Cilt 8 Sayı 2 (2020): Business & Management Studies: An International Journal
Makaleler

ARTIRILMIŞ GERÇEKLİK REKLAMLARINA KARŞI TÜKETİCİ TUTUMU ÜZERİNE ÜLKELER ARASI AMPİRİK BİR İNCELEME

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  • Ela Sibel BAYRAK MEYDANOĞLU,
  • Ahmet Mete ÇİLİNGİRTÜRK,
  • Rıza ÖZTÜRK,
  • Müge KLEIN
Ela Sibel BAYRAK MEYDANOĞLU
Prof. Dr., Türk-Alman Üniversitesi
Ahmet Mete ÇİLİNGİRTÜRK
Prof. Dr., Marmara Üniversitesi
Rıza ÖZTÜRK
Prof. Dr., Bielefeld Uygulamalı Bilimler Üniversitesi
Müge KLEIN
Assoc. Prof. Dr., Türk-Alman Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü
DOI: https://doi.org/10.15295/bmij.v8i2.1467

Yayınlanmış 2020-06-25

Anahtar Kelimeler

  • Augmented Reality (AR) Augmented Reality Advertising Advertising Value Consumer Attitude Structural Equation Modeling (SEM)
  • Artırılmış Gerçeklik Artırılmış Gerçeklik Reklamları Reklam Değeri Tüketici Tutumu Yapısal Eşitlik Modeli (SEM)

Nasıl Atıf Yapılır

BAYRAK MEYDANOĞLU, E. S., ÇİLİNGİRTÜRK, A. M., ÖZTÜRK, R., & KLEIN, M. (2020). ARTIRILMIŞ GERÇEKLİK REKLAMLARINA KARŞI TÜKETİCİ TUTUMU ÜZERİNE ÜLKELER ARASI AMPİRİK BİR İNCELEME. Business & Management Studies: An International Journal, 8(2), 1424–1454. https://doi.org/10.15295/bmij.v8i2.1467

Özet

Reklamlar için artırılmış gerçeklik (AR) teknolojisi giderek daha popüler hale geldi. Artırılmış gerçeklik reklam kampanyalarının etkinliği için, tüketicilerin artırılmış gerçeklik reklamlarına karşı tutumları belirleyicidir. Tüketicilerin reklama karşı tutumlarını belirleyen temel unsurlardan biri reklamın algılanan değeridir. Bu çalışmanın amacı, bir artırılmış gerçeklik reklamının değeri ile tüketici tutumu arasındaki ilişkiyi analiz etmek ve  Türkiye ve Almanya'daki gençler arasında artırılmış gerçeklik reklamlarının algılanan değerini etkileyen faktörleri araştırmaktır. Söz konusu ilişkiler, çalışmada geliştirilen bir araştırma modelinde temsil edilmiştir. Çalışmada bilgilendiricilik, eğlence, yenilik, etkileşim, öz-yeterliliğin reklam değeri üzerinde olumlu bir etkisi olduğu ileri sürülürken rahatsız edicilik ve aldatıcılığın olumsuz etkisi olduğu ileri sürülmüştür. Reklam değerinin tüketicilerin tutumlarını olumlu etkilediği de önerilmiştir. Önerilen hipotezleri test etmek için, Almanya'da 365 katılımcıya, Türkiye'de 391 katılımcıya çevrimiçi anket uygulanmıştır. Anket sonuçları daha sonra Yapısal Eşitlik Modeli (SEM) ile test edilmiştir. Beklentilerin aksine, bir bütün olarak önerilen araştırma modeli Türk tüketicilere uymamış ve hipotezler Türk tüketiciler için desteklenmemiştir. Alman tüketiciler için model sağlanmış ve hipotezler desteklenmiştir.

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