DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI

Hasan Sadık Tatlı

doi:10.14514/byk.m.26515393.2020.8/2.20-40

DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI

Öz

Araştırmanın amacı, tüketicilerin dokunma ihtiyacı açısından internet kanalı ve mağaza kanalları arasındaki geçişlerinin ve satın alma profillerinin belirlenmesidir. Araştırmanın örneklemi en az bir kez internet üzerinden satın alma işlemi gerçekleştirmiş tüketicilerden oluşmaktadır. Araştırma sonucunda 3 farklı tüketici profili (çevrimiçi kanal kullanıcıları, mağaza kanalı kullanıcıları ve çoklu kanal kullanıcıları) oluşturulmuştur. Çevrimiçi kanal kullanıcıların dokunma ihtiyaçlarının düşük olduğu, çevrimiçi kanallardan satın almaya olumlu yaklaştıkları, kanallar arasında geçiş yaparak alışverişi tamamlama niyetinde oldukları sonucuna ulaşılmıştır. Mağaza kanalı kullanıcıları, dokunma ihtiyacı yüksek olan, mağazada ürün incelemesi yaptıktan sonra internetten satın almayı faydalı görmeyen, ancak internetten bilgi toplamaya olumlu yaklaşan bireylerdir. Çoklu kanal kullanıcıları ise yüksek düzeyde dokunma ihtiyacı olan, mağaza ve internet kanalları arasında geçiş ve internet kanallarından alışverişe olumlu yaklaşımı olan kişilerdir. Araştırma, tüketicileri dokunma ihtiyacı, webrooming ve showrooming davranışlarının profillendirilmesi açısından diğer çalışmalardan farklılaşmaktadır

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Hasan Sadık Tatlı ^* Bu kişi benim
0000-0003-1918-3188
Türkiye

Yayımlanma Tarihi

31 Aralık 2020

Gönderilme Tarihi

10 Mart 2020

Kabul Tarihi

2 Kasım 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 8 Sayı: 2

DOI

https://doi.org/10.14514/byk.m.26515393.2020.8/2.20-40

IZ

https://izlik.org/JA85WW33TX

Kaynak Göster

RIS / Bibtex

APA

Tatlı, H. S. (2020). DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi, 8(2), 20-40. https://doi.org/10.14514/byk.m.26515393.2020.8/2.20-40

AMA

1.Tatlı HS. DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi. 2020;8(2):20-40. doi:10.14514/byk.m.26515393.2020.8/2.20-40

Chicago

Tatlı, Hasan Sadık. 2020. “DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI”. Beykoz Akademi Dergisi 8 (2): 20-40. https://doi.org/10.14514/byk.m.26515393.2020.8/2.20-40.

EndNote

Tatlı HS (01 Aralık 2020) DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi 8 2 20–40.

IEEE

[1]H. S. Tatlı, “DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI”, Beykoz Akademi Dergisi, c. 8, sy 2, ss. 20–40, Ara. 2020, doi: 10.14514/byk.m.26515393.2020.8/2.20-40.

ISNAD

Tatlı, Hasan Sadık. “DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI”. Beykoz Akademi Dergisi 8/2 (01 Aralık 2020): 20-40. https://doi.org/10.14514/byk.m.26515393.2020.8/2.20-40.

JAMA

1.Tatlı HS. DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi. 2020;8:20–40.

MLA

Tatlı, Hasan Sadık. “DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI”. Beykoz Akademi Dergisi, c. 8, sy 2, Aralık 2020, ss. 20-40, doi:10.14514/byk.m.26515393.2020.8/2.20-40.

Vancouver

1.Hasan Sadık Tatlı. DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi. 01 Aralık 2020;8(2):20-4. doi:10.14514/byk.m.26515393.2020.8/2.20-40