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Dönüştürücü Etkiyi Ortaya Çıkarmak: COVID-19 Salgını Dönemindeki Çevrimiçi Alışveriş Deneyimleri Üzerine Nitel Bir Araştırma

Year 2023, , 219 - 260, 30.06.2023
https://doi.org/10.54733/smar.1290686

Abstract

COVID-19 salgını sırasında bireylerin kişisel olarak alışveriş yapmaları kısıtlandığında, çevrimiçi alışveriş tüketici ihtiyaçlarını ve isteklerini karşılamak için önemli hale gelmiştir. Bu nitel araştırma, daha önce çevrimiçi alışveriş deneyimi olan 25 katılımcının çevrimiçi alışveriş davranışlarındaki değişiklikleri incelemeyi amaçlamaktadır. Bu çalışma, planlanmış davranış teorisi temelinde oluşturulan tutumlar, öznel normlar ve davranışsal kontrol üzerine odaklanmaktadır. Bulgular, deneyimlenmiş avantajlar ve dezavantajların tüketicilerin çevrimiçi satın alma tutumlarını etkilediğini gösterirken, otoritelerin, uzmanların ve diğer bireylerin etkisinin öznel normları şekillendirdiğini ortaya koymaktadır. Bu çalışma, satın alma sıklığı, planlanmış satın almalardaki sapmalar, salgın öncesi ve sonrası ürün tercihleri, ekonomik zorluklar ve pişmanlıkları inceleyerek tüketicilerin davranışsal kontrolünü değerlendirmektedir. Dikkate değer bir bulgu olarak katılımcıların kendilerini salgının etkilerinden korumak için çevrimiçi alışverişlerini artırdığıdır. Çevrimiçi alışveriş davranışlarındaki değişiklikler, evde geçirilen sürenin artması ve salgınla ilgili önlemlerle ilişkilendirilmektedir. Çalışma, maskeler ve dezenfektanlar gibi yeni ürün kategorilerinin ortaya çıkmasını tanımlamaktadır ve nakliye, iptal ve iade gibi satın alma sürecinde karşılaşılan sorunları vurgulamaktadır. Keşfedici bir yaklaşımla, bu çalışma beklenmedik olaylarda işletmelere pazarlama stratejilerini uyarlamaları için öneriler sunmayı ve böyle süreçlerdeki satın alma davranışları üzerine araştırmaya katkıda bulunmayı amaçlamaktadır.

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Unlocking the Transformative Effect: A Qualitative Research on Online Shopping Experiences During the COVID-19 Pandemic

Year 2023, , 219 - 260, 30.06.2023
https://doi.org/10.54733/smar.1290686

Abstract

Online shopping has become essential in fulfilling consumers' needs and desires during the COVID-19 pandemic when in-person purchases were restricted. This qualitative research aims to examine the changes in online shopping behaviors among 25 participants with previous online shopping experience. The study focuses on attitudes, subjective norms, and behavioral control, derived from the theory of planned behavior. Findings reveal that experienced advantages and disadvantages influence consumers' attitudes towards online purchasing, while the influence of authorities, experts, and other individuals shapes subjective norms. The study assesses consumers' behavioral control by examining purchase frequency, deviations from planned purchases, pre- and post-pandemic product preferences, economic difficulties, and regrets. A notable finding is that participants increased their online shopping to protect themselves from the pandemic's effects. Changes in online shopping behaviors are attributed to increased time spent at home and pandemic-related measures. The study identifies the emergence of new product categories, such as masks and disinfectants, and highlights issues encountered during the purchasing process, including shipping, cancellation, and returns. With an exploratory approach, this study aims to provide recommendations for businesses to adapt their marketing strategies in unexpected events and contribute to research on purchasing behaviors during such processes.

References

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There are 84 citations in total.

Details

Primary Language Turkish
Subjects Regional Studies
Journal Section Research Articles
Authors

Derya Altıntaş 0000-0003-1965-236X

Publication Date June 30, 2023
Submission Date May 1, 2023
Published in Issue Year 2023

Cite

APA Altıntaş, D. (2023). Dönüştürücü Etkiyi Ortaya Çıkarmak: COVID-19 Salgını Dönemindeki Çevrimiçi Alışveriş Deneyimleri Üzerine Nitel Bir Araştırma. Sosyal Mucit Academic Review, 4(2), 219-260. https://doi.org/10.54733/smar.1290686