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

Yıl 2019, Cilt: 17 Sayı: 34, 407 - 435, 13.09.2019

Edin Güçlü Sözer

https://doi.org/10.35408/comuybd.553540

Cited By: 2

Öz

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

Öz

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.

Anahtar Kelimeler

Crowd, Message Content, Framing, Purchase Intentions

Kaynakça

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