Research Article
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Shy consumer scale and online shopping: the example of Kyrgyz university students

Year 2020, Volume: 11 Issue: 2, 131 - 140, 29.12.2020

Abstract

Shyness is becoming universal day by day, and it appears in different forms in every culture, though not in the same level. Naturally, the impact of the shyness factor on the consumer purchasing decision may also vary from a culture to another. In this study, it is aimed to evaluate the tendency of Kyrgyz consumers to shop via the Internet according to their shyness status. The Shy Consumer Scale developed by Aydin (2017) is adapted to Kyrgyz in the scope of this research. Marketing managers are expected to take steps such as psychographic segmentation, determination of target group, positioning, design of web page, and marketing mix differentiation with the obtained findings. This research is a preliminary study. As a result, contrary to expectations, it was found that consumers with low shyness levels were more likely to shop online than those with a high level of shyness.

References

  • Aydın, O., (2017), Utangaç Tüketici Ölçeğinin Geliştirilmesi ve Tüketici Karar Verme Tarzlarına Etkisi (Basılmamış Doktora Tezi), Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü, Denizli, Türkiye.
  • Aydin, O., & Hasiloglu, S. B. (2017). Shy Customers Vs Non-Shy Customers: Who Does Love More Online Shopping? European Scientific Journal, ESJ, 13(12), 269-274.
  • Baker, L. R., & Oswald, D. L. (2010). Shyness and Online Social Networking Services, Journal of Social and Personal Relationships, 27(7), 873-889.
  • Bian, M., & Leung, L. (2015). Linking Loneliness, Shyness, Smartphone Addiction Symptoms, and Patterns of Smartphone Use to Social Capital, Social Science Computer Review, 33(1), 61-79.
  • Briggs S. R., Cheek J. M. ve Buss A. H. (1980). An Analysis of the Self-Monitoring Scale, Journal of Personality and Social Psychology, 38(4), 679-686.
  • Bruch, M. A., Rivet, K. M., Heimberg, R. G., Hunt, A., & McIntosh, B. (1999). Shyness and Sociotropy: Additive and Interactive Relations in Predicting Interpersonal Concerns, Journal of Personality, 67(2), 373-406.
  • Carducci B. J. (2009). What Shy Individuals Do to Cope with Their Shyness: A Content Analysis and Evaluation of Self-Selected Coping Strategies, Isr J Psychiatry Relat Sci, 46(1), 45–52.
  • Cheek, J. M., & Buss A. H. (1981). Shyness and Sociability, Journal of Personality and Social Psychology, 41(2), 330-339.
  • Cheek, J. M., & Busch, C. M. (1981). The Influence of Shyness on Loneliness in a New Situation, Personality and Social Psychology Bulletin, 7(4), 572-577.
  • Crozier W. R. (2005). Measuring Shyness: Analysis of the Revised Cheek and Buss Shyness Scale, Personality and Individual Differences, 38(8), 1947–1956.
  • Driesbach, C., Walton, R., Kolko, B., & Seidakmatova, A. (2009). Asking Internet users to explain non-use in Kyrgyzstan. In Professional Communication Conference, 2009. IPCC 2009. IEEE International, 1-6.
  • Ebeling-Witte, S., Frank, M. L., & Lester, D. (2007). Shyness, Internet Use, and Personality, CyberPsychology & Behavior, 10(5), 713-716.
  • Eldeleklioğlu J. & Vural Batık M. (2013). Predictive Effects of Academic Achievement, Internet Use Duration, Loneliness and Shyness on Internet Addiction, Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 28(1), 141-152.
  • Güngör, A. (2016). Utangaçlık Ölçeğinin Geliştirilmesi Geçerlik ve Güvenilirlik Çalışmaları, Türk Psikolojik Danışma ve Rehberlik Dergisi, 2(15), 17-22.
  • Karabacak, K., & Oztunc, M. (2014). The Effect of Addiction for Communication Tools on The Feelings of Shyness and Loneliness, International Journal of Academic Research, 6(1), 368-373.
  • Kulikova, S. V. (2008). New Media in New Democracies: Perceptions of Good Governance Among Traditional and Internet-Based Media Users in Kyrgyzstan (Unpublished Doctoral Dissertation), Louisiana State University, Louisiana, USA. Laghi F., Schneider B. H., Vitoroulis I., Coplan R. J., Baiocco R., Amichai-Hamburger Y., Hudek N., Koszycki D., Miller S. & Flament M. (2012). Knowing When not to Use the Internet: Shyness and Adolescents’ On-Line and Off-Line Interactions with Friends, Computers in Human Behavior 29 (2013), 51–57.
  • Lorant, Tina A., Lynne Henderson, and Philip G. Zimbardo. Comorbidity in Chronic Shyness, Depression and Anxiety 12 (2000), 232-237.
  • Melchior, L. A., & Cheek, J. M. (1990). Shyness and Anxious Self-Preoccupation During a Social Interaction, Journal of Social Behavior and Personality, 5(2), 117- 130.
  • Muhametjanova, G., & Cagiltay, K. (2016). Integrating Technology into Instruction at A Public University in Kyrgyzstan: Barriers and Enablers. Eurasia Journal of Mathematics, Science & Technology Education, 12(10), 2657-2670.
  • Sheeks, M. S., & Birchmeier, Z. P. (2007). Shyness, Sociability, and The Use of Computer-Mediated Communication in Relationship Development, Cyberpsychology & Behavior, 10(1), 64-70.
  • Walton, R., Yaaqoubi, J., & Kolko, B. (2012). What’s it for? Expectations of Internet value and usefulness in Central Asia. Information Technologies & International Development, 8(3), 69-84.
  • WEB_1. (2016). Türk Dil Kurumu. http://Tdk.Gov.Tr/İndex.Php?Option=Com_Gts&Arama=Gts&Guid=TDK.GTS.569f8281354918.35231671 (20.01.2016).
  • WEB_2. (2016). Cambridge Dictionary. http://dictionary.cambridge.org/dictionary/turkish/shy_1?q=shyness (20.01.2016)
  • WEB_3. (2016). Oxford Dictionary. http://www.oxforddictionaries.com/definition/learner/shyness (20.01.2016).
  • Wolfe C. D., Zhang J., Spoon J. K. & Bell M. A. (2014). A Longitudinal Perspective on the Association Between Cognition and Temperamental Shyness, International Journal of Behavioral Development, 38(3), 266-276.
  • Zhao, J., Kong, F., & Wang, Y. (2013). The Role of Social Support and Self-Esteem in the Relationship between Shyness and Loneliness, Personality and Individual Differences, 54(5), 577-581.

