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Dergiler / Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2026 / Sayı: 53

REKLAMI TIKLA YA DA ATLA: TÜKETİCİLERİN ÇEVRİMİÇİ VİDEO İÇİ REKLAMLARI İZLEME DAVRANIŞLARI ÜZERİNE BİR ARAŞTIRMA

CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS

F. Görgün Deveci(ATATÜRK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ, ÜRETİM YÖNETİMİ VE PAZARLAMA ANABİLİM DALI)0000-0001-8987-2478
Tuğba Yıldız(BAYBURT ÜNİVERSİTESİ, DEMİRÖZÜ MESLEK YÜKSEKOKULU, ULAŞTIRMA HİZMETLERİ BÖLÜMÜ)0000-0003-0260-0555
Sayfa
363–378
Yayın Tarihi
2022-10-28
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Araştırma bulgularına göre, eğlence boyutu video içi reklamlara yönelik tutum ve reklamı tıklama üzerinde pozitif etkiye sahipken; algılanan reklam müdahaleciliği üzerinde negatif etkiye sahiptir.

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Amaç & Hipotez:Bu çalışma, çevrimiçi video içi reklam izleme motivasyonları ve bu motivasyonların çevrimiçi video içi reklama yönelik tutum ve algılanan reklam müdahaleciliğine etkisini belirlemeyi amaçlamaktadır.
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Temel Bulgular & Veri:Ayrıca, bu iki değişkenin reklamı tıklama ve reklamı atlama üzerindeki etkisi incelenmiştir.
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Sonuç & Katkı:Araştırma bulgularına göre, eğlence boyutu video içi reklamlara yönelik tutum ve reklamı tıklama üzerinde pozitif etkiye sahipken; algılanan reklam müdahaleciliği üzerinde negatif etkiye sahiptir.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Video İçi Reklamcılık · Çevrimiçi Video Reklam Motivasyonları · Çevrimiçi Video İçi Reklama Yönelik Tutum

Özet

Bu çalışma, çevrimiçi video içi reklam izleme motivasyonları ve bu motivasyonların çevrimiçi video içi reklama yönelik tutum ve algılanan reklam müdahaleciliğine etkisini belirlemeyi amaçlamaktadır. Ayrıca, bu iki değişkenin reklamı tıklama ve reklamı atlama üzerindeki etkisi incelenmiştir. Çalışmada çevrimiçi anket yöntemi kullanılmıştır. Araştırmanın örneklemini Türkiye’de yaşayan 18 yaş ve üzeri 391 tüketici oluşturmuştur. Veri analiz yöntemi olarak yapısal eşitlik modellemesi tercih edilmiştir. Araştırma bulgularına göre, eğlence boyutu video içi reklamlara yönelik tutum ve reklamı tıklama üzerinde pozitif etkiye sahipken; algılanan reklam müdahaleciliği üzerinde negatif etkiye sahiptir. Bilgi boyutu video içi reklamlara yönelik tutum ve reklamı tıklama üzerinde pozitif etkiye sahiptir. Algılanan reklam müdahaleciliği, çevrimiçi video içi reklama yönelik tutum üzerinde negatif etkiye sahiptir. Bilişsel ve davranışsal açıdan reklamı atlama üzerinde pozitif etkiye sahiptir. Ancak reklamı tıklama üzerinde etkisi bulunmamaktadır. Çevrimiçi video içi reklamlara yönelik tutum, reklamı tıklama üzerinde pozitif etkiye sahip, ancak bilişsel ve davranışsal açıdan reklamı atlama üzerinde etkili değildir.

Abstract

This study aims to determine online in-video advertising watching motivations and the effect of these motivations on attitude towards the online in-video advertising and perceived ad intrusiveness. Also, the effect of these two variables on ad-click and ad-avoidance are examined. In this study, an online survey method was used. The research sample consisted of 391 consumers, who are aged 18 and older, in Turkey. Structural equation modeling was preferred as the data analysis method. According to the research findings, while the entertainment dimension has a positive effect on the attitude towards the online in-video advertising and ad-click, it has a negative effect on perceived ad intrusiveness. Information dimension has a positive effect on the attitude towards the online in-video advertising and ad-click. Perceived ad intrusiveness has a negative effect on the attitude towards the online in-video advertising. It has a positive effect on cognitive and behavioral ad-avoidance. But has no effect on ad-click. Attitude towards the online in-video advertising has a positive effect on ad-click but has no effect on cognitive and behavioral ad-avoidance.

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Bu Makaleye Atıf Yap

Deveci, F. G., Yıldız, T. (2022). REKLAMI TIKLA YA DA ATLA: TÜKETİCİLERİN ÇEVRİMİÇİ VİDEO İÇİ REKLAMLARI İZLEME DAVRANIŞLARI ÜZERİNE BİR ARAŞTIRMA. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı: 53, 363–378. https://doi.org/10.30794/pausbed.1094618

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