Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers

Year 2024, , 1 - 20, 30.10.2024

Meftune Özbakır Umut

https://doi.org/10.54439/gupayad.1495730

Abstract

Purpose: This study aimed to determine consumers’ digital literacy levels, whether their digital literacy levels had an effect on their online purchasing behaviour, and whether their digital literacy levels varied with their demographic characteristics. Few studies in the marketing literature have investigated the concept of digital literacy, which has become an important issue for consumer behaviour. Material and Method: In this study, in which quantitative research methods were used, data were collected from 627 consumers through online survey method. The conceptual model of the study was tested using structural equation modeling. Findings: This study found statistically significantly differences between the generations’ digital literacy levels and online purchasing intentions. Results: Especially for online communication, it is recommended to develop applications and content that will attract and use consumers with different digital literacy levels.

Keywords

Digital Literacy, Online Purchasing Intention, Consumer Behaviour, Generations

X, Y ve Z Kuşak Tüketicilerin Dijital Okuryazarlık Düzeyleri ve Çevrimiçi Satın Alma Niyetleri Arasındaki İlişkinin İncelenmesi

Abstract

Amaç: Bu çalışma, tüketicilerin dijital okuryazarlık düzeylerini, dijital okuryazarlık düzeylerinin çevrimiçi satın alma davranışlarına etkisinin olup olmadığını ve dijital okuryazarlık düzeylerinin demografik özelliklerine göre değişip değişmediğini belirlemeyi amaçlamıştır. Tüketici davranışları için önemli bir konu haline gelen dijital okuryazarlık kavramını pazarlama literatüründe az sayıda çalışma ile araştırmıştır. Gereç ve Yöntem: Nicel araştırma yöntemlerinin kullanıldığı bu araştırmada 627 tüketiciden çevrimiçi anket yöntemi ile veri toplanmıştır. Çalışmanın kavramsal modeli yapısal eşitlik modellemesi kullanılarak test edilmiştir. Bulgular: Çalışmada, kuşaklar arasında dijital okuryazarlık düzeyleri ile çevrimiçi satın alma niyetleri arasında istatistiksel olarak anlamlı farklılıklar bulunmuştur. Sonuç: Özellikle online iletişim için farklı dijital okuryazarlık seviyelerine sahip tüketicilere yönelik uygulamalar ve içerikler geliştirilmesi önerilmektedir.

Keywords

Dijital Okuryazarlık, Çevrimiçi Satın Alma Niyeti, Tüketici Davranışı, Kuşaklar.