Utangaç tüketici ölçeği ve internetten satın alma: Kırgız üniversite öğrencileri örneği

Year 2020, Volume: 11 Issue: 2, 131 - 140, 29.12.2020

Abstract

Utangaçlık gün geçtikçe evrenselleşmekte, aynı düzeyde olmasa da her kültürde farklı şekillerde tezahür etmektedir. Doğal olarak utangaçlık faktörünün tüketici satın alma kararı üzerindeki etkisi de farklı kültürlere göre değişkenlik gösterebilir. Bu çalışmada seçilen Kırgız tüketicilerin, utangaçlık durumuna göre çevrimiçi alışveriş eğilimlerinin değerlendirilmesi hedeflenmiştir. Araştırma kapsamında Aydın (2017) tarafından geliştirilen utangaç tüketici ölçeği Kırgızca’ya uyarlanmıştır. Elde edilen bulguların gelecekteki utangaç tüketici çalışmalarına ve bu faktöre bağlı olarak psikografik bölümlendirme, hedef kitlenin belirlenmesi, konumlandırma, internet sayfasının tasarlanması, pazarlama karması farklılaştırması gibi konularla birlikte çalışılmasına yol gösterici olması beklenmektedir. Bu araştırma bir ön çalışma niteliğindedir. Araştırma sonucunda beklenilenin aksine utangaçlık düzeyi düşük olan tüketicilerin, utangaçlık düzeyi yüksek olan tüketicilere göre çevrimiçi alışveriş yapma sıkılıklarının daha fazla olduğu saptanmıştır.

