Dijital pazarlarda Z kuşağının satın alma karar sürecinin incelenmesi

Öz

Son yıllarda teknolojide meydana gelen gelişmelerle birlikte tüketicilerin satın alma davranışlarında değişimler meydana gelmiş ve geleneksel pazarlamadan dijital pazarlamaya doğru bir yönelme söz konusu olmuştur. Özellikle bu durumdan en fazla etkilenen dijital çağda doğmuş olan ve teknolojiye daha bağımlı olan Z kuşağı tüketicileridir. Bu bağlamda çalışmanın amacı, dijital pazarlarda Z kuşağında yer alan tüketicilerin satın alma karar sürecini incelemektir. Bu amaçla 264 kişiden çevrimiçi anket tekniği ile veriler toplanmıştır. Verilere PLS-SEM ile Doğrulayıcı Faktör Analizi ve Yol Analizi uygulanmıştır. Analiz sonucunda ilk olarak ölçeğin uyum, yakınsak ve ayrışma geçerliliğini sağladığı ve güvenilir bir ölçek olduğu görülmüştür. Yol Analizi sonucunda ise Algılanan Değer, Bilgi Arama, Algılanan Risk, Genel Değerlendirme ve Satın Alma İsteği değişkenlerinin hep birlikte Tekrar Satın Alma Niyetini yaklaşık olarak %49 oranında etkilediği bulunmuştur. Ayrıca algılanan değerin bilgi arama ve genel değerlendirme üzerinde, genel değerlendirmenin satın alma isteği üzerinde ve satın alma isteğinin de tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir etkisi vardır.

Anahtar Kelimeler

• Dijital pazarlar
• Z kuşağı
• Satın alma karar süreci
• Yol analizi

Examining the purchasing decision process of generation Z in digital markets

Öz

Consumer purchasing behavior has changed in recent years as a result of technological advancements, and there has been a movement from traditional marketing to digital marketing. In particular, the most affected by this situation are the Z generation consumers, who were born in the digital age and are more dependent on technologyIn this regard, the study's goal is to look into how consumers in the Z generation make purchase decisions in digital markets. Data was acquired from 264 persons utilizing an online survey technique for this purpose. Confirmatory Factor Analysis and Path Analysis were applied to the data with PLS-SEM. As a result of the analysis, it was seen that the scale provided convergent, convergent and divergent validity and was a reliable scale. As a result of the Path Analysis, it was found that the variables Perceived Value, Information Search, Perceived Risk, General Evaluation and Will to Buy together affect the Repurchase Intent by approximately 49%. Furthermore, perceived value has a positive and substantial impact on information seeking and general evaluation, general evaluation has a positive and significant impact on willingness to buy, and purchase intention has a positive and significant impact on repurchase intention.

Anahtar Kelimeler

• Digital markets
• Generation Z
• Purchasing decision process
• Path analysis

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