The Audience in the Competition Between Cinemas and Streaming Services: A Quantitative Study Within the Framework of the Technology Acceptance Model

Türker Söğütlüler

doi:10.56676/kiad.1640385

Araştırma Makalesi

Sinema Salonları ve Dijital Platformların Rekabetinde İzleyici: Teknoloji Kabul Modeli Çerçevesinde Nicel Bir Araştırma

Yıl 2025, Sayı: 14, 237 - 260, 27.06.2025

Türker Söğütlüler

https://doi.org/10.56676/kiad.1640385

Öz

Dijital teknolojilerin yükselen egemenliği toplumsal alandaki alışılagelmiş pratikleri dönüştürmüş, sinema ve yayıncılık endüstrisi de söz konusu dönüşümden etkilenmiştir. Sinema salonları geçmişteki popülerliğini yitirmiş, genç kuşaklar izleme eyleminde hızla dijital platformlara yönelmiştir. Bu durum hem konvansiyonel izleyici kültüründe hem de eğlence tüketiminde yeniliklerin tartışılmasını gerektirmiştir. Araştırma, dijital platformların kullanıcılar tarafından tercih edilme motivasyonlarını belirlemek amacıyla nicel bir tasarım benimsenerek yürütülmüş, Teknoloji Kabul Modeli'ni (TAM) kullanmıştır. Örneklem 18-28 yaş arası farklı demografik özelliklere sahip katılımcı havuzundan oluşmuş (n=323), istatistiki prosedürlerde IBM SPSS Statistics programı kullanılmıştır. Elde edilen bulgulara göre kadın katılımcıların izleme sürelerinin erkek katılımcılardan fazla olduğu görülmüş, Netflix’in en çok kullanılan platform olduğu tespit edilmiştir. Netflix’i sırasıyla Prime Video, Blutv, Disney+ platformları takip etmiştir. Teknoloji Kabul Modeli ile gerçekleştirilen analizlerin sonuçlarına göre yenilik algısı ve platforma atfedilen duygusal değer arttıkça, algılanan fayda artmıştır. Algılanan fayda ve duygusal değer arttıkça, kullanmaya yönelik tutum artmıştır. Kullanmaya yönelik tutum ve algılanan fayda arttıkça, davranışsal niyet (kullanma) artış göstermiştir. Duygusal değerin en yüksek ortalamaya sahip olan örtülü değişken olduğu tespit edilmiştir. Bu durum katılımcıların platformların içerikleri ve içeriklerde yer alan karakterler ile duygusal etkileşimler kurduğunu göstermiştir. Genç kuşakta video akış hizmetlerini tercih etmeye yönelik belirgin bir eğilim görülmüş, katılımcıların mümkün olan en büyük ekranla izleme eylemini gerçekleştirmek istediği belirlenmiştir. Dijital platformların, konvansiyonel sinema ve yayıncılık pratiklerine kıyasla daha fazla tercih edildiği belirlenmiş; bu yönelimi etkileyen en belirleyici değişkenin platformla kurulan duygusal bağ olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Dijital Kültür, Dijital Platformlar, İzleyici, Teknoloji Kabul Modeli, Gençlik Sosyolojisi

Etik Beyan

Çalışma bilimsel etik kurallar çerçevesinde hazırlanmıştır.

