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PERAKENDECİLERİN E-TİCARET VE TÜKETİCİ ALGISINA YÖNELİK BİR ARAŞTIRMA

Yıl 2017, , 197 - 218, 01.06.2017
https://doi.org/10.31795/baunsobed.645171

Öz

Son yıllarda artan e-ticaret perakendecilerin iş modellerini değiştirmelerine neden olmuştur. Yoğun rekabet koşullarında perakendeciler sadece fiziksel mağazalarıyla değil çevrimiçi mağaza ve özel alışveriş siteleri gibi birçok aracıyla da pazarlama kanallarını yönetmektedirler. Perakendecilikte ve pazarlama kanallarında yaşanan değişimler, rekabet koşullarını çoğu zaman zorlaştırmaktadır. Günümüzde perakendeciler, müşterilerin istek ve ihtiyaçlarını çok hızlı bir şekilde karşılamanın yanı sıra, teknolojik gelişmelere uygun stratejiler üzerine de yoğunlaşmaktadırlar. Teknolojik gelişmeler çoğunlukla tüketicilere fayda ve daha fazla seçenek sunarken, perakendeciler açısından değişime hızla uyum sağlama zorunluluğu getirmektedir. Bu araştırma, literatürde çoğunlukla tüketicilerin tercih ve algılarını araştırmaya yönelik yapılan çalışmalardan farklı olarak, perakendecilerin e-ticaret ve değişen tüketicileri nasıl algıladıklarını ortaya çıkarmak amacıyla yapılmıştır. Araştırma, e-ticaret, değişen perakendecilik ve değişimin pazarlama kanalları üzerindeki etkisinin perakendeciler perspektifinden değerlendirilmesine odaklanmıştır. Araştırma amacına uygun olarak, birincil veriyi elde etmek ve konu hakkında detaylı bakış açısı geliştirmek için uzun zamandır perakende sektöründe çalışan tecrübeli yöneticilerin katıldığı odak grup görüşmesi gerçekleştirilmiştir

