ÇEVRİMİÇİ ALIŞVERİŞ YAPAN VE ALIŞVERİŞ YAPMAYAN YAŞLI TÜKETİCİLERİN PLANLI DAVRANIŞ TEORİSİNE GÖRE KARŞILAŞTIRILMASI: DEMOGRAFİK FAKTÖRLER NASIL FARK YARATIR?

Öz

Yaşlanma tüketiciler için alışveriş yapma konusunda zorluklara neden olabilir ve genellikle genç tüketiciler ile ilişkilendirilen online alışveriş, yaşlı tüketicilerin ihtiyaç duydukları ürünlere daha kolay erişimini sağlayabilir. Bu makale online alışveriş deneyimi olan ve olmayan yaşlı tüketicileri demografik faktörler açısından karşılaştırarak yaşlı tüketicilerin online alışveriş davranışlarını anlamamıza yardımcı olmaktadır. Bu çalışmada Planlı Davranış Teorisi kullanılarak iki grup tüketici; online alışveriş yapma niyetleri, online alışverişe yönelik tutumları, algılanan davranışsal kontrol ve öznel normlar açısından karşılaştırılmıştır. Bu araştırmanın bulguları online alışveriş yapan ve yapmayan yaşlılar arasında yaş, eğitim ve gelir açısından farklılıklar olduğunu göstermektedir. Aynı zamanda araştırma yaşlı tüketicilerin demografik özelliklerinin Planlı Davranış Teorisinin algılanan davranışsal kontrol değişkeni üzerindeki önemli etkisini ortaya koymaktadır.

Anahtar Kelimeler

• Planlı Davranış Teorisi
• Yaşlı Tüketiciler
• Online Alışveriş
• Demografik Faktörler

COMPARING ONLINE SHOPPER AND NON-SHOPPER ELDERLY CONSUMERS BASED ON THE THEORY OF PLANNED BEHAVIOR: HOW DO THE DEMOGRAPHIC FACTORS MAKE A DIFFERENCE?

Öz

Aging may lead to shopping difficulties for consumers and online shopping which is mostly associated with young consumers may provide elderly people easy access to the products needed. This article expands our understanding of online shopping behavior of elderly consumers by comparing elder consumers who had previous online shopping experience with the consumers without such an experience in terms of their demographic characteristics. Theory of Planned Behavior is used to explore the future online shopping intentions of two groups, their attitudes towards online shopping, perceived behavioral control and subjective norms. The findings of this research illustrate the differences between two groups in terms of age, education, and income. At the same time the research shows the importance of elderly consumers’ demographic characteristics especially on the perceived behavioral control dimension of The Theory of Planned Behavior.

Anahtar Kelimeler

• Older consumers
• Online shopping
• Theory of Planned Behavior
• Demographic characteristics

Kaynakça

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