Can Showrooming be defined as a Store Abuse in Terms of Consumer Ethics?

Year 2018, Volume: 2 Issue: 1, 25 - 34, 15.07.2018

Mustafa Ünsalan

Abstract

The main purpose of this study is to
evaluate the showrooming behavior of consumers from the point of view consumer
ethics perspective with consumer, retailer and ethical dimensions, and to
suggest a concept that can be used as a counterpart in the Turkish marketing
literature in the word "showrooming".The literature has been reviewed on this subject and a conceptual study has
been carried out in order to present a proposal about the translation of the
concept into Turkish. There were no study has been found in the Turkish marketing literature related
to this subject and it has been found that there is no Turkish equivalent of
this concept. It is the first article written in the Turkish marketing literature and it is
the first study that addresses this subject with ethics. 

Keywords

retailing, showrooming, store abuse, consumer ethics

Tüketici Etiği Açısından Showrooming Mağaza İstismarı Olarak Tanımlanabilir mi?

Abstract

Bu çalışmanın temel amacı tüketicilerin
showrooming davranışını tüketici, perakendeci ve etik boyutları ile ele alarak
tüketici etiği bakış açısı ile bu davranışı değerlendirmek ve “showrooming”
kelimesinin Türkçe pazarlama literatüründe karşılığı olarak kullanılabilecek
bir kavram önermektir.Konu
ile ilgili olarak literatür taranmış ve kavramın Türkçeye çevrilmesi konusunda bir
öneri sunulması için kavramsal bir çalışma yapılmıştır. Türkçe pazarlama
literatüründe konu ile ilgili yazılmış bir çalışma bulunamamış ve kavramın
Türkçe karşılığının olmadığı bulunmuştur. Türkçe pazarlama
literatüründe konu ile ilgili olarak yazılan ilk makaledir ve bu konuyu etik
yaklaşımları ile ele alan ilk çalışmadır.

Keywords

perakendecilik, showrooming, mağaza istismarı, tüketici etiği

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