Kaynakça

  • Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. ve Wood, S. (1997). Interactive Home Shopping: Consumer, Retailer, and Manu- facturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 61 (July), 38-53.
  • Aydın, K. (2013). Perakende Yönetiminin Temelleri. Ankara: Nobel Yayıncılık.
  • Barutçu, S. (2008). Perakendecilik Sektöründe Teknolojik Değişim: E-Peraken- decilik, E-Mağaza Bağlılığı ve E-Mağaza Bağlılığını Etkileyen Faktörler. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
  • Beck, N. ve Rygl, D. (2015). Categorization of Multiple Channel Retailing in Multi-, Cross-, and Omni-Channel Retailing for Retailers and Retailing. Journal of Retailing and Consumer Services, 27, 170-178.
  • Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S.ve Venkataramanan, M. A. (2005). Online/In-Store Integration and Customer Retention. Jour- nal of Service Research, 7(4), 313-327.
  • Berman, B.ve Evans, J. R. (2001). Retail Management: A Strategic Approach. Up- per saddle River: Pretice Hall International.
  • Bonn, M. A., Furr, H. L. ve Susskind, A. M. (1999). Predicting A Behavioral Profile for Pleasure Travelers on The Basis of Internet Use Segmentati- on. Journal of Travel Research 37(4), 333-340.
  • Börühan, G. (2014). E-ticarette Siparişlerin Yerine Getirilmesinde Lojistik Hizmet Kalitesi’nin Müşteri Memnuniyetine Etkisi: Özel Alışveriş Sitelerinde Uy- gulamalar. Doktora Tezi, Yaşar Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Cameron, D. (1997). Electronic Commerce,Charleston, SC:Computer Tech.Re- search Corp.
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Ac- ceptance of Information Technology. MIS Quarterly, September.
  • Dennis, C., Jayawardhena, C., Tiu Wright, L. ve King, T. (2007). A Commentary on Social and Experiential E-Retailing and E-Shopping Deserts. International Journal of Retail & Distribution Management, 35(6), 443-456.
  • Deloitte 2015, Embracing Innovation, 05 Mart 2016 tarihinde Denzin, N. K. (1970). The Research Act: A Theoretical Introduction to Sociological Methods. Chicago: Aldine.
  • Dünya Ticaret Örgütü (DTÖ), 10 Şubat 2016 tarihinde http://www.wto.org/ english/tratop_e/dda_e/status_e/ecom_e.htm adresinden erişildi.
  • ETicaretmag (2015). B2B E-Ticaret Satışları 2020’de 1,13 Trilyon Dolar Olacak, 8 Şubat 2016 tarihinde eticaretmag.com/b2b-e-ticaret-satislari-2020de-113-trilyon-dolar-olacak/ adresinden erişildi.
  • Elliot, S. ve Fowell, S. (2000). Expectations Versus Reality: A Snapshot of Consumer Experiences with Internet Retailing. International Journal of Information Management, 20(5), 323-336.
  • European B2C E-commerce Report 2015, 7 Mart 2016 tarihinde http://www. google.com.tr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwjPgqWknaLOAhXHNxQKHTIrDYQQFggaMAA&url=http%3A%2F%2Fwww.ecommerce-europe.eu%2Fstream%2Feuropean-b2c-e-commerce-report-2015-light-20150615jklasdjkfljaklsdf.pdf&usg=AFQjCNHFv6FVkqXhy7k_P6Kp1-tU2QyLjg&sig2=HBuiidqsESJ5fMgNBI2Gxg adresinden erişildi.
  • Frambach, R. (1993). An Integrated Model of Organizational Adoptation and Diffusion of Innovations. European Journal of Marketing, 27(5), 22-41.
  • Frambach, R. T., Roest, H. C. ve Krishnan, T. V. (2007). The Impact of Consumer Internet Experience on Channel Preference and Usage Intentions Across the Different Stages of the Buying Process. Journal of Interactive Marketing, 21(2), 26-41.
  • Gensler, S., Dekimpe, M. G. ve Skiera, B. (2007). Evaluating Channel Performance in Multi-Channel Environments. Journal of Retailing and Consumer Services, 14(1), 17-23.
  • Gibbs, A. (1997). Focus Groups, Social Research Update, 19, 17 Mayıs 2016 tarihinde http://sru.soc.surrey.ac.uk/SRU19.html adresinden erişildi.
  • Grewal, D., Iyer, G. R. ve Levy, M. (2004). Internet Retailing: Enablers, Limiters and Market Consequences. Journal of Business Research, 57(7), 703-713.