References

• Altuğ, N. (2012). Kuşaktan kuşağa tüketim olgusu ve geleceğin tüketici profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203-212.
• Bagozzi, R. P., Yi, Y., & Philips L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421-458.
• Bakırtaş, H., Divanoğlu, S. & Akkaş, C. (2016). Y kuşağı farkı ne? Neyi niçin, nasıl alır ya da aldırır? Bursa: Ekin Yayınevi.
• Bayrakçı, S. (2020). Dijital yetkinlikler bütünü olarak dijital okuryazarlık: Ölçek geliştirme çalışması (Doctoral thesis). Marmara University Institute of Social Sciences, Istanbul.
• Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., ... & Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of service management, 24(3), 245-267.
• Buric, I., Soric, I., & Penezic, Z. (2016). Emotion regulation in academic domain: Development and validation of the academic emotion regulation questionnaire (AERQ). Personality and Individual Differences, 96, 138-147. https://doi.org/10.1016/j.paid.2016.02.074
• Callum, K. M., & Jeffrey, L. (2014). Factors impacting teachers. Adoption of Mobile Learning. 13(1), 141–162.
• Chung, J. E. (2010). Age differences in perceptions of online community participation among non-users: An extension of the technology acceptance model. Computers in Human Behavior, 26(6), 1674–1684. https://doi.org/10.1016/j.chb.2010.06.016
• Cohen, L., Manion, L., & Morrison, K. (2000). Research Methods in Education (5th ed.). Routledge. https://doi.org/10.4324/9780203224342
• Cole, D. A. (1987). Utility of confirmatory factor analysis in test validation research. Journal of Consulting and Clinical Psychology, 55, 1019-1031. https://doi.org/10.1037/0022-006X.55.4.584
• Crumpacker, M. ve Crumpacker, J. M. (2007). “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”, Public Personnel Management, 36(4), Winter, 349-369.
• Çelik, H. E. (2009). Yapısal eşitlik modellemesi ve bir uygulama: genişletilmiş online alışveriş kabul modeli (Doctoral thesis). Eskişehir Osmangazi University Institute of Science, Eskisehir.
• De Carlo, L.T. (1997). On the meaning and use of kurtosis. Psychological Methods, 2, 292-307.
• Deursen, A. J., & Dijk, J. A. (2014). The digital divide shifts to differences in usage. New media & society, 16(3), 507-526.
• Deursen, A. J., & Dijk, J. A. (2014). The digital divide shifts to differences in usage. New media & society, 16(3), 507-526.
• Dey, B. L., Yen, D., & Samuel, L. (2020). Digital consumer culture and digital acculturation. International Journal of Information Management, 51, 102057.
• Ertaş, H., Kiraç, R., & Demir, R. (2019). Dijital okuryazarlık ve e-sağlık okuryazarlığı arasındaki ilişkinin incelenmesi. 3. Uluslararası 13. Ulusal Sağlık ve Hastane İdaresi Kongresi (s. 557-570). Sakarya: Sakarya Üniversitesi.
• Eshet, Y. (2004). Digital literacy: A conceptual framework for survival skills in the digital era. Journal of educational multimedia and hypermedia, 13(1), 93-106.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. http://www.jstor.com/stable/3151312
• Gilster, P. (1997). Digital Literacy. New York: Wiley Computer Pub.
• Groeneveld, R. A. & Meeden, G. (1984). Measuring skewness and kurtosis. Journal of the Royal Statistical Society Series D: The Statistician, 33, 391-399.
• Hamutoğlu, N. B., Güngören, Ö. C., Uyanık, G. K., & Erdoğan, D. G. (2017). Dijital okuryazarlık ölçeği: Türkçe’ye uyarlama çalışması. Ege Eğitim Dergisi, 18(1), 408-429. https://doi.org/10.12984/egeefd.295306
• Hargittai, E. (2005). Survey measures of web-oriented digital literacy. Social Science Computer Review, 23(3), 371–379. https://doi.org/10.1177/0894439305275911
• Hargittai, E. (2010). Digital na (t) ives? Variation in internet skills and uses among members of the “net generation”. Sociological inquiry, 80(1), 92-113.
• Hargittai, E. (2010). Digital na (t) ives? Variation in internet skills and uses among members of the “net generation”. Sociological inquiry, 80(1), 92-113.
• Hatlevik, O. E., & Christophersen, K. A. (2013). Digital competence at the beginning of upper secondary school: Identifying factors explaining digital inclusion. Computers & education, 63, 240-247. https://doi.org/10.1016/j.compedu.2012.11.015
• Hogan, H., Perez, D. ve Bell, W. R. (2008). “Who (Really) are the First Baby Boomers?”, Joint Statistical Meetings Proceedings, Social Statistics Section, Alexandria, VA: American Statistical Association, 1009–1016.
• Hooper, D., Coughlan, J., & Mullen M.R. (2008). Structural Equation modelling: guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
• Hopkins, K. D., & Weeks, D. L. (1990). Tests for normality and measures of skewness and kurtosis: their place in research reporting. Educational and Psychological Measurement, 50, 717-729. https://doi.org/10.1177/0013164490504001
• Horrigan, J. B. (2016). Digital readiness gaps. Pew Research Center.
