Covid-19 Pandemi Döneminde Korku Öğesi Barındıran ve Virüsten Korunma Temalı Reklamların Satın Alma Niyeti ve Reklama Yönelik Tutum Üzerindeki Etkileri

Öz

Bu çalışmanın başlıca amacı Covid-19 pandemi döneminde korku öğesi barındıran ve televizyonda çıkan virüsten korunma temalı reklamların satın alma niyeti ve reklama yönelik tutum üzerinde meydana getirdiği etkileri araştırmaktır. Araştırmanın hedef kitlesini bu tür reklamlar ile karşılaşmış kişiler oluşturmaktadır. Çevrimiçi olarak gerçekleştirilen anket çalışmasına katılan 756 kişiden elde edilen verilerle araştırma gerçekleştirilmiştir. Bu çalıma için, Van Yüzüncü Yıl Üniversitesi Sosyal ve Beşeri Bilimleri Bilimsel Araştırmalar Yayın Etik Kurulu’nun 22.10.2020 tarih ve 2020/12-02 nolu kararı ile çalışmanın etik kurallara uygun olduğuna dair gerekli izin alınmıştır. Çalışmanın bağımsız değişkenleri demografik özellikler iken bağımlı değişkenleri ise satın alma niyetine etki ve reklama yönelik tutumdur. Çalışmada bu tür reklamların reklama yönelik tutumda ve satın alma niyetinde bir farklılığa neden olup olmadığı, ayrıca demografik özelliklerin reklama yönelik tutumda ve satın alma niyetinde bir farklılığa neden olup olmadığı araştırılmıştır. Elde edilen sonuçlara göre bu tür reklamların reklama yönelik tutumda ve satın alma niyetinde olumlu yönde etkisinin olduğu; cinsiyet, yaş ve medeni durum değişkenlerine göre anlamlı bir farklılığa rastlanmadığı, ilköğretim mezunlarının lisans ve lisansüstü eğitim alan kişilere göre reklama yönelik tutumda daha olumlu etkilendikleri anlaşılmıştır. Elde edilen verilerin çözümlenmesinde tek yönlü MANOVA, tek faktörlü ANOVA ve tek örneklem t testi kullanılmıştır.

Anahtar Kelimeler

• Covid-19
• Korku Öğesi
• Satın Alma Niyeti
• Reklama Yönelik Tutum

The Effects of Fear Appeal and Protecting to Virüs Themed Ads on Purchase Intention and Attitude Towards Advertising During the Covid-19 Pandemic Period

Abstract

The main purpose of this study is to investigate the effects of the fear appeal and protecting to virüs themed advertisements on the purchase intention and attitude towards advertising during the Covid-19 pandemic period. The target audience of the research consists of people who have encountered such advertisements. The research was carried out with the data obtained from 756 people who participated in the online survey. For this study, the necessary permission was obtained with the decision of the Social and Human Sciences Scientific Research Publication Ethics Committee of Van Yüzüncü Yıl University, dated 22.10.2020 and numbered 2020/12-02. While the independent variables of the study are demographic characteristics, the dependent variables are the effect on purchase intention and attitude towards advertising. In the study, it was investigated whether such advertisements cause a difference in attitude towards advertising and purchase intention, and also whether demographic characteristics cause a difference in attitude towards advertising and purchase intention. According to the results, such advertisements have a positive effect on the attitude towards advertising and purchase intention; it was understood that there was no significant difference in terms of gender, age and marital status variables, but primary school graduates were more positively affected by the attitude towards advertising than those who received undergraduate and postgraduate education. One-way MANOVA, one-factor ANOVA and one-sample t test were used to analyze the data obtained.

Keywords

• Covid-19
• Fear Appeal
• Purchase Intention
• Attitude Towards Advertising

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