  • Hamel, G. ve Sampler, J. (1998). The E-Corporation. Fortune, 138(11), 80-87.
  • Hart, C., Doherty, N. ve Ellis-Chadwick, F. (2000). Retailer Adoption of the Internet-Implications for Retail Marketing. European Journal of Marketing, 34(8), 954-974.
  • Hu, N., Liu, L., Bose, I. ve Shen, J. (2010). Does Sampling Influence Customers in Online Retailing of Digital Music? Information Systems and e-Business Management, 8(4), 357-377.
  • http://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consu- mer-Business/gx-cb-global powers-of-retailing.pdf adresinden erişildi. in Online Retailing of Digital Music? Information Systems and e-Business
  • Hwang, J. ve Kandampully, J. (2012). The Role of Emotional Aspects in Youn- ger Consumer-Brand Relationships. Journal of Product & Brand Manage- ment, 21(2), 98-108.
  • ICT Facts and Figures – The world in 2015, 25 Nisan 2016 tarihinde
  • http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2015. pdf adresinden erişildi.
  • James, D. L., Walker, B. J. ve Etzel, M. J. (1981). Retailing Today. Harcourt Brace Jovanovich.
  • Jantan, M., Oly Ndubisi, N. ve Boon Yean, O. (2003). Viability of E-Commerce as an Alternative Distribution Channel. Logistics Information Manage- ment, 16(6), 427-439.
  • Kaul, V. (2015/2016). Essay: Digital Consumer Communications. Global Media Journal, Fall/Spring, 4(1-2), 125-137.
  • Kim, J., Yang, K. ve Yong Kim, B. (2013). Online Retailer Reputation and Con- sumer Response: Examining Cross Cultural Differences. International Journal of Retail & Distribution Management, 41(9), 688-705.
  • Kotler, P. ve Armstrong, G. (2010). Principles of Marketing. USA: Pearson Edu- cation.
  • Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A. ve Kekec, P. (2015). The Role of Marketing Channels in Supply Chain Management. Journal of Retailing, 91(4), 586-609.
  • Krueger, R. A. ve Casey, M. A. (2000) Focus Groups: A Practical Guide for Applied Research. 3rd ed. Thousand Oaks, CA: Sage Publications.
  • Kumar, N., Scheer, L. K. ve Steenkamp, J- B. E. M. (1995). The Effects of Percei- ved Interdependence on Dealer Attitudes. Journal of Marketing Research, 32(August): 348-56.
  • Levy, M. ve Weitz, B. A. (2001). Retailing Management. NY: McGraw Hill.
  • Lichtlé, M-C. ve Plichon, V. (2008). Understanding Better Consumer Loyalty. Recherche et Applications en Marketing, 23, 121-140.
  • Mahler, D. Q. (2000). An American Century of Retailing. Chain Store Age, 76, 44-51.
  • Malliswari, M. N. (2007). Emerging Trends and Strategies in Indian Retailing. Indian Journal of Marketing, 37(11).
  • Mason, J. B., Mayer, M. L. ve Ezell, H. F. (1991). Retailing. McGraw-Hill/Irwin.
  • nish the pricing efficiency of the web? Journal of Retailing, 77(3): 319-333.
  • Tek, Ö. B. ve Karaduman, İ. (2012). Lojistik Yönetimi, Tedarik Zinciri Bakış Açı- sıyla, Küresel Yönetimsel Yaklaşım, Türkiye Uygulamaları. İstanbul: İhlas Gazetecilik A.Ş.
  • Toelken, K. (2010). E-Commerce: Leadership Creates a Culture of Happiness Delivering Customer and Employee Satisfaction. I-Manager’s Journal on Management, 5(3), 65.
  • Turban, E, Lee, J, King, D ve Chung, HM (2010). Electronic Commerce: A Mana- gerial Perspective. Prentice-Hall, USA.
  • Walczuch, R. ve Lundgren, H. (2004). Psychological Antecedents of Institu- tion-Based Consumer Trust in E-Retailing. Information & Management
  • Webb, K. L. (2002). Managing Channels of Distribution in the Age of Electronic Commerce. Industrial Marketing Management, 31(2), 95-102.
  • Wilcox, P. A. ve Gurău, C. (2003). Business Modelling with UML: the Imple- mentation of CRM Systems for Online Retailing. Journal of Retailing and Consumer Services, 10(3), 181-191.
  • Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J. ve Weitz, B. A. (2010). Crafting Integrated Multichannel Retailing Strategies. Journal of Interactive Marketing, 24(2), 168-180. EK Temalar Kodlar Görüş Birliği Sayısı Sayısı Değişen

