Dijital TV platformlarına yönelik satın alma niyetinin gelişiminde göreceli avantajın rolü ve belirleyicileri

Öz

Dijital TV platformlarının yaygınlaşmasıyla birlikte dijital TV yayıncılığı pazarındaki rekabet de artmıştır. Bunun yanı sıra geleneksel TV yayıncılığı da yayıncılık pazarındaki önemini hâlâ korumaktadır. Dolayısıyla pazardaki dijital TV platformları sadece doğrudan rakip oldukları dijital TV platformlarıyla değil aynı zamanda geleneksel TV yayıncılığı yapan diğer rakiplerle de rekabet etmek zorundadır. Rekabetin yoğun olduğu bu pazarda dijital TV platformlarına rakipleri karşısında avantaj sağlayacak unsurların belirlenmesi, bu platformların kaynaklarını daha verimli kullanmalarını sağlayacaktır. Bu doğrultuda çalışmanın amacı dijital TV platformlarına rekabet avantajı sağlayabilecek unsurları ortaya koymaktır. Bu doğrultuda bilgilendiricilik, izleme keyfi ve algılanan kullanım kolaylığının göreceli avantaj üzerindeki doğrudan ve dolaylı etkileri ile göreceli avantajın satın alma niyeti üzerindeki etkisi incelenmiştir. Araştırma Türkiye’de yaşayan 422 katılımcı üzerinde gerçekleştirilmiştir. Araştırmada veri toplama aracı olarak anket formu kullanılmıştır. Araştırmada dijital TV platformlarının bilgilendiricilik, izleme keyfi ve algılanan kullanım kolaylığının göreceli avantaj üzerinde pozitif etkisi olduğu ve göreceli avantajın da dijital TV platformu satın alma niyeti üzerinde pozitif etkisi olduğu sonucuna ulaşılmıştır. Bilgilendiriciliğin satın alma niyeti üzerinde pozitif etkisi bulunurken, izleme keyfi ve algılanan kullanım kolaylığının satın alma niyeti üzerinde etkisi bulunmamaktadır. Ayrıca bilgilendiricilik, izleme keyfi ve algılanan kullanım kolaylığının satın alma niyeti üzerindeki etkisinde göreceli avantajın aracılık rolü yoktur. Elde edilen bulgular uygulayıcılar için önemli çıkarımlar sağlamaktadır.

Anahtar Kelimeler

• OTT TV
• Bilgilendiricilik
• İzleme Keyfi
• Algılanan Kullanım Kolaylığı
• Göreceli Avantaj

The role and determinants of relative advantage in the development of purchase intention toward digital TV platforms

Öz

With the proliferation of digital TV platforms, competition in the digital TV broadcasting market has also increased. In addition, traditional TV broadcasting still maintains its importance in the broadcasting market. Therefore, digital TV platforms in the market have to compete not only with other digital TV platforms that are their direct rivals, but also with other competitors in traditional TV broadcasting. In this highly competitive market, identifying the factors that will give digital TV platforms an advantage over their competitors will enable them to use their resources more efficiently. Accordingly, the aim of this study is to identify the factors that can provide digital TV platforms with a competitive advantage. Accordingly, the direct and indirect effects of informativeness, viewing enjoyment, and perceived ease of use on relative advantage, as well as the effect of relative advantage on purchase intention, were examined. The research was conducted on 422 participants living in Turkey. A survey form was used as the data collection tool in the study. The study concluded that the informativeness, viewing pleasure and perceived ease of use of digital TV platforms have a positive effect on the relative advantage and that the relative advantage has a positive effect on digital TV platform purchase intention. While informativeness has a positive effect on purchase intention, viewing enjoyment and perceived ease of use do not have an effect on purchase intention. Furthermore, relative advantage does not mediate the effect of informativeness, viewing enjoyment, and perceived ease of use on purchase intention. The findings provide important implications for practitioners.

Anahtar Kelimeler

• OTT TV
• Informativeness
• Viewing Enjoyment
• Perceived Ease of Use
• Relative Advantage

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