Yıl 2019, Cilt 17 , Sayı 34, Sayfalar 407 - 435 2019-09-13

The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing
Kalabalık, Mesaj İçeriği ve Mesaj Çerçevesi Etkileşiminin Perakendede Tüketici Satın Alma Eğilimleri Üzerindeki Etkisi

Edin Güçlü Sözer [1]


This study targets to measure the interactional effect of crowd level in a shopping environment, the content and framing type of the message on purchase intentions of consumers in a retail context. An experimental design was employed with crowd level (no crowd vs crowd), message content (cognitive vs affective) and frame type (positive vs negative) as the manipulated conditions. Results of the study confirm that frame type moderates the two-way interaction between the crowd level and message content. In case of positive frames, level of perceived crowding has differing levels of effect on purchase intentions of consumers depending on the content type exposed. Environments with no crowd lead to higher purchase intentions when consumers are exposed to information intensive messages and crowded environments lead to higher purchase intentions when consumers are exposed to emotion intensive messages. Finally, when consumers are exposed to negatively framed messages in the advertisements, independent from other factors, they generate higher purchase intentions.


Bu çalışma bir alışveriş ortamındaki kalabalık seviyesi, mesajın içerik ve çerçevesinin etkileşimlerinin tüketicilerin satin alma davranışları üzerindeki etkisini perakende bağlamında ölçmeyi amaçlamaktadır. Deneysel bir tasarım uygulanan çalışmada kalabalık seviyesi (kalabalık olmayan/kalabalık), mesaj içeriği (zihinsel/duygusal), ve mesaj çerçevesi (pozitif/negatif) manipüle edilen faktörler olarak belirlenmiştir. Çalışma sonuçları, mesaj çerçevesinin, kalabalık seviyesi ve mesaj içeriği arasındaki iki yönlü etkileşim üzerinde düzenleyici rolü olduğunu teyit etmiştir.  Pozitif çerçeveli mesajlarda, kalabalık seviyesinin mesaj içerik tipine bağlı olarak, tüketicilerin satın alma eğilimleri üzerinde farklı etkileri olmaktadır. Kalabalık olmayan ortamlarda, tüketiciler bilgi yoğun mesaj içeriklerine maruz kaldıklarında daha yüksek satın alma eğilimi göstermektedirler. Diğer taraftan, kalabalık ortamlarda, tüketiciler duygu yoğun mesaj içeriklerine maruz kaldıklarında ise daha yüksek satın alma eğilimi göstermektedirler. Diğer faktörlerden bağımsız olarak, negatif çerçevesi olan reklam mesajları daha yüksek satın alma eğilimi oluşturmaktadır.


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Birincil Dil en
Konular Sosyal
Bölüm Araştırma Makalesi
Yazarlar

Orcid: 0000-0003-4984-4629
Yazar: Edin Güçlü Sözer (Sorumlu Yazar)
Kurum: İSTANBUL OKAN ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Başvuru Tarihi : 14 Nisan 2019
Yayımlanma Tarihi : 13 Eylül 2019

Bibtex @araştırma makalesi { comuybd553540, journal = {Yönetim Bilimleri Dergisi}, issn = {1304-5318}, eissn = {2147-9771}, address = {}, publisher = {Çanakkale Onsekiz Mart Üniversitesi}, year = {2019}, volume = {17}, pages = {407 - 435}, doi = {10.35408/comuybd.553540}, title = {The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing}, key = {cite}, author = {Sözer, Edin Güçlü} }
APA Sözer, E . (2019). The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing. Yönetim Bilimleri Dergisi , 17 (34) , 407-435 . DOI: 10.35408/comuybd.553540
MLA Sözer, E . "The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing". Yönetim Bilimleri Dergisi 17 (2019 ): 407-435 <https://dergipark.org.tr/tr/pub/comuybd/issue/48727/553540>
Chicago Sözer, E . "The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing". Yönetim Bilimleri Dergisi 17 (2019 ): 407-435
RIS TY - JOUR T1 - The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing AU - Edin Güçlü Sözer Y1 - 2019 PY - 2019 N1 - doi: 10.35408/comuybd.553540 DO - 10.35408/comuybd.553540 T2 - Yönetim Bilimleri Dergisi JF - Journal JO - JOR SP - 407 EP - 435 VL - 17 IS - 34 SN - 1304-5318-2147-9771 M3 - doi: 10.35408/comuybd.553540 UR - https://doi.org/10.35408/comuybd.553540 Y2 - 2019 ER -
EndNote %0 Yönetim Bilimleri Dergisi The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing %A Edin Güçlü Sözer %T The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing %D 2019 %J Yönetim Bilimleri Dergisi %P 1304-5318-2147-9771 %V 17 %N 34 %R doi: 10.35408/comuybd.553540 %U 10.35408/comuybd.553540
ISNAD Sözer, Edin Güçlü . "The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing". Yönetim Bilimleri Dergisi 17 / 34 (Eylül 2019): 407-435 . https://doi.org/10.35408/comuybd.553540
AMA Sözer E . The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing. Yönetim Bilimleri Dergisi. 2019; 17(34): 407-435.
Vancouver Sözer E . The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing. Yönetim Bilimleri Dergisi. 2019; 17(34): 435-407.