Mobile marketing research: The-state-of-the-art, International Journal of Information Management, 30(2), s.144-151.
31. Walsh, G., Mitchell, V.W., Thurau, T.H., (2001), German consumer-decision making styles. The Journal of Consumer Affairs, 35(1), s.73-95.ss.
32. Yang, H., H. Liub and L. Zhouc, (2010), Predicting Chinese young consumers’ acceptance of mobile advertising: a structural equation modeling approach, Chinese Journal of Communication 3(4), s.435–452.