YouTube Kullanma Amacının YouTube’da Yapılan Marka İşbirliklerine Yönelik Tutuma Etkisi
作者： İsmail ERKAN
关键词:
摘要: Calismanin temel amaci, YouTube sitesini kullanma amacinin Youtube’da yapilan marka isbirliklerine yonelik tutuma etkilerini arastirmaktir. Bu amac dogrultusunda, sitesinde zaman geciren 18-35 yas araligindaki universite ogrencileri ile yuz yuze anket calismasi yapilmis ve 399 kullanilabilir elde edilmistir. amacini anlamak icin Kullanimlar Doyumlar kuraminin degiskenlerinden yararlanilmistir: ruh hali iyilestirme, kacinma, deneyimsel ogrenme, sosyal etkilesim. Arastirma sonuclarina gore, iyilestirme YouTuber’lara (YouTube’da icerik ureten kisiler) tutumlarinda anlamli pozitif bir etkisi oldugu gozlemlenirken, yonelim tutumlari uzerinde ancak negatif gozlenmektedir. Ayrica, etkilesim hem karsi olan tutumlar de saptanmistir. Son olarak tutumlarin yonde etkiledigi tespit
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