GENÇ TÜKETİCİLERİN KARAR VERME STİLLERİ İLE SMS REKLAMLARINA YÖNELİK TUTUMLARI ARASINDAKİ FARKLARIN İNCELENMESİ1

Bu araştırmanın amacı Türkiye'deki genç tüketicilerin, SMS reklamlarına yönelik tutumlarını incelemek ve Sproles ve Kendall (1986) tarafından geliştirilen Tüketici Stilleri Envanterini test etmektir. Araştırma, gençlerin SMS reklamlarına yönelik tutumlarının cinsiyet ve gelir seviyesine göre değişip değişmediğine de cevap aramaktadır. Araştırmanın analizleri, İstanbul'da yaşayan 175 öğrenciden toplanan verilere dayanmaktadır. Veriler, kümeleme analizi, t-testi ve varyans analizi (ANOVA) kullanılarak analiz edilmiştir. Araştırmada 3 homojen tüketici grubu tanımlanmıştır: Eğlence-haz odaklı tüketiciler, rasyonel tüketiciler ve ihtiyaç odaklı tüketiciler. Araştırmanın bulguları, farklı karar verme tarzına sahip tüketicilerin SMS reklamlarına yönelik farklı tutumlara sahip olduğunu onaylamaktadır. Ayrıca, SMS reklamlarına yönelik tutumun 4 boyutunda da anlamlı cinsiyet farklılıkları bulunmuştur. Son olarak, araştırmanın bulguları gelir düzeyinin, SMS reklamlarına yönelik tutumda farklılaştırıcı bir faktör olmadığını ortaya koymaktadır

EXAMINING THE DIFFERENCES BETWEEN DECISION-MAKING STYLES OF YOUNG CONSUMERS AND THEIR ATTITUDES TOWARD SMS ADS

The purpose of this research is to examine attitudes toward SMS ads and to test the Sproles and Kendall’s (1986) Consumer Styles Inventory among young-adult consumers in Turkey. Moreover the research also tries to understand the role of gender and income level on the attitudes toward the SMS ads. The empirical analysis of the research is based on data obtained from 175 students living in İstanbul. The data were analyzed using cluster analysis, t-test analysis, and ANOVA. Three homogeneous segments of consumers were identified: entertainment-oriented consumers, rational consumers, need driven consumers. The results of the research confirmed that consumers with different decision-making styles have different attitudes toward the SMS ads. Besides, significant gender differences were found on four dimensions of attitudes toward SMS ads. Finally, the results suggest that income level does not have an effect on consumer attitudes toward the SMS ads

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