• Huang, C. C., Wang, Y., Wu, T., & Wang, P. (2013). An empirical analysis of the antecedents and performance consequences of using the moodle platform. International Journal of Information and Education Technology, 3(2), 217-221. https://doi.org/10.7763/IJIET.2013.V3.267
• Janssen, J., & Stoyanov, S. (2012). Online consultation on experts’ views on digital competence. Luxembourg: Publications Office of the European Union.
• Kıyıcı, M. (2008). Öğretmen adaylarının sayısal okuryazarlık düzeylerinin belirlenmesi (Doktora tezi). Anadolu Üniversitesi Eğitim bilimleri Enstitüsü, Eskişehir.
• Kinzer, C. K. (2010). Considering literacy and policy in the context of digital environments. Language Arts, 88(1), 51-61.
• Lissitsa, S., & Kol, O. (2016). Generation X vs. generation Y–A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312. https://doi.org/10.1016/j.jretconser.2016.04.015
• Marsh, J., Hannon, P., Lewis, M., & Ritchie, L. (2017). Young children’s initiation into family literacy practices in the digital age. Journal of Early Childhood Research, 15(1), 47-60. https://doi.org/10.1177/1476718X15582095
• Moors, J. J. A. (1986). The meaning of kurtosis: Darlington reexamined. The American Statistician, 40(4), 283-284. https://doi.org/10.1080/00031305.1986.10475415
• Morris, M. G., & Venkatesh, V. (2000). Age differences in technology adoption decisions: Implications for a changing workforce. Personnel Psychology, 53(2), 375–403.
• Munro, B. H. (2005). Statistical methods for health care research. Philadelphia: Lippincot Williams & Wilkins.
• Nawafleh, S. (2018). Factors affecting the continued use of e-government websites by citizens: An exploratory study in the Jordanian. Transforming Government People Process and Policy, 12(3/4), 244–264. https://doi.org/10.1108/TG-02-2018-0015
• Ng, W. (2012). Can we teach digital natives digital literacy? Computers & Education, 59, 1065-1078. https://doi.org/10.1016/j.compedu.2012.04.016
• Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International journal of retail & distribution management, 31(1), 16-29.
• Parlaktuna, İ. (2010). Türkiye’de cinsiyete dayalı mesleki ayrımcılığın analizi. Ege Akademik Bakış, 10(4), 1217-1230.
• Prensky, M. (2001). Digital natives, digital immigrants part 2: Do they really think differently? On the Horizon, 9(6), 1-6.
• Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of Educational Research, 99(6), 323-38. https://doi.org/10.3200/JOER.99.6.323-338
• Schumacker, R. E., & Lomax, R. G. (2010). A beginner's guide to structural equation modeling. New York: Taylor & Francis Group.
• Shin, D. H. (2009). Towards an understanding of the consumer acceptance of mobile wallets. Computers in Human Behavior, 25(6), 1343–1354. https://doi.org/10.1016/j.chb.2009.06.001
• Sümer, N. (2000). Yapısal eşitlik modelleri: temel kavramlar ve örnek uygulamalar. Türk Psikoloji Yazıları, 3(6), 49-74.
• Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş, temel ilkeler ve Lisrel uygulamaları. Ankara: Ekinoks. TUIK (2020). Nüfus ve demografi. Retrievend from: https://data.tuik.gov.tr/Kategori/GetKategori?p=nufus-ve-demografi-109&dil=1 Retrieved date: 10.09.2020
• TUIK, (2023). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2023. Retrieved from: https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2023-49407 Retrieved date: 07.08.2024
• Tüfekci, Ö. K., & Akbıyık, F. (2023). Conceptual level strategy recommendations for understanding marketing communication efforts in digital consumption culture with neuroscience technique. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 10(2), 1710-1723.
• USA Statistical Institute, (2006). “Selected Characteristics of Baby Boomers 42 to 60 Years Old in 2006”, Age and Special Populations Branch Population Division U.S. Census Bureau, Washington D.C., 1-46.
• Valentine, D. B., & Powers, T. L. (2013). Generation Y values and lifestyle segments. Journal of Consumer Marketing, 30(7), 597-606. https://doi.org/10.1108/JCM-07-2013-0650
• Waltz, C. F., Strcikland, O. L., & Lenz, E. R. (2010). Measurement in Nursing and Health Research. New York: Springer Publishing Company.
• Wang, J., & Wang, X. (2012). Structural equation modeling: applications using Mplus: Methods and applications. West Susex: John Wiley & Sons.
• Wearesocial, (2023). Special report digital 2024 Your ultimate guide to the evolving digital World. Retrieved from: https://wearesocial.com/uk/ Retrieved date: 07.08.2024
• Wolburg, J. M., & Pokrywczynski, J. (2001). A psychographic analysis of Generation Y college students. Journal of Advertising Research, 41(5), 33-52. https://epublications.marquette.edu/comm_fac/148
• Yeşildal, M. (2018). Yetişkin bireylerde dijital okuryazarlık ve sağlık okuryazarlığı arasındaki ilişki (Yüksek lisans tezi). Necmettin Erbakan University, Konya.