Reklamdan Kaçınmanın Psikolojik Öncüllerinin Yapısal Eşitlik Modeli ile İncelenmesi

Öz

Reklamdan kaçınma, bireylerin reklam mesajlarına maruz kalmamak amacıyla bilinçli olarak sergilediği kaçınma davranışlarını ifade etmektedir. Dijital medya kullanımının artmasıyla birlikte, bu tür kaçınma davranışları tüketiciler arasında giderek yaygınlaşmakta ve dijital reklamların etkinliğini ciddi şekilde etkilemektedir. Bu çalışma reklam irritasyonu, gizlilik endişesi, öz saygı ve reklama yönelik tutumdan oluşan psikolojik etmenlerin reklamdan kaçınma davranışı üzerindeki etkisini incelemeyi amaçlamaktadır. Bu amaçla ilişkisel tarama modeli temel alınarak tasarlanan araştırmada değişkenler arası ilişkilerin incelenmesi için örtük değişkenli yapısal eşitlik modeli kullanılmıştır. Anket tekniği ile çevrimiçi ortamda 408 katılımcıdan elde edilen veriler SPSS ve AMOS yazılımları yardımıyla analiz edilmiştir. Araştırma kapsamında öncelikle ölçme araçlarının güvenilirlikleri ve yapı geçerlilikleri test edilmiş, tüm ölçeklerin güvenilir ve geçerliliğe sahip olduğu sonucuna ulaşılmıştır. Araştırmadan elde edilen bulgular gizlilik endişesi ve reklam irritasyonunun reklamdan kaçınmayı pozitif; reklama yönelik tutumun ise negatif etkilediğini göstermektedir. Öz saygının reklamdan kaçınma üzerindeki etkisi ise anlamlı bulunmamıştır. Araştırma sonuçlarına göre ayrıca; gizlilik endişesi reklam irritasyonunu pozitif, reklam irritasyonu reklama yönelik tutumu negatif ve öz saygı gizlilik endişesini pozitif yönde etkilemektedir. Öz saygının reklam irritasyonu ve reklama yönelik tutum üzerindeki etkisi ve gizlilik endişesinin reklama yönelik tutum üzerindeki etkisi ise anlamsızdır. Araştırmanın dijital reklamcılıkla birlikte önem kazanan ve güncel bir kavram olan reklamdan kaçınmaya yönelik ortaya koyduğu sonuçlar açısından hem bu konuda yürütülen akademik çalışmalara hem de reklamcılık sektörü profesyonellerine fayda sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Reklamcılık
• Reklamdan Kaçınma
• Reklam İrritasyonu
• Reklama Yönelik Tutum
• Gizlilik Endişesi
• Öz Saygı

Examining the Psychological Antecedents of Ad Avoidance Using Structural Equation Modeling

Öz

Ad avoidance refers to the deliberate behaviors individuals engage in to reduce their exposure to advertising messages. With the increasing use of digital media, such avoidance behaviors have become more common among consumers and pose a significant challenge to the effectiveness of digital advertising. This study aims to examine the impact of psychological factors—including ad irritation, privacy concerns, self-esteem, and attitude toward advertising—on ad avoidance. To achieve this, the research was designed based on a relational survey model, and the relationships between variables were analyzed using a structural equation model with latent variables. Data were collected from 408 participants through an online survey and analyzed using SPSS and AMOS software. The findings indicate that privacy concerns and ad irritation have a positive effect on ad avoidance, while attitude toward advertising has a negative effect. However, the impact of self-esteem on ad avoidance was not found to be significant. Additionally, the results show that privacy concerns positively influence ad irritation, ad irritation negatively affects attitude toward advertising, and self-esteem positively affects privacy concerns. However, self-esteem’s effects on ad irritation and attitude toward advertising, as well as the effect of privacy concerns on attitude toward advertising, were found to be insignificant. The study’s findings contribute to both academic research on ad avoidance—an increasingly relevant topic in the era of digital advertising—and provide valuable insights for professionals in the advertising industry.

Anahtar Kelimeler

• Advertising
• Ad Avoidance
• Ad Irritation
• Attitude Toward Advertising
• Privacy Concerns
• Self Esteem

Kaynakça

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