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Öz

Researches about the Internet usually focus on consumers’ demographic characteristics which provide the statistical data. But researches about people’s attitudes and beliefs are limited. However understanding the digital consumer emerging with the help of new technologies is crucial for the success of the advertising. Individual’s beliefs and attitudes toward advertising affect the success of ads. The goal of this study is to determine the participant’s beliefs and attitudes towards Internet advertising by using Yang’s (2003) 38-item Likertscale. In the study, survey method was used and 183 surveys were conducted. Participants were chosen by convenience sampling approach. Results reveals that seven belief factors (Materialism, hedonism, product information, consumer benefits, good for economy, negative features and web-economics) are determinant on attitudes toward internet advertising

Anahtar Kelimeler

• Internet, internet advertising, consumers’ attitudes, consumers’ beliefs, digital consumers

TÜKETİCİLERİN İNTERNET REKLAMLARINA YÖNELİK TUTUMLARI

Öz

İnternet üzerine yapılan akademik araştırmalar, tüketicilerin demografik özelliklerine ağırlık veren istatistikî veriler sunmakta, kişilerin inanç ve tutumlarına yönelik çalışmalar sınırlı kalmaktadır. Oysaki yeni iletişim teknolojileri ile ortaya çıkan dijital tüketicinin anlaşılması reklamcılığın
başarısı için önemlidir.Bu çalışmanın amacı internet reklamcılığına yönelik katılımcıların tutumları ve inançlarının belirlenmesidir. Bu amaçla Yang'ın (2003) araştırmasında kullanılan 38 mad-den oluşan Likert ölçeği esas alınmıştır. Araştırmada veri toplama yöntemi olarak anket kullanıl-
mış ve 183 kişiye uygulanmıştır. Ankete katılan kişiler kolayda örnekleme yöntemi ile seçilmiştir. Araştırma sonuçları internet reklamlarına yönelik tutumlar üzerinde belirleyici olan yedi inanç
faktörü (Materyalizm, hedonizm, ürün bilgisi, tüketici yararı, ekonomiye katkı, olumsuz özellikler ve web ekonomisi) olduğunu ortaya koymuştur.

Anahtar Kelimeler

• İnternet; internet reklamları; tüketici tutumları; tüketici inançları; dijital tüketic

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