"Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment

Abstract

“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment

Abstract

Bu çalışmanın temel amacı Y kuşağının dijital ortamda Black Friday alışveriş etkinliğine karşı olan motivasyonel eğilimlerini ortaya koymaktır. Çalışma sonucunda elde edilen birinci sonuca göre, online Black Friday alışveriş etkinliğine katılımda tüketicilerin hedonik motivasyonlarının rasyonel motivasyonlarından daha çok pozitif ilişkide olduğu gözlemlenmiştir. Çalışmadaki diğer sonuca göre, online Black Friday alışveriş etkinliğine katılım motivasyonu; yaş, medeni durum, eğitim düzeyi ve aylık bireysel harcama düzeyine göre değişmektedir.

Keywords

• Online tüketici davranışı
• online etkinlik pazarlaması
• motivasyonel eğilim

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