Kaynakça

Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: cognitive absorption and beliefs about information technology usage. MIS quarterly, 665-694. https://doi.org/10.2307/3250951
Alexander, J., Smith, P. (2001). The strong program in cultural theory: elements of a structural hermeneutics. Handbooks of Sociology and Social Research. Springer. https://doi.org/10.1007/0-387-36274-6_7
Asad, T. (1983). Anthropological conceptions of religion: reflections on geertz. Man, 18(2), 237-259. https://doi.org/10.2307/2801433
Baecker, D. (1997). The meaning of culture. Thesis Eleven, 51(1), 37–51. https://doi.org/10.1177/0725513697051000004
Baron, N. S. (2017). Reading in a digital age. Phi Delta Kappan, 99(2), 15-20. https://doi.org/10.1177/0031721717734184
Başer, E., & Söğütlüler, T. (2023). Değişen izleme eğilimleri çerçevesinde dijital platformlar ve içerik reklamları üzerine bir inceleme. Akdeniz Üniversitesi İletişim Fakültesi Dergisi (41), 1-26. https://doi.org/10.31123/akil.1303391
Bauer, H.H., Reichardt, T., Barnes, S.J., and Neumann, M.M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181- 192.
Bourdieu, P. (1979). Symbolic power. critique of anthropology, 4, 77-85. https://doi.org/10.1177/0308275X7900401307
Bourdieu, P. (1984). Distinction: a social critique of the judgement of taste (R. Nice, Trans.). Harvard University Press.
Bourdieu, P. (2018). Distinction a social critique of the judgement of taste. Inequality (pp. 287-318). Routledge.
Box Office Türkiye. (2024). Yıllara göre toplam seyirci ve hasılat sayıları. Box Office Türkiye. https://boxofficeturkiye.com/yillik
Brzezinski, Z. (1970). Between two ages: America’s role in the technetronic era. Viking Press
Burç, M., & Tanyeri Mazıcı, E. (2023). Kültür endüstrisi aracı olarak dijital yayıncılık: dijital TV platformları üzerine durum çalışması. İletişim ve Toplum Araştırmaları Dergisi, 3(1), 133-166. https://doi.org/10.5281/zenodo.7785622
Burgess, D., & Stevens, K. (2021). Taking netflix to the cinema: national cinema value chain disruptions in the age of streaming. Media Industries, 8(1). https://doi.org/10.3998/mij.95
Carlton, N. R. (2014). Digital culture and art therapy. The Arts in Psychotherapy, 41(1), 41-45. https://doi.org/10.1016/j.aip.2013.11.006
Çavuşoğlu, S. (2020). The effect of consumers' attitudes towards using mobile (TV) applications on behavioral intention within the scope of technology acceptance model [PhD Thesis], Haliç University.
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: theory and results [PhD Thesis]. Massachusetts Institute of Technology.
Davis, F. D. (1989a). Technology acceptance model: TAM. Al-Suqri, MN, Al-Aufi, AS: Information Seeking Behavior and Technology Adoption, 205(219), 5.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989b). Technology acceptance model. Management and Science, 35(8), 982-1003.
Dertouzos, M. L., & Moses, J. (1982). A review: the computer age: a twenty-year view. The Journal of Continuing Higher Education, 30(2), 13-14. https://doi.org/10.1080/07377366.1982.10401297
Duarte de Souza, G., Nishijima, M., & Rodrigues, M. (2024). Is video streaming hurting box office revenues at U.S. theaters? Applied Economics, 1–13. https://doi.org/10.1080/00036846.2024.2387860
Durkheim, É. (1960). The division of labor in society. (G. Simpson, Trans.) Free Press. (Original work published 1893)
Durkheim, É. (1895). The rules of sociological method. Free Press.
Evens, T., Henderickx, A., & Conradie, P. (2024). Technological affordances of video streaming platforms: why people prefer video streaming platforms over television. European Journal of Communication, 39(1), 3-21. https://doi.org/10.1177/02673231231155731
Erdem, N., & Aytekin, B. A. (2021). Covid-19 pandemisinde izleyici deneyimi: Netflix ekseninde dijital platformlara bakış. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 36, 302-325. https://doi.org/10.31123/akil.988565
Erdoğan, M. (2023). Türkiye’de dijital film platformlarının sinema sektörüne etkileri: Netflix üzerine bir inceleme. Uluslararası Sosyal Bilimler ve Eğitim Dergisi, 5(9), 725-748.
Ersin, N. (2023). Türkiye’de Netflix dizilerini aşırı izleme [Binge-Watching] motivasyonları üzerine bir araştırma. İletişim Kuram ve Araştırma Dergisi, 61, 41-64. https://doi.org/10.47998/ikad.1130445
Floegel, D. (2021), "Labor, classification and productions of culture on Netflix", Journal of Documentation, (77),1, (pp. 209-228). https://doi.org/10.1108/JD-06-2020-0108
Foxman, M. (2020). Review of the book Netflix nations: the geography of digital distribution, by R. Lobato. International Journal of Communication, 14, 562–565. http://ijoc.org
Galina, M. (2016). Media culture and digital generation. International Journal of Media and Information Literacy, 1(2), 116-121. https://doi.org/10.13187/ijmil.2016.2.116
Garnham, N., & Williams, R. (1980). Pierre Bourdieu and the sociology of culture: an introduction. Media, Culture & Society, 2(3), 209-223. https://doi.org/10.1177/016344378000200302
Gaustad, T. (2019). How streaming services make cinema more important. Nordic Journal of Media Studies, 1(1), 67-84. https://doi.org/10.2478/njms-2019-0005
Geertz, C. (1973). The interpretation of cultures. Basic Books
