Mobil viral iletişimde tutum, niyet ve davranışları etkileyen faktörlerin ölçülmesi

Mobil viral pazarlama, hedef pazarlarda ürün ya da hizmetlerle ilgili mesajların tüketicilere hızlı bir şekilde yayılmasını kolaylaştıran önemli bir araçtır. Bu yayılmanın hızı tüketicilerin kendilerine gelen mesajları başkalarına göndermeye karşı sergiledikleri tutumlarının olumlu olmasına ve bu mesajları başkalarına iletme niyetinde olup niyetlerini de davranışa dönüştürmelerine bağlıdır. Bu nedenle çalışmada viral tutumların viral mesaj gönderme niyetini; niyetin de viral mesaj gönderme davranışlarını açıklayan bir değişken olup olmadığını göstermek amaçlanmıştır. Bu amaçla viral iletişimde etkili olan sübjektif norm, algılanan davranışsal kontrol, algılanan maliyet, algılanan fayda ve algılanan memnuniyet gibi faktörlerin gençlerin viral pazarlama tutumlarına; viral pazarlama tutumlarının viral niyetlere ve niyetlerin de viral davranışa etkileri araştırılmıştır. Erzurum merkez ilçede ikamet eden 398 katılımcı ile kolayda örnekleme yoluyla anket çalışması yapılmıştır. Subjektif norm, algılanan davranışsal kontrol, algılanan fayda ve memnuniyetin viral pazarlama tutumlarına; viral pazarlama tutumlarının viral pazarlama niyetlerine; niyetlerin de viral mesajları gönderme davranışına etkisinin bu çalışma bulguları kapsamında istatiksel olarak anlamlı olduğu belirlenmiştir.

The measurement of the factors influencing attitudes, intentions and behaviors in mobile viral communication

The mobile viral communication is an important tool that facilitated the speed of spread of messages about products or services among consumers. The speed of this spread of messages depends on the positivity of the attitudes of consumers towards sending the messages which they receive to others, their intentions to convey these messages to others, and their acts of turning such intention to behavior. Therefore, in this study, It is aimed to show whether viral attitudes is describing viral intention and viral intention describing viral behavior. To this end, this study investigated the effects of factors such as subjective norm, perceived behavioral control, perceived cost, perceived usefulness, and perceived satisfaction on the viral marketing attitudes of young people, the effects of their viral marketing attitudes on their viral intentions, and the effects of their intentions on their viral behaviors. Thus, a survey was administered to young people residing in the central district of Erzurum province by convenience sampling. Within the scope of this study's findings subjective norm, perceived behavioral control, perceived cost, perceived usefulness, and perceived satisfaction have a statistically significant effect on the viral marketing attitudes of young people, viral marketing attitudes have a significant effect on viral marketing intentions, and viral intentions have a significant effect on acts of sending viral messages.

