Sanal gerçeklik deneyimsel pazarlamanın satın alma niyetine etkisi: Bir deneysel çalışma
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Date
2019
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Open Access Color
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Abstract
İletişim teknolojilerinin ve bilginin dönüştürüldüğü yeni medya ortamlarının yaygın kullanımı, internet pazarlamasının gelişimine öncülük etmiş ve sanal ortamları pazarlama stratejilerine dahil etmiştir. Dijitalleştirme, etkileşim, köprü metni, yayılma ve sanallaştırma özellikleriyle internet, şirket varlıklarını korumak ve müşterilerle iletişim kurmak için yeni tür deneyimler sunar. Son yıllarda, tüketimin de değerli bir deneyim olduğunu ortaya koymak için birçok araştırma yapılmıştır. Artık tüketicilerin, fantezi, duygu, eğlence gibi tüketimin deneysel özelliklerini fark ettikleri ve ürünleri değil anlamlarını kullandıkları anlaşılmaktadır. İşletmeler, rekabet avantajı sağlamak için tüketicilere sundukları mal ve hizmetlerde bir fark olduğunu göstermek için deneyimler sunmaya ve deneysel pazarlama faaliyetlerini kullanmaya başlamışlardır. Deneyimsel pazarlama yeni bir ekonomik unsur ve pazarlamanın geleceği olarak kabul edilmektedir. İnovasyonun konusu olarak deneyimsel pazarlama, gerçek yaşam uygulamaları ve günümüz iş ekonomisinin heyecan verici çekiciliği ile, değişim eğilimleriyle sürekli uyumu, yıllar içinde düşüncelerdeki değişime cevap olarak gelişmiştir. Günümüz iş piyasasındaki gelişmeler ve değişen tüketici eğilimleri nedeniyle, bilhassa genç tüketicilerin karar alma davranışları ve bu kitleye ulaşmada deneyimsel pazarlama giderek önem kazanmaktadır. 2000'li yılların başından itibaren, birçok kampanya kapsamında sanal ortamlarda deneysel pazarlama uygulanmaya başlanmış ve sanal deneyimsel pazarlama faaliyetleri giderek daha fazla kullanılmaya başlamıştır. Gelişmekte olan yeni medyadaki en düşük ve en soyut seviye, güçlü bir gerçeklik hissi veren Sanal Gerçeklik'tir (VR). Sanal gerçeklik, kullanıcının yaşadığı şeyin mümkün olduğunca 'gerçek'olduğuna inanmasını sağlamak için tasarlanmıştır. VR'deki deneyim neredeyse orada olmak gibidir. VR teknolojisinin deneyimsel pazarlama faaliyetlerine uygulanmasına sanal gerçeklik deneyimsel pazarlaması adı verilmektedir. Bütün bu gelişmelerden hareketle, sanal gerçeklik deneyimsel pazarlamanın tüketici davranışını etkilemek için uygulanabilirliğinin araştırılması önem kazanmıştır. Bu çalışmada, sanal gerçeklik deneyimsel pazarlama faaliyetleri deneysel bir çalışma olarak yürütülmüş ve tüketicilerin Türkiye'de bu teknolojiye nasıl tepki verebilecekleri incelenmiştir. Bu çalışma, deneysel (ampirik) bir çalışmadır, çünkü sanal gerçeklik deneyimsel pazarlaması alanında yeni bir teknoloji olan mobil VR HMD'lerin (sanal gerçeklik gözlükleri/kaskları) kullanımını içermektedir. VR içeriği olarak 360-derece VR video deneyimsel pazarlama ürünü kullanılmış, deneyin iç ve dış geçerliliğini test etmek için Solomon 4 grup deneme modelinden yararlanılmıştır. Son olarak, yol analizi ile araştırma modeli hem VR video hem de 2D video grupları ile karşılaştırılmış ve farklılıkları yorumlanmıştır. Elde edilen sonuçlar, etkinliklerin verimliliğini karşılaştırmak için analiz edilmiştir.