Geertz, C. (1983). Local knowledge: further essays in interpretive anthropology. Basic Books.
Geertz, C. (1988). Works and lives: the anthropologist as author. Stanford University Press.
Giannini, T., Bowen, J.P. (2019). Digital Culture. Museums and Digital Culture. Springer, https://doi.org/10.1007/978-3-319-97457-6_1
Grindstaff, L. (2008). Culture and popular culture: a case for sociology. The ANNALS of the American Academy of Political and Social Science, 619(1), 206-222. https://doi.org/10.1177/00027162083185
Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2020). Hollywood studio filmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics. https://doi.org/10.1007/s10824-020-09379-z
Hall, S. (1992). Cultural studies and its theoretical legacies, Cultural studies (pp. 262–275). Routledge. Hall, S. (2012). Encoding/decoding. Media and cultural studies: Keyworks (pp. 163–173). John Wiley & Sons.
Hallinan, B., & Striphas, T. (2016). Recommended for you: the Netflix prize and the production of algorithmic culture. New media & society, 18(1), 117-137. https://doi.org/10.1177/1461444814538
Handel, S. (1967). The electronic revolution (pp. 18-47). Penguin Books.
Hasan, M. R., Jha, A. K., & Liu, Y. (2018). Excessive use of online video streaming services: impact of recommender system use, psychological factors, and motives. Computers in Human Behavior, 80, 220-228. https://doi.org/10.1016/j.chb.2017.11.020
Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4) 4, 695-704. https://doi.org/10.2307/25148660
Hoggart, R. (1957). The uses of literacy: aspects of working-class life. Chatto & Windus.
Hsu, C. and Chuan Lin, J.C. (2015). What drives purchase intention for paid mobile apps? – an expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14, 46-57. https://doi.org/10.1016/j.elerap.2014.11.003
İşler Sevindi, M., & Katmer, G. (2020). Türkiye’de Netflix’in serialler açısından genç geleneksel televizyon izleyici kullanım pratiklerine yansımaları. Medeniyet Sanat Dergisi, 6(1), 57-72. https://doi.org/10.46641/medeniyetsanat.760492
Kocagür, S. C. (2022). Türkiye’deki dijital platformlar ve değişen içerik biçimi: tek sezonluk diziler. Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi, (20), 70-91.
Kohli, C. (2020). The replacement of conventional television by streaming services. International Journal of Research in Engineering, Science and Management, 3(10), 59-67.
Krikke, J. (2004). Streaming video transforms the media industry. IEEE Computer Graphics and Applications, 24(4), 6-12. https://doi.org/10.1109/MCG.2004.17
Kuper, A. (1999). Culture: the anthropologists' account. Harvard University Press.
Leiner, D. J., & Neuendorf, N. L. (2022). Does streaming TV change our concept of television? Journal of Broadcasting & Electronic Media, 66(1), 153–175. https://doi.org/10.1080/08838151.2021.2013221
Leung, L., & Chen, C. (2017). Extending the theory of planned behavior: a study of lifestyles, contextual factors, mobile viewing habits, TV content interest, and intention to adopt mobile TV. Telematics and Informatics 34, 1638–1649. https://doi.org/10.1016/j.tele.2017.07.010
Levin, I., & Mamlok, D. (2021). Culture and society in the digital age. Information, 12(2), 68. https://doi.org/10.3390/info12020068
Li, X., Darwich, M., Salehi, M. A., & Bayoumi, M. (2021). A survey on cloud-based video streaming services. Advances in Computers, 123, 193-244. Elsevier. https://doi.org/10.1016/bs.adcom.2021.01.003
Lotz, A. D. (2021). Unpopularity and cultural power in the age of Netflix: new questions for cultural studies’ approaches to television texts. European Journal of Cultural Studies, 24(4), 887-900. https://doi.org/10.1177/1367549421994578
Lotz, A. D., & Eklund, O. (2024). Beyond Netflix: ownership and content strategies among non-US-based video streaming services. International Journal of Cultural Studies, 27(1), 119-140. https://doi.org/10.1177/1367877923119631
Lupton, D. (2014). Digital sociology. Routledge.
Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal access in the information society, 14, 81-95. https://doi.org/10.1007/s10209-014-0348-1
Martin, A. (2008). Digital literacy and the “digital society”. Digital literacies: Concepts, policies and practices, 30(151), 1029-1055.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R. And Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 9, 378-387. https://doi.org/10.1016/j.jbusres.2017.12.047
Michaux, V. (2020). Between television and cinema: new platforms which changes with what impact on contents. Enjeux Numeriques.
Mikos, L. (2016). Digital media platforms and the use of TV content: binge watching and video-on-demand in Germany. Media and Communication, 4(3), 154-161. https://doi.org/10.17645/mac.v4i3.542
Moon, J. and Kim, Y. (2001). Extending the TAM for a world-wide-web context. Information & Management 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
O'Regan, T. (2000). The end of cinema? the return of cinema? Metro Magazine: Media & Education Magazine, 124(125), 64-76.
Ortner, S. B. (1984). Theory in anthropology since the sixties. Comparative Studies in Society and History, 26(1), 126-166. https://doi.org/10.1017/S0010417500010811
