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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 44 Sayı: 2

Effect of Content and Viewing Behavior on Digital TV Platform Purchase Intention: The Example of Sakarya

İçerik ve Görüntüleme Davranışının Dijital TV Platformu Satın Alma Niyeti Üzerindeki Etkisi: Sakarya Örneği

Ali Köroğlu(TOKAT GAZİOSMANPAŞA ÜNİVERSİTESİ, TOKAT MESLEK YÜKSEKOKULU)0000-0003-4021-6300
Furkan Sürün(SAKARYA ÜNİVERSİTESİ)0000-0001-8046-6684
Aziz Köroğlu(University of Hull, Film and Digital Media, Film Studies)0009-0005-9849-6431
Pages
453–483
Publication Date
2026-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Based on these findings, it is recommended that digital TV platforms focus on content strategies that personalize user experience, campaigns that increase social interaction, and an emphasis on technological innovation.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to reveal the role of compability, perceived behavioral control, near environment, and following technology in explaining individuals' intentions to purchase digital TV platforms, and to examine how these variables affect content and viewing behavior.
📊
Key Findings & Data:The study is significant because it examines consumer behavior in the rapidly digitizing media market within a holistic model framework.
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Conclusion & Impact:Based on these findings, it is recommended that digital TV platforms focus on content strategies that personalize user experience, campaigns that increase social interaction, and an emphasis on technological innovation.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Uyumluluk · Algılanan Davranışsal Kontrol · Yakın Çevre

Abstract

The aim of this study is to reveal the role of compability, perceived behavioral control, near environment, and following technology in explaining individuals' intentions to purchase digital TV platforms, and to examine how these variables affect content and viewing behavior. The study is significant because it examines consumer behavior in the rapidly digitizing media market within a holistic model framework. Quantitative research method was preferred in the research. A questionnaire was also used as the data collection tool. The data were analyzed using structural equation modeling. The sample of the research consists of 408 participants over the age of 18 living in Sakarya province. As a result of the analyses, it was determined that compatibility, perceived behavioral control, near environment and self, and following technology have a positive effect on content and viewing behavior. The factor that has the most effect on content and viewing behavior is perceived behavioral control. In addition, content and viewing behavior also have a positive effect on digital TV platform purchase intention. Based on these findings, it is recommended that digital TV platforms focus on content strategies that personalize user experience, campaigns that increase social interaction, and an emphasis on technological innovation.

Özet

Bu çalışmanın amacı, bireylerin dijital TV platformu satın alma niyetlerini açıklamada uyumluluk, algılanan davranışsal kontrol, yakın çevrenin etkisi ve teknolojiyi takip etme eğiliminin rolünü ortaya koymak ve bu değişkenlerin içerik ve görüntüleme davranışı üzerinden nasıl bir etki oluşturduğunu incelemektir. Çalışma, dijitalleşmenin hız kazandığı medya pazarında tüketici davranışlarını bütüncül bir model çerçevesinde ele alması bakımından önem taşımaktadır. Araştırmada nicel araştırma yöntemi tercih edilmiştir. Veri toplama aracı olarak da anket kullanılmıştır. Veriler yapısal eşitlik modellemesi kapsamında analiz edilmiştir. Araştırmanın örneklemi Sakarya ilinde yaşayan 18 yaş üstü 408 katılımcıdan oluşmaktadır. Analizler soncunda uyumluluk, algılanan davranışsal kontrol, yakın çevre ve benlik ve teknolojiyi takip etme eğiliminin içerik ve görüntüleme davranışı üzerinde pozitif etkisi olduğu tespit edilmiştir. İçerik ve görüntüleme davranışı üzerinde en fazla etkiye sahip faktör algılanan davranışsal kontroldür. Ayrıca içerik ve görüntüleme davranışının da dijital TV platformu satın alma niyeti üzerinde pozitif etkisi bulunmaktadır. Elde edilen sonuçlar doğrultusunda dijital TV platformlarının, kullanıcı deneyimini kişiselleştiren içerik stratejilerine, sosyal etkileşimi artıran kampanyalara ve teknolojik yenilik vurgusuna odaklanmaları önerilmektedir.

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Cite This Article

Köroğlu, A., Sürün, F., Köroğlu, A. (2026). Effect of Content and Viewing Behavior on Digital TV Platform Purchase Intention: The Example of Sakarya. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 44 Sayı: 2, 453–483. https://doi.org/10.17065/huniibf.1733301

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