Türkiye’de Tüketicilerin Mobil Reklamcılığı Kabul Etme Seviyesini Etkileyen Faktörler: Kavramsal Bir Model
Özet
Çalışma, mobil reklamcılığa karşı tutum ile mobil reklamcılığın kabulü arasındaki ilişkiye ve eğlence, rahatsızlık edicilik, bilgilendiricilik, güvenilirlik, kişiselleştirme değişkenlerinin kullanıcıların mobil reklamcılık hakkındaki tutumunu nasıl etkilediğine odaklanmaktadır. Bu kapsamda Ankara’da yaşayan 286 kişiden anket yoluyla alınan veriler, SPSS 26 ve AMOS 24 paket programları aracılığıyla analiz edilmiştir. Analizler sonucunda eğlencenin, rahatsız ediciliğin, bilgilendiriciliğin, güvenin ve kişiselleştirmenin tutum üzerinde pozitif etkisi gözlemlenmiştir. Ayrıca mobil reklamcılığa karşı tutumun, mobil reklamcılığın kabulü üzerinde pozitif yönde ilişkisi bulunmuştur. Diğer taraftan eğlence ile rahatsız edicilik arasında anlamlı bir ilişki bulunamamıştır.
Referanslar
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Altuna, O. K., & Konuk, F. A. (2009). Understanding Consumer Attitudes Toward Mobile Advertising and Its Impact on Consumers’ Behavioral Intentions: A Cross-Market Comprasion of United States and Turkish Consumers. International Journal of Mobile Marketing, 4(2), 43-51.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
BankMyCell, (2022). December 2022 Mobile User Statistics. https://www.bankmycell.com/blog/how-many-phones-are-in-the-world.
Barnes, S. J. (2002). Wireless digital advertising: nature and implications. International journal of advertising, 21(3), 399-420.
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer cceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181–192.
Chang, H.J. & Villegas, J. (2008). Mobile phone user’s behaviour: the motivation factors of the mobile phone user. International Journal of Mobile Marketing, 3(2), 4-14.
Dickinger, A., Scharl, A. & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4 (2), 159-73.
Ducoffe, R.H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(2), 21-36.
Faraz, S., & Hamid, K. H. (2011). Mobile advertising: An investigation of factors creating positive attitude in Iranian customers. African journal of business management, 5(2), 394-404.
Fornell, C. and Larcker, D.F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: the database for Advances in Information Systems, 37(2-3), 42-50.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5-13.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
Keshtgary, M. & Khajehpour, S. (2011). Exploring and analysis of factors affecting mobile advertising adoption – an empirical investigation among Iranian users. Can. J. Comput. Math. Nat. Sci. Eng. Med. 2(6), 144–151.
Kline, R.B. (1998). Principles and Practice of Structural Equation Modeling. 1st ed. Guilford Press, New York.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. Third Edition. London: The Guilford Press.
Kumar, S., & Zahn, C. (2003). Mobile communications: evolution and impact on business operations. technovation, 23(6), 515-520.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
Maneesoonthorn, C., & Fortin, D. (2006). Texting behaviour and attitudes towards permission mobile advertising: an empirical study of mobile users’ acceptance of SMS for marketing purposes. International Journal of Mobile Marketing, 1(1), 66–72.
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Journal of interactive advertising, 7(2), 41-50.
Mobile Marketing Association (MMA). (2009). MMA Updates definition of mobile marketing. https://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing
Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans. International journal of advertising, 26(2), 177-198.
Nunnally, J.C., Bernstein, I.H. (1994). Psychometric Theory, third ed. McGraw-Hill, New York.
Nwagwu, W. E., & Famiyesin, B. (2016). Acceptance of mobile advertising by consumers in public service institutions in Lagos, Nigeria. The Electronic Library, 34(2), 265-288.
Park, T., Shenoy, R. and Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373.
Parreño, J. M., Sanz‐Blas, S., Ruiz‐Mafé, C., & Aldás‐Manzano, J. (2013). Key factors of teenagers' mobile advertising acceptance. Industrial management & data systems.
Pavlou, P. A., & Stewart, D. W. (2000). Measuring the effects and effectiveness of interactive advertising: A research agenda. Journal of Interactive Advertising, 1(1), 61-77.
Rao, B., & Minakakis, L. (2003). Evolution of mobile location-based services. Communications of the ACM, 46(12), 61-65.
Rittippant, N., Witthayawarakul, J., Limpiti, P., & Lertdejdecha, N. (2009). Consumers' perception of the effectiveness of Short Message Service (SMS) and Multimedia Message Service (MMS) as marketing tools. Proceedings of world academy of science: engineering & technology, 53, 815-822.
Robins, F. (2003). The marketing of 3G. Marketing Intelligence & Planning, 21(6), 370-378.
Saadeghvaziri, F., & Seyedjavadain, S. (2011). Attitude toward advertising: mobile advertising vs advertising-in-general. European Journal of Economics, Finance and Administrative Sciences, 28, 104-114.
Salem, M. S., Althuwaini, S., & Habib, S. (2018). Mobile advertising and its impact on message acceptance and purchase Intention. Journal of business and retail management research, 12(3), 92-103.
Soroa-Koury, S., & Yang, K. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and informatics, 27(1), 103-113.
Statista, (2022). Mobile advertising spending worldwide from 2007 to 2024. https://www.statista.com/statistics/303817/mobile-internet-advertising-revenue-worldwide/.
Tähtinen, J. (2005). Mobile advertising or mobile marketing. A need for a new concept. Frontiers of e-business Research, 1, 152-164.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.
Ünal, S., Ercis, A., & Keser, E. (2011). Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults. Procedia-Social and behavioral sciences, 24, 361-377.
