Publication: Z Kuşağının Görsel İletişim Bağlamında QR Kod Kullanım Alışkanlıkları: Ondokuz Mayıs Üniversitesi Öğrencilerine Yönelik Bir Araştırma
Abstract
Günümüzde pazarlama ve reklam sektöründe, teknolojik gelişmelerle birlikte mobil iletişim araçlarının da yaygınlaşmasıyla, geleneksel reklam modelinden dijital reklam modeline doğru belirgin bir geçiş söz konusudur. Bu gelişmeler neticesinde mobil pazarlama dünyasındaki en son olgu, QR Kod (Quick Response Code) olarak bilinen 'Hızlı Yanıt' anlamına gelen, iki boyutlu barkod sistemi olmuştur. QR kodların masaüstü yayıncılık, ambalaj tasarımı, açık hava reklamcılığı, bankacılık, alışveriş gibi alanlarda kullanımının yaygınlaşmasıyla birlikte, toplum tarafından da bilinirliği her geçen gün artmaya devam etmektedir. Bu bağlamda QR kod kullanımının birçok alandaki kullanım sıklığının artışı ile birlikte, ülkemizde yaşayan Z kuşağı bireylerinin QR kodlara dair farkındalıklarının belirlenmesine yönelik bir araştırma yapılmıştır. Bu araştırmada, Z kuşağı bireylerinin QR kodlara karşı tutumunun ve görsel iletişim aracı olarak satın alma niyetlerine olan etkisinin ölçümlenmesi amaçlanmıştır. Aynı zamanda markaların görsel iletişim çalışmalarında QR kod kullanımının, hedef kitleleri olan Z kuşağının tüketim davranışlarına olan etkisini ve QR kodların güvenilirliğine dair düşüncelerini belirlemektir. Araştırma üniversite öğrencisi Z kuşağı bireyleri çerçevesinde gerçekleştirilmiştir. Örneklem seçiminde ise tesadüfi örnekleme yöntemi tercih edilmiştir. Verilerin toplanması için çevrimiçi anket yöntemi kullanılmıştır. Anket formunun oluşturulmasında Google formlar uygulaması kullanılmıştır. Katılımcıların çevrimiçi anket formuna yönlendirilmelerini sağlayan QR Kod afişi hazırlanmıştır. Afiş Ondokuzmayıs Üniversitesi Mustafa Kemal Güneşdoğdu Kampüsü içerisinde bulunan fakültelerin panolarında 40 gün boyunca asılı kalmıştır. Afişte yer alan QR kodu taratarak ankete katılan toplamda 500 katılımcının yanıtları değerlendirmeye alınmıştır. Araştırma verilerinin değerlendirilmesi istatistiksel veri analizi IBM SPSS Statistics 26.0 paket programında yapılmıştır. Ölçekte yer alan ifadeler frekans ve Ki kare testi analizleri çerçevesinde değerlendirilmiş ve bireylerin ifadeleri arasında istatistiksel olarak anlamlı bir ilişki olup olmadığı belirlenmiştir. Araştırma sonucunda Z kuşağı bireylerinin, QR kod teknolojisine oldukça ilgi duydukları, pazarlama ve reklamcılık alanında görsel iletişim aracı olarak QR kod kullanımının firmaların marka değerine olumlu katkı sağladığını düşündükleri, güvenlik açısından endişe duysalarda zaman, hız ve mekan bakımından özgür alanları tercih etmeleri sebebiyle QR kod kullanımına yöneldikleri sonucuna ulaşılmıştır. Anahtar Sözcükler: QR kod, Z kuşağı, Pazarlama, Grafik tasarım
Today, in the marketing and advertising sector, there is a clear transition from the traditional advertising model to the digital advertising model, with the spread of mobile communication tools together with technological developments. As a result of these developments, the latest phenomenon in the world of mobile marketing has been the two-dimensional barcode system known as QR Code (Quick Response Code), which means 'Quick Response'. With the widespread use of QR codes in areas such as desktop publishing, packaging design, outdoor advertising, banking and shopping, the awareness of the society continues to increase day by day. In this context, with the increase in the frequency of use of QR codes in many areas, a study was conducted to determine the awareness of Generation Z individuals living in our country about QR codes. In this research, it is aimed to measure the attitudes of the Z generation individuals towards QR codes and their effect on their purchase intention as a visual communication tool. At the same time, it is to determine the effect of the use of QR codes in the visual communication studies of brands on the consumption behaviors of the Z generation, which is their target audience, and their thoughts on the reliability of QR codes. The research was carried out within the framework of Z generation individuals who are university students. Random sampling method was preferred in the selection of the sample. An online survey method was used to collect data. Google forms application was used in the creation of the survey form. A QR Code poster was prepared to direct the participants to the online survey form. The poster was hung on the boards of the faculties in Ondokuz Mayıs University Mustafa Kemal Güneşdoğdu Campus for 40 days. The answers of 500 participants, who participated in the survey by scanning the QR code on the poster, were evaluated. Evaluation of research data, statistical data analysis was done in IBM SPSS Statistics 26.0 package program. The expressions in the scale were evaluated within the framework of frequency and Chi-square test analyzes and it was determined whether there was a statistically significant relationship between the expressions of the individuals. As a result of the research, Z generation individuals are very interested in QR code technology, they think that the use of QR code as a visual communication tool in the field of marketing and advertising contributes positively to the brand value of the companies, and they prefer free areas in terms of time, speed and space even if they are concerned about security. conclusions were reached. Keywords: QR code, Generation Z, Marketing, Graphic design
Today, in the marketing and advertising sector, there is a clear transition from the traditional advertising model to the digital advertising model, with the spread of mobile communication tools together with technological developments. As a result of these developments, the latest phenomenon in the world of mobile marketing has been the two-dimensional barcode system known as QR Code (Quick Response Code), which means 'Quick Response'. With the widespread use of QR codes in areas such as desktop publishing, packaging design, outdoor advertising, banking and shopping, the awareness of the society continues to increase day by day. In this context, with the increase in the frequency of use of QR codes in many areas, a study was conducted to determine the awareness of Generation Z individuals living in our country about QR codes. In this research, it is aimed to measure the attitudes of the Z generation individuals towards QR codes and their effect on their purchase intention as a visual communication tool. At the same time, it is to determine the effect of the use of QR codes in the visual communication studies of brands on the consumption behaviors of the Z generation, which is their target audience, and their thoughts on the reliability of QR codes. The research was carried out within the framework of Z generation individuals who are university students. Random sampling method was preferred in the selection of the sample. An online survey method was used to collect data. Google forms application was used in the creation of the survey form. A QR Code poster was prepared to direct the participants to the online survey form. The poster was hung on the boards of the faculties in Ondokuz Mayıs University Mustafa Kemal Güneşdoğdu Campus for 40 days. The answers of 500 participants, who participated in the survey by scanning the QR code on the poster, were evaluated. Evaluation of research data, statistical data analysis was done in IBM SPSS Statistics 26.0 package program. The expressions in the scale were evaluated within the framework of frequency and Chi-square test analyzes and it was determined whether there was a statistically significant relationship between the expressions of the individuals. As a result of the research, Z generation individuals are very interested in QR code technology, they think that the use of QR code as a visual communication tool in the field of marketing and advertising contributes positively to the brand value of the companies, and they prefer free areas in terms of time, speed and space even if they are concerned about security. conclusions were reached. Keywords: QR code, Generation Z, Marketing, Graphic design
Description
Keywords
Citation
WoS Q
Scopus Q
Source
Volume
Issue
Start Page
End Page
88