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Akış Deneyimi, Reklam Değeri ve Satın Alma Niyetleri Arasındaki İlişkilerin İncelenmesi: Akıllı Telefon Kullanım Motivasyonlarına Yönelik Bir Araştırma

Year 2021, Volume: 2 Issue: 1, 19 - 37, 06.04.2021

Abstract

Bu çalışmanın amacı,  akıllı telefon kullanım motivasyonlarının genç tüketicilerin reklamı izleme ve değerlendirme süreçleri üzerindeki etkilerini incelemektir. Bu bağlamda, Aksaray Üniversitesi’nde öğrenim hayatına devam eden öğrencilere yöneli bir alan araştırması gerçekleştirilmiştir. Kurgulanan modele göre geliştirilen hipotezlerin test edilmesiyle genç tüketicilerin özellikle popülerlik ve tasarım motivasyonlarını reklamlarda ilgiyle takip ettikleri bulgulanmıştır. Ancak reklam ve mesaj ilginliğinin satın alma kararlarında etkili olmadığı saptanmıştır. Diğer taraftan, üniversite gençlerinin akıllı telefonlara ilişkin reklam izleme derinliğinin reklam değeri üzerinde olumlu sonuçları olduğu anlaşılmıştır. Bulguların ardından araştırma sonuçları tartışılmış ve gelecek çalışmalara ilişkin önerilerde bulunulmuştur.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01–08.
  • Beneke, J., Sousa, S. de, Mbuyu, M., & Wickham, B. (2016). The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. The International Review of Retail, Distribution and Consumer Research, 26(2), 171–201.
  • Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446–458.
  • Bloch, P. H. (1995). Seeking the Ideal Form: Product Design and Consumer Response. Journal of Marketing, 59(3), 16. https://doi.org/10.2307/1252116
  • Buckingham, D. (2008). Youth, Identity, and Digital Media. Cambridge, MA: The MIT Press. https://doi.org/10.1162/dmal.9780262524834.vii
  • Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161.
  • Chan, K. (2006). Young consumers and perception of brands in Hong Kong: A qualitative study. Journal of Product & Brand Management, 15(7), 416–426. https://doi.org/10.1108/10610420610712793
  • Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.
  • Csikszentmihalyi, M. (1997). Finding flow: The psychology of engagement with everyday life. New York: BasicBooks.
  • Csikszentmihalyi, Mihaly. (1975). Play and Intrinsic Rewards. In Flow and the Foundations of Positive Psychology: The Collected Works of Mihaly Csikszentmihalyi (Vol. 15, pp. 135–153). Dordrecht: Springer. https://doi.org/10.1007/978-94-017-9088-8
  • Csikszentmihalyi, Mihaly, & LeFevre, J. (1989). Optimal Experience in Work and Leisure. Journal of Personality and Social Psychology, 56(5), 815–822. https://doi.org/10.1037/0022-3514.56.5.815
  • Dospinescu, N., & Florea, D. B. (2016). Smartphone brands design and buying decision. Ecoforum Journal, 5(3), 139–150.
  • Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising. https://doi.org/10.1080/10641734.1995.10505022
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
  • Engel, C. J., Bell, R. L., Meier, R. J., Martin, M. J., & Rumpel, J. H. (2011). Young consumers in the new marketing ecosystem: An analysis of their usage of interactive technologies. Academy of Marketing Studies Journal, 15(2), 32–37.
  • Field, A. (2011). Discovering Statistics Using SPSS (Third Edit). Londra: Sage Publication.
  • Filieri, R., & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers’ repurchase intention of smartphone brands. Computers in Human Behavior, 67, 139–150. https://doi.org/10.1016/j.chb.2016.09.057
  • Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 19, 39–50.
  • Ghani, J., & Deshpande, S. (1994). Task characteristics and the experience of optimal flow in human computer interaction. Journal of Psychology, 128(4), 381–391.
  • Hair, J. T., Anderson, R. E., Tatham, R. L., & Black, W. C. (1999). Multivariate Data Analysis with Readings (Third Edit). New York: Macmillan.
  • Han, H., Nguyen, H. N., Song, H. J., Lee, S., & Chua, B. L. (2019). Impact of functional/cognitive and emotional advertisements on image and repurchase intention. Journal of Hospitality Marketing and Management, 28(4), 446–471. https://doi.org/10.1080/19368623.2019.1531803
