A RESEARCH ON THE EFFECT OF THE INTERNET ON NONFUNCTIONAL DEMAND

Year 2024, Volume: 79 Issue: 1, 61 - 87, 18.03.2024

Nadide Hüsnüoğlu

https://doi.org/10.33630/ausbf.1150616

Abstract

The relationship between the quantity demanded of any good and the price of that good is explained by the demand function. While deciding to buy a product, the consumer is also affected by the demands of others and can make the purchase decision accordingly. This situation, which is expressed as demand dependent on others or functional demand, occurs as a result of the Bandwagon effect, the Veblen effect, and the Snop effect. At the same time, factors such as scarcity perception and discount messages and shopping addiction also affect purchase intention. Inflation and inflation expectations, which mean a continuous increase in the general level of prices, also affect the purchasing decision of consumers. The aim of this study is to analyze the purchasing decision of the consumer according to the effects mentioned in online shopping. In the study, the data applied to 384 university students were analyzed with the SPSS package program, factor analysis and regression analysis. According to the results obtained, online shopping increased during the Covid-19 pandemic period, and the most purchased product was in the clothing/shoes group. Six factor dimensions were determined by factor analysis. There is a positive and significant relationship between the economy dependent variable and addiction, bandwagon and social media independent variables.

Keywords

Online Shopping, demand, Inflation, Bandwagon, Veblen

İNTERNETİN FONKSİYONEL OLMAYAN TALEBE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Teknolojinin ve internetin gelişmesi hayatımızın her alanını etkilediği gibi ürün talebini de etkilemekte ve internetten alışveriş her geçen gün artmaktadır. Bu çalışmanın amacı, Bandwagon etkisi, Veblen etkisi, Snob etkisi, kıtlık algısı, indirim mesajları, sosyal medya, koronavirüs, enflasyon gibi yönlerden internetin fonksiyonel olmayan talebe etkisini analiz etmektir. Çalışmada 384 üniversite öğrencisine uygulanan veriler SPSS paket programı ile frekans analizi, ki kare testleri, faktör analizi ve regresyon analizi ile incelenmiştir. Elde edilen sonuçlara göre koronavirüs döneminde internetten alışveriş artmış olup en fazla alınan ürün giyim/ayakkabı grubunda olmuştur. Faktör analizi ile altı faktör boyutu belirlenmiştir. Regresyon analiz sonucuna göre, ekonomi bağımlı değişkeni ile bağımlılık, bandwagon ve sosyal medya bağımsız değişkenleri arasında pozitif yönlü ve anlamlı bir ilişki bulunmuştur. İnternet alışverişinde ekonomik koşullar en fazla bağımlılık durumundan etkilenmektedir. Bu sonuç bağımlılık arttığında internetten alışverişte ekonomik faktörlere duyarlılık daha fazla artmaktadır şeklinde yorumlanabilir. Regresyon analizinde kullanılan bağımlı
ve bağımsız değişkenler faktör analiziyle elde edilen ilgili değişkenlerin faktör puanlarının toplamıdır.

