{"id":4283,"date":"2019-01-22T01:22:41","date_gmt":"2019-01-21T22:22:41","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4283"},"modified":"2019-01-28T15:57:03","modified_gmt":"2019-01-28T12:57:03","slug":"the-impact-of-advertising-content-on-purchase-intention-a-moderated-mediation-model-of-attitude-toward-the-product-and-environmental-concern","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/the-impact-of-advertising-content-on-purchase-intention-a-moderated-mediation-model-of-attitude-toward-the-product-and-environmental-concern","title":{"rendered":"Reklam \u0130\u00e7eri\u011finin Sat\u0131n Alma Niyetine Etkisi: Davran\u0131\u015fa Y\u00f6nelik Tutumun Arac\u0131 ve \u00c7evresel Endi\u015fenin D\u00fczenleyici Rol\u00fc"},"content":{"rendered":"
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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\n
Business and Economics Research Journal<\/td>\n<\/tr>\n
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Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\n
Reklam \u0130\u00e7eri\u011finin Sat\u0131n Alma Niyetine Etkisi: Davran\u0131\u015fa Y\u00f6nelik Tutumun Arac\u0131 ve \u00c7evresel Endi\u015fenin D\u00fczenleyici Rol\u00fc<\/td>\n<\/tr>\n
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Yazar(lar):<\/td>\n
Bilge Nur \u00d6zt\u00fcrk, Serkan Ak\u0131nc\u0131<\/td>\n<\/tr>\n
Bu ara\u015ft\u0131rmada, t\u00fcketicilerin davran\u0131\u015fa y\u00f6nelik tutumlar\u0131 arac\u0131l\u0131\u011f\u0131yla, reklam i\u00e7erikleri ve sat\u0131n alma niyetleri aras\u0131nda varsay\u0131lan ili\u015fkide \u00e7evresel endi\u015fenin rol\u00fc sorgulanm\u0131\u015ft\u0131r. Bu ama\u00e7la manip\u00fcle edilmi\u015f bas\u0131l\u0131 reklam afi\u015fleri kullan\u0131larak iki deney ger\u00e7ekle\u015ftirilmi\u015ftir. Ara\u015ft\u0131rma sonucunda \u00fc\u00e7 temel bulguya ula\u015f\u0131lm\u0131\u015ft\u0131r. \u0130lk olarak, reklam i\u00e7erikleri ile davran\u0131\u015fa y\u00f6nelik tutum aras\u0131ndaki ili\u015fkide \u00e7evresel endi\u015fenin d\u00fczenleyici rol\u00fcne y\u00f6nelik destek bulunmu\u015ftur. \u0130kinci olarak, t\u00fcketicilerin davran\u0131\u015fa y\u00f6nelik tutumlar\u0131n\u0131n, reklam i\u00e7erikleri ve sat\u0131n alma niyeti aras\u0131ndaki ili\u015fkide arac\u0131l\u0131k rol\u00fc oldu\u011fu belirlenmi\u015ftir. \u00dc\u00e7\u00fcnc\u00fc bulgu ise reklam i\u00e7eriklerinin t\u00fcketicilerin davran\u0131\u015fa y\u00f6nelik tutumlar\u0131 arac\u0131l\u0131\u011f\u0131yla sat\u0131n alma niyetlerine etkisinin, \u00e7evre hakk\u0131ndaki endi\u015fe d\u00fczeylerine ba\u011f\u0131ml\u0131 olmas\u0131d\u0131r. Ara\u015ft\u0131rma, t\u00fcketici davran\u0131\u015f\u0131 \u00e7al\u0131\u015fmalar\u0131nda yayg\u0131n bir kullan\u0131m oran\u0131na sahip olan Planl\u0131 Davran\u0131\u015f teorisine dayanmaktad\u0131r. Bu \u00e7er\u00e7evede ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rman\u0131n iki \u00f6nemli katk\u0131s\u0131 bulunmaktad\u0131r. Birincisi, \u00f6ne s\u00fcr\u00fclen kavramsal model kapsam\u0131nda, t\u00fcketicilerin \u00e7evresel endi\u015fe d\u00fczeylerinin ne zaman ye\u015fil t\u00fcketim davran\u0131\u015f\u0131n\u0131 etkiledi\u011finin belirlenmi\u015f olmas\u0131d\u0131r. \u0130kinci olarak da ara\u015ft\u0131rman\u0131n reklamlar \u00fczerinden deneysel tasar\u0131m y\u00f6ntemi ile ger\u00e7ekle\u015ftirilmesidir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\n
Reklam i\u00e7erikleri, tutum, sat\u0131n alma niyeti, ye\u015fil t\u00fcketim, \u00e7evresel endi\u015fe<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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