A Study on Retailers’ Perception Towards E-Commerce and Consumers

Yıl 2017, , 197 - 218, 01.06.2017
https://doi.org/10.31795/baunsobed.645171

Öz

In the recent years, growth in e-commerce has caused retailers to change their business models. In intense competition, retailers manage marketing channels not only through physical stores, but also through online stores, private shopping sites and other intermediaries. Changes in retailing and marketing channels lead to difficult competition conditions. Today, retailers focus on strategies that are for technological developments as well as meeting customer needs in a rapid manner. While technological developments often provide benefits and more alternatives to customers, retailers are forced to adapt quickly to change. This research is conducted to reveal how retailers perceive e-commerce and changing customers, unlike studies conducted mostly to investigate preferences and perceptions of customers. The study focuses on assessing the impact of e-commerce, changing retailing conditions, and change on marketing channels from retailers’ perspectives. For the purpose of the research, to collect primary data and develop comprehensive perspective on the subject, the focus group study is used with the participation of experienced managers who have been working in the retail industry for a long time

Kaynakça

  • Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. ve Wood, S. (1997). Interactive Home Shopping: Consumer, Retailer, and Manu- facturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 61 (July), 38-53.
  • Aydın, K. (2013). Perakende Yönetiminin Temelleri. Ankara: Nobel Yayıncılık.
  • Barutçu, S. (2008). Perakendecilik Sektöründe Teknolojik Değişim: E-Peraken- decilik, E-Mağaza Bağlılığı ve E-Mağaza Bağlılığını Etkileyen Faktörler. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
  • Beck, N. ve Rygl, D. (2015). Categorization of Multiple Channel Retailing in Multi-, Cross-, and Omni-Channel Retailing for Retailers and Retailing. Journal of Retailing and Consumer Services, 27, 170-178.
  • Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S.ve Venkataramanan, M. A. (2005). Online/In-Store Integration and Customer Retention. Jour- nal of Service Research, 7(4), 313-327.
  • Berman, B.ve Evans, J. R. (2001). Retail Management: A Strategic Approach. Up- per saddle River: Pretice Hall International.
  • Bonn, M. A., Furr, H. L. ve Susskind, A. M. (1999). Predicting A Behavioral Profile for Pleasure Travelers on The Basis of Internet Use Segmentati- on. Journal of Travel Research 37(4), 333-340.
  • Börühan, G. (2014). E-ticarette Siparişlerin Yerine Getirilmesinde Lojistik Hizmet Kalitesi’nin Müşteri Memnuniyetine Etkisi: Özel Alışveriş Sitelerinde Uy- gulamalar. Doktora Tezi, Yaşar Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Cameron, D. (1997). Electronic Commerce,Charleston, SC:Computer Tech.Re- search Corp.
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Ac- ceptance of Information Technology. MIS Quarterly, September.
  • Dennis, C., Jayawardhena, C., Tiu Wright, L. ve King, T. (2007). A Commentary on Social and Experiential E-Retailing and E-Shopping Deserts. International Journal of Retail & Distribution Management, 35(6), 443-456.
  • Deloitte 2015, Embracing Innovation, 05 Mart 2016 tarihinde Denzin, N. K. (1970). The Research Act: A Theoretical Introduction to Sociological Methods. Chicago: Aldine.
  • Dünya Ticaret Örgütü (DTÖ), 10 Şubat 2016 tarihinde http://www.wto.org/ english/tratop_e/dda_e/status_e/ecom_e.htm adresinden erişildi.
  • ETicaretmag (2015). B2B E-Ticaret Satışları 2020’de 1,13 Trilyon Dolar Olacak, 8 Şubat 2016 tarihinde eticaretmag.com/b2b-e-ticaret-satislari-2020de-113-trilyon-dolar-olacak/ adresinden erişildi.
  • Elliot, S. ve Fowell, S. (2000). Expectations Versus Reality: A Snapshot of Consumer Experiences with Internet Retailing. International Journal of Information Management, 20(5), 323-336.
  • European B2C E-commerce Report 2015, 7 Mart 2016 tarihinde http://www. google.com.tr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwjPgqWknaLOAhXHNxQKHTIrDYQQFggaMAA&url=http%3A%2F%2Fwww.ecommerce-europe.eu%2Fstream%2Feuropean-b2c-e-commerce-report-2015-light-20150615jklasdjkfljaklsdf.pdf&usg=AFQjCNHFv6FVkqXhy7k_P6Kp1-tU2QyLjg&sig2=HBuiidqsESJ5fMgNBI2Gxg adresinden erişildi.
  • Frambach, R. (1993). An Integrated Model of Organizational Adoptation and Diffusion of Innovations. European Journal of Marketing, 27(5), 22-41.
  • Frambach, R. T., Roest, H. C. ve Krishnan, T. V. (2007). The Impact of Consumer Internet Experience on Channel Preference and Usage Intentions Across the Different Stages of the Buying Process. Journal of Interactive Marketing, 21(2), 26-41.
  • Gensler, S., Dekimpe, M. G. ve Skiera, B. (2007). Evaluating Channel Performance in Multi-Channel Environments. Journal of Retailing and Consumer Services, 14(1), 17-23.
