Genç tüketicilerin reklama yönelik şüphe düzeyleri nasıl şekilleniyor? Eş anlı kantil regresyon analizi uygulaması
Yayınlanmış 2023-03-25
Anahtar Kelimeler
- Reklama Yönelik Şüphe, Eşanlı Kantil Regresyon Analizi, Z Nesli
- Ad Scepticism, Simultaneous Quantile Regression Analysis, Generation Z
Nasıl Atıf Yapılır
Telif Hakkı (c) 2023 Aslıhan KIYMALIOĞLU
Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.
Özet
Reklam, tüketici tutumlarını ve davranışsal niyetleri şekillendiren pazarlama girişimleri için önemli bir ikna aracıdır. Tüketicilerin reklama yönelik tutumlarını belirleyen faktörlerden biri de reklama yönelik şüphedir. Bu nedenle tüketicilerin reklama yönelik şüphe tutumlarının nasıl oluştuğunun anlaşılması önemli ve katkı sağlayıcı niteliktedir. Bu amaçla, sinizm, benlik saygısı ve pazar uzmanlığının reklama yönelik şüphe üzerindeki etkisini modelleyen bir araştırma kurgulanmış ve Z Nesli üyelerinden toplanan 374 veri eş anlı kantil regresyon analizi ile test edilmiştir. Araştırma bulguları reklama yönelik şüphenin farklı kantil düzeyleri için her bir bağımsız değişkenin ne şekilde etkili olduğunu ortaya koymuştur. Çalışma iki açıdan orijinal katkı sağlayıcı niteliktedir. Bunlardan ilki, reklama yönelik şüphe üzerindeki etkisi daha önce herhangi bir araştırmada kullanılmamış olan pazar uzmanlığı değişkeninin araştırılması ve bu değişkenin etkisinin ortaya konulmasıyla birlikte reklama yönelik şüphenin nomolojik ağına katkı sağlayan bir bulgunun elde edilmiş olmasıdır. Çalışmanın bir diğer önemli katkısı ise reklama yönelik şüphenin farklı düzeyleri için bağımsız değişkenlerin etkilerinin detaylı bir şekilde ortaya konulmasıdır.
İndirmeler
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