Kozmetik Ürün Reklamlarına Yönelik Şüpheciliğin Algılanan Risk Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma

Amaç - Kozmetik ürünler, genellikle güzel görünmek ve beğenilmek için kullanılmakta ve bu ürünlere yönelik talep giderek artmaktadır. Bu bilinçle üretilen reklamlar ise sıklıkla abartılı vaatler ve görseller içermektedir. Bu durumun, kozmetik ürün reklamlarına yönelik şüpheci tutumları beraberinde getirdiği ve şüpheciliğin, tüketicilerin satın alma kararına ilişkin risk algılarını arttırdığı düşünülmektedir. Literatürde, şüphecilik ve algılanan risk arasındaki ilişkiyi araştıran kısıtlı sayıda çalışma bulunmaktadır. Ancak, kozmetik ürün reklamlarına yönelik şüphecilik ile algılanan risk arasındaki ilişki henüz araştırılmamıştır. Dolayısıyla bu çalışma, kozmetik ürün reklamlarına yönelik şüpheciliğin kozmetik ürün satın alma sürecinde algılanan risk üzerindeki etkisini ortaya koymayı amaçlamaktadır. Yöntem - Bursa ilindeki tüketiciler üzerinde gerçekleştirilen araştırmada, kolayda örnekleme yöntemi kullanılmış ve araştırma verileri çevrimiçi anket yöntemiyle toplanmıştır. Araştırma verilerinin analizi, yapısal eşitlik modellemesi (YEM) yöntemiyle gerçekleştirilmiştir. Bulgular - Araştırma sonucunda, kozmetik ürün reklamlarına yönelik şüpheciliğin algılanan finansal risk, algılanan performans riski, algılanan zaman riski, algılanan fiziksel risk ve algılanan sosyal risk üzerinde anlamlı ve pozitif etkiye sahip olduğu, algılanan psikolojik risk üzerinde ise anlamlı bir etki göstermediği bulunmuştur. Tartışma - Bu araştırma, tüketicilerin finansal, performans, zaman, fiziksel ve sosyal risk algılarının kozmetik ürün reklamlarına yönelik şüphecilikten etkilendiğini ortaya koyarak pazarlama literatürüne katkıda bulunmaktadır. Diğer taraftan, elde edilen bulguların şüpheciliğin önlenmesi ve tüketicilerin şüpheciliğinden kaynaklanan risk algılarının azaltılması açısından kozmetik ürün sektöründe faaliyet gösteren işletmelere ve reklamcılara fayda sağlayacağı düşünülmektedir.

A Study to Determine the Effect of Skepticism towards Cosmetic Product Advertising on Perceived Risk

Purpose - Cosmetic products are often used to look beautiful and be admired, and the demand for these products is increasing. Advertisements produced with this awareness often contain exaggerated claims and images. It is thought that this situation brings along skeptical attitudes towards cosmetic product advertising and that skepticism increases consumers’ risk perceptions regarding the purchasing decision. There is a limited number of studies in the literature investigating the relationship between skepticism and perceived risk. However, the relationship between skepticism towards cosmetic product advertising and perceived risk has not yet been explored. Therefore, this study aims to determine the effect of skepticism towards cosmetic product advertising on the perceived risk in the cosmetic product purchasing process. Design/methodology/approach - A convenience sampling method was used in the study carried out on consumers in Bursa, and research data were collected by online survey method. Analysis of the research data was carried out with the structural equation modeling (SEM) method. Findings - As a result of the research, it was found that skepticism towards cosmetic product advertising had a significant and positive effect on perceived financial risk, perceived performance risk, perceived time risk, perceived physical risk, and perceived social risk, but did not have a significant effect on perceived psychological risk. Discussion - This research contributes to the marketing literature by revealing that consumers’ perceptions of financial, performance, time, physical and social risk are affected by skepticism towards cosmetic product advertising. On the other hand, it is thought that the findings will benefit businesses in the cosmetic product sector and advertisers in terms of preventing skepticism and reducing risk perceptions arising from consumers’ skepticism.

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