Beyza GÜLTEKİN, Özge EROL

2512

Ergenlerin ürün yerleştirmeye yönelik tutum ve yerleştirilen ürünlere yönelik davranışlarının sosyalleşme araçları ile açıklanması

Bu çalışmanın amacı, sosyalleşme araçlarından ebeveyn ve akranlarla iletişim sıklığı ile televizyondaki dizi ve eğlence programlarını seyretme sıklığının ergenlerin ürün yerleştirmeye yönelik tutumuna ve yerleştirilen ürünlere yönelik davranışlarına etkisini araştırmaktır. Ayrıca, bu çalışma kapsamında, ergenlerin ürün yerleştirmeye yönelik tutumunun yerleştirilen ürünlere yönelik davranışlara etkisi de incelenmektedir. Bu kapsamda önerilen model Ankara’da öğrenim gören 15-19 yaş aralığındaki lise öğrencilerinde test edilmektedir. Uygulanan doğrusal regresyon analizleri sonucunda ergenlerin ebeveynleri ve akranları ile satın alma konularındaki iletişim sıklığı ürün yerleştirmeye yönelik tutumu etkilemektedir. Ancak, televizyondaki dizi ve eğlence programlarını seyretme sıklığının ürün yerleştirmeye yönelik tutuma etkisi bulunmamaktadır. Ayrıca, yapılan lojistik regresyon analizine göre, sosyalleşme araçlarından ebeveynler ve akranlar ile satın alma konularındaki iletişim sıklığı, televizyondaki dizi ve eğlence programlarını seyretme sıklığı ve ürün yerleştirmeye yönelik tutum ergenlerin yerleştirilen ürünlere yönelik davranışlarını etkilememektedir.

Adoloscents' attitude toward the product placement and their behaviour toward the placed products in the context of socialization agents

The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed. Besides adolescents attitudes toward product placement and their behaviors in response to products placed are also investigated. Furthermore, this study is to investigate whether adolescents’ attitude affect behaviors of adolescent in response to products placed. In this context, the proposed model is tested on a sample of high school students who are between 15 and 19 years old in Ankara. The results of linear regression analysis showed that parents and peer communication about consumption affects attitudes of adolescents toward product placement. On the other hand, frequency of watching television series and entertainment programs do not affect attitudes of adolescents toward product placement. Moreover, the results of logistics regression analysis show that parents and peer communication about the consumption, frequency of watching television series and entertainment programmes and attitude toward product placement do not have any influence on behaviors in response to products placed.
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Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 1983
  • Yayıncı: Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dekanlığı
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