Theses supervised by Dr. Öğr. Üyesi Özge Kirezli
10 theses · Yeditepe University
Analyzing the effects of tax awareness and perceived tax fairness on taxpayer compliance: A descriptive research on white-collars
Taxes are one of the most significant concepts for the lives of states and individuals. Therefore, it would not be wrong to say that taxes are a bridge between the state and the individual. While states maintain their existence with the taxes which received, taxpayers fulfill their civic duties with the taxes which paid. When taxpayers pay their taxes in proper and in accordance with the law, states would finance their budgets as should, and in this case, tax compliance is at its maximum. Tax non-compliance has been one of the most important issues that all governments have been concerned about and needed to work on since their state formation. There are many factors that affect tax compliance, however the two most important are tax awareness and perceived tax fairness. In this context, the study aimed to investigate the effect of tax awareness and perceived tax fairness on tax compliance within the framework of demographic factors. A comprehensive survey was created with information collected from the existing literature and presented to participants on the online platform. The survey was answered by 200 white-collar employees over the age of 25 residing in Istanbul, Turkey. Then, factor analysis, reliability analysis, regression analysis and Anova tests were applied using the SPSS program to test the hypotheses. The study found an reverse relationship between tax awareness and tax fairness. If taxpayer has more tax awareness, he/she perceives the tax as more unfair. Secondly, there is no significant relationship between tax fairness and tax compliance. Taxpayer's perception of tax fairness does not affect tax compliance. Finally, it has been revealed that there is a positive relationship between tax awareness and tax compliance. The more aware the taxpayer is, the more tax compliance will increase as direct proportion. Also, Education significantly affects tax compliance. As the level of education increases, taxpayers behave more compliantly. Keywords: Tax Fairness, Tax Awareness, Tax Compliance, White-Collar Workers
Sağlıkta dijitalleşme sürecinde sağlık personelinin sağlık teknolojilerine ilişkin tutumlarının demografik değişkenler açısından incelenmesi: Diyarbakır ili örneği
Bu çalışma, sağlık personelinin sağlık teknolojilerini değerlendirme tutumlarının çeşitli değişkenler açısından incelenmesi amacıyla yapılmıştır. Hayatın her alanında çok önemli yer tutan teknoloji, sağlık sektöründe de oldukça önemli bir yer tutmaktadır. Sağlık sektörünün sürdürülebilir olması ve etkili olması açısından teknoloji vazgeçilmez bir unsurdur. Bu çalışmada da sağlık sektörünün içerisinde yer alan sağlık personelinin bu teknolojiye ilişkin tutum düzeylerini belirlenmesi üzerinde durulmuştur. Araştırmada genel tarama modeli kullanılmıştır. Araştırma grubunu, gönüllü olarak katılan 215 kadın, 185 erkek olmak üzere 400 sağlık personeli oluşturmaktadır. Grup oluşumu, seçkisiz olmayan örnekleme yöntemlerinden rastgele örnekleme yöntemiyle gerçekleştirilmiştir. Araştırmada veri toplama formu olarak bireylerin demografik özellikleri elde etmek amacıyla kişisel bilgi formunun (cinsiyet, yaş, eğitim durumu, medeni durum, meslek statüsü, bulunulan kurumda çalışma yılı ve toplam mesleki yıl) yanı sıra Kuşcu, Yılmaz ve Kuşcu Karatepe (2022) tarafından geliştirilen 3 boyutlu Sağlık Personeli Sağlık Teknolojileri Değerlendirme Tutum Ölçeği (SPSTDTÖ) kullanılmıştır. Araştırmada kullanılan anket formları çevrim içi olarak sağlık personellerine uygulanmıştır. Araştırmada elde edilen veriler SPSS.22 paket programı aracılığıyla bilgisayar ortamında analiz edilmiştir. Elde edilen bulgular değerlendirildiğinde eğitim durumu değişkeni ile ölçeğin bütünü arasında istatistiksel olarak anlamlı farklılık tespit edilmiştir (p0,05). Ancak bazı değişkenler ile ölçeğin alt boyutlarında istatistiksel olarak anlamlı farklılıklar tespit edilmiştir (p<0,05). Çalışmaya katılan sağlık personelinin, sağlık teknolojilerine ilişkin tutum düzeyleri ölçeğe verilen cevapların ortalamaları doğrultusunda yüksek çıktığı tespit edilmiştir.