The widespread use of communication technologies and new media environments in which information is translated pioneered the development of internet marketing and incorporated virtual environments into marketing strategies. With digitalization, interaction, hypertext, spreading and virtualization features, internet introduces new types of experiences in order to protect company assets and to communicate with customers. In recent years, many research has been studied to reveal how valuable experience is in consumption. It is now understood that consumers realize the experimental features of consumption, such as fantasy, feeling, fun, and use their meaning, not their products themselves. Businesses have started to provide experiences and started to use experiential marketing activities to indicate a difference in the goods and services they offer to consumers in order to provide a competitive advantage. Experiential marketing is considered a new economic element and the future of marketing. Due to the developments in today's business market and changing consumer trends, young consumers pay attention to experiential marketing by their decision-making behaviors. Experiential marketing as the subject of innovation, real-life practices and the continuous adaptation of today's business economy with alteration trends by exciting attractiveness, has improved over the years in response to change in thinking. Since the early 2000s, in many campaigns, experiential marketing was starting to apply on virtual environments, and virtual experiential marketing activities were performed. The lowest and least abstract level on the emerging new media is Virtual Reality (VR), which is so realistic. Virtual reality is designed to make the user believe, as much as possible; that what they are experiencing is 'real.' The experience in VR is almost like being there. VR technology is applied to experiential marketing activities called virtual reality experiential marketing. Consequently, it is become essential to investigate the applicability of virtual reality experiential marketing to influence consumer behavior. In this study, virtual reality experiential marketing activities executed as an empirical study, and how consumers can react to this technology was examined in Turkey. The study was described as experimental (empirical) because it involves the use of mobile VR HMDs (head-mounted-displays), new technology in the field of virtual reality experiential marketing. VR content was used as a 360-degree VR video experiential marketing product, and the Solomon 4-group experimentation model was used to test the internal and external validity of the experiment. Lastly, with the path analysis, the research model were compared with both VR video and 2D video groups, and their differences were interpreted. The results were analyzed to compare the efficiency of activities.
The widespread use of communication technologies and new media environments in which information is translated pioneered the development of internet marketing and incorporated virtual environments into marketing strategies. With digitalization, interaction, hypertext, spreading and virtualization features, internet introduces new types of experiences in order to protect company assets and to communicate with customers. In recent years, many research has been studied to reveal how valuable experience is in consumption. It is now understood that consumers realize the experimental features of consumption, such as fantasy, feeling, fun, and use their meaning, not their products themselves. Businesses have started to provide experiences and started to use experiential marketing activities to indicate a difference in the goods and services they offer to consumers in order to provide a competitive advantage. Experiential marketing is considered a new economic element and the future of marketing. Due to the developments in today's business market and changing consumer trends, young consumers pay attention to experiential marketing by their decision-making behaviors. Experiential marketing as the subject of innovation, real-life practices and the continuous adaptation of today's business economy with alteration trends by exciting attractiveness, has improved over the years in response to change in thinking. Since the early 2000s, in many campaigns, experiential marketing was starting to apply on virtual environments, and virtual experiential marketing activities were performed. The lowest and least abstract level on the emerging new media is Virtual Reality (VR), which is so realistic. Virtual reality is designed to make the user believe, as much as possible; that what they are experiencing is 'real.' The experience in VR is almost like being there. VR technology is applied to experiential marketing activities called virtual reality experiential marketing. Consequently, it is become essential to investigate the applicability of virtual reality experiential marketing to influence consumer behavior. In this study, virtual reality experiential marketing activities executed as an empirical study, and how consumers can react to this technology was examined in Turkey. The study was described as experimental (empirical) because it involves the use of mobile VR HMDs (head-mounted-displays), new technology in the field of virtual reality experiential marketing. VR content was used as a 360-degree VR video experiential marketing product, and the Solomon 4-group experimentation model was used to test the internal and external validity of the experiment. Lastly, with the path analysis, the research model were compared with both VR video and 2D video groups, and their differences were interpreted. The results were analyzed to compare the efficiency of activities.
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Keywords
İşletme, Bilgi hizmetleri, Deneyimsel pazarlama, Destek hizmetler, Business Administration, Elektronik danışma hizmetleri, Information services, Elektronik hizmet, Experiential marketing, Support services, Eğitim hizmetleri, Electronic reference services, Electronic service, Pazarlama, Education services, Sanal gerçeklik, Marketing, Virtual reality, Satın alma niyeti, Purchase intention