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11–12), 1762–1800.
  • Ho, L., & Kuo, T. (2010). How can one amplify the effect of e-learning? An examination of high-tech employees’ computer attitude and flow experience. Computers in Human Behavior, 26(1), 23–31.
  • Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. IL: Scientific Software International.
  • Keller, K. L. (1993). Conceptualising, Measuring, and Managing Customer Based Brand Equity. Journal of Marketing, 57, 1–22.
  • Kim, Y. J., & Han, J. (2014a). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33(January), 256–269. https://doi.org/10.1016/j.chb.2014.01.015
  • Kim, Y. J., & Han, J. (2014b). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 35, 256–269.
  • Kirmani, A., & Zeithaml, V. (1993). Advertising, perceived quality, and brand image. In David A. Aaker & A. L. Biel (Eds.), Brand equity and advertising: Advertising’s role in building strong brands (pp. 143–161). New York and London: Taylor & Francis.
  • Kline, P. (1994). An Easy Guide to Factor Analysis (First Edit). London and New York: Routledge. Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25–31.
  • Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205–223.
  • Lawson, B. (2005). How Designers Think. The Design Process Demystified (Fourth Edi). Boston: Architectural Press.
  • Lee, S. A., & Jeong, M. (2012). Effects of e‐servicescape on consumers’ flow experiences. Journal of Hospitality and Tourism Technology, 3(1), 47–59.
  • Low, G., & Lamb, C. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350–370.
  • Luna, D., Peracchio, L. A., & de Juan, M. D. (2003). Flow in individual web sites: Model estimation and cross-cultural validation. Advances in Consumer Research, 30, 280–291.
  • Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94(August 2017), 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
  • McGaughey, R. E., Zeltmann, S. M., & McMurtrey, M. E. (2013). Motivations and obstacles to smartphone use by the elderly: developing a research framework. International Journal of Electronic Finance, 7(3), 177–195.
  • Nakamura, J., & Csikszentmihalyi, M. (2009). The concept of flow. In C. R. Snyder & S. J. Lopez (Eds.), Oxford handbook of positive psychology (pp. 89–105). Oxford University Press.
  • O’Cass, A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention: An Asian perspective on brand associations. Journal of International Consumer Marketing, 14(2–3), 41–71. https://doi.org/10.1300/J046v14n02_03
  • Oulasvirta, A., Rattenbury, T., Ma, L., & Raita, E. (2012). Habits make smartphone use more pervasive. Personal and Ubiquitous Computing, 16(1), 105–114. https://doi.org/10.1007/s00779-011-0412-2
  • Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145. https://doi.org/10.1057/bm.1998.36
  • Park, N., Kim, Y. C., Shon, H. Y., & Shim, H. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29(4), 1763–1770. https://doi.org/10.1016/j.chb.2013.02.008
  • Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137.
  • Sherry, J. L. (2004). Flow and media enjoyment. Communication Theory, 14, 328– 347.
  • Siekpe, J. S. (2005). An examination of the multidimensionality of flow construct in a computer-mediated environment. Journal of Electronic Commerce Research, 6(1), 31–43.
  • Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising—a comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32.
  • V. Dao, W., N. Le, A., M. Cheng, J., & C. Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271–294.
  • We Are Social Inc. (2019). Digital in 2019. New York. Retrieved from https://wearesocial.com/global-digital-report-2019
  • Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768–2776. https://doi.org/10.1016/j.jbusres.2012.09.007
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
  • Zha, X., Li, J., & Yan, Y. (2015). Advertising value and credibility transfer: attitude towards web advertising and online information acquisition. Behaviour & Information Technology, 34(5), 520–532.

