DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI

Yıl 2020, Cilt: 8 Sayı: 2, 20 - 40, 31.12.2020

Hasan Sadık Tatlı

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

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

Webrooming, showrooming, dokunma ihtiyacı, çoklu kanal kullanımı

Kaynakça

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