MOBİL REKLAMLARA YÖNELİK TUTUM VE DAVRANIŞLAR: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2020, Sayı: 26, 79 - 96, 13.01.2020

Aysun Kahraman Esra Güven

https://doi.org/10.18092/ulikidince.573628

Öz

Yüksek hızlı
internet teknolojilerinin ortaya çıkması ve akıllı telefon kullanımının artması
reklam endüstrisini etkilemiş, mobil reklamlar medya kanalları arasında yerini
almıştır.  Mobil reklam kampanyalarına
yönelik yatırımlar arttıkça bu alanda araştırma yapma ihtiyacı da artmaktadır.
Akıllı telefon ve mobil teknolojilere olan ilgilerinin yüksek olması nedeniyle özellikle
genç tüketicilerin aynı ilgiyi mobil reklamlara gösterip göstermediği merak
konusudur. Bu noktadan hareketle bu çalışmada üniversite öğrencilerinin mobil
reklamlara yönelik tutumları ve mobil reklamları benimseme davranışları
incelenmiştir. Mobil reklamları benimsemeyi etkileyeceği düşünülen
değişkenlerden yola çıkarak bir model oluşturulmuştur. 360 üniversite
öğrencisinden anket yöntemiyle toplanan veriler SPSS 23.0 ve LISREL 9.30
programlarında analiz edilmiştir. Analiz sonuçlarına göre akıllı telefonlar en
çok müzik dinlemek, sosyal ağları takip etmek ve video izlemek amacıyla
kullanılmaktadır. Mobil reklamlara yönelik tutum olumsuzdur. Mobil reklamların
benimsenmesinde reklamların eğlenceli bulunmasının ve reklamlardan hoşlanmanın
doğrudan etkisi vardır. Mobil reklamları eğlenceli bulmak, mobil reklamların
faydalı olduğunu düşünmek mobil reklamlardan hoşlanmayı olumlu yönde
etkilerken, mobil reklamlardan rahatsızlık duymak hoşlanmayı olumsuz yönde
etkilemektedir.

Anahtar Kelimeler

Mobil reklam, akıllı telefon, tutum, hoşlanma, benimseme

Kaynakça

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