Van der Waldt, D.L.R., Rebello, T.M. & Brow, W.J. (2009). Attitudes of young consumers towards SMS advertising. African Journal of Business Management, 3(9), 444-452.
Wang, C., Zhang, P., Choi, R., & D'Eredita, M. (2002). Understanding consumers attitude toward advertising. AMCIS 2002 Proceedings, 158.
Wong, C. H., Tan, G. W. H., Tan, B. I., & Ooi, K. B. (2015). Mobile advertising: The changing landscape of the advertising industry. Telematics and Informatics, 32(4), 720–734.
Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of computer information systems, 47(2), 9-19.
Referanslar
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Altuna, O. K., & Konuk, F. A. (2009). Understanding Consumer Attitudes Toward Mobile Advertising and Its Impact on Consumers’ Behavioral Intentions: A Cross-Market Comprasion of United States and Turkish Consumers. International Journal of Mobile Marketing, 4(2), 43-51.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
BankMyCell, (2022). December 2022 Mobile User Statistics. https://www.bankmycell.com/blog/how-many-phones-are-in-the-world.
Barnes, S. J. (2002). Wireless digital advertising: nature and implications. International journal of advertising, 21(3), 399-420.
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer cceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181–192.
Chang, H.J. & Villegas, J. (2008). Mobile phone user’s behaviour: the motivation factors of the mobile phone user. International Journal of Mobile Marketing, 3(2), 4-14.
Dickinger, A., Scharl, A. & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4 (2), 159-73.
Ducoffe, R.H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(2), 21-36.
Faraz, S., & Hamid, K. H. (2011). Mobile advertising: An investigation of factors creating positive attitude in Iranian customers. African journal of business management, 5(2), 394-404.
Fornell, C. and Larcker, D.F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: the database for Advances in Information Systems, 37(2-3), 42-50.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5-13.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
Keshtgary, M. & Khajehpour, S. (2011). Exploring and analysis of factors affecting mobile advertising adoption – an empirical investigation among Iranian users. Can. J. Comput. Math. Nat. Sci. Eng. Med. 2(6), 144–151.
Kline, R.B. (1998). Principles and Practice of Structural Equation Modeling. 1st ed. Guilford Press, New York.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. Third Edition. London: The Guilford Press.
Kumar, S., & Zahn, C. (2003). Mobile communications: evolution and impact on business operations. technovation, 23(6), 515-520.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
Maneesoonthorn, C., & Fortin, D. (2006). Texting behaviour and attitudes towards permission mobile advertising: an empirical study of mobile users’ acceptance of SMS for marketing purposes. International Journal of Mobile Marketing, 1(1), 66–72.
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Journal of interactive advertising, 7(2), 41-50.
Mobile Marketing Association (MMA). (2009). MMA Updates definition of mobile marketing. https://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing
Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans. International journal of advertising, 26(2), 177-198.
Nunnally, J.C., Bernstein, I.H. (1994). Psychometric Theory, third ed. McGraw-Hill, New York.
Nwagwu, W. E., & Famiyesin, B. (2016). Acceptance of mobile advertising by consumers in public service institutions in Lagos, Nigeria. The Electronic Library, 34(2), 265-288.
Park, T., Shenoy, R. and Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373.
Parreño, J. M., Sanz‐Blas, S., Ruiz‐Mafé, C., & Aldás‐Manzano, J. (2013). Key factors of teenagers' mobile advertising acceptance. Industrial management & data systems.
Pavlou, P. A., & Stewart, D. W. (2000). Measuring the effects and effectiveness of interactive advertising: A research agenda. Journal of Interactive Advertising, 1(1), 61-77.
Rao, B., & Minakakis, L. (2003). Evolution of mobile location-based services. Communications of the ACM, 46(12), 61-65.
Rittippant, N., Witthayawarakul, J., Limpiti, P., & Lertdejdecha, N. (2009). Consumers' perception of the effectiveness of Short Message Service (SMS) and Multimedia Message Service (MMS) as marketing tools. Proceedings of world academy of science: engineering & technology, 53, 815-822.
Robins, F. (2003). The marketing of 3G. Marketing Intelligence & Planning, 21(6), 370-378.
Saadeghvaziri, F., & Seyedjavadain, S. (2011). Attitude toward advertising: mobile advertising vs advertising-in-general. European Journal of Economics, Finance and Administrative Sciences, 28, 104-114.
Salem, M. S., Althuwaini, S., & Habib, S. (2018). Mobile advertising and its impact on message acceptance and purchase Intention. Journal of business and retail management research, 12(3), 92-103.
Soroa-Koury, S., & Yang, K. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and informatics, 27(1), 103-113.
Statista, (2022). Mobile advertising spending worldwide from 2007 to 2024. https://www.statista.com/statistics/303817/mobile-internet-advertising-revenue-worldwide/.
Tähtinen, J. (2005). Mobile advertising or mobile marketing. A need for a new concept. Frontiers of e-business Research, 1, 152-164.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.
Ünal, S., Ercis, A., & Keser, E. (2011). Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults. Procedia-Social and behavioral sciences, 24, 361-377.
Van der Waldt, D.L.R., Rebello, T.M. & Brow, W.J. (2009). Attitudes of young consumers towards SMS advertising. African Journal of Business Management, 3(9), 444-452.
Wang, C., Zhang, P., Choi, R., & D'Eredita, M. (2002). Understanding consumers attitude toward advertising. AMCIS 2002 Proceedings, 158.
Wong, C. H., Tan, G. W. H., Tan, B. I., & Ooi, K. B. (2015). Mobile advertising: The changing landscape of the advertising industry. Telematics and Informatics, 32(4), 720–734.
Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of computer information systems, 47(2), 9-19.
