Parasosyal İlişkinin Satın Alma Niyetine Etkisinde Art Arda İzleme Alışkanlığının Rolü

Öz

Tüketiciler ile medya kişilikleri arasındaki tek taraflı bilişsel ve duygusal bağlantı olan parasosyal ilişkiler, tüketici davranışını etkileme potansiyeli nedeniyle pazarlama araştırmalarında ilgi görmüştür. Özellikle dijital platformların ve art arda izleme alışkanlığının tüketicilerin medya içerikleri ile etkileşim kurma biçimini şekillendirmeye devam ettiği artan medya tüketimi çağında, parasosyal ilişkiler tüketicilerin karar verme süreçlerini anlamak için değerli içgörüler sunmaktadır. Bu çalışma parasosyal ilişkilerin tüketicilerin satın alma niyetlerini etkilemedeki rolüne odaklanmakta ve art arda izleme alışkanlığının düzenleyici etkisini incelemektedir. Rassal olmayan örnekleme yöntemleriyle tasarlanan nicel araştırmada veriler çevrimiçi anket aracı kullanılarak elde edilmiştir. Toplam 267 geçerli anket toplanmıştır. Araştırma sonuçları parasosyal ilişkilerin satın alma niyetini önemli ölçüde etkilediğini ve art arda izleme alışkanlığının bu etki üzerinde düzenleyici rolü olduğunu göstermektedir. Bu sonuçlar, medya tüketim modellerinin, özellikle art arda izleme alışkanlığının pazarlama açısından tüketici davranışını nasıl etkileyebileceğinin anlaşılmasına katkıda bulunmaktadır. Çalışmanın bulguları, tüketicilerin medya kişilikleriyle kurduğu bilişsel ve duygusal bağlardan yararlanmak isteyen pazarlamacılar için önemli bilgiler sunmaktadır. Pazarlamacılar, medya tüketim davranışlarının artan etkisine odaklanan daha etkili kampanyalar tasarlayabilirler. Genel olarak, bu çalışma tüketici davranışı literatürüne katkıda bulunarak, parasosyal ilişkilerin satın alma niyetlerini yönlendirmedeki etkisini düzenlemede önemli bir faktör olarak art arda izleme alışkanlığının önemini ön plana çıkarmaktadır.

Anahtar Kelimeler

• Art Arda İzleme
• Parasosyal İlişki
• Satın Alma Niyeti

Role of Binge-Watching in the Effect of Parasocial Relationship on Purchasing Intention

Öz

Parasocial relationships (PSRs), the one-sided cognitive and emotional connection between consumers and media personalities, have received attention in marketing research due to potential to influence consumer behavior. Particularly in an era of increasing media consumption, where digital platforms and binge-watching (BW) behaviors continue to shape the way consumers engage with content, PSRs offer valuable insight to understand consumers' decision-making processes. This study focuses on the role of PSRs in influencing consumers' purchase intentions and examines the moderating effect of BW behavior on this effect. Quantitative research with non-random sampling methods was designed and data was obtained using an online survey tool. A total of 267 valid responses were collected. Research findings demonstrate that parasocial relationships significantly influence purchase intention and that BW plays a moderating role in this effect. These results contribute to the understanding of how media consumption patterns, specifically BW, can influence consumer behavior in a marketing context. The findings of this study provide important information for marketers who want to leverage on the cognitive and emotional bonds consumers form with media personalities. Marketers can design more effective campaigns that focus on the increasing influence of media consumption behaviors. Overall, this study contributes to literature of consumer behavior, highlighting the importance of BW as a key factor to moderate the effectiveness of PSRs in driving purchase intentions.

Anahtar Kelimeler

• Binge Watching
• Parasocial Relationship
• Purchase Intention

Kaynakça

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