Keywords

İnternetten alışveriş, Enflasyon, Bandwagon, Veblen, Snob

References

• Akay, E. Ç.& Astar, M. (2012). A Microeconometric analysis of household consumption expenditure determinants for both rural and urban areas in Turkey. American International Journal of Contemporary Research Vol. 2 No. 2. 26-34.
• Azami, S. (2019). Factors affectıng customers’ purchasıng behavıor ın onlıne shoppıng the case of: ınternatıonal students ın ıstanbul, [Yayınlanmamış yüksek lisans tezi]. İstanbul Aydın Üniversitesi
• Bocutoğlu, E. (2015), Makro İktisat Teoriler ve Politikalar, Ekin Yayınevi, Bursa.
• Bearden, W. O., Netemeyer, R. G., Teel, J. E. (1989). Measurement of consumer susceptibility to ınterpersonal influence, Journal of Consumer Research, Volume 15, Issue 4, 473–481. https://doi.org/10.1086/209186
• Cihenarides, L., Grebitus, C., Lusk L., Jayson, P. I. (2021). Food consumption behavior during the COVID‐19 pandemic. Agribusiness. 37:44–81. https://doi.org/ 10.1002/agr.21679
• Demir, İ. (2020). SPSS ile istatistik rehberi, Efe Akademi Yayınevi, İstanbul.
• Dinler, Z. (2020), Mikro Ekonomi, Ekin Kitabevi, Bursa.
• Dölekoğlu, Ö. C. & Çalik, O. (2019). Internet shopping of generation y. International Journal of Society Researches, Volume 11, Issue 18, 1590-1601. https://doi.org/ 10.26466/opus.565363
• Dubois, B. & Patrick D. (1993). The market for luxury goods: ıncome versus culture. European Journal of Marketing, 27 (1), 35-44. https://doi.org/10.1108/03090569310024530
• E-ticaret Bilgi Platformu (2021). Haberler, https://www.eticaret.gov.tr/haberler/10040/detay [01.08.2021].
• Euronews, (2020), https://tr.euronews.com/2020/02/05/venezuela-2019-yilin-yuzde-9-bin-585-lik-enflasyon-rakamiyla-tamamladi-ekonomik-kriz [08.08.2021]
• Faber, R. J., . O'Guinn, T. C. (1992). A clinical screener for compulsive buying. Journal of Consumer Research, Volume 19, Issue 3, 459–469. https://doi.org/10.1086/209315
• Festinger, L. (1954). A theory of social comparison process, Human Relations, 7 (1), 117-140.
• Hartston, H. (2012). The case for compulsive shopping as an addiction. Journal of Psychoactive Drugs, 44:1, 64-67, https://doi.org/10.1080/02791072.2012.660110.
• Hilts, P. (1994). Is nicotine addictive? It depends on whose criteria you use. New York Times. Aug. 2. https://www.nytimes.com/1994/08/02/science/is-nicotine-addictive-it-depends-on-whose-criteria-you-use.html
• Hirschman, E., C. (1988). The ıdeology of consumption: a structural-syntactical analysis of "dallas" and "dynasty", Journal of Consumer Research, 15 (December), 344-359. https://doi.org/10.1086/209171
• İnanç, S. A. & Özdemir N. (2018). Gençlerin gösteriş tüketimi eğilimleri üzerine bir alan araştırması: Konya örneği, Halkla İlişkiler ve Reklam Çalışmaları E-Dergisi, Cilt 1, Sayı 2, 6-19.
• Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A. & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers, International Journal of Marketing Studies, Vol. 4, No. 5.
• Koran, L., Faber, R., Aboujaoude, E., Large, M. & Serpe, R. (2006). Estimated prevalence of compulsive buying behavior in the United States. American Journal of Psychiatry 163 (10), 1670–72. https://doi.org/10.1176/ajp.2006.163.10.1806.
• Leibenstein, H. (1950). Bandwagon, snob, and veblen effects ın the theory of consumers' demand, The Quarterly Journal Of Economics, Vol.64, No.2, 183-207. https://doi.org/10.2307/1882692
• Lichtenstein, D. R., Bloch, P. & William C. B. (1988). Correlates of price acceptability. Journal of Consumer Research, 15 (September), 243-252. http://doi.org/10.1086/209161
• Lichtenstein, D. R., Nancy, M. R. & Richard G. N. (1993). Price perceptions and consumer shopping behavior: a field study, Journal of Marketing Research, 30 (May), 234-245. https://doi.org/10.1177/002224379303000208
• Lynn, M. (1992). Scarcity's enhancement of desirability: the role of naive economic theories. Basic And Applied Social Psychology, 13, 67-78. https://doi.org/10.1207/s15324834basp1301_6
• Lynn, Michael (1991). Scarcity effects on value: a quantitative review of the commodity theory literature, Psychology and Marketing, 8 (1), 45-57. https://doi.org/10.1002/mar.4220080105