Özgün, A., & Treske, A. (2021). On streaming-media platforms, their audiences, and public life. Rethinking Marxism, 33(2), 304-323. https://doi.org/10.1080/08935696.2021.1893090
Park, N., Kim, Y. C., Shon, H. Y. and Hollenbeck, C. R. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29, 1763–1770. https://doi.org/10.1016/j.chb.2013.02.008
Park, S.Y. (2009). An analysis of the technology acceptance model in understanding university students' behavioral intention to use e-learning. Educational Technology & Society, 12 (3), 150-162. https://www.jstor.org/stable/jeductechsoci.12.3.150
Phillips, S. (2024, June 14). Is the death of movie theaters upon us? Forbes. https://www.forbes.com/sites/scottphillips/2024/06/14/is-the-death-of-movie-theaters-upon-us/
Rab, A. (2007). Digital culture–digitalised culture and culture created on a digital platform. Information Society From Theory to Political Practice, 183. 1-24.
Rahmouni, L. (2023). The impact of Covid 19 on the cinema industry. Elwahat Journal for Research and Studies, 16(1), 1084–1099.
Raza, S. H., Yousaf, M., Sohail, F., Munawar, R., Ogadimma, E. C., & Siang, J. M. L. D. (2021). Investigating binge-watching adverse mental health outcomes during Covid-19 pandemic: moderating role of screen time for web series using online streaming. Psychology research and behavior management, 14, 1615-1629. https://doi.org/10.2147/PRBM.S328416
Rodríguez, D. Z., Rosa, R. L., Costa, E. A., Abrahão, J., & Bressan, G. (2014). Video quality assessment in video streaming services considering user preference for video content. IEEE Transactions on Consumer Electronics, 60(3), 436-444. https://doi.org/10.1109/ICCE.2014.6776137
Salsabila, K. (2021). Netflix: cultural diversity or cultural imperialism. Rubikon: Journal of Transnational American Studies, 8(1), 15-27. https://doi.org/10.22146/rubikon.v8i1.65480
Shah, M. & Doshi, R. (2024). A comparative analysis of consumer behaviour in OTT (Over-The-Top) streaming services and traditional cinema. Library Progress International, 44(3), 4396- 4402.
Shweder, R. A. (2000). The astonishment of anthropology: Clifford Geertz and the moral imagination. Philosophy & Social Criticism, 26(1), 17-50. https://doi.org/10.1177/019145370002600101
Silver, J. & McDonnell, J. (2007). Are movie theaters doomed? do exhibitors see the big picture as theaters lose their competitive advantage? Business Horizons, 50(6), 491–501. https://doi.org/10.1016/j.bushor.2007.07.004
Spencer, G. (1995). The microelectronics revolution—limits to its growth? Futures, 27(7), 713–724. https://doi.org/10.1016/0016-3287(95)80003-R
Söğütlüler, T., & Aday, O. (2023). From the movie screen to the mobile screen: the effects of changing screen usage on the audience. Medya ve Kültürel Çalışmalar Dergisi, 5(2), 44-61. https://doi.org/10.55055/mekcad.1364537
Stocking, G. W. (1966). Franz Boas and the culture concept in historical perspective. American Anthropologist, 68(4), 867-882. https://doi.org/10.1525/aa.1966.68.4.02a00040
Stocking, G. W. (1995). After Tylor: British social anthropology 1888–1951. University of Wisconsin Press.
Thompson, E. P. (1963). The making of the English working class. Vintage Books
Tian, J. (2024). The rise and bypassing of streaming media. Advances in Economics, Management and Political Sciences, 57, 189-195. https://doi.org/10.54254/2754-1169/57/20230731
Tryon, C. (2013). On-demand culture: digital delivery and the future of movies. Rutgers University Press.
Tylor, E. B. (1865). Researches into the early history of mankind and the development of civilization. John Murray.
Tylor, E.B. (1958). Religion in primitive culture. Harper&Brothers.
Vega, M. T., Perra, C., De Turck, F., & Liotta, A. (2018). A review of predictive quality of experience management in video streaming services. IEEE Transactions on Broadcasting, 64(2), 432-445. https://doi.org/10.1109/TBC.2018.2822869
Venkatesh, V. and Davis, F.D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris M.G., Davis G.B. and Davis FD. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 27. 425-478. https://doi.org/10.2307/30036540
Venkatesh, V. & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences 39(2), 273-315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178. https://doi.org/10.2307/41410412
Venkatesh, V., Thong, J. Y., & Xu, X. (2016). Unified theory of acceptance and use of technology: a synthesis and the road ahead. Journal of the association for Information Systems, 17(5), 328-376. https://doi.org/10.17705/1jais.00428
White, L., A. (1949). The science of culture: a study of man and civilization. Grove Press
Williams, R. (1983). Culture and society: 1780–1950. Oxford University Press.
Williams, R. (2015). Keywords: a vocabulary of culture and society. Oxford University Press.
Yaqoub, M., Al-Kassimi, K., Matusitz, J., & Haizhou, W. (2024). Chinese cinephiles in the post-pandemic pandemic era: comparing the transition from traditional theatres to OTT platforms. China Report, 61(1), 27-45. https://doi.org/10.1177/00094455241290297
Yenigün Altın, Ş., & Demirci, K. (2024). Kültürel hegemonya tartışmaları çerçevesinde Netflix Türkiye yerli dizileri incelemesi ve izleyici deneyimi. TRT Akademi, 9(22), 724-751. https://doi.org/10.37679/trta.1519715