Understanding big data effects on buying intention through usefulness, risk and trust perceptions of consumers towards websites
The 21st century is a period when technology and data flow are very fast. Many innovative fields such as big data, networking and cloud computing have emerged in this field. Marketing 3.0, 4.0, business analytics and the use of big data are the latest technology and technologies that are related to marketing. In this study, among the developing and increasing new data flows, this is called big data, it is aimed to investigate the effect of customer buying intention on the online marketing system. The study aims to understand the relationship between trust, website usefulness and risk perception of consumers and online purchase intention. Besides, variables developed according to purchase intention and whether there are purchasing intention effects were discussed with a model. A research had been conducted with a sample size of 336. Hence, findings related to these variables are presented. As a result of the study, variables that affect the customer buying intention (customer service, group effects, dynamic pricing, recommendation system, perceived benefit, trust, perceived risk) were tested with a model. 17 hypotheses were established and only 5 hypotheses could not be supported. It is concluded that Trust, perceived usefulness influences customer buying intention in online shoppers. It has been observed that perceived risk does not affect customer buying intention. Also, according to demographic data, we can say that as the percentage of online shopping increases, customer buying increases in direct proportion to intention, trust, and perceived usefulness and that it is inversely proportional to perceived risk. Besides, it has been observed that the purchasing tendency of the 35-44 age group is more effective through online websites than other age groups. In this age of online shopping, the results of this study are critically important to understand the weight of concepts like trust and risk on consumer choices. Moreover, it is aimed to shed a light on future studies.
The impact of social media marketing efforts on consumer equity and consumer loyalty
The research has been shaped within the framework of social media which is one of the greatest benefits of digitalization-consumer equity-consumer loyalty. The active use of social media tools has incentived businesses to utilize these communication channels. It is considered significant that businesses can adapt to this new way of communicating with the consumer in the digital age. In this context, the aim of this study is to examine the impact of social media marketing efforts with five dimensions (i.e. entertainment, interaction, trendiness, customization, and word of mouth (WOM)) on consumer equity (i.e. brand equity, relationship equity, value equity) and consumer loyalty through e-commerce sites that have become widespread use. The population of the investigation consists of the consumers using social media in Turkey, who have a favorite e-commerce site and get an information about the site's marketing efforts through the social media channels such as Instagram, Facebook, Twitter, Youtube and other. Quantitative method has been conducted and investigation data has been collected via the survey through Google Forms. The results obtained from the 201 participants who answered the questionnaire were analyzed with SPSS. 18 hypotheses have been proposed. Consequently, interaction in social media marketing has been found as statistically impactful on all dimensions of consumer equity. Furtherly, it has been determined trendiness has impact on brand equity. Apart from that, relationship equity and value equity have statistically impact on consumer loyalty has been found while brand equity has not. Various inferences have been made; recommendations and limitations for future study have been given. Keywords: Social Media, Social Media Marketing, Social Media Marketing Efforts, Consumer Equity, Brand Equity, Relationship Equity, Value Equity, Consumer Loyalty
Gender representation in television advertising and stereotypes on women in advertisements
In addition to many other features, people appear in television advertisements with their gender characteristics. The way in which biological and social gender is used in visual designs varies according to the existing cultural and social characteristics. The characteristics of being the focus of domestic life, motherhood, companionship, housework, beauty and sexuality, which society imposes on women and femininity, have been changing in recent years, and this change also makes itself felt in the field of visual design. The new forms of existence of women in the society are also reflected in the visual design culture, and sometimes the gender roles defined by the design culture spread to the society. This study examines the portrayal of women's gender in design culture, focusing on changing attitudes. It specifically analyzes traditional and evolving female images in advertisements for cleaning products, furniture, food, and personal care products.
Factors that affect the intention to use e-learning sites: A study from the perspective of technology acceptance model
The internet is a major technological development changing our life. This study investigates students' intents to use of electronic learning (e-learning) platforms using Technology Acceptance Model, known as TAM. Our model consists seven variables mainly, technology related variables, instructor related factors, course related factors, perceived usefulness, known as PU, perceived ease of use, known as PEOU, enjoyment and intention to use. Data have been gathered through google forms. Likert type questionnaire and applied 209 adult students who are older than 20. Results shown that instructor and course related factors and PU and PE positively affect desire of using e-learning. However, PEOU doesn't affect to PU. At last technology related-factors don't affect the PU, PEOU, PE. By means of this we concluded that the technology doesn't affect to intention use of e-learning. Keywords: Electronic-learning (e-learning); TAM (Technology Acceptance Model); Technology-related factors; Instructor-related factors; course-related factors.