PDF

___

Ajzen, I. ve Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior, New Jersey: Prentice-Hall.
Ajzen, I. (1991). The Theory of Planned Behavior", Organizational Behavior and Human Decision Processes, 50, 179-211.
Argan, M. ve Argan, T. M. (2007). İnternet Üzerinde Ağızdan Ağza Reklam: Kuramsal Bir Çerçeve, Ticaret-Turizm Eğitim Fakültesi Dergisi, 2, 231-250.
Barutçu, S. (2008). Mobil Pazarlama.Varinli, İ., Çatı, K (Ed). Güncel Pazarlama Yaklaşımlarından Seçmeler, Ankara: Detay Yayıncılık, 259-285.
Barutçu, S. ve Göl, M.Ö. (2009). Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar, KMU İİBF Dergisi, 17, 24-41.
Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, "MIS Quarterly", 13(3), 319-340.
Deal, M. ve Abel, P. (2001). Grass Roots: The Exponential Power of One, Brandweek: February, 26, 38.
Dubrovski, D. (2001). The Role of Customer Satisfaction in Achieving Business Excellence, Total Quality Management, 12 (7/8), 920-925.
Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: Introduction to Theory and Research, Addison-Wesley, Reading, MA. 31.
Fong, J. ve Burton, S. (2008). A Cross-Cultural Comparison of Electronic Word-Of-Mouth and CountryOfOrigin Effects, Journal of Business Research, 61(3), 233-242.
Gülmez, M. (2008). Ağızdan Ağıza İletişim ve Pazarlama, Varinli İ. ve Çatı, K (Ed). Güncel Pazarlama Yaklaşımlarından Seçmeler Ankara: Detay Yayıncılık.
Helm, S. (2000). Viral Marketing-Establishing Customer Relationship by Word of Mouse, Electronic Markets, 10 (3), 158-161.
Henning, T., Gwinner, K.., Walsh, G. ve Gremler, D. (2004). Electronic Word-Of-Mouth Via ConsumerOpinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet ? , Journal of Interactive Marketing, 18 (1), 38-52.
Huang, C.C., Lin, T.C. ve Lin, K.J. (2009). Factors Affecting PassA long Email Intentions: Integrating The Social Capital and Social Cognition Theories, Electronic Commerce Research and Applications, 8 (3), 160-169.
Hung, K.H. ve Li, S.Y. (2007). The Influence of e-WOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes, Journal of Advertising Research, 47(4), 485-495.
Legris, P., Ingham, J. ve Collerette, P. (2003). Why Do People Use Information Technology? A critical Review of The Technology Acceptance Model, vInformation and Management, 40, 191-204.
Marangoz, M. (2007). Ağızdan Ağıza İletişimin Müşterilerin Satın Alma Davranışlarına Etkileri: Cep Telefonu Pazarına Yönelik Bir Araştırma, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 16, (2), 395-412.
Ma, W.W, Anderson, R. ve Streith, K. O. (2005). Examining User Acceptance Of Computer Technology: An Empirical Study Of Student Teachers, Journal of Computer Assisted Learning, 21, 387- 395.
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M. ve Leppaniemi, M. (2007). An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising, Journal of Interactive Advertising, 7(2), 1-17.
Nysveen, H., Pedersen, P.E. ve Thorbjørnsen, H. (2005). Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons, Journal of the Academy of Marketing Science, 33 (3), 330-46.
Odabaşı, Y. ve Oyman, M. (2001). Pazarlama İletişimi Yönetimi, Media Cat Yayınları: İstanbul.
Okazaki, S. (2008). Determinant Factors of Mobile-Based Word-of-Mouth Campaign Referral Among Japanese Adolescents, Psychology and Marketing, 25(8), 714-731.
Palka, W., Pousttchi, K. ve Wiedemann, D. G. (2009). Mobile Word-Of- MouthA Grounded Theory of Mobile Viral Marketing, Journal of Information Technology, 24(2), 172- 185.
Pavlou, P. ve Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of The Theory of Planned Behavior, vMIS Quarterly, 30(1), 115-143.
Pousttchi, K. ve Wiedemann, D.G. (2007). Success Factors in Mobile Viral Marketing: A Multi-Case StudyApproach, Proceedings of the 6th International Conference on Mobile Business(ICMB), Toronto, Canada: IEEE Computer Society Press, 1- 8.
Subramani, M. R. ve Rajagopalan, B. (2003). Knowledge-Sharing and Influence in Online Social Networks Via Viral Marketing. Communication of the ACM, 46 (12), 300-307.
Yang, H.C., Liu H., ve Zhou, L. (2011). Predicting Young Chinese Consumers Mobile Viral Attitudes, Intents and Behavior, Asia Pacific Journal of Marketing and Logistics, 24, 59-77.
Yang, H., Zhou, L., ve Liu, H. (2012). Predicting Young American and Chinese Consumers Mobile Viral Attitudes, Intents, and Behavior. Journal of International Consumer Marketing, 24(1-2), 24-42.
Yuan,. T. ve Cheng, C. (2004). Ontology-Based Personalized Couple Clustering for Heterogeneous Product Recommendation In
Mobile Marketing, Expert Systems with Applications, 26(4), 461- 476.
Zhang, J. ve Mao, E. (2008). Understanding the Acceptance of Mobile Sms Advertising Among Young Chinese Consumers, Psychology and Marketing, 25(8), 787-805.