REKLAMLARDA KULLANILAN KAYNAĞIN GÜVENİLİRLİĞİNİN SATIN ALMA NİYETİNE ETKİSİ

Yıl 2015, Sayı: 15, 397 - 410, 20.06.2015

Erol Ustaahmetoğlu

https://doi.org/10.18092/ijeas.39520

Cited By: 2

Öz

Araştırmanın amacı, reklamlarda kaynağın güvenirliğinin bilişsel tepki düzeyine göre satın alma niyeti üzerine etkisinin belirlemektir. Araştırma, bir su markasının iki ayrı reklam filminin karşılaştırılması ile yürütülmüştür. İlk reklam filminde ünlü, uzman, çekici bir kaynak yer alırken ikinci filmde kaynak ilk reklamdakilerin hiç biri değildir. Araştırma deneysel tasarım kullanılarak benzer özellikte farklı iki gruba iki reklam filminin gösterilmesi ile uygulanmıştır. Reklam filmleri gösterilmeden önce her iki grubun başlangıçtaki tutumları ölçülmüştür. Reklam gösterimi sonrasında reklamı yapılan ürüne yönelik bilişsel tepkiler ve satın alma niyetleri ölçülmüştür.

Deney neticesinde elde edilen veriler 2 (lehte-aleyhte) X 3 (olumlu-nötr-olumsuz) faktöriyel tasarıma göre analiz edilmiştir. Veriler toplanırken öğrenciler örnek olarak seçilmişlerdir (n=159). Satın alma niyeti bağımlı değişkenine ilave olarak deneklerin başlangıçtaki tutumu ve reklamı yapılan ürüne yönelik bilişsel tepkiyi içeren iki bağımsız değişken ilave edilmiştir. Yüksek güvenirliği olan kaynağın düşük güvenirliği olan kaynağa göre satın alma niyetinin geçmiş ön bilgi olumsuz ise, daha yüksek olduğu bulunmuştur. Ayrıca diğer bulgular ve tartışmalara yer verilmiştir.

Anahtar Kelimeler: Kaynağın Güvenirliliği, Tutum Değişimi, Reklam, İletişim

JEL Sınıflandırması: M30, M31, M37

THE EFFECT OF SOURCE CREDIBILITY USED IN ADVERTISING ON PURCHASE INTENTION

Abstract

The aim of this research is to determine the effect of source credibility in the advertisements on purchase intention by the cognitive response level. The research has been carried out by comparison of the two different commercials prepared for a water brand. Whereas the first ad film has a celebrity, expert and attractive source, there is no obvious feature of source at the second commercial. By using experimental design, the research was applied to two different groups with similar properties and two commercial films were shown to them. The initial attitudes of both groups were measured before the ads. Their cognitive responses and purchase intentions to the ads were measured after respondents watched the ads. The data obtained as a result of the experiment 2 (favorable-unfavorable) X 3 (positive-neutral-negative) was analyzed by factorial design. In this research we used a student sample (n = 159).In addition to the dependent variable, the two independent variables that contains purchase intention, respondents' initial attitude and cognitive response to the advertised product were added. Highly credible sources will be more persuasive than less credible sources when the receiver is initially unfavorable toward message. In addition, other findings and implications are given.

Keywords: Source Credibility, Attitude Change, Commercial, Communication

JEL Classification: M30, M31, M37

Anahtar Kelimeler

Kaynağın Güvenirliliği, Tutum Değişimi, Reklam, İletişim

THE EFFECT OF SOURCE CREDIBILITY USED IN ADVERTISING ON PURCHASE INTENTION

Öz

The aim of this research is to determine the effect of source credibility in the advertisements on purchase intention by the cognitive response level. The research has been carried out by comparison of the two different commercials prepared for a water brand. Whereas the first ad film has a celebrity, expert and attractive source, there is no obvious feature of source at the second commercial. By using experimental design, the research was applied to two different groups with similar properties and two commercial films were shown to them. The initial attitudes of both groups were measured before the ads. Their cognitive responses and purchase intentions to the ads were measured after respondents watched the ads. The data obtained as a result of the experiment 2 (favorable-unfavorable) X 3 (positive-neutral-negative) was analyzed by factorial design. In this research we used a student sample (n = 159).In addition to the dependent variable, the two independent variables that contains purchase intention, respondents' initial attitude and cognitive response to the advertised product were added. Highly credible sources will be more persuasive than less credible sources when the receiver is initially unfavorable toward message. In addition, other findings and implications are given

Anahtar Kelimeler

Source Credibility, Attitude Change, Commercial, Communication

Kaynakça

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