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YENİ TÜKETİCİLER OLARAK DİJİTAL YERLİLER: Z KUŞAĞINDA ROL MODELİN DAVRANIŞSAL NİYETE ETKİSİ

Year 2022, Volume: 18 Issue: 3, 929 - 955, 30.09.2022

Yesevi Alperen Yasa Ahmet Salim Kuş Nilay Sayan

https://doi.org/10.17130/ijmeb.1011812
Cited By: 1

Abstract

Dijital yerliler olarak adlandırılan Z Kuşağı birçok yönden diğer kuşaklardan farklılaşmaktadır. Rol modellerin, Z kuşağının davranışsal niyetleri üzerindeki etkileri incelemek doğru pazarlama stratejilerinin geliştirilebilmesine yardımcı olacaktır. Bireyler ailelerini, ünlüleri, saygın kabul edilen kişileri, iş insanlarını, arkadaşlarını, öğretmenlerini ve toplumun farklı kesimlerinden farklı statülerdeki birçok farklı kişiyi rol model olarak görmekte ve onlardan etkilenmektedir. Bu kapsamda, dijitalleşen dünyada Z kuşağının kimleri rol model aldığını ve rol modellerinden nasıl etkilendiğini anlamak önemlidir. Bu çalışmanın amacı, Z kuşağında rol model değişkeninin davranışsal niyet üzerindeki etkisini incelemektir. Veriler, 415 katılımcıdan, anket formları aracılığıyla kolayda örnekleme yöntemi kullanılarak toplanmıştır. Analiz için SPSS 26 Paket Programı ve SPSS Process makrodan yararlanılmıştır. Sonuçlar, rol model değişkeninin marka sadakati, ağızdan ağıza iletişim, ürün değiştirme ve şikâyet değişkenleri üzerinde etkili olduğunu göstermiştir.

Keywords

Rol Model Rol Model Etkisi Z Kuşağı Davranışsal Niyet

Thanks

Bu çalışma Araştırma Teknikleri ve Yayın Etiği Doktora Dersi kapsamında Prof. Dr. Azra Bayraktar’ın destekleriyle hazırlanmıştır.

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DIGITAL NATIVES AS A NEW CONSUMERS: THE EFFECT OF ROLE MODEL ON BEHAVIROURAL INTENTION IN GENERATION Z

Year 2022, Volume: 18 Issue: 3, 929 - 955, 30.09.2022

Yesevi Alperen Yasa Ahmet Salim Kuş Nilay Sayan

https://doi.org/10.17130/ijmeb.1011812
Cited By: 1

Abstract

Generation Z, called digital natives, differs in many ways from other generations. Examining the effects of role models on the behavioural intentions of Generation Z helps develop correct marketing strategies. Individuals regard their family, celebrities, respected people, business people, friends, teachers and many different people from different segments of the society as role models and are affected by them. In this context, it is important to understand who Z generation takes role models and how they are affected by role models in the digitalized world. The aim of this study is to determine the examine of role model structure on behavioral intention on generation Z. The data were collected from 415 participants via questionnaire forms, using the convenience sampling method. The data were analysed by using SPSS 26 package program and SPSS Process macro. Results show that brand loyalty, WOM, product switching and complaint behaviour have a positive effect on role model.