The Audience in the Competition Between Cinemas and Streaming Services: A Quantitative Study Within the Framework of the Technology Acceptance Model

Yıl 2025, Sayı: 14, 237 - 260, 27.06.2025

Türker Söğütlüler

https://doi.org/10.56676/kiad.1640385

Öz

The rising dominance of digital technologies has transformed established practices in the social sphere, and the cinema and broadcasting industries have also been affected by this shift. Cinema halls have lost their former popularity, and younger generations have rapidly turned to streaming services for viewing content. This transformation has prompted renewed discussions about innovations in both conventional audience culture and entertainment consumption. This study was conducted using a quantitative research design to identify the motivations behind users’ preferences for streaming services, employing the Technology Acceptance Model (TAM). The sample consisted of participants aged between 18 and 28 with diverse demographic characteristics (n = 323), and statistical procedures were carried out using IBM SPSS Statistics software. According to the findings, female participants had longer viewing times than male participants, and Netflix was identified as the most commonly used platform. It was followed by Prime Video, BluTV, and Disney+. Regression analyses based on the TAM framework revealed that as perceptions of innovation and emotional value attributed to the platform increased, perceived usefulness also increased. In turn, higher perceived usefulness and emotional value led to a more positive attitude toward using the platform. As both attitude toward use and perceived usefulness increased, so did behavioural intention (i.e., intention to use). Emotional value was identified as the latent variable with the highest mean score, indicating that participants form emotional connections with the platforms’ content and the characters featured in it. A clear tendency among the younger generation towards preferring video streaming services was observed, and participants expressed a strong preference for viewing content on the largest screen available to them. It has been determined that streaming services are preferred more than conventional cinema and broadcasting practices; the emotional bond established with the platform has been identified as the most decisive factor influencing this preference.

Anahtar Kelimeler

Digital Culture, Video Streaming Services, Audience, Technology Acceptance Model, Sociology of Youth

