TV Reklamlarında Tutumun Reklamın Sosyo-Ekonomik ve Tüketicilere Etkilerinin Motivasyonla İlişkisi: Üniversite Öğrencileri Üzerine Bir Uygulama

Yıl 2016, Cilt: 1 Sayı: 1, 28 - 40, 12.02.2016

İbrahim Durmuş

https://doi.org/10.23834/isrjournal.251513

Öz

Çalışmanın amacı TV reklamlarında tutumun, reklamın
sosyo-ekonomik (ekonomik fayda, istenmeyen değer, yanıltıcılık/sahtelik) ve
tüketicilere (fiyat, materyalizm) etkilerinin üniversite öğrencilerinin
motivasyonları (güdü) üzerinde etkili olup-olmadığının araştırılmasıdır. Bu
açıdan çalışma Gümüşhane Üniversitesi’nde 215 öğrenciye anket yöntemi
kullanılarak uygulanmıştır. Anketlerden 8 tanesi eksik doldurulduğu için 207
anket değerlendirmeye alınmıştır. Değişkenlere uygulanan Yapısal Eşitlik Modeli
analizi sonuçlarına göre TV reklamlarında istenmeyen değerler (ID),
yanıltıcılık/sahtelik (YAN) ve materyalizm (MAT) ile izleyici motivasyonu (MOT)
arasında pozitif ve anlamlı ilişkiler bulunmuştur. Ayrıca çalışma sonuçlarında
fiyat (FYT) ile izleyici motivasyonu arasında negatif ve anlamlı bir ilişki
elde edilmiştir. Daha önce yapılan çalışmalar genellikle reklamın
sosyo-ekonomik ve tüketicilere etkilerinin tutumlar üzerindeki yansımaları ayrı
ayrı araştırılmıştır. Çalışmada daha önce yapılan çalışmalardan farklı olarak
bu değişkenlerin tamamını bir bütün olarak incelenmiş ve izleyicilerin
(üniversite öğrencilerinin) motivasyonları üzerindeki yansımaları
değerlendirmeye alınarak literatüre katkıda bulunulmaya çalışılmıştır.

Anahtar Kelimeler

Reklama Yönelik Tutum, Reklamın Sosyo-Ekonomik Etkileri, Tüketicilere Etkileri, Motivasyon

The Socio-Economic Effects of TV Advertisement on Attitudes and Motivation of Consumers: an Application on University Students

Öz

The attitude of the purpose of TV ads work, advertising
socio-economic (economic benefits, unwanted value, deceptive / falsehood) and
consumers (price, materialism) the effects of university student motivation
(incentive) is effective on the investigate whether it is available. From this
point of Gumushane University study, 215 students were administered
questionnaires. The survey of 207 questionnaires were filled out evaluation
fort the 8 are missing. According to the results of the structural equation
modeling analysis applied to variable undesirable values (ID) of TV
commercials, deceptive / falsity (YAN) and materialism (MAT) the audience motivation
(MOT) it was found between positive and meaningful relationships. In addition,
the study result in price (FYT) and found to be negative and significant
relationship between motivation audience. Earlier studies generally advertising
and reflections on the socio-economic impact on the attitudes of consumers have
been investigated separately. Unlike earlier studies, all of these variables
were examined in the study as a whole and the audience (college students) have
tried to the literature on contribute to the evaluation and reflection on
motivation.

Anahtar Kelimeler

Attitudes to Commercial, Advertising Socio-Economic Impacts, Effects on Consumer, Motivation

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