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Z ve X kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tutum ve satın alma niyeti üzerine bir araştırma

Yıl 2023, Cilt: 16 Sayı: 1, 171 - 189, 30.06.2023
https://doi.org/10.17218/hititsbd.1261049

Öz

Bu araştırmanın amacı, reklamlarda kullanılan bireyci ve kolektivist mesajların tüketicilerin tutum ve satın alma niyetleri üzerindeki etkisini belirlemektir. X ve Z kuşağında yer alan deneklerin yer aldığı bu çalışma, bireyci ve kolektivist kültürel değerlere sahip tüketicilerin, bireyci ve kolektivist mesaj içeren reklamlara karşı tutum, satın alma niyeti etkinliği arasındaki bağlantıları keşfetmek için tasarlanmış deneyin sonuçlarını raporlamaktadır. X kuşağı ve Z kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tepkilerinin ölçülmesi hedeflenmektedir. Hipotezleri test etmek için kolayda örnekleme yöntemi ile toplanmış verilerden yararlanılmış ve bağımsız örneklem t testi ve eşleştirilmiş örneklem t testi ile analizler yapılmıştır. Genel olarak Türkiye hala daha kolektivist kültürel değerlere sahip olmakla birlikte Z kuşağı üzerinde bireyci kültürel etkilerin daha baskın gözlemlenmiştir. Bu durum da Z kuşağı ile X kuşağı arasında reklamlara yönelik farklı tepkilerin geliştirmesine yol açmaktadır. Bulgular, reklam stratejilerini düzenlemede ve geliştirmede ilgili taraflara yardımcı olabilir veya rehberlik edebilir. Ulaşılan sonuçlar, X ve Z kuşağı için daha iyi reklam etkinliği yaratmada bireyci ve kolektivist kültür değişkenlerinin anlaşılmasını zenginleştirir. Türkiye’de Z ve X kuşağına mensup katılımcıların bireycilik/kolektivizm boyutuna dair eğilimlerini değerlendiren ilk çalışmalardan biridir.

