A RESEARCH ON THE EFFECT OF THE INTERNET ON NONFUNCTIONAL DEMAND

Yıl 2024, Cilt: 79 Sayı: 1, 61 - 87, 18.03.2024

Nadide Hüsnüoğlu

https://doi.org/10.33630/ausbf.1150616

Öz

The relationship between the quantity demanded of any good and the price of that good is explained by the demand function. While deciding to buy a product, the consumer is also affected by the demands of others and can make the purchase decision accordingly. This situation, which is expressed as demand dependent on others or functional demand, occurs as a result of the Bandwagon effect, the Veblen effect, and the Snop effect. At the same time, factors such as scarcity perception and discount messages and shopping addiction also affect purchase intention. Inflation and inflation expectations, which mean a continuous increase in the general level of prices, also affect the purchasing decision of consumers. The aim of this study is to analyze the purchasing decision of the consumer according to the effects mentioned in online shopping. In the study, the data applied to 384 university students were analyzed with the SPSS package program, factor analysis and regression analysis. According to the results obtained, online shopping increased during the Covid-19 pandemic period, and the most purchased product was in the clothing/shoes group. Six factor dimensions were determined by factor analysis. There is a positive and significant relationship between the economy dependent variable and addiction, bandwagon and social media independent variables.

Anahtar Kelimeler

Online Shopping, demand, Inflation, Bandwagon, Veblen

İNTERNETİN FONKSİYONEL OLMAYAN TALEBE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Öz

Teknolojinin ve internetin gelişmesi hayatımızın her alanını etkilediği gibi ürün talebini de etkilemekte ve internetten alışveriş her geçen gün artmaktadır. Bu çalışmanın amacı, Bandwagon etkisi, Veblen etkisi, Snob etkisi, kıtlık algısı, indirim mesajları, sosyal medya, koronavirüs, enflasyon gibi yönlerden internetin fonksiyonel olmayan talebe etkisini analiz etmektir. Çalışmada 384 üniversite öğrencisine uygulanan veriler SPSS paket programı ile frekans analizi, ki kare testleri, faktör analizi ve regresyon analizi ile incelenmiştir. Elde edilen sonuçlara göre koronavirüs döneminde internetten alışveriş artmış olup en fazla alınan ürün giyim/ayakkabı grubunda olmuştur. Faktör analizi ile altı faktör boyutu belirlenmiştir. Regresyon analiz sonucuna göre, ekonomi bağımlı değişkeni ile bağımlılık, bandwagon ve sosyal medya bağımsız değişkenleri arasında pozitif yönlü ve anlamlı bir ilişki bulunmuştur. İnternet alışverişinde ekonomik koşullar en fazla bağımlılık durumundan etkilenmektedir. Bu sonuç bağımlılık arttığında internetten alışverişte ekonomik faktörlere duyarlılık daha fazla artmaktadır şeklinde yorumlanabilir. Regresyon analizinde kullanılan bağımlı
ve bağımsız değişkenler faktör analiziyle elde edilen ilgili değişkenlerin faktör puanlarının toplamıdır.

Anahtar Kelimeler

İnternetten alışveriş, Enflasyon, Bandwagon, Veblen, Snob

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