TALEBE DAYALI VİDEO HİZMETLERİNİN KULLANIMINA YÖNELİK NİTEL BİR ARAŞTIRMA

Yıl 2023, , 31 - 40, 31.08.2023

Zuhal Akgün , Pınar Hacıhasanoğlu

https://doi.org/10.18070/erciyesiibd.1210669

Öz

Talebe Dayalı Video (TDV) hizmetleri dijitalleşmeye paralel olarak televizyon ve video izleme alışkanlıklarında da önemli bir değişimi beraberinde getirmektedir. Bu araştırmada Yozgat ilinde ikamet eden katılımcıların TDV hizmetleri kullanımına yönelik görüşleri incelenmiştir. Kullanıcıların TDV’ye abone olma nedeni ve söz konusu hizmetlerin tüketicilere sunduğu avantajların/dezavantajların belirlenmesi amaçlanmıştır. Bu amaca ulaşmak adına nitel araştırma yöntemleri arasında yer alan nitel analiz tekniği kullanılmıştır. Çalışmada örnekleme yöntemi olarak amaçlı örnekleme yönteminin alt yöntemlerinden biri olan kolay ulaşılabilir örnekleme yöntemi kullanılmıştır. Araştırma kapsamında 42 TDV abonesinden yarı yapılandırılmış görüşme formu vasıtasıyla elde edilen veriler analiz edilmiştir. Analiz sonucunda, talebe dayalı video hizmetleri ile sunulan içeriklerin zengin ve ilgi çekici olması ile TV içeriklerinin yetersiz olması en yüksek frekansa sahip abone olma nedenleri olarak belirlenmiştir. Pandemi sürecinde kapanma nedeniyle evde geçirilen sürenin fazla olması da abone olma nedenleri arasında yer almıştır. Ayrıca talebe dayalı video hizmetlerinin istenildiği zaman izlenme imkânı sunması ve zengin içeriğin olması en yüksek frekansa sahip avantajlar olarak tespit edilmiştir. TDV hizmetleri kapsamında sunulan uygun olmayan içerikli programların fazla olması, bağımlılığa neden olması ve fiyat artışlarının fazla olması ise en yüksek frekansa sahip dezavantajlar arasında yer almıştır.

Anahtar Kelimeler

Talebe Dayalı Video Hizmetleri, Betimsel Analiz, Tüketici Davranışları, Dijitalleşme, Video On-Demand Services, Descriptive Analysis, Consumer Behavior, Digitalization.

A DESCRIPTIVE STUDY OF THE USE OF VIDEO ON-DEMAND SERVICES

Öz

In parallel with digitalization, Video on Demand (VOD) services have significantly changed in TV and video viewing habits. In this study, the opinions of the participants residing in Yozgat on the use of VOD services were examined. It is aimed to determine the reason for users to subscribe to VOD and the advantages/disadvantages of these services to consumers. To achieve this goal, the descriptive analysis technique, which is among the qualitative research methods, was used. In this study, an easily accessible sampling method, one of the sub-methods of the purposeful sampling method, was used as the sampling method. Within the scope of the research, the data obtained from 42 VOD subscribers through a semi-structured interview form were analyzed. As a result of the analysis, the fact that the content offered by demand-based video services is rich and exciting and the TV content is insufficient was determined as the reasons for subscribing with the highest frequency. The increased amount of time spent at home due to the closure during the pandemic was also among the reasons for subscribing. In addition, the fact that demand-based video services offer the opportunity to be watched at any time and that there is rich content has been identified as the advantages with the highest frequency. The fact that the programs with inappropriate content offered within the scope of VOD services are high, cause addiction and increase in prices are among the disadvantages with the highest frequency.

Anahtar Kelimeler

Video On-Demand Services, Descriptive Analysis, Consumer Behavior, Digitalization.

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