ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI

Yıl 2014, Cilt: 32 Sayı: 1, 113 - 141, 30.06.2014

Beyza Gültekin Özge Erol

https://doi.org/10.17065/huiibf.02839

Öz

Bu çalısmanın amacı, sosyallesme araçlarından ebeveyn ve akranlarla iletisim sıklıgı ile televizyondaki dizi ve eglence programlarını seyretme sıklıgının ergenlerin ürün yerlestirmeye yönelik tutumuna ve yerlestirilen ürünlere yönelik davranıslarına etkisini arastırmaktır. Ayrıca, bu çalısma kapsamında, ergenlerin ürün yerlestirmeye yönelik tutumunun yerlestirilen ürünlere yönelik davranıslara etkisi de incelenmektedir. Bu kapsamda önerilen model Ankara’da ögrenim gören 15-19 yas aralıgındaki lise ögrencilerinde test edilmektedir. Uygulanan dogrusal regresyon analizleri sonucunda ergenlerin ebeveynleri ve akranları ile satın alma konularındaki iletisim sıklıgı ürün yerlestirmeye yönelik tutumu etkilemektedir. Ancak, televizyondaki dizi ve eglence programlarını seyretme sıklıgının ürün yerlestirmeye yönelik tutuma etkisi bulunmamaktadır. Ayrıca, yapılan lojistik regresyon analizine göre, sosyallesme araçlarından ebeveynler ve akranlar ile satın alma konularındaki iletisim sıklıgı, televizyondaki dizi ve eglence programlarını seyretme sıklıgı ve ürün yerlestirmeye yönelik tutum ergenlerin yerlestirilen ürünlere yönelik

davranıslarını etkilememektedir.

Anahtar Kelimeler

Tüketici davranışı, ürün yerleştirme, tutum, sosyalleşme araçları

ADOLOSCENTS' ATTITUDE TOWARD THE PRODUCT PLACEMENT AND THEIR BEHAVİOUR TOWARD THE PLACED PRODUCTS IN THE CONTEXT OF SOCIALİZATION AGENTS

Öz

Adoloscents' Attitude toward the Product Placement and Their Behaviour toward the Placed Products in the Context of Socialization Agents The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed. Besides adolescents attitudes toward product placement and their behaviors in response to products placed are also investigated

Anahtar Kelimeler

Consumer behavior, product placement, attitude, socialization agents

Kaynakça

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