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

Yıl 2012, Cilt: 5 Sayı: 9, 1 - 20, 01.06.2012

Ümit Alnıaçık

Öz

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

Anahtar Kelimeler

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

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

Öz

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

Anahtar Kelimeler

Mobile Advertising, SMS Advertising, Mobile Marketing, Consumer Deci

Kaynakça

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