THE EFFECT OF ATTITUDES TOWARD TURKISH TV SERIES AND PRODUCT PLACEMENT ON PURCHASE INTENTION FOR TURKISH PRODUCTS: A STUDY ON FOREIGN CONSUMERS

Öz

This study aims to examine the effect of attitude towards Turkish TV series and attitude towards product placement on purchase intention towards Turkish products. A quantitative research approach was used since the research aims to analyze the cause-and-effect relationships between certain variables. The questionnaire technique was used as a data collection tool in the research. The questionnaire was applied to foreign consumers who came to Turkey as tourists and watched Turkish TV series who voluntarily agreed to answer the questionnaire. The research data were collected from foreign consumers in the tourist regions of Istanbul, which were determined by a purposive sampling technique with face-to-face survey methods. Structural equation modeling was used to analyze the data. 464 data were analyzed, and the SmartPLS program was used to test the model. The study results showed that attitude towards product placement and attitude towards Turkish TV series have statistically significant effects on the purchase of Turkish products in TV series.

Anahtar Kelimeler

• Attitude towards Turkish TV series
• attitude towards product placement
• purcahse intention
• domestic products
• consumer beviour

Etik Beyan

For the conduct of this research, ethical approval was obtained from the Sakarya University Ethics Committee on 04.01.2023 (Decision No: E-61923333-050.99-207397), and the study was carried out with voluntary and informed consent obtained from the participants.

THE EFFECT OF ATTITUDES TOWARD TURKISH TV SERIES AND PRODUCT PLACEMENT ON PURCHASE INTENTION FOR TURKISH PRODUCTS: A STUDY ON FOREIGN CONSUMERS

Öz

Bu çalışmanın amacı Türk dizilerine yönelik tutumun ve ürün yerleştirmeye yönelik tutumun Türk ürünlerine yönelik satın alma niyetine etkisini incelemektir. Araştırmada bellirli değişkenler arasındaki neden-sonuç ilişkilerini analiz etmek amaçlandığından nicel bir araştırma yaklaşımı kullanılmıştır. Araştırmada veri toplama aracı olarak anket tekniği kullanılmıştır. Anket, cevaplamayı gönüllülük esasına uygun bir şekilde kabul eden Türkiye’ye turist olarak gelen ve Türk dizilerinin izleyen yabancı tüketicilere uygulanmıştır. Araştırmanın verileri yüz yüze anket yöntemi kullanılarak amaçlı örnekleme tekniği ile belirlenen İstanbul’un turistik bölgelerinki yabancı tüketicilerden toplandı. Araştırmadanın verilerinin analizinde yapısal eşitlil modellemesi (YEM) kullanıldı. 464 veri ile gerçekleştirilen analizlerde modelin test edilmesinde SmartPLS programına başvuruldu. Çalışmanın sonuçları ürün yerleştirmeye yönelik tutum ve Türk TV dizilerine yönelik tutumun dizilerdeki Türk ürünlerine yönelik satın alma üzerinde istatistiki açıdan anlamlı etkilere sahip olduğunu göstermiştir. Her iki değişkenin etkisi dikkate alındığında ürün yerleştirmeye yönelik tutum, Türk TV dizilerine ynelik tutuma görece daha yüksek etkiye sahip olduğu bulunmuştur.

Anahtar Kelimeler

• Türk TV dizilerine yönelik tutum
• ürün yerleştirmeye yönelik tutum
• satın alma niyeti
• yerli ürün
• tüketici davranışı

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