Kalabalık, Mesaj İçeriği ve Mesaj Çerçevesi Etkileşiminin Perakendede Tüketici Satın Alma Eğilimleri Üzerindeki Etkisi

Bu çalışma bir alışveriş ortamındaki kalabalık seviyesi, mesajın içerik ve çerçevesinin etkileşimlerinin tüketicilerin satin alma davranışları üzerindeki etkisini perakende bağlamında ölçmeyi amaçlamaktadır. Deneysel bir tasarım uygulanan çalışmada kalabalık seviyesi (kalabalık olmayan/kalabalık), mesaj içeriği (zihinsel/duygusal), ve mesaj çerçevesi (pozitif/negatif) manipüle edilen faktörler olarak belirlenmiştir. Çalışma sonuçları, mesaj çerçevesinin, kalabalık seviyesi ve mesaj içeriği arasındaki iki yönlü etkileşim üzerinde düzenleyici rolü olduğunu teyit etmiştir. Pozitif çerçeveli mesajlarda, kalabalık seviyesinin mesaj içerik tipine bağlı olarak, tüketicilerin satın alma eğilimleri üzerinde farklı etkileri olmaktadır. Kalabalık olmayan ortamlarda, tüketiciler bilgi yoğun mesaj içeriklerine maruz kaldıklarında daha yüksek satın alma eğilimi göstermektedirler. Diğer taraftan, kalabalık ortamlarda, tüketiciler duygu yoğun mesaj içeriklerine maruz kaldıklarında ise daha yüksek satın alma eğilimi göstermektedirler. Diğer faktörlerden bağımsız olarak, negatif çerçevesi olan reklam mesajları daha yüksek satın alma eğilimi oluşturmaktadır.

Anahtar Kelimeler:

Kalabalık, Mesaj İçeriği, Çerçeveleme, Satın Alma Eğilimi

The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing

This study targets to measure the interactional effect of crowd level in a shopping environment, the content and framing type of the message on purchase intentions of consumers in a retail context. An experimental design was employed with crowd level (no crowd vs crowd), message content (cognitive vs affective) and frame type (positive vs negative) as the manipulated conditions. Results of the study confirm that frame type moderates the two-way interaction between the crowd level and message content. In case of positive frames, level of perceived crowding has differing levels of effect on purchase intentions of consumers depending on the content type exposed. Environments with no crowd lead to higher purchase intentions when consumers are exposed to information intensive messages and crowded environments lead to higher purchase intentions when consumers are exposed to emotion intensive messages. Finally, when consumers are exposed to negatively framed messages in the advertisements, independent from other factors, they generate higher purchase intentions.

Keywords:

Crowd, Message Content, Framing, Purchase Intentions,

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