65 Yaş ve Üzeri Aktif Yaşlıların Çevrimiçi Alışveriş Deneyimleri

Öz

Bu çalışmanın amacı, Türkiye'de aktif yaşlanma sürecinde olan 65+ İnternet kullanıcısı tüketicilerin demografik özelliklerine göre çevrimiçi alışveriş yapma durumları, çevrimiçi alışveriş niyetleri ve davranışlarında farklılık olup olmadığını belirlemektir. Araştırma, İnternet kullanan 65 yaş ve üzeri 415 yaşlı ile gerçekleştirilmiştir. Veriler 21 Haziran-26 Ekim 2021 tarihleri arasında Türkiye'nin İstanbul ilinde yüz yüze anket yoluyla toplanmıştır. Veri aracı 3 bölümden oluşmaktadır; (i) Çelik (2019) tarafından geliştirilen online alışveriş niyet ölçeği (4 madde), (ii) Chen (2001) tarafından geliştirilen online alışveriş davranış ölçeği (3 madde) ve (iii) demografik bilgiler. 4 ana (16 alt hipotez) hipotez geliştirilmiştir. Geliştirilen hipotezleri test etmek için ki-kare, LSD analizi ve T-testi uygulanmıştır. Sonuçlar, 65 yaş ve üzeri tüketicilerin online alışveriş yapma durumlarının yaşlarına, cinsiyetlerine, çocuk sahibi olma durumlarına ve gelirlerine göre farklılaştığını göstermektedir. Ve bu grupların yakın temaslarının onlar adına çevrimiçi alışveriş yapması durumu cinsiyete göre farklılık göstermektedir ancak yaş, çocuk sahibi olma veya gelir açısından hiçbir fark bulunamamıştır. 65+ yaşlı tüketicilerin çevrimiçi alışveriş niyeti çocuk sahibi olma ve gelir değişkenlerine göre farklılık göstermektedir ancak yaş ve cinsiyete göre hiçbir fark bulunmamaktadır. Bu grupların çevrimiçi alışveriş davranışları yaş ve gelire göre farklılık göstermektedir ancak cinsiyete veya çocuk sahibi olma açısından hiçbir fark gözlemlenmemiştir.

Anahtar Kelimeler

• Çevrimiçi alışveriş
• yaşlı tüketici davranışı
• 65 yaş ve üzeri
• Türkiye pazarı

ONLINE SHOPPING EXPERIENCES OF ACTIVE SENIORS AGED 65 AND OVER

Öz

The aim of this study is to determine whether there are differences in the online shopping situations, online shopping intention and behaviours of 65+ Internet user consumers in the active aging process according to their demographic characteristics, in Türkiye. The research was conducted with 415 seniors aged at 65 years and over, using Internet. Data was collected by face-to-face survey during 21 June-26 October 2021 in İstanbul city in Türkiye. Data tool has 3 parts; (i) Online shopping intention scale (4 items) that’s develoloped by Çelik (2019), (ii) Online shopping behaviour scale (3 items), was developed by Chen (2001) and (iii) demographic information. 4 main (16 subhypothesis) hypothesis have been developed. Chi-square, LSD analysis and T- test were implemented to test the developed hypotheses. The results indicate that the 65 years and over consumer’s shopping online by her/him self situation differs according to their ages, genders, having a child and income. And the situation of these groups having their close contacts to shop online for them differs according to gender, but no differences were found on age, having a child or income. 65+ senior consumer’s online shopping intention differs through having a child and income variables however there are no differences according to age and gender. These groups’ online shopping behaviours differ according to age and income, but no differences have been observed according to gender nor having a child.

Anahtar Kelimeler

• Online shopping
• senior consumer behaviour
• 65 years and over
• Türkiye market.

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