The effective factors of consumers acceptance on mobile advertising in a study

Name: The effective factors of consumers acceptance on mobile advertising in a study
Author: Özgüven, Nihan

İsim	The effective factors of consumers acceptance on mobile advertising in a study
Yazar	Özgüven, Nihan
Konu	Advertising, Basic needs, Cell phones, Communication, Consumers, Marketing, Technological innovations
Tür	Kitap
Dil	Türkçe
Dijital	Evet
Yazma	Evet
Kütüphane:	Delaware Üniversitesi
Kayıt Numarası	cdi_proquest_miscellaneous_1418128404
Lokasyon	Yönetim bilimleri dergisi/Journal of administrative sciences, 1901-01, Vol.11 (21), p.7-28
Notlar	ABSTRACT IN TURKISH: Teknolojik gelismeler, birçok alanda oldugu gibi pazarlama alaninda da yeni uygulamalarin dogmasina neden olmustur. Yüzyilin en büyük teknolojik gelismesi cep telefonlarinin ortaya çikmasi olmustur. Bugün, cep telefonu kullanimina bakildiginda, artik bireyler için cep telefonu kullanmak lüks olmaktan çikmis, temel bir ihtiyaç haline gelmistir. Cep telefonunun bu kadar yaygin olarak kullanilmasi, isletmelere, pazarlama iletisimi faaliyetleri için yeni bir aracin ortaya çikmasina neden olmustur. Bu yeni pazarlama iletisimi araci mobil reklam olarak tanimlanmistir. Çalismada, öncelikle mobil reklamcilik kavrami ve bu konuda yapilan çalismalardan bahsedilmis, daha sonra tüketicilerin mobil reklamciligi kabullenme araçlari olarak algilanan yarar, içerik, güven, algilanan kontrol ve algilanan özveri degiskenleri ile tüketicilerin mobil reklamciligi kabullenmeleri yani bu konudaki isteklilikleri arasinda iliski kurmak için anket formu olusturulmus, elde edilen veriler AMOS ve SPSS programlari ile analiz edilmistir. Çalisma kapsaminda olusturulan yapisal esitlik modellemesi sonucu, algilanan yarar, içeriksel bilgi, algilanan kontrol, algilanan özveri ve güven ile mobil reklamlari kabullenmeleri arasinda olumlu iliski bulunmustur. // ABSTRACT IN ENGLISH: Technological advances in many fields such as marketing of new applications has led to his forehead. The emergence of mobile phones has been the greatest technological development of the century. Today, considering the use of mobile phones, now has ceased to be a luxury for individuals who use mobile phones, has become a basic need. So widely used as a mobile phone businesses, marketing communications activities have led to the emergence of a new vehicle. This new mobile advertising as a marketing communication tool are defined First of all the studies done on this issue and mentioned the concept of mobile advertising, mobile advertising, then consumers benefit from the perceived acceptance as tools, content, confidence, perceived control and perceived self-sacrifice with the variables that consumers' acceptance of mobile advertising on this issue created a questionnaire to establish a relationship between willingness, The obtained data were analyzed with AMOS and SPSS programs. Created within the scope of work as a result of structural equation modeling, the perceived benefits, contextual information, perceived control, perceived self-sacrifice and a positive correlation was found between trust and acceptance of mobile advertising.

Kaynağa git Delaware Üniversitesi University of Delaware

Aramaya Dön

Delaware Üniversitesi

Kaynağa git

The effective factors of consumers acceptance on mobile advertising in a study

Yazar Özgüven, Nihan

Konu Advertising, Basic needs, Cell phones, Communication, Consumers, Marketing, Technological innovations

Tür Kitap

Dil Türkçe

Dijital Evet

Yazma Evet

Kütüphane Delaware Üniversitesi

Kayıt Numarası cdi_proquest_miscellaneous_1418128404

Lokasyon Yönetim bilimleri dergisi/Journal of administrative sciences, 1901-01, Vol.11 (21), p.7-28

Notlar ABSTRACT IN TURKISH: Teknolojik gelismeler, birçok alanda oldugu gibi pazarlama alaninda da yeni uygulamalarin dogmasina neden olmustur. Yüzyilin en büyük teknolojik gelismesi cep telefonlarinin ortaya çikmasi olmustur. Bugün, cep telefonu kullanimina bakildiginda, artik bireyler için cep telefonu kullanmak lüks olmaktan çikmis, temel bir ihtiyaç haline gelmistir. Cep telefonunun bu kadar yaygin olarak kullanilmasi, isletmelere, pazarlama iletisimi faaliyetleri için yeni bir aracin ortaya çikmasina neden olmustur. Bu yeni pazarlama iletisimi araci mobil reklam olarak tanimlanmistir. Çalismada, öncelikle mobil reklamcilik kavrami ve bu konuda yapilan çalismalardan bahsedilmis, daha sonra tüketicilerin mobil reklamciligi kabullenme araçlari olarak algilanan yarar, içerik, güven, algilanan kontrol ve algilanan özveri degiskenleri ile tüketicilerin mobil reklamciligi kabullenmeleri yani bu konudaki isteklilikleri arasinda iliski kurmak için anket formu olusturulmus, elde edilen veriler AMOS ve SPSS programlari ile analiz edilmistir. Çalisma kapsaminda olusturulan yapisal esitlik modellemesi sonucu, algilanan yarar, içeriksel bilgi, algilanan kontrol, algilanan özveri ve güven ile mobil reklamlari kabullenmeleri arasinda olumlu iliski bulunmustur. // ABSTRACT IN ENGLISH: Technological advances in many fields such as marketing of new applications has led to his forehead. The emergence of mobile phones has been the greatest technological development of the century. Today, considering the use of mobile phones, now has ceased to be a luxury for individuals who use mobile phones, has become a basic need. So widely used as a mobile phone businesses, marketing communications activities have led to the emergence of a new vehicle. This new mobile advertising as a marketing communication tool are defined First of all the studies done on this issue and mentioned the concept of mobile advertising, mobile advertising, then consumers benefit from the perceived acceptance as tools, content, confidence, perceived control and perceived self-sacrifice with the variables that consumers' acceptance of mobile advertising on this issue created a questionnaire to establish a relationship between willingness, The obtained data were analyzed with AMOS and SPSS programs. Created within the scope of work as a result of structural equation modeling, the perceived benefits, contextual information, perceived control, perceived self-sacrifice and a positive correlation was found between trust and acceptance of mobile advertising.