EVALUATING FEMALE CONSUMERS' ONLINE SHOPPING EXPERIENCES THROUGH AUGMENTED REALITY APPLICATIONS

Öz

Technological developments hold great importance for consumers today. The rapid development of technologies such as the internet, mobile devices, artificial intelligence, big data and the Internet of Things provide consumers with numerous conveniences. For these reasons, adapting to new technologies becomes even more important. Rapid and intensive developments in internet technologies, together with the increase in personalized internet usage, have changed consumers' purchasing attitudes and preferences. The growth of e-commerce, mobile and online shopping markets both in Turkey and around the world has led companies operating in these areas to compete in offering consumers the most convenient and attractive shopping experience through the use of technology. The purpose of this research is to reveal the opinions of people who have shopped with augmented reality (AR) and/or virtual reality (VR) technology regarding their purchasing processes. The research was conducted using a semi-structured in-depth interview method. Data were collected from 20 people who have experienced at least one online purchase using augmented reality (AR) and/or virtual reality (VR) technologies. When the interview results were analyzed, it was determined that the level of experience had a positive effect on customer's purchasing processes.

Anahtar Kelimeler

• augmented reality
• virtual reality
• consumer behavior

KADIN TÜKETİCİLERİN ÇEVRİMİÇİ ALIŞVERİŞ DENEYİMLERİNİN ARTIRILMIŞ GERÇEKLİK UYGULAMALARIYLA DEĞERLENDİRİLMESİ

Öz

Günümüzde teknolojik gelişmeler tüketiciler için büyük önem taşımaktadır. İnternet, mobil cihazlar, yapay zekâ, büyük veri ve nesnelerin interneti gibi teknolojilerin hızla gelişmesi, tüketicilere birçok kolaylık sunmaktadır. Bu nedenle, yeni teknolojilere uyum sağlamak her zamankinden daha önemli hale gelmiştir. İnternet teknolojilerindeki hızlı ve yoğun gelişmeler ile kişiselleştirilmiş internet kullanımının artması, tüketicilerin satın alma tutumlarını ve tercihlerini değiştirmiştir. Türkiye’de ve dünyada e-ticaretin, mobil ve çevrim içi alışveriş pazarlarının büyümesi, bu alanlarda faaliyet gösteren şirketlerin, tüketicilere en kolay ve en ilgi çekici alışveriş deneyimini teknoloji kullanarak sunma konusunda rekabet etmelerine yol açmıştır. Bu araştırmanın amacı, artırılmış gerçeklik (AR) ve/veya sanal gerçeklik (VR) teknolojisi ile alışveriş yapmış kişilerin satın alma süreçlerine ilişkin görüşlerini ortaya koymaktır. Araştırma, yarı yapılandırılmış derinlemesine mülakat yöntemi ile gerçekleştirilmiştir. Artırılmış gerçeklik (AR) ve/veya sanal gerçeklik (VR) teknolojilerini kullanarak en az bir kez çevrim içi alışveriş deneyimi yaşamış 20 kişiden veri toplanmıştır. Görüşme sonuçları analiz edildiğinde, deneyim düzeyinin müşteri satın alma süreçleri üzerinde olumlu bir etkisi olduğu belirlenmiştir.

Anahtar Kelimeler

• artırılmış gerçeklik,
• sanal gerçeklik
• tüketici davranışı

Kaynakça

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