Tüketicilerin internet reklamlarına yönelik tutumları

İnternet üzerine yapılan akademik araştırmalar, tüketicilerin demografik özelliklerine ağırlık ve- ren istatistikî veriler sunmakta, kişilerin inanç ve tutumlarına yönelik çalışmalar sınırlı kalmakta- dır. Oysaki yeni iletişim teknolojileri ile ortaya çıkan dijital tüketicinin anlaşılması reklamcılığın başarısı için önemlidir.Bu çalışmanın amacı internet reklamcılığına yönelik katılımcıların tutum- ları ve inançlarının belirlenmesidir. Bu amaçla Yang’ın (2003) araştırmasında kullanılan 38 mad- den oluşan Likert ölçeği esas alınmıştır. Araştırmada veri toplama yöntemi olarak anket kullanıl- mış ve 183 kişiye uygulanmıştır. Ankete katılan kişiler kolayda örnekleme yöntemi ile seçilmiştir. Araştırma sonuçları internet reklamlarına yönelik tutumlar üzerinde belirleyici olan yedi inanç faktörü (Materyalizm, hedonizm, ürün bilgisi, tüketici yararı, ekonomiye katkı, olumsuz özellikler ve web ekonomisi) olduğunu ortaya koymuştur.

Consumers’ attitudes toward internet advertising

Researches about the Internet usually focus on consumers’ demographic characteristics which provide the statistical data. But researches about people’s attitudes and beliefs are limited. How- ever understanding the digital consumer emerging with the help of new technologies is crucial for the success of the advertising. Individual’s beliefs and attitudes toward advertising affect the suc- cess of ads. The goal of this study is to determine the participant’s beliefs and attitudes towards Internet advertising by using Yang’s (2003) 38-item Likertscale. In the study, survey method was used and 183 surveys were conducted. Participants were chosen by convenience sampling ap- proach. Results reveals that seven belief factors (Materialism, hedonism, product information, consumer benefits, good for economy, negative features and web-economics) are determinant on attitudes toward internet advertising.

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