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Son yıllarda hem yurt içinde hem de yurt dışında Türk dizilerine talebin artması ülkemizin dizi sektöründe altın çağını yaşamasına yol açmıştır. Diziler aynı zamanda tüketicilerin duygularını olumlu ya da olumsuz şekilde etkilemektedir. Tüketicilerin izledikleri dizilerden memnuniyet seviyesinin yüksek olması dizi tüketimini artırabilirken, seviyenin düşmesi dizi tüketimini azaltabilmektedir. Tüketicilerin memnuniyeti dizilere bağlılığı oluşturabilir ve tüketicilerin dizilerle ilgili bilgileri arkadaşları ve yakın çevresiyle paylaşma motivasyonunu da arttırabilir. Bu noktadan hareketle çalışmanın amacı; dizi sektöründe tüketim duyguları (zevk ve uyarılma), memnuniyet, kulaktan kulağa iletişim (KKİ) ve sadakat arasında ilişkinin olup olmadığını belirlemektir. Araştırmanın evrenini Rize ilinin Merkez ilçesindeki tüketiciler oluşturmaktadır. Araştırmada tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme kullanılmış ve 402 tüketiciye yüz yüze anket uygulanmıştır. Araştırma hipotezleri Yapısal Eşitlik Modellemesiyle (YEM) test edilmiştir. Araştırma bulgularına göre; uyarılma, memnuniyet, KKİ ve sadakat arasında anlamlı bir ilişkinin olduğu ortaya çıkmıştır. Tüketicilerin uyarılma duygusu, dizilerden memnun olma seviyelerini artırmaktadır. Benzer şekilde, memnuniyet seviyesi artan tüketicilerin diziler hakkında bilgileri paylaşma motivasyonu ve diziye sadakatlerinde artış olduğu tespit edilmiştir. Yerli ve yabancı dizilerde memnuniyetin KKİ ve sadakat ile olumlu yönde ilişkili olması araştırmanın literatüre katkısı olarak değerlendirilmektedir. Ayrıca dizi sektöründeki uygulayıcılar, dizi yapımından önce tüketicilerin duygularını, paylaşım motivasyonunu ve bağlılığını göz önünde bulundurmalıdırlar. Böylelikle dizilerin daha kaliteli ve hayat seyirlerinin daha uzun dönemli olması sağlanabilir.
In recent years, increasing demand for Turkish series both domestic and abroad has led to the golden age of our country in the series sector. The series affects consumer’s feelings positively or negatively. While the high level of satisfaction with the series watched by the consumers can increase the consumption of the series, the decrease in the level can decrease the consumption of the series. The satisfaction of consumers can create loyalty to the series and it may also increase the motivation of consumers to share information about the series with their friends and close friends. Moving from this point, the purpose of this study is; to determine whether there is a relationship between consumption feelings (pleasure and arousal), satisfaction, word of mouth (WOM), and loyalty in the series sector. The universe of the research is consumers in the central district of Rize province. In the research, convenience sampling from a non-random sampling method was used and face-to-face survey was applied to 402 consumers. Research hypotheses were tested by Structural Equation Modeling (SEM). According to the research findings; There was a significant relationship between arousal, satisfaction, WOM, and loyalty. Consumers' sense of arousal increases their level of satisfaction with the series. Similarly, it has been determined that there is an increase in the motivation of sharing the information about the series and the loyalty of the series to the consumers whose satisfaction level is increased. The positive correlation of satisfaction with WOM and loyalty in domestic and foreign series is considered to be the contribution of the study to the literature. Also, practitioners in the series sector should consider consumers' emotions, sharing motivation, and loyalty before making the series. In this way, it can be assured that the series are of higher quality and the life course is longer term.
In recent years, increasing demand for Turkish series both in domestic and abroad has led to the golden age of our country in the series sector. Series affect consumers' feelings positively or negatively. While the high level of satisfaction with the series watched by the consumers can increase the consumption of the series, the decrease in the level can decrease the consumption of the series. The satisfaction of consumers can create loyalty to the series and it may also increase the motivation of consumers to share information about the series with their friends and close friends. Moving from this point, the purpose of this study is; to determine whether there is a relationship between consumption feelings (pleasure and arousal), satisfaction, word of mouth (WOM), and loyalty in the series sector. The universe of the research is consumers in the central district of Rize province. In the research, convenience sampling from a non-random sampling method was used and face-to-face survey was applied to 402 consumers. Research hypotheses were tested by Structural Equation Modeling (SEM). According to the research findings; There was a significant relationship between arousal, satisfaction, WOM, and loyalty. Consumers' sense of arousal increases their level of satisfaction with the series. Similarly, it has been determined that there is an increase in the motivation of sharing the information about the series and the loyalty of the series to the consumers whose satisfaction level is increased. The positive correlation of satisfaction with WOM and loyalty in domestic and foreign series is considered to be the contribution of the study to the literature. Also, practitioners in the series sector should consider consumers' emotions, sharing motivation, and loyalty before making the series. In this way, it can be ensured that the series are of higher quality and the life course is longer term.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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