Kaynakça

Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: cognitive absorption and beliefs about information technology usage. MIS quarterly, 665-694. https://doi.org/10.2307/3250951
Alexander, J., Smith, P. (2001). The strong program in cultural theory: elements of a structural hermeneutics. Handbooks of Sociology and Social Research. Springer. https://doi.org/10.1007/0-387-36274-6_7
Asad, T. (1983). Anthropological conceptions of religion: reflections on geertz. Man, 18(2), 237-259. https://doi.org/10.2307/2801433
Baecker, D. (1997). The meaning of culture. Thesis Eleven, 51(1), 37–51. https://doi.org/10.1177/0725513697051000004
Baron, N. S. (2017). Reading in a digital age. Phi Delta Kappan, 99(2), 15-20. https://doi.org/10.1177/0031721717734184
Başer, E., & Söğütlüler, T. (2023). Değişen izleme eğilimleri çerçevesinde dijital platformlar ve içerik reklamları üzerine bir inceleme. Akdeniz Üniversitesi İletişim Fakültesi Dergisi (41), 1-26. https://doi.org/10.31123/akil.1303391
Bauer, H.H., Reichardt, T., Barnes, S.J., and Neumann, M.M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181- 192.
Bourdieu, P. (1979). Symbolic power. critique of anthropology, 4, 77-85. https://doi.org/10.1177/0308275X7900401307
Bourdieu, P. (1984). Distinction: a social critique of the judgement of taste (R. Nice, Trans.). Harvard University Press.
Bourdieu, P. (2018). Distinction a social critique of the judgement of taste. Inequality (pp. 287-318). Routledge.
Box Office Türkiye. (2024). Yıllara göre toplam seyirci ve hasılat sayıları. Box Office Türkiye. https://boxofficeturkiye.com/yillik
Brzezinski, Z. (1970). Between two ages: America’s role in the technetronic era. Viking Press
Burç, M., & Tanyeri Mazıcı, E. (2023). Kültür endüstrisi aracı olarak dijital yayıncılık: dijital TV platformları üzerine durum çalışması. İletişim ve Toplum Araştırmaları Dergisi, 3(1), 133-166. https://doi.org/10.5281/zenodo.7785622
Burgess, D., & Stevens, K. (2021). Taking netflix to the cinema: national cinema value chain disruptions in the age of streaming. Media Industries, 8(1). https://doi.org/10.3998/mij.95
Carlton, N. R. (2014). Digital culture and art therapy. The Arts in Psychotherapy, 41(1), 41-45. https://doi.org/10.1016/j.aip.2013.11.006
Çavuşoğlu, S. (2020). The effect of consumers' attitudes towards using mobile (TV) applications on behavioral intention within the scope of technology acceptance model [PhD Thesis], Haliç University.
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: theory and results [PhD Thesis]. Massachusetts Institute of Technology.
Davis, F. D. (1989a). Technology acceptance model: TAM. Al-Suqri, MN, Al-Aufi, AS: Information Seeking Behavior and Technology Adoption, 205(219), 5.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989b). Technology acceptance model. Management and Science, 35(8), 982-1003.
Dertouzos, M. L., & Moses, J. (1982). A review: the computer age: a twenty-year view. The Journal of Continuing Higher Education, 30(2), 13-14. https://doi.org/10.1080/07377366.1982.10401297
Duarte de Souza, G., Nishijima, M., & Rodrigues, M. (2024). Is video streaming hurting box office revenues at U.S. theaters? Applied Economics, 1–13. https://doi.org/10.1080/00036846.2024.2387860
Durkheim, É. (1960). The division of labor in society. (G. Simpson, Trans.) Free Press. (Original work published 1893)
Durkheim, É. (1895). The rules of sociological method. Free Press.
Evens, T., Henderickx, A., & Conradie, P. (2024). Technological affordances of video streaming platforms: why people prefer video streaming platforms over television. European Journal of Communication, 39(1), 3-21. https://doi.org/10.1177/02673231231155731
Erdem, N., & Aytekin, B. A. (2021). Covid-19 pandemisinde izleyici deneyimi: Netflix ekseninde dijital platformlara bakış. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 36, 302-325. https://doi.org/10.31123/akil.988565
Erdoğan, M. (2023). Türkiye’de dijital film platformlarının sinema sektörüne etkileri: Netflix üzerine bir inceleme. Uluslararası Sosyal Bilimler ve Eğitim Dergisi, 5(9), 725-748.
Ersin, N. (2023). Türkiye’de Netflix dizilerini aşırı izleme [Binge-Watching] motivasyonları üzerine bir araştırma. İletişim Kuram ve Araştırma Dergisi, 61, 41-64. https://doi.org/10.47998/ikad.1130445
Floegel, D. (2021), "Labor, classification and productions of culture on Netflix", Journal of Documentation, (77),1, (pp. 209-228). https://doi.org/10.1108/JD-06-2020-0108
Foxman, M. (2020). Review of the book Netflix nations: the geography of digital distribution, by R. Lobato. International Journal of Communication, 14, 562–565. http://ijoc.org
Galina, M. (2016). Media culture and digital generation. International Journal of Media and Information Literacy, 1(2), 116-121. https://doi.org/10.13187/ijmil.2016.2.116
Garnham, N., & Williams, R. (1980). Pierre Bourdieu and the sociology of culture: an introduction. Media, Culture & Society, 2(3), 209-223. https://doi.org/10.1177/016344378000200302
Gaustad, T. (2019). How streaming services make cinema more important. Nordic Journal of Media Studies, 1(1), 67-84. https://doi.org/10.2478/njms-2019-0005
Geertz, C. (1973). The interpretation of cultures. Basic Books
Geertz, C. (1983). Local knowledge: further essays in interpretive anthropology. Basic Books.
Geertz, C. (1988). Works and lives: the anthropologist as author. Stanford University Press.
