Development of Group Buying in Turkey: Shopping on Daily Deal Websites

Yıl 2015, Cilt: 6 Sayı: 18, 39 - 56, 01.01.2015

Can Erdem Aşkın Demirağ

https://doi.org/10.5824/1309-1581.2015.1.003.x

Öz

Daily deals or deal-of-the-day is a relatively new business model based on online group buying, a shopping strategy providing volume discounts on products and services. Started in the USA in 2008, the daily deals system has become so successful that in a period of four years hundreds of clone group buying web sites have disseminated across the world mainly because all the involved parties in the system have enjoyed the benefits in a short period of time. The purpose of this paper is to analyze the online group buying system in Turkey, with an emphasis on the influence of some moderator variables on purchase intention of consumers when they shop on daily deal sites. The research was conducted with 400 customers in Istanbul to shed a light on their motivations, behavior, and perception of the online buying system in 2014.The results indicated that on an overall basis the visit and shopping frequencies of the customer to the deal-of-the day web sites will have significant impact on their perceptions of feeling smart shoppers, having trust and being loyal to the visited web sites.

Anahtar Kelimeler

Daily deals, Group purchasing, Online shopping, e-marketing.

Grup Satın Alma Uygulamasının Türkiye'de Gelişimi: Günlük Fırsat Siteleri

Öz

Günlük fırsat siteleri, çok sayıda tüketicinin eşzamanlı ürün/hizmet alımlarında yüksek adetten kaynaklanan fiyat indirimi sağlaması prensibine dayalı “grup satın alma” kavramının uygulandığı en yeni iş modelidir. 2008 yılında ABD’de başlayıp dört yılda tüm dünyada yüzlerce kopyası oluşan günlük indirim sitelerinin başarısı ilgili tüm tarafların kısa sürede sistemin faydalarını gördüğü gerçeğinde gizli. Bu çalışmanın amacı Türkiye’de hizmet veren çevrimiçi günlük indirim sitelerini incelemek ve özellikle bazı değişkenlerin bu sitelerde alışveriş yapan tüketicilerin satın alma niyetlerine etkisini araştırmaktır. 2014 yılında İstanbul’da 400 adet tüketicinin günlük indirim sitelerinde çevrimiçi alışveriş ile ilgili ile güdüleri, davranışları ve grup satın alma sistemi ile ilgili algıları araştırıldı. Araştırmanın sonuçları günlük fırsat sitelerini ziyaret ve etme ve bu sitelerde alışveriş yapma sıklığının tüketicilerin kendilerini akıllı müşteri olarak algılama, bu sitelere güvenme ve sadık kalma süreçlerinde anlamlı etkileri olduğu gösterdi.

Anahtar Kelimeler

Günlük fırsat siteleri, Grup satına alma, çevrimiçi alışveriş, e-pazarlama.

Kaynakça

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