Destekleyen Kurum

Yok

Proje Numarası

Yok

Teşekkür

Yok

Kaynakça

  • Cho, B., Kwon, U., Gentry, J.W., Jun, S. ve Kropp, F. (1999). Cultural values reflected in themes and execution: a comparative study of U.S. and Korean television commercials. Journal of Advertising, 28(4), 59-73. doi:10.1080/00913367.1999.10673596
  • Choi, S.M., Lee, W.N. ve Kim, H.J. (2005). Lessons from the rich and famous: a cross-cultural comparison of celebrity endorsement in advertising. Journal of advertising, 34(2), 85-98. doi:10.1080/00913367.2005.10639190
  • Choi, Y. K. ve Miracle, G.E. (2004). The effectiveness of comparative advertising in Korea and the United States: A cross-cultural and individual-level analysis. Journal of advertising, 33(4), 75-87. doi:10.1080/00913367.2004.10639176
  • De Mooij, M. ve Hofstede, G. (2002). Convergence and divergence in consumer behavior: Implications for international retailing. Journal of Retailing, 78(1), 61-69. doi:10.1016/S0022-4359(01)00067-7
  • Deloitte (2021). 2021 Y ve Z kuşakları araştırması, Deloitte Touche Tohmatsu. Erişim adresi: https://www2.deloitte.cadresi:om/tr/tr/pages/human-capital/articles/millennialsurvey-2021.html
  • Dodds, W.B., Monroe, K.B. ve Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. doi:10.1177/002224379102800305
  • Gregory, G.D. ve Munch, J.M. (1996). Reconceptualizing individualism-collectivism in consumer behavior. in NA - Advances in Consumer Research, 23, 104-110. Erişim adresi: https://www.acrwebsite.org/volumes/7924
  • Han, S.P. (1990). Individualism ve collectivism: its implications for cross-cultural advertising (Yayınlanmamış Doktora Tezi). University of Illinois at Urbana-Champaign, Champaign, IL
  • Han, S. P. ve Shavitt, S. (1994). Persuasion and culture: advertising appeals in individual and collectivistic Societies. Journal of Experimental Social Psychology, 30, 326-350. doi:10.1006/jesp.1994.1016
  • Hofstede, G. (1980). Culture’s consequences. Beverly Hills, CA: Sage.
  • Hofstede, G. (2022). Country comparison. Erişim adresi: https://www.hofstede-insights.com/country-comparison/turkey/
  • Hofstede, G., Hofstede, G.J. ve Minkov, M. (2010). Cultures and organizations: software of the mind. 3rd ed. New York: McGraw-Hill.
  • Hsu, S.Y. ve Barker, G.G. (2013). Individualism and collectivism in Chinese and American television advertising. International Communication Gazette, 75(8), 695-714. doi:10.1177/1748048513482543
  • Hui, C.H. ve Triandis, H.C. (1986). Individualism-collectivism: A study of cross-cultural researchers. Journal of cross-cultural psychology, 17(2), 225-248. doi:10.1177/0022002186017002006
  • Javalgi, R. G., Cutler, B. D. ve Malhotra, N. K. (1995). Print advertising at the component level: A cross-cultural comparison of the United States and Japan. Journal of Business Research, 34(2), 117-124. doi:10.1016/0148-2963(94)00116-V
  • Kitayama, S., Markus, H.R., Matsumoto, H. ve Norasakkunkit, V. (1997). Individual and collective processes in the construction of the self: self-enhancement in the United States and self-criticism in Japan. Journal of personality and social psychology, 72(6), 1245-1267. doi:10.1037/0022-3514.72.6.1245
  • Kotler, P. ve Armstrong, G. (2020). Principles of marketing. 18th Ed. Pearson, 2020.
  • Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(May-June), 2–11.
  • Litvin, S.W. ve Kar, G.H. (2004). Individualism/collectivism as a moderating factor to the self-image congruity concept. Journal of Vacation Marketing, 10(1), 23-32. doi:10.1177/135676670301000103
  • Luna, D. ve Gupta, S.F. (2001). An integrative framework for cross‐cultural consumer behavior. International Marketing Review, 18(1), 45-69. doi:10.1108/02651330110381998
  • MacKenzie, S.B. ve Lutz, R.J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. doi:10.1177/002224298905300204
  • Nayeem, T. (2012). Cultural influences on consumer behaviour. International Journal of Business and Management, 7(21), 78-91. doi:10.5539/ijbm.v7n21p78
  • Pauwels, K. (2014). It's not the size of the data: It's how you use it: smarter marketing with analytics and dashboard, American Management Association, New York s.146.
  • Pauwels, K., Erguncu, S. ve Yıldırım, G. (2013). Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets. International Journal of Research in Marketing, 30(1), 57-68. doi:10.1016/j.ijresmar.2012.09.006
  • Pew Research. (2019). The generations defined. Erişim adresi: https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
  • Shavitt, S., Johnson, T. P. ve Zhang, J. (2011). Horizontal and vertical cultural differences in the content of advertising appeals. Journal of international consumer marketing, 23(3-4), 297-310. doi:10.1080/08961530.2011.578064
  • Solomon, M., Bamossy, G., Askegaard, S. ve Hogg, M.K. (2006). Consumer behavior: A European perspective, 3rd Edition, Pearson Education. s.501.
  • Taylor, M.Z. ve Wilson S. (2012). Does culture still matter?: The effects of individualism on national innovation rates. Journal of Business Venturing, 27(2), 234-47. doi:10.1016/j.jbusvent.2010.10.001
  • Triandis, H.C. (1995/2019). Individualism and collectivism. Routledge. E-book, 2019.
  • Xue, F. (2015). Message framing and collectivistic appeal in green advertising: a study of Chinese consumers. Journal of International Consumer Marketing, 27(2), 152-166. doi:10.1080/08961530.2014.974118
  • Yoo, B. ve Donthu, N., (2002). The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education, 24(2), 92-103. doi:10.1177/0273475302242002
  • Yoo, B., Donthu, N. ve Lenartowicz, T., (2011). Measuring Hofstede’s five dimensions of cultural values at the individual level: development and validation of CVSCALE, Journal of International Consumer Marketing, 23, 193-210. doi:10.1080/08961530.2011.578059
  • Zhang, J. (2010). The persuasiveness of individualistic and collectivistic advertising appeals among Chinese generation-X consumers. Journal of Advertising, 39(3), 69-80. doi:10.2753/JOA0091-3367390305
  • Zhang, Y. ve Gelb, B. D. (1996). Matching advertising appeals to culture: the influence of products’ use conditions. Journal of Advertising, 25(3), 29-46. doi:10.1080/00913367.1996.10673505
  • Zhou, S., Xue, F., Xue, F. ve Zhou, P. (2005). Visual differences in US and Chinese television commercials. Journal of Advertising, 34(1), 112-119. doi:10.1080/00913367.2005.10639182
  • Zhuang, W., Luo, X. ve Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12, 1074. doi:10.3389/fpsyg.2021.644020
  • Zici, A., Quaye, E. S., Jaravaza, D. C. ve Saini, Y. (2021). Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa. Cogent Psychology, 8(1), 1991728. 1-25. doi:10.1080/23311908.2021.1991728