• Mason, Roger S. (1981). Conspicuous Consumption, New York: St. Martin's Press.
• Marcoux, J.S., Filiatrault, P. & Cheron, E. (1997). The attitudes underlying preferences of young urban educated polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9, 5-29. https://doi.org/10.1300/J046v09n04_02
• Matsibekker, C., L., Z., (2009). The snob effect: the psychology of negotiation tactics in the salesroom [Unpublished Ph.D. Dissertation]. University of New York
• Miranda, S. M. & Saunders, C. (2003). The social construction of meaning: an alternative perspective on information sharing. Information Systems Research 14(1), 87-106. https://doi.org/10.1287/isre.14.1.87.14765
• Narcı, M. T. (2020). Online alışveriş sitelerinin e-hizmet kalitesinin tüketicilerin satın alma sonrası davranışlarına etkileri [Yayınlanmamış doktora tezi]. İstanbul Sabahattin Zaim Üniversitesi
• O'Guinn, T. C. & Shrum, L. J. (1997), The role of television in the construction of consumer reality, Journal of Consumer Research, 23 (March), 278-294. https://doi.org/10.1086/209483
• Pantzalis, I. (1995). Exclusivity strategies in pricing and brand extension [Unpublished Doctoral Dissertation]. University of Arizona
• Rao, A. R. & Monroe, B. K. (1989), The effect of price, brand name, and store name on buyers' perceptions of product quality: an ıntegrative review, Journal of Marketing Research, 26 (August), 351-357.
• Rowe, P. M. (1990). Barriers to equality: the power of subtle discrimination to maintain unequal opportunity. Employee Responsibilities And Rights Journal, 3, 153-163. https://doi.org/10.1007/BF01388340
• Schneeweiss, Z., Murtaugh, D. (2020). This Is How Deeply the Coronavirus Changed Our Behavior. https://www.bloomberg.com/news/features/2020-05-28/coronavirus-lockdown-crushed-economies-jobs-energy-and-shops. [12.06.2021]
• Sherry, J. F., (1990). A Sociocultural Analysis of a Midwestern American Flea Market. Journal of Consumer Research, (17), 13–30. https://doi.org/10.1086/208533
• Solomon, M. R. (1994), Consumer Behavior, (2nd ed.), Boston, MA.: Allyn and Bacon.
• Snyder, C. R. & Howard L. F. (1977). Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness, Journal of Abnormal Psychology, 86 (5), 518-527.
• Şahin, O. & Nasir, S., (2019). Tüketicilerin gösteriş tüketimine yönelik tutumlarına göre sınıflandırılması. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 383, Volume: 22 - Issue: 41. https://doi.org/10.31795/baunsobed.580621
• Tellis, G. J. & Gaeth J. G. (1990). Best value, price-seeking, and price aversion: the ımpact of ınformation and learning on consumer choices, Journal of Marketing, 54 (April), 34-45. https://doi.org/10.2307/1251868
• Tüysüz, S. (2019). Online alışveriş davranışları üzerine bir araştırma:iki ülke örneği, [Yayınlanmamış Yüksek Lisans Tezi]. Marmara Üniversitesi Van der Heijden, H., Verhagen, T. & Creemers, M., (2003). Understanding online purchase intentions: contributions from technology and trust perspectives. European Journal of Information Systems (12), 41–48. https://doi.org/10.1057/palgrave.ejis.3000445
• We Are Social (2020). Digital in 2020, https://wearesocial.com/digital-2020 [01.06.2021].
• Verhallen, T. M. (1982). Scarcity and Consumer Choice Behavior, Journal of Economic Psychology, 2 (2), 299-321.
• Verhallen, T. M. & Henry S. R. (1994). Scarcity and preference: an experiment on unavailability and product evaluation, Journal of Economic Psychology, 15 (June), 315-331. https://doi.org/10.1016/0167-4870(94)90007-8
• Vigneron, F. & Johnson, L. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy Of Marketing Science Review,, 1, 1-15. www.Amsreview.Org/Articles/Vigneron01-1999.Pdf (09.10.2010).
• Yesir, S. (2021). Türkiye’de online alışverişin tüketici davranışları üzerindeki etkisi [Yayınlanmamış yüksek lisans tezi]. Avrasya Üniversitesi
• Zheng, H. & Ma, W. (2021). Click it and buy happiness: does online shopping improve subjective well-being of rural residents in China?. Applied Economics, https://doi.org/ 10.1080/00036846.2021.1897513