Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi

Emel Celep; Barış Çorumlu

doi:10.52642/susbed.1623750

TR EN

Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi

Abstract

Bu araştırmanın temel amacı, e-müşteri algıları, showrooming ve webrooming değişkenleri arasındaki ilişkileri tespit etmek ve e-müşteri algılarını çok kanallı pazarlama perspektifinden ele almaktır. Araştırma, Türkiye’nin Konya ilinde en az bir kez fiziki ve/veya çevrimiçi (online) alışveriş yapan bireyler üzerinde gerçekleştirilmiştir. Veri toplama yöntemi olarak anket tercih edilmiştir. Konya ilinde ikamet eden katılımcılardan kolayda örneklem yöntemi ile elde edilen 409 anket araştırmaya dahil edilmiştir. Çalışmada, e-müşteri algıları, showrooming tutumu ve webrooming tutumu olmak üzere üç farklı değişken ve bu değişkenler arasındaki etki durumu analiz edilmiştir. Araştırma sonuçları, e-müşteri algılarının “fayda algısı” boyutunun showrooming’e yönelik tutumları; e-müşteri algılarının “güvenlik algısı” boyutunun webrooming’e yönelik tutumları; e-müşteri algılarının “müşteri ilişkileri” boyutunun showrooming’e yönelik tutumları olumlu ve pozitif yönde etkilediğini göstermektedir. Araştırmadan elde edilen sonuçlar ışığında sanayi ve hizmet sektörü temsilcilerine, e-ticaret yöntemi veya fiziki yollarla mal ve hizmet sunumu yapan işletmelere ve ilgili alanda çalışan akademisyenlere birtakım öneriler sunulmuştur.

Keywords

Çok Kanallı Pazarlama, Bütünleşik Kanallı Pazarlama (Omni-channel Pazarlama), E-müşteri Algısı, Showrooming, Webrooming

E-Customer Perceptions in The Multi-Channel Customer Journey: An Investigation of Showrooming and Webrooming Attitudes

Abstract

The main purpose of this research is to determine the relationships between e-customer perceptions, showrooming and webrooming variables and to address e-customer perceptions from a multi-channel marketing perspective. The research was conducted on individuals who have made at least one physical and/or online purchase in the Konya province of Turkey. Survey was preferred as the data collection method. 409 surveys obtained through convenience sampling method from participants residing in Konya province were included in the research. In the study, three different variables, namely e-customer perceptions, showrooming attitude and webrooming attitude, and the effect status between these variables were analyzed. The research results show that the “benefit perception” dimension of e-customer perceptions affects attitudes towards showrooming; the “security perception” dimension of e-customer perceptions affects attitudes towards webrooming; and the “customer relationships” dimension of e-customer perceptions affects attitudes towards showrooming significant and positive. In the light of the results obtained from the research, a number of recommendations were presented to representatives of the industry and service sectors, businesses that provide goods and services through e-commerce or physical means, and academics working in the relevant field.

Keywords

Multi-Channel Marketing, Omni-Channel Marketing, E-customer Perception, Showrooming, Webrooming

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Details

Primary Language

Turkish

Subjects

Sociology and Social Studies of Science and Technology, Digital Marketing, Marketing (Other)

Journal Section

Research Article

Authors

Emel Celep ^*
0000-0002-3886-2752
Türkiye

Barış Çorumlu
0000-0002-9677-3969
Türkiye

Publication Date

August 30, 2025

Submission Date

January 21, 2025

Acceptance Date

May 27, 2025

Published in Issue

Year 2025 Number: 57

DOI

https://doi.org/10.52642/susbed.1623750

IZ

https://izlik.org/JA77AE49GH

APA

Celep, E., & Çorumlu, B. (2025). Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 57, 262-282. https://doi.org/10.52642/susbed.1623750

AMA

1.Celep E, Çorumlu B. Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi. SUSBED. 2025;(57):262-282. doi:10.52642/susbed.1623750

Chicago

Celep, Emel, and Barış Çorumlu. 2025. “Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming Ve Webrooming Tutumlarının İncelenmesi”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, nos. 57: 262-82. https://doi.org/10.52642/susbed.1623750.

EndNote

Celep E, Çorumlu B (August 1, 2025) Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 57 262–282.

IEEE

[1]E. Celep and B. Çorumlu, “Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi”, SUSBED, no. 57, pp. 262–282, Aug. 2025, doi: 10.52642/susbed.1623750.

ISNAD

Celep, Emel - Çorumlu, Barış. “Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming Ve Webrooming Tutumlarının İncelenmesi”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 57 (August 1, 2025): 262-282. https://doi.org/10.52642/susbed.1623750.

JAMA

1.Celep E, Çorumlu B. Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi. SUSBED. 2025;:262–282.

MLA

Celep, Emel, and Barış Çorumlu. “Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming Ve Webrooming Tutumlarının İncelenmesi”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 57, Aug. 2025, pp. 262-8, doi:10.52642/susbed.1623750.

Vancouver

1.Emel Celep, Barış Çorumlu. Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi. SUSBED. 2025 Aug. 1;(57):262-8. doi:10.52642/susbed.1623750

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi

Abstract

Keywords

E-Customer Perceptions in The Multi-Channel Customer Journey: An Investigation of Showrooming and Webrooming Attitudes

Abstract

Keywords

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Acceptance Date

Published in Issue

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