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Kullanımlar ve Doyumlar Teorisi Bağlamında Üniversite Öğrencilerinin Aşırı İzleme (Binge Watching) Davranışlarına Yönelik Bir Araştırma

Teknoloji alanında meydana gelen hızlı değişimler sonucu ortaya çıkan yeni eğilimler, internet içeriklerinin gelişmesinde önemli bir rol oynamıştır. Bu doğrultuda geleneksel televizyon izleme alışkanlığı da, internetin ve teknolojinin hızla gelişmesiyle birlikte yerini çevrim içi televizyon izleme davranışına bırakmıştır. Çevrim içi televizyon izleme özelliği izleyicilere istedikleri doğrultuda izleme ve içeriklere kolayca erişebilme fırsatı sunmaktadır. Bu kolaylıklar özellikle gençler arasında yaygın ve yeni bir kavram olan aşırı izlemeye (binge watching) yol açabilmektedir. Pilot çalışma niteliğindeki bu araştırmada üniversite öğrencilerinin aşırı izleme davranışlarının altında yatan nedenleri Kullanımlar ve Doyumlar Teorisi kapsamında belirlemek amaçlanmıştır. Bu doğrultuda 150 öğrenciden anket formu aracılığıyla veriler toplanmış olup, ardından aşırı izleme davranışında bulunan gönüllü 15 öğrenciyle derinlemesine mülakat gerçekleştirilerek aşırı izleme davranışının altında yatan nedenler açıklanmaya çalışılmıştır. Kısmi en küçük kareler yol analizinden (PLS-SEM) yararlanılarak gerçekleştirilen analizler sonucunda, katılımcıların sosyalleşme amacıyla aşırı izleme davranışında bulunduğu görülmüştür. Ayrıca aşırı izleme sonrasındaki yaşadıkları olumlu doyumların, tekrar aşırı izleme davranışında bulunmaları üzerinde etkisi olduğu sonucuna ulaşılmıştır. Bulguların, üniversite öğrencilerinin genel motivasyonları ve video akışı yapan şirketler için stratejik etkileri üzerinde önemli etkileri olacağı düşünülmektedir.

Anahtar Kelimeler:

Aşırı İzleme, Kullanımlar ve Doyumlar Teorisi, Üniversite Öğrencileri

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