İnternet Alışverişinde Tüketiciye Sunulan Giysi Boyutlandırma Verilerinin İncelenmesi

Yıl 2019, Cilt: 10 Sayı: 38, 129 - 154, 01.07.2019

Aslı Aygün Ocak Neşe Yaşar Çeğindir

https://doi.org/10.5824/1309-1581.2019.3.006.x

Öz

Araştırmanın amacı Türkiye’de internet üzerinden satış yapan hazır giyim markalarının, giyim alışverişlerinde tüketiciye sundukları giysi boyutlandırma bilgilerini incelemektir. Çalışmanın materyalini markaların on-line satış sayfalarında bulunan giysi boyut çizelgeleri ve görselleri oluşturmaktadır. Araştırma örneklemine alınan markaların seçiminde üretim faaliyetlerinin, tüketici kitlesinin genişliği ve kapsamı başlıca ölçüttür. Belirlenen ölçütleri en fazla karşılayan beş hazır giyim markasının internet alışveriş sitelerindeki giysi boyutlandırma bilgileri taranmıştır. Markalar isim yerine kodlanarak tanımlanmıştır. Verilerin taranmasında araştırmacılar tarafından geliştirilen gözlem formları kullanılmıştır. Veriler, yazılı ve görsel niteliklerine göre incelenmiştir. Veriler, tüketicilerin giysi satın alma davranışlarında bu verilerin kapsamının yeterliliği ve anlaşılırlığı üzerinden tartışılmıştır. Araştırma sonucunda markaların genel olarak giysi boyutlandırmayla ilgili temel bilgileri sundukları ancak ürün çeşitlilikleri söz konusu olduğunda içeriğin yetersiz kaldığı ölçüm yerlerini gösteren şekillerde eksikliklerin bulunduğu tespit edilmiştir. Markaların giysi boyutlandırma çizelgeleri karşılaştırıldığında hem beden numarası dağılımlarındaki aralıklarda hem de üst ve alt beden ölçülendirmelerinde farklılıklar bulunmuştur. Sonuçlar, internetten alışverişte markaları tercih eden tüketicilerin beklenti ve ihtiyaçlarını karşılayıp karşılayamayacağı bakımından yorumlanmaya çalışılmıştır.

Anahtar Kelimeler

İnternet alışverişi, giyim alışverişi, hazır giyim, tüketici, boyutlandırma, giysi ölçü tabloları.

Investigation of Clothing Sizing Information in Online Shopping Offered to Consumers

Öz

The purpose of this study is to examine clothing sizing information that the apparel brands in Turkey offer to the consumers in the purchase of their clothes on the internet. The material of the study consists of clothing size charts and visuals on the on-line sales pages of the brands. The extent and extent of production activities, consumer mass is the main criterion in the ion of the brands taken into the research sample. The clothing sizing information on the internet shopping sites of the five apparel brands that fullfilled the most determined criteria were scanned.Brands are defined by coding instead of their names. Observation forms developed by the researchers were used in the screening of the data. Data were analyzed according to their written and visual qualities. The data were discussed in terms of the adequacy and comprehensiveness of the coverage of these data in consumer buying behavior. As a result of the research brands generally provide basic information about garment sizing, but the content is insufficient when it comes to product diversity deficiencies were found in the figures showing the measurement places. Comparing the clothing sizing charts of brands, differences were found in both the range of body number distributions, and the upper and lower body dimensions. The results have been tried to be interpreted in terms of whether they can supply the expectations and needs of the consumers who prefer the brands on the internet.

Anahtar Kelimeler

Internet shopping, clothing shopping, ready-to-wear, consumers, sizing, apparel measurement tables.

Kaynakça

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