Reklam İlgilenimi, Reklama Yönelik Tutum ve Satın Alma Niyeti Arasındaki Etkilerin Analizi: Marka Tutumunun Aracılık Rolü

Yıl 2022, Sayı: 40, 173 - 195, 30.06.2022

Ümit Başaran Melih Yıldız

https://doi.org/10.17829/turcom.1051482

Cited By: 1

Öz

Reklam, izleyicileri bilgilendirmek, ikna etmek, markanın hatırlanmasına yardımcı olmak ve markaya değer katmak gibi amaçları yerine getirmektedir. Bu doğrultuda etkili bir reklam içeriği işletmeler açısından önemli olmaktadır. İzleyici ilgilenimleri, tutumları ve davranışları pazarlama uzmanlarına reklamın etkinliği hakkında bilgiler sunmaktadır. Bu araştırmada, reklam ilgilenimi, reklama yönelik tutum, marka tutumu ve satın alma niyeti arasındaki etkiler incelenmektedir. Ayrıca reklama yönelik tutum ile satın alma niyeti arasındaki ilişkide marka tutumunun aracılık rolü ortaya çıkarılmaya çalışılmaktadır. Bu bağlamda, 400 katılımcıya Apple markasının Apple Watch Seri 6 akıllı saat ürününe ilişkin reklam izletilmiştir. Ardından katılımcılarının anket formunda yer alan soruları cevaplamaları sağlanmıştır. Araştırma verilerinin analizinde, açıklayıcı faktör analizine ek olarak yapısal eşitlik modellemesi çerçevesinde doğrulayıcı faktör analizi ve yol analizinden yararlanılmıştır. Gerçekleştirilen analizler sonucunda doğrudan etkiler kapsamında, reklama yönelik tutumun ve marka tutumunun satın alma niyetini etkilediği tespit edilmiştir. Reklam ilgileniminin ise reklama yönelik tutum üzerinde etkiye sahip olduğu belirlenmiştir. Ayrıca, reklama yönelik tutumun marka tutumu üzerinde etkili olduğu saptanmıştır. Bunlara ek olarak, bootstrap (yeniden örnekleme) yöntemi aracılığıyla, marka tutumunun, reklama yönelik tutum ile satın alma niyeti arasındaki ilişkide kısmi aracılık etkisine sahip olduğu belirlenmiştir. Araştırmadan elde edilen sonuçların literatüre ve uygulamaya yönelik yararlı bilgiler sunacağı düşünülmektedir.

Anahtar Kelimeler

Reklam İlgilenimi, Reklama Yönelik Tutum, Marka Tutumu, Satın Alma Niyeti, Yapısal Eşitlik Modellemesi.

Teşekkür

Bu çalışma Melih Yıldız’ın Zonguldak Bülent Ecevit Üniversitesi Sosyal Bilimler Enstitüsü’nde hazırlanan “Reklam İlgilenimi, Reklama Yönelik Tutum ve Satın Alma Niyeti Arasındaki İlişkilerin Analizi: Markaya Yönelik Tutumun Aracılık Etkisi” isimli yüksek lisans tez çalışmasından üretilmiştir. Buna ek olarak, çalışma özet bildiri olarak 10-11 Aralık 2021 tarihlerinde düzenlenen 7. Uluslararası Sosyal Bilimler Kongresi’nde sunulmuş ve kongrenin özet metin bildiriler kitabında basılmıştır.

Analysis of the Influences between Advertising Involvement, Attitude towards Advertising and Purchase Intention: Mediating Role of Brand Attitude

Öz

Advertisement realizes the purposes of informing and persuading the audience, reminding the brand, and adding value to the brand. In this direction, an effective advertisement content is important for businesses. Audiences’ involvements, attitudes, and behaviors provide marketing professionals with information about the effectiveness of advertising. In this research, the influences between advertising involvement, attitude towards advertising, brand attitude and purchase intention are examined. In addition, it is tried to reveal the mediating role of brand attitude in the relationship between attitude towards advertising and purchase intention. In this context, an advertisement for the Apple Watch Series 6 smartwatch product was shown to 400 participants. Then, the participants were provided to answer the questions in the questionnaire form. In the analysis of the research data, in addition to the exploratory factor analysis, confirmatory factor analysis and path analysis were used within the framework of structural equation modeling. As a result of the analyzes carried out, within the scope of direct effects, it has been determined that the attitude towards advertising and the brand attitude affect the purchase intention. Advertising involvement was found to influence the attitude towards advertising. In addition, it has been confirmed that the attitude towards advertising influences the brand attitude. Moreover, through the bootstrap method, it has been specified that brand attitude has a partial mediating effect on the relationship between attitude towards advertising and purchase intention. It is thought that the results obtained from the research will provide useful information for the literature and practice.

Anahtar Kelimeler

Advertising Involvement, Attitude towards Advertising, Brand Attitude, Purchase Intention, Structural Equation Modeling

Kaynakça

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