ALGILANAN AYNI ANDA BİRDEN ÇOK YERDE BULUNMA VE ONLINE BİLGİ PAYLAŞIMI DAVRANIŞI İLİŞKİSİNDE ALIŞKANLIKLARIN MODERATÖR ROLÜ

Yıl 2017, Cilt: 5 Sayı: 2, 29 - 41, 30.11.2017

Yağmur Özyer Aksoy

Öz

Teknoloji
devriminin yaşandığı yüzyılda, pazarlama kavramları ve bulgularına ilişkin son
derece dikkat çekici yeni dinamikler eklenmeye başlamıştır. Aynı anda birden
çok yerde bulunma^*
kavramı, tüketicilerin fiziksel mekanlara ve belirli bir zamana bağlı
kalmaksızın mobil aygıt ve uygulamalar aracılığı ile mobilize olmuş yaşamlarına
ilişkin erişim imkanını ifade etmektedir. Çalışmada, bu kullanım ve davranış
biçimlerinin tüketicilerin online ortamda birbirleri ile olan online bilgi
paylaşımı davranışında göstereceği açıklayıcı etkiyi ortaya konmaktadır.
Bununla birlikte, tüketicilerin aynı anda birden çok yerde bulunma durumları
hızlı bir teknoloji adaptasyonu; yani tekrar ve tekrar aynı davranışı
tekrarlama tutumunu ortaya çıkarmaktadır. Alışkanlıklar olarak ifade edilen bu davranış
biçimi ile, bu alışkanlıkların edinilmesinin online bilgi paylaşımı davranışını
da artıracağı yönünde varsayımlara sahip olan bu çalışma, pazarlama
disiplinindeki yeni kavramları ortaya koyması açısından literatüre farklı bir
perspektif kazandırmayı hedeflemektedir.

Anahtar Kelimeler

Algılanan Aynı Anda Birden Çok Yerde Bulunma, Alışkanlıklar, Online Bilgi Paylaşımı Davranışı

Kaynakça

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