References

  • Aydın, O., (2017), Utangaç Tüketici Ölçeğinin Geliştirilmesi ve Tüketici Karar Verme Tarzlarına Etkisi (Basılmamış Doktora Tezi), Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü, Denizli, Türkiye.
  • Aydin, O., & Hasiloglu, S. B. (2017). Shy Customers Vs Non-Shy Customers: Who Does Love More Online Shopping? European Scientific Journal, ESJ, 13(12), 269-274.
  • Baker, L. R., & Oswald, D. L. (2010). Shyness and Online Social Networking Services, Journal of Social and Personal Relationships, 27(7), 873-889.
  • Bian, M., & Leung, L. (2015). Linking Loneliness, Shyness, Smartphone Addiction Symptoms, and Patterns of Smartphone Use to Social Capital, Social Science Computer Review, 33(1), 61-79.
  • Briggs S. R., Cheek J. M. ve Buss A. H. (1980). An Analysis of the Self-Monitoring Scale, Journal of Personality and Social Psychology, 38(4), 679-686.
  • Bruch, M. A., Rivet, K. M., Heimberg, R. G., Hunt, A., & McIntosh, B. (1999). Shyness and Sociotropy: Additive and Interactive Relations in Predicting Interpersonal Concerns, Journal of Personality, 67(2), 373-406.
  • Carducci B. J. (2009). What Shy Individuals Do to Cope with Their Shyness: A Content Analysis and Evaluation of Self-Selected Coping Strategies, Isr J Psychiatry Relat Sci, 46(1), 45–52.
  • Cheek, J. M., & Buss A. H. (1981). Shyness and Sociability, Journal of Personality and Social Psychology, 41(2), 330-339.
  • Cheek, J. M., & Busch, C. M. (1981). The Influence of Shyness on Loneliness in a New Situation, Personality and Social Psychology Bulletin, 7(4), 572-577.
  • Crozier W. R. (2005). Measuring Shyness: Analysis of the Revised Cheek and Buss Shyness Scale, Personality and Individual Differences, 38(8), 1947–1956.
  • Driesbach, C., Walton, R., Kolko, B., & Seidakmatova, A. (2009). Asking Internet users to explain non-use in Kyrgyzstan. In Professional Communication Conference, 2009. IPCC 2009. IEEE International, 1-6.
  • Ebeling-Witte, S., Frank, M. L., & Lester, D. (2007). Shyness, Internet Use, and Personality, CyberPsychology & Behavior, 10(5), 713-716.
  • Eldeleklioğlu J. & Vural Batık M. (2013). Predictive Effects of Academic Achievement, Internet Use Duration, Loneliness and Shyness on Internet Addiction, Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 28(1), 141-152.
  • Güngör, A. (2016). Utangaçlık Ölçeğinin Geliştirilmesi Geçerlik ve Güvenilirlik Çalışmaları, Türk Psikolojik Danışma ve Rehberlik Dergisi, 2(15), 17-22.
  • Karabacak, K., & Oztunc, M. (2014). The Effect of Addiction for Communication Tools on The Feelings of Shyness and Loneliness, International Journal of Academic Research, 6(1), 368-373.
  • Kulikova, S. V. (2008). New Media in New Democracies: Perceptions of Good Governance Among Traditional and Internet-Based Media Users in Kyrgyzstan (Unpublished Doctoral Dissertation), Louisiana State University, Louisiana, USA. Laghi F., Schneider B. H., Vitoroulis I., Coplan R. J., Baiocco R., Amichai-Hamburger Y., Hudek N., Koszycki D., Miller S. & Flament M. (2012). Knowing When not to Use the Internet: Shyness and Adolescents’ On-Line and Off-Line Interactions with Friends, Computers in Human Behavior 29 (2013), 51–57.
  • Lorant, Tina A., Lynne Henderson, and Philip G. Zimbardo. Comorbidity in Chronic Shyness, Depression and Anxiety 12 (2000), 232-237.
  • Melchior, L. A., & Cheek, J. M. (1990). Shyness and Anxious Self-Preoccupation During a Social Interaction, Journal of Social Behavior and Personality, 5(2), 117- 130.
  • Muhametjanova, G., & Cagiltay, K. (2016). Integrating Technology into Instruction at A Public University in Kyrgyzstan: Barriers and Enablers. Eurasia Journal of Mathematics, Science & Technology Education, 12(10), 2657-2670.
  • Sheeks, M. S., & Birchmeier, Z. P. (2007). Shyness, Sociability, and The Use of Computer-Mediated Communication in Relationship Development, Cyberpsychology & Behavior, 10(1), 64-70.
  • Walton, R., Yaaqoubi, J., & Kolko, B. (2012). What’s it for? Expectations of Internet value and usefulness in Central Asia. Information Technologies & International Development, 8(3), 69-84.
  • WEB_1. (2016). Türk Dil Kurumu. http://Tdk.Gov.Tr/İndex.Php?Option=Com_Gts&Arama=Gts&Guid=TDK.GTS.569f8281354918.35231671 (20.01.2016).
  • WEB_2. (2016). Cambridge Dictionary. http://dictionary.cambridge.org/dictionary/turkish/shy_1?q=shyness (20.01.2016)
  • WEB_3. (2016). Oxford Dictionary. http://www.oxforddictionaries.com/definition/learner/shyness (20.01.2016).
  • Wolfe C. D., Zhang J., Spoon J. K. & Bell M. A. (2014). A Longitudinal Perspective on the Association Between Cognition and Temperamental Shyness, International Journal of Behavioral Development, 38(3), 266-276.
  • Zhao, J., Kong, F., & Wang, Y. (2013). The Role of Social Support and Self-Esteem in the Relationship between Shyness and Loneliness, Personality and Individual Differences, 54(5), 577-581.
There are 26 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Oguzhan Aydın

Selçuk Burak Haşıloğlu

Celaletdin Serinkan

Publication Date December 29, 2020
Published in Issue Year 2020 Volume: 11 Issue: 2

Cite

APA Aydın, O., Haşıloğlu, S. B., & Serinkan, C. (2020). Utangaç tüketici ölçeği ve internetten satın alma: Kırgız üniversite öğrencileri örneği. Journal of Internet Applications and Management, 11(2), 131-140.