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

Year 2024, Volume: 5 Issue: Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular, 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.

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