Tüketici Özelliklerinin Bütünleşik Kanal Tercihleri ve Satın Alma Niyeti Üzerindeki Etkisinin İncelenmesi

Öz

Son yıllarda ağ ve mobil teknolojilerdeki ilerlemeler, perakende iş modelleri ile tüketici alışveriş davranışlarını köklü biçimde dönüştürmüş; bu dönüşüm, tüketicilerin işletmelerle etkileşiminde eşzamanlı çoklu kanal kullanımını yaygınlaştırmış ve pazarlama karması elemanlarının tüketiciye değer sunma biçimlerini yeniden şekillendirmiştir. Bu çalışmanın amacı, tüketici özelliklerinin bütünleşik kanal tercihleri ve satın alma niyetleri üzerindeki etkilerini belirlemektir. Araştırmada yaş, cinsiyet, gelir düzeyi, bilgiye erişim ve teknolojiye yatkınlık gibi faktörlerin tüketicilerin bütünleşik kanal tutumları üzerindeki etkisi incelenmiştir. Çalışmada nicel araştırma yöntemi kullanılarak 343 tüketici ile çevrimiçi anket gerçekleştirilmiştir. Verilerin analizinde regresyon analizi ve fark testleri yapılmıştır. Bulgular, tüketicilerin bütünleşik kanal tutumlarının satın alma niyetlerini anlamlı ölçüde etkilediğini ortaya koymaktadır. Ayrıca, teknolojiye yatkınlık, algılanan davranışsal kontrol ve çevrimiçi bilgi avantajları gibi faktörlerin bütünleşik kanal tercihini pozitif etkilediği tespit edilmiştir. Ancak cinsiyet, gelir ve eğitim düzeyi gibi değişkenlerin anlamlı bir etkisinin olmadığı görülürken, yaş faktörünün bütünleşik kanal davranışında anlamlı farklılıklara neden olduğu saptanmıştır. Bu bağlamda işletmelerin, genç ve teknoloji odaklı tüketicileri hedefleyen kişiselleştirilmiş dijital çözümlere ve bütünleşik kanal entegrasyonuna yatırım yapmaları önerilmektedir.

Anahtar Kelimeler

• Bütünleşik kanal davranışı
• Satın alma niyeti
• Planlı davranış teorisi
• Tüketici özellikleri

Examining the Effect of Consumer Attributes on Omnichannel Preferences and Purchase Intentions

Öz

In recent years, advances in network and mobile technologies have fundamentally transformed retail business models and consumer shopping behavior. This transformation has popularized the simultaneous use of multiple channels in consumer interactions with businesses and reshaped the ways in which marketing mix elements deliver value to consumers. The aim of this study is to determine the effects of consumer characteristics on integrated channel preferences and purchase intentions. The study examines the impact of factors such as age, gender, income level, access to information, and technological aptitude on consumers' integrated channel attitudes. A quantitative research method was used to conduct an online survey with 343 consumers. Regression analysis and difference tests were performed to analyze the data. The findings reveal that consumers' integrated channel attitudes significantly affect their purchase intentions. In addition, factors such as technological affinity, perceived behavioral control, and online information advantages were found to positively affect integrated channel preferences. However, while variables such as gender, income, and education level were found to have no significant effect, age was found to cause significant differences in integrated channel behavior. In this context, it is recommended that businesses invest in personalized digital solutions and integrated channel integration targeting young and technology-oriented consumers.

Anahtar Kelimeler

• Omnichannel behavior
• Purchase intention
• Theory of planned behavior
• Consumer attributes

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