A research on the attitudes and purchase intentions of the Z and X generations towards individualist and collectivist advertising messages

Yıl 2023, Cilt: 16 Sayı: 1, 171 - 189, 30.06.2023
https://doi.org/10.17218/hititsbd.1261049

Öz

The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers' attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualism/collectivism dimension in Turkey.

Proje Numarası

Yok

Kaynakça

  • Cho, B., Kwon, U., Gentry, J.W., Jun, S. ve Kropp, F. (1999). Cultural values reflected in themes and execution: a comparative study of U.S. and Korean television commercials. Journal of Advertising, 28(4), 59-73. doi:10.1080/00913367.1999.10673596
  • Choi, S.M., Lee, W.N. ve Kim, H.J. (2005). Lessons from the rich and famous: a cross-cultural comparison of celebrity endorsement in advertising. Journal of advertising, 34(2), 85-98. doi:10.1080/00913367.2005.10639190
  • Choi, Y. K. ve Miracle, G.E. (2004). The effectiveness of comparative advertising in Korea and the United States: A cross-cultural and individual-level analysis. Journal of advertising, 33(4), 75-87. doi:10.1080/00913367.2004.10639176
  • De Mooij, M. ve Hofstede, G. (2002). Convergence and divergence in consumer behavior: Implications for international retailing. Journal of Retailing, 78(1), 61-69. doi:10.1016/S0022-4359(01)00067-7
  • Deloitte (2021). 2021 Y ve Z kuşakları araştırması, Deloitte Touche Tohmatsu. Erişim adresi: https://www2.deloitte.cadresi:om/tr/tr/pages/human-capital/articles/millennialsurvey-2021.html
  • Dodds, W.B., Monroe, K.B. ve Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. doi:10.1177/002224379102800305
  • Gregory, G.D. ve Munch, J.M. (1996). Reconceptualizing individualism-collectivism in consumer behavior. in NA - Advances in Consumer Research, 23, 104-110. Erişim adresi: https://www.acrwebsite.org/volumes/7924
  • Han, S.P. (1990). Individualism ve collectivism: its implications for cross-cultural advertising (Yayınlanmamış Doktora Tezi). University of Illinois at Urbana-Champaign, Champaign, IL
  • Han, S. P. ve Shavitt, S. (1994). Persuasion and culture: advertising appeals in individual and collectivistic Societies. Journal of Experimental Social Psychology, 30, 326-350. doi:10.1006/jesp.1994.1016
  • Hofstede, G. (1980). Culture’s consequences. Beverly Hills, CA: Sage.
  • Hofstede, G. (2022). Country comparison. Erişim adresi: https://www.hofstede-insights.com/country-comparison/turkey/
  • Hofstede, G., Hofstede, G.J. ve Minkov, M. (2010). Cultures and organizations: software of the mind. 3rd ed. New York: McGraw-Hill.
  • Hsu, S.Y. ve Barker, G.G. (2013). Individualism and collectivism in Chinese and American television advertising. International Communication Gazette, 75(8), 695-714. doi:10.1177/1748048513482543
  • Hui, C.H. ve Triandis, H.C. (1986). Individualism-collectivism: A study of cross-cultural researchers. Journal of cross-cultural psychology, 17(2), 225-248. doi:10.1177/0022002186017002006
  • Javalgi, R. G., Cutler, B. D. ve Malhotra, N. K. (1995). Print advertising at the component level: A cross-cultural comparison of the United States and Japan. Journal of Business Research, 34(2), 117-124. doi:10.1016/0148-2963(94)00116-V
  • Kitayama, S., Markus, H.R., Matsumoto, H. ve Norasakkunkit, V. (1997). Individual and collective processes in the construction of the self: self-enhancement in the United States and self-criticism in Japan. Journal of personality and social psychology, 72(6), 1245-1267. doi:10.1037/0022-3514.72.6.1245
  • Kotler, P. ve Armstrong, G. (2020). Principles of marketing. 18th Ed. Pearson, 2020.
  • Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(May-June), 2–11.
  • Litvin, S.W. ve Kar, G.H. (2004). Individualism/collectivism as a moderating factor to the self-image congruity concept. Journal of Vacation Marketing, 10(1), 23-32. doi:10.1177/135676670301000103