Giannini, T., Bowen, J.P. (2019). Digital Culture. Museums and Digital Culture. Springer, https://doi.org/10.1007/978-3-319-97457-6_1
Grindstaff, L. (2008). Culture and popular culture: a case for sociology. The ANNALS of the American Academy of Political and Social Science, 619(1), 206-222. https://doi.org/10.1177/00027162083185
Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2020). Hollywood studio filmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics. https://doi.org/10.1007/s10824-020-09379-z
Hall, S. (1992). Cultural studies and its theoretical legacies, Cultural studies (pp. 262–275). Routledge. Hall, S. (2012). Encoding/decoding. Media and cultural studies: Keyworks (pp. 163–173). John Wiley & Sons.
Hallinan, B., & Striphas, T. (2016). Recommended for you: the Netflix prize and the production of algorithmic culture. New media & society, 18(1), 117-137. https://doi.org/10.1177/1461444814538
Handel, S. (1967). The electronic revolution (pp. 18-47). Penguin Books.
Hasan, M. R., Jha, A. K., & Liu, Y. (2018). Excessive use of online video streaming services: impact of recommender system use, psychological factors, and motives. Computers in Human Behavior, 80, 220-228. https://doi.org/10.1016/j.chb.2017.11.020
Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4) 4, 695-704. https://doi.org/10.2307/25148660
Hoggart, R. (1957). The uses of literacy: aspects of working-class life. Chatto & Windus.
Hsu, C. and Chuan Lin, J.C. (2015). What drives purchase intention for paid mobile apps? – an expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14, 46-57. https://doi.org/10.1016/j.elerap.2014.11.003
İşler Sevindi, M., & Katmer, G. (2020). Türkiye’de Netflix’in serialler açısından genç geleneksel televizyon izleyici kullanım pratiklerine yansımaları. Medeniyet Sanat Dergisi, 6(1), 57-72. https://doi.org/10.46641/medeniyetsanat.760492
Kocagür, S. C. (2022). Türkiye’deki dijital platformlar ve değişen içerik biçimi: tek sezonluk diziler. Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi, (20), 70-91.
Kohli, C. (2020). The replacement of conventional television by streaming services. International Journal of Research in Engineering, Science and Management, 3(10), 59-67.
Krikke, J. (2004). Streaming video transforms the media industry. IEEE Computer Graphics and Applications, 24(4), 6-12. https://doi.org/10.1109/MCG.2004.17
Kuper, A. (1999). Culture: the anthropologists' account. Harvard University Press.
Leiner, D. J., & Neuendorf, N. L. (2022). Does streaming TV change our concept of television? Journal of Broadcasting & Electronic Media, 66(1), 153–175. https://doi.org/10.1080/08838151.2021.2013221
Leung, L., & Chen, C. (2017). Extending the theory of planned behavior: a study of lifestyles, contextual factors, mobile viewing habits, TV content interest, and intention to adopt mobile TV. Telematics and Informatics 34, 1638–1649. https://doi.org/10.1016/j.tele.2017.07.010
Levin, I., & Mamlok, D. (2021). Culture and society in the digital age. Information, 12(2), 68. https://doi.org/10.3390/info12020068
Li, X., Darwich, M., Salehi, M. A., & Bayoumi, M. (2021). A survey on cloud-based video streaming services. Advances in Computers, 123, 193-244. Elsevier. https://doi.org/10.1016/bs.adcom.2021.01.003
Lotz, A. D. (2021). Unpopularity and cultural power in the age of Netflix: new questions for cultural studies’ approaches to television texts. European Journal of Cultural Studies, 24(4), 887-900. https://doi.org/10.1177/1367549421994578
Lotz, A. D., & Eklund, O. (2024). Beyond Netflix: ownership and content strategies among non-US-based video streaming services. International Journal of Cultural Studies, 27(1), 119-140. https://doi.org/10.1177/1367877923119631
Lupton, D. (2014). Digital sociology. Routledge.
Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal access in the information society, 14, 81-95. https://doi.org/10.1007/s10209-014-0348-1
Martin, A. (2008). Digital literacy and the “digital society”. Digital literacies: Concepts, policies and practices, 30(151), 1029-1055.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R. And Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 9, 378-387. https://doi.org/10.1016/j.jbusres.2017.12.047
Michaux, V. (2020). Between television and cinema: new platforms which changes with what impact on contents. Enjeux Numeriques.
Mikos, L. (2016). Digital media platforms and the use of TV content: binge watching and video-on-demand in Germany. Media and Communication, 4(3), 154-161. https://doi.org/10.17645/mac.v4i3.542
Moon, J. and Kim, Y. (2001). Extending the TAM for a world-wide-web context. Information & Management 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
O'Regan, T. (2000). The end of cinema? the return of cinema? Metro Magazine: Media & Education Magazine, 124(125), 64-76.
Ortner, S. B. (1984). Theory in anthropology since the sixties. Comparative Studies in Society and History, 26(1), 126-166. https://doi.org/10.1017/S0010417500010811
Özgün, A., & Treske, A. (2021). On streaming-media platforms, their audiences, and public life. Rethinking Marxism, 33(2), 304-323. https://doi.org/10.1080/08935696.2021.1893090
Park, N., Kim, Y. C., Shon, H. Y. and Hollenbeck, C. R. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29, 1763–1770. https://doi.org/10.1016/j.chb.2013.02.008
Park, S.Y. (2009). An analysis of the technology acceptance model in understanding university students' behavioral intention to use e-learning. Educational Technology & Society, 12 (3), 150-162. https://www.jstor.org/stable/jeductechsoci.12.3.150
