AN EMPIRICAL STUDY ON ONLINE COMPULSIVE SHOPPING BEHAVIOR IN TURKEY

Year 2018, Volume: 20 Number: 4, 621 - 653, 26.12.2018

Ece Armağan , Eren Temel

https://doi.org/10.16953/deusosbil.346859

Cited By: 16

Abstract

Along with the developments in technology and changes in
consumer preferences, commercial activities on the internet have gained speed.
The share of online shopping in Turkey is growing in total commercial activity
and gaining more importance in terms of businesses, consumers, and the state.
Consumers who shop online or have this potential are targeted by businesses. The
online shopping market, which has grown in volume, especially for Turkey in the
last 10 years, is a new and important issue for academic studies. On the other
side of the medallion, the fact that this action can be turned into compulsive
behavior as a negative aspect of online shopping constitutes the source of the
study. The aim of the study is to obtain inferences about the online compulsive
behavior disorder in Turkey. Consumers' attitudes towards online shopping and
demographic characteristics have been tried to be determined. In this
direction, a field survey was conducted with a sample that could represent
Turkey in general. Findings revealed that demographic factors and attitudes
towards online shopping were influential on compulsive behavior.

Keywords

Online Shopping, Online Compulsive Behavior, Buying Behavior

TÜRKİYE’DE ONLINE KOMPULSİF ALIŞVERİŞ DAVRANIŞI ÜZERİNE AMPİRİK BİR ÇALIŞMA

Abstract

Teknolojide yaşanan gelişmeler ve tüketici
tercihlerindeki değişimlerle beraber internet üzerinden yapılan ticari
faaliyetler son derece hız kazanmıştır. Türkiye’de online alışverişin payı
toplam ticari faaliyet içerisinde giderek büyümekte, işletmeler, tüketiciler ve
devlet açısından daha fazla önem kazanmaktadır. Online alışveriş yapan veya bu
potansiyele sahip tüketiciler işletmelerin hedefi haline gelmiştir. Türkiye
için özellikle son 10 yılda hacmi büyümüş olan online alışveriş pazarı,
akademik çalışmalar için yeni ve üzerinde durulması gereken bir olguyu
oluşturmaktadır. Madalyonun diğer yüzünde, online alışverişin olumsuz bir yanı
olarak kompulsif davranışa dönüşebilmesi çalışmanın kaynağını oluşturmaktadır. Çalışmada
online alışveriş faaliyetinde bulunan tüketiciler hedef alınmıştır. Çalışmanın amacı,
Türkiye’de online kompulsif davranış bozukluğuna ilişkin çıkarımlar elde
etmektir. Tüketicilerin online alışverişe ilişkin tutumları, demografik
özellikler ile ilişkisi saptanmaya çalışılmıştır. Bu doğrultuda Türkiye genelini
temsil edebilecek bir örneklem ile yapılan saha araştırması sonucu elde edilen
bulgular demografik faktörlerin ve online alışverişe karşı geliştirilen
tutumların kompulsif davranış üzerinde etkili olduğunu ortaya çıkarmıştır.

Keywords

Online Alışveriş, Online Kompulsif Davranış, Satın Alma Davranışı

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