  • Luna, D. ve Gupta, S.F. (2001). An integrative framework for cross‐cultural consumer behavior. International Marketing Review, 18(1), 45-69. doi:10.1108/02651330110381998
  • MacKenzie, S.B. ve Lutz, R.J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. doi:10.1177/002224298905300204
  • Nayeem, T. (2012). Cultural influences on consumer behaviour. International Journal of Business and Management, 7(21), 78-91. doi:10.5539/ijbm.v7n21p78
  • Pauwels, K. (2014). It's not the size of the data: It's how you use it: smarter marketing with analytics and dashboard, American Management Association, New York s.146.
  • Pauwels, K., Erguncu, S. ve Yıldırım, G. (2013). Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets. International Journal of Research in Marketing, 30(1), 57-68. doi:10.1016/j.ijresmar.2012.09.006
  • Pew Research. (2019). The generations defined. Erişim adresi: https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
  • Shavitt, S., Johnson, T. P. ve Zhang, J. (2011). Horizontal and vertical cultural differences in the content of advertising appeals. Journal of international consumer marketing, 23(3-4), 297-310. doi:10.1080/08961530.2011.578064
  • Solomon, M., Bamossy, G., Askegaard, S. ve Hogg, M.K. (2006). Consumer behavior: A European perspective, 3rd Edition, Pearson Education. s.501.
  • Taylor, M.Z. ve Wilson S. (2012). Does culture still matter?: The effects of individualism on national innovation rates. Journal of Business Venturing, 27(2), 234-47. doi:10.1016/j.jbusvent.2010.10.001
  • Triandis, H.C. (1995/2019). Individualism and collectivism. Routledge. E-book, 2019.
  • Xue, F. (2015). Message framing and collectivistic appeal in green advertising: a study of Chinese consumers. Journal of International Consumer Marketing, 27(2), 152-166. doi:10.1080/08961530.2014.974118
  • Yoo, B. ve Donthu, N., (2002). The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education, 24(2), 92-103. doi:10.1177/0273475302242002
  • Yoo, B., Donthu, N. ve Lenartowicz, T., (2011). Measuring Hofstede’s five dimensions of cultural values at the individual level: development and validation of CVSCALE, Journal of International Consumer Marketing, 23, 193-210. doi:10.1080/08961530.2011.578059
  • Zhang, J. (2010). The persuasiveness of individualistic and collectivistic advertising appeals among Chinese generation-X consumers. Journal of Advertising, 39(3), 69-80. doi:10.2753/JOA0091-3367390305
  • Zhang, Y. ve Gelb, B. D. (1996). Matching advertising appeals to culture: the influence of products’ use conditions. Journal of Advertising, 25(3), 29-46. doi:10.1080/00913367.1996.10673505
  • Zhou, S., Xue, F., Xue, F. ve Zhou, P. (2005). Visual differences in US and Chinese television commercials. Journal of Advertising, 34(1), 112-119. doi:10.1080/00913367.2005.10639182
  • Zhuang, W., Luo, X. ve Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12, 1074. doi:10.3389/fpsyg.2021.644020
  • Zici, A., Quaye, E. S., Jaravaza, D. C. ve Saini, Y. (2021). Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa. Cogent Psychology, 8(1), 1991728. 1-25. doi:10.1080/23311908.2021.1991728
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Reklam, Satış Yönetimi, Tüketici Odaklı Ürün veya Hizmet Geliştirme
Bölüm Makaleler
Yazarlar

Erol Ustaahmetoğlu 0000-0002-0120-6057

İsmail Tamer Toklu 0000-0001-7848-4867

Proje Numarası Yok
Yayımlanma Tarihi 30 Haziran 2023
Gönderilme Tarihi 6 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 16 Sayı: 1

Kaynak Göster

APA Ustaahmetoğlu, E., & Toklu, İ. T. (2023). Z ve X kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tutum ve satın alma niyeti üzerine bir araştırma. Hitit Sosyal Bilimler Dergisi, 16(1), 171-189. https://doi.org/10.17218/hititsbd.1261049
                                                     Hitit Sosyal Bilimler Dergisi  Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.