Astroloji pazarlama: Astroloji ile ilgili tüketimi etkileyen faktörler üzerine bir inceleme
This thesis explores the factors influencing expenditure on astrology-related products and services by examining the psychological, social, and demographic determinants of consumer behavior in this domain. The literature review defines astrology, traces its historical roots, and assesses its current popularity. The methodology outlines robust data collection, sampling strategies, and ethical considerations. The analysis reveals a positive correlation between individuals' extraversion and openness to new experiences and their financial commitment to astrology-related goods and services. Additionally, the study establishes a significant connection between participants' monthly income levels and their spending patterns. Individuals surrounded by peers allocating funds to astrology-related products demonstrate a tendency to do the same. The discussion section contextualizes findings within existing literature, emphasizing both commonalities and divergences in consumer behavior. Practical implications for marketers, astrologers, and researchers are highlighted, providing insights into this distinct market segment. The study concludes by recognizing limitations and suggesting directions for future research. In essence, this thesis contributes significantly to understanding consumer behavior in the astrology domain by dissecting factors influencing expenditure on related products and services, emphasizing the role of psychological attributes, income levels, and social networks in shaping financial decisions. Key Words: Astrology; consumer behaviour; market research; new age products; target market analysis.
The influence of website quality on customer purchase intention through the mediating role of e-satisfaction anf flow experience
To attract customers and ensure a competitive advantage in the e-commerce environment, it is crucial to identify which website attributes encourage customers to purchase by offering them overall satisfaction and online customer experience. Although various website attributes have been widely analysed in the literature based on traditional marketing theories, limited studies have applied the holistic view to categorise these website attributes and online consumer experience in the context of flow state. Inspired by the DeLone and Mclean IS model and flow theory, this study is the first to analyse the influence of website quality as the unified perspective of information quality, system quality, and service quality on purchase intention, with the mediating role of flow experience and e-satisfaction in online travel agencies. This study conducted an online survey with 442 individuals from Turkey who used an online travel agency during the last 12 months. It confirms that telepresence and enjoyment were strongly influenced by system quality and service quality. Further, telepresence and e-satisfaction had a direct effect on purchase intention, but enjoyment did not impact. E-satisfaction was strongly influenced by information quality. Service quality and system quality positively influence satisfaction but have less significant impact. In terms of the mediation effect, telepresence mediates the impact of system quality on purchase intention. E-satisfaction mediates the impact of information, system, and service quality on purchase intention. However, enjoyment has no mediation role in this study. Key Words: Customer satisfaction; e-commerce environment; flow experience; online travel agency; website quality
Understanding the effect of supplier relations and market orientation on firm performance: Evidence from Turkey
Developing strong relations with suppliers and adopting a customer-oriented and competitor-oriented approach are important aspects of enhancing firm performance, aiming to gain an advantage in its industry both in market and operational aspects. In addition, having ross-functional sharing of information within the firm provides benefits to enhance the relationship between suppliers and the firm. This study aimed to research whether the positive effects of the strong supplier relations and market orientation as customer-oriented and competitor-oriented on firm performance such as market and operational and whether the positive effects of the cross-functional sharing of information on notion of strong supplier relations. With the knowledge collected from existing literature, a comprehensive questionnaire was created, and delivered online. The study was analysed by 60 participants from different companies in Turkey with different industry under factor analysis, reliability analysis, regression analysis and independent T-test using SPSS tool to test hypotheses. Results support that the cross-functional sharing of information has a positive impact on notion of strong supplier relations and strong supplier relations and customer orientation have an impact on market performance. Finally, this study is intended to add to current literatures a detailed quantitative analysis and is aimed at offering insights into future studies on strong supplier relations and firm performance.
The influence of social media characteristics on customer engagement: An empirical study on smartphone industry
The cellular phone becomes the foremost important object in every individual's life. Whether it is smart or not, due to the limitations of the technology and resembling expectations, cellular phone manufacturers find themselves in compelling digital marketing challenges. Social media is the new dimension for those manufacturers who wants to aim to improve their consumer engagement on their particular brands. This study aimed to research the relationships between entertainment, customization, interaction, word of mouth and trend between engagement factors such as cognitive engagement and emotional engagement in the Smartphone Industry. With the knowledge collected from existing literature, a comprehensive questionnaire was created, settled into the Turkish context and delivered online. The questionnaire was responded by 334 individuals from different parts of Turkey with different demographics then stressed under factor analysis, reliability analysis, regression analysis and independent sample testing using SPSS tool to test hypotheses. The study specified strong positive relations between entertainment, customization, word of mouth, trend and interactivity and customer engagement factors. Also, it is experienced that emotional engagement differs significantly among males and females. Moreover, the emotional engagement level seemed to differ among intensive internet users and light internet users on a daily manner. Finally, this study is intended to add to current literature a detailed quantitative analysis and is aimed at offering insights into future studies on consumer engagement.