Cilt 10 Sayı 3 (2022): Business & Management Studies: An International Journal
Makaleler

Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma

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  • Ümit BAŞARAN,
  • Melih YILDIZ
Ümit BAŞARAN
Dr. Öğr. Üyesi, Zonguldak Bülent Ecevit Üniversitesi, Zonguldak, Türkiye
Melih YILDIZ
Arş. Gör., İstanbul Gelişim Üniversitesi, İstanbul, Türkiye
DOI: https://doi.org/10.15295/bmij.v10i3.2101

Yayınlanmış 2022-09-25

Anahtar Kelimeler

  • Reklama Yönelik Tutum, Satın Alma Niyeti, Ürün İlgilenimi, Düzenleyici Etki, Kadın Tüketiciler
  • Attitude towards Advertising, Purchase Intention, Product Involvement, Moderating Effect, Female Consumers

Nasıl Atıf Yapılır

BAŞARAN, Ümit, & YILDIZ, M. (2022). Basılı reklamlara yönelik tutumun satın alma niyeti üzerindeki etkisinde ürün ilgileniminin düzenleyici rolü: Kadın tüketiciler üzerine bir araştırma. Business & Management Studies: An International Journal, 10(3), 1118–1144. https://doi.org/10.15295/bmij.v10i3.2101

Telif Hakkı (c) 2022 Ümit BAŞARAN- Melih YILDIZ

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Özet

Bu çalışmada, basılı reklamlara yönelik tutumun reklamda yer alan ürünü satın alma niyeti üzerindeki etkisi ve bu etki üzerinde ürün ilgileniminin düzenleyici rolü kadın tüketiciler açısından araştırılmaktadır. Bu bağlamda, kol saati ürününe ilişkin feminen ve maskülen cinsiyet kimliği kodlarına sahip iki farklı basılı reklam görseli kullanılarak, Türkiye’de yaşayan 18 yaş ve üzeri 500 kadın tüketiciden yapılandırılmış anket tekniği aracılığıyla veriler toplanmıştır. Verilerin analizinde açıklayıcı faktör analizi, doğrulayıcı faktör analizi, doğrudan etkiler için regresyon analizi ve düzenleyici etkiler için PROCESS eklentisi aracılığıyla düzenleyicilik analizi gerçekleştirilmiştir. Gerçekleştirilen analizler sonucunda, her iki reklam görseli için, kadın tüketicilerin reklama yönelik tutumlarının reklamda yer alan ürünü satın alma niyetleri üzerinde etkili olduğu bulunmuştur. Ayrıca kadın tüketicilerin reklamda yer alan ürüne yönelik ilgilenim seviyeleri arttıkça, reklama yönelik tutumlarının reklamda yer alan ürünü satın alma niyetleri üzerindeki etkisinin arttığı saptanmıştır. Bu bulgu ürün ilgileniminin, reklama yönelik tutum ile satın alma niyeti arasındaki ilişkide düzenleyici role sahip olduğunu göstermektedir.

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