Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma

Özlem Özdemir Süzer; Çağatan Taşkın

TR EN

Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma

Abstract

Günümüz bütünleşik kanallı perakende ortamında tüketicilerin satın alma yolu bir dizi kanal kombinasyonu içermektedir. Tüketiciler ürünleri çevrimiçi kanalda araştırıp, fiziksel mağazada satın alarak webrooming ve fiziksel mağazada araştırıp, çevrimiçi kanalda satın alarak showrooming davranışı göstermektedir. Bu iki alışveriş biçimi bütünleşik kanallı tüketiciler arasında yaygın olmakla birlikte anlaşılması perakendeciler için oldukça önemlidir. Bu çalışmanın amacı showrooming ve webroominge yönelik tutum ve niyetlerin öncüllerinin etkisini tespit etmek, showrooming ve webroominge yönelik niyetin bütünleşik kanal tatmini üzerinde bir etkiye sahip olup olmadığını giyim sektöründe yapılacak bir araştırmayla ölçümlemektir. Çalışmada anket yöntemiyle veri toplanmıştır. Araştırma hipotezlerinin test edilmesinde PLS-SEM’den yararlanılmıştır. Araştırma sonucunda fiyat avantajı ve tasarruf, satış personeli yardımı ve sosyalleşmenin showroominge yönelik tutumu; sosyalleşme, düşük çevrimiçi arama maliyeti ve çevrimiçi incelemelere erişmenin webroominge yönelik tutumu olumlu yönde etkilediği bulunmuştur. Ayrıca çalışmada showroominge ve webroominge yönelik tutumların showroominge ve webroominge yönelik niyetleri ve webroominge yönelik niyetin bütünleşik kanal tatminini olumlu yönde etkilediği tespit edilmiştir.

Keywords

Bütünleşik kanallı pazarlama, Bütünleşik kanallı perakendecilik, Showrooming, Webrooming, Bütünleşik kanal tatmini

A Research on Intention towards Showrooming and Webrooming in the Context of Omni-channel Marketing

Abstract

In today's omni-channel retail environment, the way consumers buy involves a number of channel combinations. Consumers show webrooming behaviour by searching products in the online channel and purchasing them in the physical store, and showrooming by searching in the physical store and purchasing in the online channel. These two forms of shopping are common among consumers with omni-channel and understanding them is very important for retailers. The aim of this study is to determine the effects of antecedents of attitudes and intentions towards showrooming and webrooming, and to measure whether the intention towards showrooming and webrooming has an effect on omni-channel satisfaction with a research to be conducted in the apparel industry. In the study, data were collected by survey method. PLS-SEM was used to test the research hypotheses. As a result of the research, price advantage and savings, sales personnel assistance and the attitude of socialization towards showrooming; socialization, low online search costs, and accessing online reviews have been found to positively affect attitude towards webrooming. In addition, it has been determined in the study that attitudes towards showrooming and webrooming affect intentions towards showrooming and webrooming, and intention towards webrooming positively affects omni-channel satisfaction.

Keywords

Omni-channel marketing, Omni-channel retailing, Showrooming, Webrooming, Omni-channel satisfaction

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Özlem Özdemir Süzer ^*
0000-0003-1908-4235
Türkiye

Çağatan Taşkın
0000-0002-0655-5061
Türkiye

Publication Date

July 1, 2022

Submission Date

March 15, 2022

Acceptance Date

June 8, 2022

Published in Issue

Year 2022 Volume: 9 Number: 2

IZ

https://izlik.org/JA23TS69HD

APA

Özdemir Süzer, Ö., & Taşkın, Ç. (2022). Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, 9(2), 243-271. https://izlik.org/JA23TS69HD

AMA

1.Özdemir Süzer Ö, Taşkın Ç. Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. OJEMS. 2022;9(2):243-271. https://izlik.org/JA23TS69HD

Chicago

Özdemir Süzer, Özlem, and Çağatan Taşkın. 2022. “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming Ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi 9 (2): 243-71. https://izlik.org/JA23TS69HD.

EndNote

Özdemir Süzer Ö, Taşkın Ç (July 1, 2022) Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9 2 243–271.

IEEE

[1]Ö. Özdemir Süzer and Ç. Taşkın, “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”, OJEMS, vol. 9, no. 2, pp. 243–271, July 2022, [Online]. Available: https://izlik.org/JA23TS69HD

ISNAD

Özdemir Süzer, Özlem - Taşkın, Çağatan. “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming Ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9/2 (July 1, 2022): 243-271. https://izlik.org/JA23TS69HD.

JAMA

1.Özdemir Süzer Ö, Taşkın Ç. Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. OJEMS. 2022;9:243–271.

MLA

Özdemir Süzer, Özlem, and Çağatan Taşkın. “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming Ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, vol. 9, no. 2, July 2022, pp. 243-71, https://izlik.org/JA23TS69HD.

Vancouver

1.Özlem Özdemir Süzer, Çağatan Taşkın. Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. OJEMS [Internet]. 2022 Jul. 1;9(2):243-71. Available from: https://izlik.org/JA23TS69HD

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Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma

Abstract

Keywords

A Research on Intention towards Showrooming and Webrooming in the Context of Omni-channel Marketing

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