Dijital Pazarlama Güven Ölçeğinin Geliştirilmesi

Abstract

Z kuşağının ailenin küçük ferdi olmaktan çıkıp ebeveyn rolüne bürünmesiyle birlikte, işletmecilik yaklaşımlarındaki değişim hızının da artması kaçınılmaz olmuştur. İnternetin hayatımızın ayrılmaz bir parçası olması da bu süreci daha da hızlandırmıştır. Bugün internetten alışveriş yapmak, X kuşağı için dahi rutin bir hâl almıştır. Doğal olarak gerek geleneksel dünyanın gerekse de dijital pazarlamanın önemli değişkeni olan tüketici güven algısı da bu değişimden etkilenmiştir. Bulunduğumuz döneme özgü geliştirilecek dijital pazarlama güven ölçeğinin güncelliğini koruması beklenmektedir. Araştırmanın amacı başta e-pazaryerlerinde olmak üzere, dijital pazarlama güven ölçeği geliştirmektir. Bu kapsamda, 10 odak grup görüşmesi gerçekleştirilmiş ve yapılan pilot çalışmalar kapsamında 1226 katılımcıya ulaşılmıştır. E-pazaryerleri için kullanılan 6 maddelik güven ölçeği 3 farklı formatta (e-pazaryerine işaret, en sık kullanılan e-pazaryeri ve online alışveriş) sunulmuştur. Geliştirilen ölçeğin e –pazaryerleri, e-ticaret siteleri, ikinci el çevrimiçi alışveriş platformları ve hatta sosyal medya pazarlaması gibi dijital pazarlama dünyasına özgü yapısal modellerde kullanılması beklenmektedir.

Keywords

• ölçek geliştirme
• e-pazaryeri
• güven
• Dijital pazarlama

Development of the digital marketing trust scale

Abstract

It is inevitable that the pace of change in business approaches will increase as Generation Z moves from being the younger member of the family into the role of parent. The fact that the internet has become an integral part of our lives has accelerated this process even more. Today, online shopping has become routine even for Generation X. Naturally, consumer trust perception, which is an important variable of both the traditional world and digital marketing, has also been affected by this change. It is expected that the digital marketing trust scale, which will be developed specifically for the current period, will remain up to date. The objective of the research is to develop the digital marketing trust scale, especially in e-marketplaces. In the research, 10 focus group discussions were held to develop the trust scale and 1226 participants were reached in the pilot studies. The 6-item trust scale developed for e-marketplaces is presented in 3 different formats (pointing to an e-marketplace, the most frequently used e-marketplace and online shopping). The developed scale is expected to be used in structural models specific to the digital marketing world, such as e-marketplaces, e-commerce sites, second-hand online shopping platforms and even social media marketing.

Keywords

• scale development
• e-marketplace
• trust
• Digital marketing

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