  • Gibbs, A. (1997). Focus Groups, Social Research Update, 19, 17 Mayıs 2016 tarihinde http://sru.soc.surrey.ac.uk/SRU19.html adresinden erişildi.
  • Grewal, D., Iyer, G. R. ve Levy, M. (2004). Internet Retailing: Enablers, Limiters and Market Consequences. Journal of Business Research, 57(7), 703-713.
  • Hamel, G. ve Sampler, J. (1998). The E-Corporation. Fortune, 138(11), 80-87.
  • Hart, C., Doherty, N. ve Ellis-Chadwick, F. (2000). Retailer Adoption of the Internet-Implications for Retail Marketing. European Journal of Marketing, 34(8), 954-974.
  • Hu, N., Liu, L., Bose, I. ve Shen, J. (2010). Does Sampling Influence Customers in Online Retailing of Digital Music? Information Systems and e-Business Management, 8(4), 357-377.
  • http://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consu- mer-Business/gx-cb-global powers-of-retailing.pdf adresinden erişildi. in Online Retailing of Digital Music? Information Systems and e-Business
  • Hwang, J. ve Kandampully, J. (2012). The Role of Emotional Aspects in Youn- ger Consumer-Brand Relationships. Journal of Product & Brand Manage- ment, 21(2), 98-108.
  • ICT Facts and Figures – The world in 2015, 25 Nisan 2016 tarihinde
  • http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2015. pdf adresinden erişildi.
  • James, D. L., Walker, B. J. ve Etzel, M. J. (1981). Retailing Today. Harcourt Brace Jovanovich.
  • Jantan, M., Oly Ndubisi, N. ve Boon Yean, O. (2003). Viability of E-Commerce as an Alternative Distribution Channel. Logistics Information Manage- ment, 16(6), 427-439.
  • Kaul, V. (2015/2016). Essay: Digital Consumer Communications. Global Media Journal, Fall/Spring, 4(1-2), 125-137.
  • Kim, J., Yang, K. ve Yong Kim, B. (2013). Online Retailer Reputation and Con- sumer Response: Examining Cross Cultural Differences. International Journal of Retail & Distribution Management, 41(9), 688-705.
  • Kotler, P. ve Armstrong, G. (2010). Principles of Marketing. USA: Pearson Edu- cation.
  • Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A. ve Kekec, P. (2015). The Role of Marketing Channels in Supply Chain Management. Journal of Retailing, 91(4), 586-609.
  • Krueger, R. A. ve Casey, M. A. (2000) Focus Groups: A Practical Guide for Applied Research. 3rd ed. Thousand Oaks, CA: Sage Publications.
  • Kumar, N., Scheer, L. K. ve Steenkamp, J- B. E. M. (1995). The Effects of Percei- ved Interdependence on Dealer Attitudes. Journal of Marketing Research, 32(August): 348-56.
  • Levy, M. ve Weitz, B. A. (2001). Retailing Management. NY: McGraw Hill.
  • Lichtlé, M-C. ve Plichon, V. (2008). Understanding Better Consumer Loyalty. Recherche et Applications en Marketing, 23, 121-140.
  • Mahler, D. Q. (2000). An American Century of Retailing. Chain Store Age, 76, 44-51.
  • Malliswari, M. N. (2007). Emerging Trends and Strategies in Indian Retailing. Indian Journal of Marketing, 37(11).
  • Mason, J. B., Mayer, M. L. ve Ezell, H. F. (1991). Retailing. McGraw-Hill/Irwin.
  • nish the pricing efficiency of the web? Journal of Retailing, 77(3): 319-333.
  • Tek, Ö. B. ve Karaduman, İ. (2012). Lojistik Yönetimi, Tedarik Zinciri Bakış Açı- sıyla, Küresel Yönetimsel Yaklaşım, Türkiye Uygulamaları. İstanbul: İhlas Gazetecilik A.Ş.
  • Toelken, K. (2010). E-Commerce: Leadership Creates a Culture of Happiness Delivering Customer and Employee Satisfaction. I-Manager’s Journal on Management, 5(3), 65.
  • Turban, E, Lee, J, King, D ve Chung, HM (2010). Electronic Commerce: A Mana- gerial Perspective. Prentice-Hall, USA.
  • Walczuch, R. ve Lundgren, H. (2004). Psychological Antecedents of Institu- tion-Based Consumer Trust in E-Retailing. Information & Management
  • Webb, K. L. (2002). Managing Channels of Distribution in the Age of Electronic Commerce. Industrial Marketing Management, 31(2), 95-102.
  • Wilcox, P. A. ve Gurău, C. (2003). Business Modelling with UML: the Imple- mentation of CRM Systems for Online Retailing. Journal of Retailing and Consumer Services, 10(3), 181-191.
  • Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J. ve Weitz, B. A. (2010). Crafting Integrated Multichannel Retailing Strategies. Journal of Interactive Marketing, 24(2), 168-180. EK Temalar Kodlar Görüş Birliği Sayısı Sayısı Değişen
Toplam 49 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm İşletme
Yazarlar

Gülmüş Börühan Bu kişi benim

İşık Özge Yumurtacı Hüseyinoğlu Bu kişi benim

Pervin Ersoy Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2017
Yayımlandığı Sayı Yıl 2017

Kaynak Göster

APA Börühan, G., Yumurtacı Hüseyinoğlu, İ. Ö., & Ersoy, P. (2017). PERAKENDECİLERİN E-TİCARET VE TÜKETİCİ ALGISINA YÖNELİK BİR ARAŞTIRMA. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(37), 197-218. https://doi.org/10.31795/baunsobed.645171

BAUNSOBED