Öz
Reklam, tüketici tutumlarını ve davranışsal niyetleri şekillendiren pazarlama girişimleri için önemli bir ikna aracıdır. Tüketicilerin reklama yönelik tutumlarını belirleyen faktörlerden biri de reklama yönelik şüphedir. Bu nedenle tüketicilerin reklama yönelik şüphe tutumlarının nasıl oluştuğunun anlaşılması önemli ve katkı sağlayıcı niteliktedir. Bu amaçla, sinizm, benlik saygısı ve pazar uzmanlığının reklama yönelik şüphe üzerindeki etkisini modelleyen bir araştırma kurgulanmış ve Z Nesli üyelerinden toplanan 374 veri eş anlı kantil regresyon analizi ile test edilmiştir. Araştırma bulguları reklama yönelik şüphenin farklı kantil düzeyleri için her bir bağımsız değişkenin ne şekilde etkili olduğunu ortaya koymuştur. Çalışma iki açıdan orijinal katkı sağlayıcı niteliktedir. Bunlardan ilki, reklama yönelik şüphe üzerindeki etkisi daha önce herhangi bir araştırmada kullanılmamış olan pazar uzmanlığı değişkeninin araştırılması ve bu değişkenin etkisinin ortaya konulmasıyla birlikte reklama yönelik şüphenin nomolojik ağına katkı sağlayan bir bulgunun elde edilmiş olmasıdır. Çalışmanın bir diğer önemli katkısı ise reklama yönelik şüphenin farklı düzeyleri için bağımsız değişkenlerin etkilerinin detaylı bir şekilde ortaya konulmasıdır.
Makale Kullanım İstatistikleri
İndirmeler
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