Algılanan Kişiselleştirmenin Tüketicilerin Reklam Atlama Eğilimi Üzerindeki Etkisi: Reklam Tutumunun Aracılık Rolü

Öz

Tüketiciler, çevrimiçi deneyimleri boyunca önemli miktarda dijital reklama maruz kalmaktadır. Reklam verenler, reklamların ilgililiğini ve etkinliğini artırmak amacıyla, uygun içerikleri belirli hedef kitlelere sunan algoritma tabanlı kişiselleştirme yöntemlerinden yararlanmaktadır. Bunun yanı sıra, bu tür dijital reklamlar belirli bir sürenin ardından atlanabilme seçeneği de sunmaktadır. Kişiselleştirme alanındaki gelişmelere rağmen, tüketicilerin reklamları sıkça atlaması, kişiselleştirmenin tek başına yeterli olmayabileceğini göstermektedir. Bu nedenle, bu çalışma algılanan kişiselleştirmenin tüketicilerin reklamları atlama eğilimi üzerindeki etkisini, reklam tutumu aracılığıyla incelemektedir. Araştırmada nicel bir yaklaşım benimsenmiş ve veri toplama aracı olarak çevrim içi anketler kullanılmıştır. Analizlerde toplam 490 geçerli yanıt değerlendirilmiştir. Önerilen model, yapısal eşitlik modellemesi (YEM) kullanılarak test edilmiştir. Bulgular, algılanan kişiselleştirmenin hem reklam tutumu hem de reklamları atlama eğilimi üzerinde anlamlı bir etkiye sahip olduğunu göstermiştir. Aracılık analizinde, algılanan kişiselleştirmenin reklamları atlama eğilimi üzerindeki etkisinin belirli bir kısmının reklam tutumu aracılığıyla gerçekleştiği gözlemlenmiştir. Çalışma, kişiselleştirme, reklam tutumu ve reklam atlama perspektiflerini bütünleştirerek dijital pazarlama literatürüne katkı sağlamakta ve reklam atlama davranışını azaltmak amacıyla daha az müdahaleci ve daha ilgili reklam deneyimleri tasarlamaları konusunda pazarlamacılara uygulamaya yönelik önemli çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Algılanan kişiselleştirme
• Reklam tutumu
• Reklam atlama eğilimi

The Effect of Perceived Personalization on Consumers' Tendency to Skip Ads: The Mediating Role of Ad Attitude

Öz

Consumers are exposed to a substantial volume of digital ads throughout their online experiences. To enhance relevance and effectiveness, advertisers employ algorithm-driven personalization by presenting appropriate content to specific targets. In addition, these types of digital ads also give an option to be skipped at a certain time. Despite advances in personalization, the fact that consumers frequently skip ads indicates personalization alone may not be sufficient. Therefore, this study examines whether perceived personalization affects consumers' tendency to skip ads via ad attitude. Research adopted a quantitative approach using online surveys as a tool. Total 490 valid responses were used in analysis. Proposed model was tested using structural equation modeling (SEM). Findings showed that perceived personalization has a significant effect on both ad attitude and the tendency to skip ads. In the mediating it is observed that some portion of the effect of perceived personalization on ad-skipping tendency is mediated via ad attitude. The study contributes to digital marketing literature by integrating personalization, ad attitude and ad-skipping perspectives and offers practical insights for marketers in designing less intrusive and more relevant advertising experiences to reduce ad-skipping behavior.

Anahtar Kelimeler

• : Perceived personalization
• Ad attitudes
• Tendency to skip ads

Kaynakça

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