Phillips, S. (2024, June 14). Is the death of movie theaters upon us? Forbes. https://www.forbes.com/sites/scottphillips/2024/06/14/is-the-death-of-movie-theaters-upon-us/
Rab, A. (2007). Digital culture–digitalised culture and culture created on a digital platform. Information Society From Theory to Political Practice, 183. 1-24.
Rahmouni, L. (2023). The impact of Covid 19 on the cinema industry. Elwahat Journal for Research and Studies, 16(1), 1084–1099.
Raza, S. H., Yousaf, M., Sohail, F., Munawar, R., Ogadimma, E. C., & Siang, J. M. L. D. (2021). Investigating binge-watching adverse mental health outcomes during Covid-19 pandemic: moderating role of screen time for web series using online streaming. Psychology research and behavior management, 14, 1615-1629. https://doi.org/10.2147/PRBM.S328416
Rodríguez, D. Z., Rosa, R. L., Costa, E. A., Abrahão, J., & Bressan, G. (2014). Video quality assessment in video streaming services considering user preference for video content. IEEE Transactions on Consumer Electronics, 60(3), 436-444. https://doi.org/10.1109/ICCE.2014.6776137
Salsabila, K. (2021). Netflix: cultural diversity or cultural imperialism. Rubikon: Journal of Transnational American Studies, 8(1), 15-27. https://doi.org/10.22146/rubikon.v8i1.65480
Shah, M. & Doshi, R. (2024). A comparative analysis of consumer behaviour in OTT (Over-The-Top) streaming services and traditional cinema. Library Progress International, 44(3), 4396- 4402.
Shweder, R. A. (2000). The astonishment of anthropology: Clifford Geertz and the moral imagination. Philosophy & Social Criticism, 26(1), 17-50. https://doi.org/10.1177/019145370002600101
Silver, J. & McDonnell, J. (2007). Are movie theaters doomed? do exhibitors see the big picture as theaters lose their competitive advantage? Business Horizons, 50(6), 491–501. https://doi.org/10.1016/j.bushor.2007.07.004
Spencer, G. (1995). The microelectronics revolution—limits to its growth? Futures, 27(7), 713–724. https://doi.org/10.1016/0016-3287(95)80003-R
Söğütlüler, T., & Aday, O. (2023). From the movie screen to the mobile screen: the effects of changing screen usage on the audience. Medya ve Kültürel Çalışmalar Dergisi, 5(2), 44-61. https://doi.org/10.55055/mekcad.1364537
Stocking, G. W. (1966). Franz Boas and the culture concept in historical perspective. American Anthropologist, 68(4), 867-882. https://doi.org/10.1525/aa.1966.68.4.02a00040
Stocking, G. W. (1995). After Tylor: British social anthropology 1888–1951. University of Wisconsin Press.
Thompson, E. P. (1963). The making of the English working class. Vintage Books
Tian, J. (2024). The rise and bypassing of streaming media. Advances in Economics, Management and Political Sciences, 57, 189-195. https://doi.org/10.54254/2754-1169/57/20230731
Tryon, C. (2013). On-demand culture: digital delivery and the future of movies. Rutgers University Press.
Tylor, E. B. (1865). Researches into the early history of mankind and the development of civilization. John Murray.
Tylor, E.B. (1958). Religion in primitive culture. Harper&Brothers.
Vega, M. T., Perra, C., De Turck, F., & Liotta, A. (2018). A review of predictive quality of experience management in video streaming services. IEEE Transactions on Broadcasting, 64(2), 432-445. https://doi.org/10.1109/TBC.2018.2822869
Venkatesh, V. and Davis, F.D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris M.G., Davis G.B. and Davis FD. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 27. 425-478. https://doi.org/10.2307/30036540
Venkatesh, V. & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences 39(2), 273-315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178. https://doi.org/10.2307/41410412
Venkatesh, V., Thong, J. Y., & Xu, X. (2016). Unified theory of acceptance and use of technology: a synthesis and the road ahead. Journal of the association for Information Systems, 17(5), 328-376. https://doi.org/10.17705/1jais.00428
White, L., A. (1949). The science of culture: a study of man and civilization. Grove Press
Williams, R. (1983). Culture and society: 1780–1950. Oxford University Press.
Williams, R. (2015). Keywords: a vocabulary of culture and society. Oxford University Press.
Yaqoub, M., Al-Kassimi, K., Matusitz, J., & Haizhou, W. (2024). Chinese cinephiles in the post-pandemic pandemic era: comparing the transition from traditional theatres to OTT platforms. China Report, 61(1), 27-45. https://doi.org/10.1177/00094455241290297
Yenigün Altın, Ş., & Demirci, K. (2024). Kültürel hegemonya tartışmaları çerçevesinde Netflix Türkiye yerli dizileri incelemesi ve izleyici deneyimi. TRT Akademi, 9(22), 724-751. https://doi.org/10.37679/trta.1519715

Toplam 97 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	İngilizce
Konular	Radyo-Televizyon, İletişim ve Medya Çalışmaları (Diğer)
Bölüm	Araştırma Makaleleri
Yazarlar	Türker Söğütlüler 0000-0003-1154-1112
Yayımlanma Tarihi	27 Haziran 2025
Gönderilme Tarihi	15 Şubat 2025
Kabul Tarihi	24 Haziran 2025
Yayımlandığı Sayı	Yıl 2025 Sayı: 14

Kaynak Göster

APA	Söğütlüler, T. (2025). The Audience in the Competition Between Cinemas and Streaming Services: A Quantitative Study Within the Framework of the Technology Acceptance Model. Kastamonu İletişim Araştırmaları Dergisi(14), 237-260. https://doi.org/10.56676/kiad.1640385

Kapak Resmi İndir

Makale Dosyaları

Tam Metin

Bu eser Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.