Examining the Relationships Among Flow Experience, Advertising Value, and Usage Intentions: A Research on Smartphone Usage Motivations

Year 2021, Volume: 2 Issue: 1, 19 - 37, 06.04.2021

Abstract

The aim of this study is to examine the process of viewing and evaluating the ad of young consumers through the effects of smartphone preference motivations. Based on this objective, a field study has been conducted among students in Aksaray University. Following the hypotheses tests within research model, it was found that young consumers were interested in the popularity of the smart phone and design motivations while viewing the ads. However, it was found that the flow experience into the ad message was not effective in purchasing decisions. Instead, the study revealed that university students' ad viewing depth has positively associated with the advertising value. Having the findings presented, the research results were discussed and suggestions were made for future studies.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01–08.
  • Beneke, J., Sousa, S. de, Mbuyu, M., & Wickham, B. (2016). The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. The International Review of Retail, Distribution and Consumer Research, 26(2), 171–201.
  • Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446–458.
  • Bloch, P. H. (1995). Seeking the Ideal Form: Product Design and Consumer Response. Journal of Marketing, 59(3), 16. https://doi.org/10.2307/1252116
  • Buckingham, D. (2008). Youth, Identity, and Digital Media. Cambridge, MA: The MIT Press. https://doi.org/10.1162/dmal.9780262524834.vii
  • Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161.
  • Chan, K. (2006). Young consumers and perception of brands in Hong Kong: A qualitative study. Journal of Product & Brand Management, 15(7), 416–426. https://doi.org/10.1108/10610420610712793
  • Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.
  • Csikszentmihalyi, M. (1997). Finding flow: The psychology of engagement with everyday life. New York: BasicBooks.
  • Csikszentmihalyi, Mihaly. (1975). Play and Intrinsic Rewards. In Flow and the Foundations of Positive Psychology: The Collected Works of Mihaly Csikszentmihalyi (Vol. 15, pp. 135–153). Dordrecht: Springer. https://doi.org/10.1007/978-94-017-9088-8
  • Csikszentmihalyi, Mihaly, & LeFevre, J. (1989). Optimal Experience in Work and Leisure. Journal of Personality and Social Psychology, 56(5), 815–822. https://doi.org/10.1037/0022-3514.56.5.815
  • Dospinescu, N., & Florea, D. B. (2016). Smartphone brands design and buying decision. Ecoforum Journal, 5(3), 139–150.
  • Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising. https://doi.org/10.1080/10641734.1995.10505022
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
  • Engel, C. J., Bell, R. L., Meier, R. J., Martin, M. J., & Rumpel, J. H. (2011). Young consumers in the new marketing ecosystem: An analysis of their usage of interactive technologies. Academy of Marketing Studies Journal, 15(2), 32–37.
  • Field, A. (2011). Discovering Statistics Using SPSS (Third Edit). Londra: Sage Publication.
  • Filieri, R., & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers’ repurchase intention of smartphone brands. Computers in Human Behavior, 67, 139–150. https://doi.org/10.1016/j.chb.2016.09.057
  • Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 19, 39–50.
  • Ghani, J., & Deshpande, S. (1994). Task characteristics and the experience of optimal flow in human computer interaction. Journal of Psychology, 128(4), 381–391.
  • Hair, J. T., Anderson, R. E., Tatham, R. L., & Black, W. C. (1999). Multivariate Data Analysis with Readings (Third Edit). New York: Macmillan.
  • Han, H., Nguyen, H. N., Song, H. J., Lee, S., & Chua, B. L. (2019). Impact of functional/cognitive and emotional advertisements on image and repurchase intention. Journal of Hospitality Marketing and Management, 28(4), 446–471. https://doi.org/10.1080/19368623.2019.1531803
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11–12), 1762–1800.
  • Ho, L., & Kuo, T. (2010). How can one amplify the effect of e-learning? An examination of high-tech employees’ computer attitude and flow experience. Computers in Human Behavior, 26(1), 23–31.
  • Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. IL: Scientific Software International.
  • Keller, K. L. (1993). Conceptualising, Measuring, and Managing Customer Based Brand Equity. Journal of Marketing, 57, 1–22.
  • Kim, Y. J., & Han, J. (2014a). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33(January), 256–269. https://doi.org/10.1016/j.chb.2014.01.015
  • Kim, Y. J., & Han, J. (2014b). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 35, 256–269.
  • Kirmani, A., & Zeithaml, V. (1993). Advertising, perceived quality, and brand image. In David A. Aaker & A. L. Biel (Eds.), Brand equity and advertising: Advertising’s role in building strong brands (pp. 143–161). New York and London: Taylor & Francis.
  • Kline, P. (1994). An Easy Guide to Factor Analysis (First Edit). London and New York: Routledge. Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25–31.
  • Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205–223.
  • Lawson, B. (2005). How Designers Think. The Design Process Demystified (Fourth Edi). Boston: Architectural Press.
  • Lee, S. A., & Jeong, M. (2012). Effects of e‐servicescape on consumers’ flow experiences. Journal of Hospitality and Tourism Technology, 3(1), 47–59.
  • Low, G., & Lamb, C. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350–370.
  • Luna, D., Peracchio, L. A., & de Juan, M. D. (2003). Flow in individual web sites: Model estimation and cross-cultural validation. Advances in Consumer Research, 30, 280–291.
  • Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94(August 2017), 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
  • McGaughey, R. E., Zeltmann, S. M., & McMurtrey, M. E. (2013). Motivations and obstacles to smartphone use by the elderly: developing a research framework. International Journal of Electronic Finance, 7(3), 177–195.
  • Nakamura, J., & Csikszentmihalyi, M. (2009). The concept of flow. In C. R. Snyder & S. J. Lopez (Eds.), Oxford handbook of positive psychology (pp. 89–105). Oxford University Press.
  • O’Cass, A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention: An Asian perspective on brand associations. Journal of International Consumer Marketing, 14(2–3), 41–71. https://doi.org/10.1300/J046v14n02_03
  • Oulasvirta, A., Rattenbury, T., Ma, L., & Raita, E. (2012). Habits make smartphone use more pervasive. Personal and Ubiquitous Computing, 16(1), 105–114. https://doi.org/10.1007/s00779-011-0412-2
  • Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145. https://doi.org/10.1057/bm.1998.36
  • Park, N., Kim, Y. C., Shon, H. Y., & Shim, H. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29(4), 1763–1770. https://doi.org/10.1016/j.chb.2013.02.008
  • Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137.
  • Sherry, J. L. (2004). Flow and media enjoyment. Communication Theory, 14, 328– 347.
  • Siekpe, J. S. (2005). An examination of the multidimensionality of flow construct in a computer-mediated environment. Journal of Electronic Commerce Research, 6(1), 31–43.
  • Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising—a comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32.
  • V. Dao, W., N. Le, A., M. Cheng, J., & C. Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271–294.
  • We Are Social Inc. (2019). Digital in 2019. New York. Retrieved from https://wearesocial.com/global-digital-report-2019
  • Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768–2776. https://doi.org/10.1016/j.jbusres.2012.09.007
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
  • Zha, X., Li, J., & Yan, Y. (2015). Advertising value and credibility transfer: attitude towards web advertising and online information acquisition. Behaviour & Information Technology, 34(5), 520–532.
There are 51 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Mehmet Safa Çam 0000-0001-6046-4585

Publication Date April 6, 2021
Published in Issue Year 2021 Volume: 2 Issue: 1

Cite

APA Çam, M. S. (2021). Akış Deneyimi, Reklam Değeri ve Satın Alma Niyetleri Arasındaki İlişkilerin İncelenmesi: Akıllı Telefon Kullanım Motivasyonlarına Yönelik Bir Araştırma. İşletme, 2(1), 19-37.