Dindarlığın Dijital TV Platformu Satın Alma Niyeti Üzerindeki Etkisinde Hedonik Tüketim Eğiliminin Düzenleyici Rolü

Öz

Bu çalışmanın amacı, dijital TV platformlarını satın alma niyeti üzerinde dindarlığın etkisini ve bu ilişkide hedonik tüketim eğiliminin düzenleyici rolünü araştırmaktır. Dijital TV platformlarını satın alma niyeti üzerinde dindarlığın etkisini incelemek için farklı demografik gruplardan katılımcılarla anketler ve istatistiksel analizler yürütülmüştür. Veriler, kolayda örnekleme yöntemi kullanılarak seçilen Sakarya ilinde ikamet eden 474 kişiden anket yoluyla toplanmıştır. Analizler sonucunda dindarlığın dijital TV platformlarını satın alma niyeti üzerinde olumsuz bir etkiye sahip olduğu ve hedonik tüketim eğiliminin bu ilişkide düzenleyici bir rol oynadığı sonucuna varılmıştır. Katılımcıların hedonik tüketim eğilimleri arttıkça, dindarlığın dijital TV platformları üzerindeki olumsuz etkisi azalmaktadır. Bu çalışma, pazarlama stratejileri geliştiren şirketler için önemli çıkarımlar sunmaktadır. Dindar tüketicilere ulaşmak isteyen dijital TV platformlarının yöneticileri, bu tüketicilerin beklentilerini karşılayan içerik ve kampanyalarla bu kitlenin dikkatini çekebilirler. Ayrıca bu çalışma, tüketici davranışlarını daha geniş sosyal ve psikolojik bağlamlar içinde anlamanın önemini vurgulamaktadır.

Anahtar Kelimeler

• OTT TV
• Dijital TV Platformu
• Dindarlık
• Hedonik Tüketim
• Satın Alma Niyeti

The Moderating Role of Hedonic Consumption Tendency in the Effect of Religiosity on Digital TV Platform Purchase Intention

Öz

This study aims to investigate the effect of religiosity on the intention to purchase digital TV platforms and the moderating role of hedonic consumption tendency in this relationship. Surveys and statistical analyses were conducted with participants from different demographic groups to examine the impact of religiosity on the intention to purchase digital TV platforms. Data were collected through surveys from 474 individuals residing in Sakarya, selected using a convenience sampling method. The analyses concluded that religiosity has a negative effect on the intention to purchase digital TV platforms and that hedonic consumption tendency plays a moderating role in this relationship. As participants' hedonic consumption tendencies increase, the negative effect of religiosity on digital TV platforms decreases. This study offers significant implications for companies developing marketing strategies. Managers of digital TV platforms who want to reach religious consumers can attract the attention of this audience with content and campaigns that meet the expectations of these consumers. Furthermore, this study emphasizes the importance of understanding consumer behaviors within broader social and psychological contexts.

Anahtar Kelimeler

• OTT TV
• Digital TV Platform
• Religiosity
• Hedonic Consumption
• Purchase Intention

Kaynakça

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