Keywords

Role Model Role Model Influence Generation Z Behavioural Intention

References

  • Altuntuğ, N. (2012). Kuşaktan Kuşağa Tüketim Olgusu ve Geleceğin Tüketici Profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203-212.
  • Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of marketing research, 42(1), 96-108.
  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
  • Bandura, A. (1989). Human Agency in Social Cognitive Theory. American Sychologist American Psychological Association, 44(9), 1175-1179.
  • Bandura, A. (1999). Social Cognitive Theory: An Agentic Perspective. Asian Journal of Social Psychology, 2, 21 -41.
  • Bandura, A. (2001). Social Cognitive Theory of Mass Communication. Mediapsychology III-Theoretical Integration and Research Synthesis Essay, 275.
  • Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
  • Bandura, A & Kupers, C.J. (1964). Transmission of Patterns of Self-Reinforcement Through Modeling. Journal of Abnormal and Social Psychology, 69, 1-9.
  • Belleau, B.D., Summers, T.A., Xu, Y. & Pinel, R. (2007). Theory of reasoned action: Purchased intention of young consumer. Clothing Textiles Research Journal, 25(3), 244-257.
  • Berkup, S.B. (2014). “Working With Generations X And Y in Generation Z Period: Management of Different Generations In Business Life”. Mediterranean Journal of Social Sciences, 5(19), 218-229.
  • Bonett, D. G., & Wright, T. A. (2015). Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
  • Budac, A. (2014). Strategic Considerations On How Brands Should Deal With Generation Z, Revista Economică, 66(5), 6-14.
  • Buksa, I., & Mitsis, A. (2011). Generation Y's athlete role model perceptions on PWOM behaviour. Young Consumers.
  • Burke, P. J. & Judy C. T. (1977). Social Forces, Vol. The Measurement of Role Identity. 55(4), 881-897.
  • Burns, C. A. & Bush, F. R. (2015). “Örneklem Büyüklüğüne Karar Verme”. Çev. M. Zerenler. Pazarlama Araştırması. Ed. F. Demirci Orel. Ankara: Nobel Yayınları. 236-261.
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  • Eren, S. S., & Erge, A. (2012). Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi. Journal of Yasar University, 7(26).
  • Erevelles, S., & Leavitt, C. (1992). A comparison of current models of consumer satisfaction/dissatisfaction. Journal of consumer satisfaction, dissatisfaction and complaining behavior, 5(10), 104-114.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
  • Eskiler, E. & Altunışık, R. (2017). Rol Model Alma Davranışının Pozitif Sözlü İletişim ve Satın Alma Niyeti Üzerine Etkisinde Marka Bağlılığının Aracılık Rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi 13(5), 687-696.
  • Eskiler, E., Küçükibiş, F., & Soyer, F. (2016). Genç Tüketicilerin Satın Alma Davranışları Üzerine Rol Model Etkisi: Marka Duyarlılığı Aracılık Rolü. ERPA International Congresses on Education 2016, 709-715.
  • Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding consumer support: Extending the Sport Interest Inventory (SII) to examine individual differences among women's professional sport consumers. Sport Management Review, 6(1), 1-31.
  • Gavish, Y., Shoham, A., & Ruvio, A. (2010). A qualitative study of mother‐adolescent daughter‐vicarious role model consumption interactions. Journal of Consumer Marketing.
  • Gibson, D. E. (2004). Role models in career development: New directions for theory and research. Journal of vocational behavior, 65(1), 134-156.
  • Gümüş, N. (2019). Z Kuşağı Tüketicilerin Hedonik Tüketim Davranışlarının Demografik Özellikleri Bağlamında İncelenmesi, BMIJ, 7(5), 2177-2207.
  • Hair, J.F., Andersen, R.E., Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis. Prentice-Hall, Englewood Cliffs, NJ.
  • Hair, F. J. vd. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angles: Sage Publications.
  • Hallberg, G. (2003). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximising programme success. Journal of Targeting, Measurement, and analysis for Marketing, 12(3), 231-241.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis. A Regression-Based Approach. New York: Guilford Publications
  • Herbst, K. C., Finkel, E. J., Allan, D., & Fitzsimons, G. M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention. Journal of Consumer Research, 38(5), 909-919.
  • Hogg, M. A., & Grieve, P. (1999). Social identity theory and the crisis of confidence in social psychology: A commentary, and some research on uncertainty reduction. Asian Journal of Social Psychology, 2(1), 79 -93.
  • Ingall, C.K. (1997), Metaphors, Maps and Mirrors: Moral education in middle schools, C.T. Ablex Publishing Corporation, Greenwich.
  • Irvine, J.J. (1989). Beyond Role Models: An Examination of Cultural Influences on The Pedagogical Perspectives of Black Teachers. Peabody Journal of Education, 66(4), 51-63.
  • İslamoğlu H. A. ve Alnıaçık, Ü. (2014). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Beta Yayınları.
  • Kenyon G, McPherson B (1974). Approach To The Study Of Sport Socialization, International Review Of Sport Sociology, 9(1), 127-139.
  • Kim, W.G., Han, J.S. ve Lee, E. (2001). “Effects of Relationship Marketing on Repeat Purchase and Word of Mouth”, Journal of Hospitality and Tourism Research, 25(3): 272–288.
  • Kimmel, A. J., & Kitchen, P. J. (2014). WOM and social media: Presaging future directions for research and practice. Journal of Marketing Communications, 20(1-2), 5-20.
  • Köse, M. ve Demir, E. (2014). Öğretmenlerin rol modelliği hakkında öğrenci görüşleri. International Journal of Social and Economic Sciences (IJSES) E-ISSN: 2667-4904, 4(1), 08-18.
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  • Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18(1), 3-9.
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There are 86 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Yesevi Alperen Yasa 0000-0001-8513-2771

Ahmet Salim Kuş This is me 0000-0002-9491-6700

Nilay Sayan 0000-0002-3539-4359

Early Pub Date September 19, 2022
Publication Date September 30, 2022
Submission Date October 19, 2021
Acceptance Date April 6, 2022
Published in Issue Year 2022 Volume: 18 Issue: 3

Cite

APA Yasa, Y. A., Kuş, A. S., & Sayan, N. (2022). YENİ TÜKETİCİLER OLARAK DİJİTAL YERLİLER: Z KUŞAĞINDA ROL MODELİN DAVRANIŞSAL NİYETE ETKİSİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 18(3), 929-955. https://doi.org/10.17130/ijmeb.1011812

Cited By

YENİLENMİŞ ÜRÜNLERİN YÜKSELİŞİ: SÜRDÜRÜLEBİLİR EKONOMİYE YÖNELİK ÜRETİM VE TÜKETİM ÜZERİNE ÇÖZÜM ARAYIŞLARI
Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
https://doi.org/10.16953/deusosbil.1380906
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