BibTex RIS Kaynak Göster

Segmenting Youth Market Based On Beliefs Related To High Technology: A Study From Turkey

Yıl 2005, Cilt: 14 Sayı: 2, 417 - 432, 01.09.2005

Öz

High technology based products and services require different marketing strategies because the consumer behavior for a technology based product and service differs from a more conventional one The study aims to explain the significant segments of consumers based on their beliefs related to advance technology The research findings show that five consumer segments optimistics followers distrustfulers skeptics and pessimists are profiled with regard to their beliefs of optimistic innovativeness discomfort and insecurity According to directions of findings the important insight to formulate marketing strategies satisfing consumers are suggested to marketing managers Key words: Consumer behavior Consumer segmentation Techno ready marketing E marketing Technology readiness index ÖZET Tüketicilerin ileri teknolojiye dayalı ürün ve hizmetleri satın alma davranışı geleneksel ürün ve hizmetlere olandan farklıdır İleri teknolojiye dayalı ürün ve hizmetler farklı pazarlama stratejileri gerektirir Çalışma ileri teknolojiye ilişkin inançlar temelinde tüketicileri anlamlı bölümlere ayırmayı hedeflemektedir Araştırma sonuçları iyimserlik yenilikçilik rahatsızlık ve güvensizlik inançları ile ilgili beş ayrı tüketici bölümü İyimserler Takipçiler Güvenensiz olmayanlar Şüpheciler ve Kötümserler olduğunu göstermektedir Bulgular ışığında pazarlama yöneticilerine müşteri tatmini sağlayacak pazarlama stratejilerinin oluşturulmasına yardımcı olacak önemli içerikler önerilmektedir Anahtar Kelimeler: Tüketici davranışı Tüketicilerin bölümlendirilmesi Teknolojiye uyum pazarlaması e pazarlama teknolojiye uyum indeksi

Kaynakça

  • Brengman M. and Geuens M., Weijters B., Smith SM. and Swinyard W.R., (2005); Segmenting internet shoppers based on their Web-usage-related lifestyle: A cross-cultural validation,” Journal of Business Research, 58, 79-88.
  • Cowles D. (1989); Consumer perceptions of interactive media, Journal of Broadcasting and Electronic Media, 33 (Winter), 83-89.
  • ⎯⎯, (1991); Retail Bankers: Marketing may not be enough, Bank Marketing, 23 (January), 22-25.
  • ⎯⎯,and Crosby (1990); Consumer acceptance of interactive media in service marketing encounters, Service Industries Journal, 10 (July), 521-40.
  • Crips CB, Jarvenpa SL. and Todd PA., (1997); Individual differences and internet shopping attitudes and intentions, Working paper. Austin (YX): University of Texas.
  • Dabholkar, P., (1996); Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality, International Journal of Research in Marketing, (13/1); 29-51.
  • Dahlen M., (1999); Closing in on the Web consumer, In: Bohlin, Brodin, Lundgren, Thorngren, (editors), Convergence in Communications and Beyond, Amsterdam: Elsevier, ([chapter 12] http://www.nns.se/fdr/research/internet/Closing.paf.).
  • Davis FD. (1989); Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly 13 (3), p.319-341.
  • Davis FD., Bagozzi RP., and Warshaw PR. (1989); User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35 (8), 982-1003.
  • Donthu N. and Garcia A., (1999); The Internet shopper. J Advert Res, 39,52-58.
  • Eastlick MA. (1996); Consumer intention to adopt interactive teleshopping, Marketing Science Institute working paper, Report no. 96-113 (August), Cambridge, MA.
  • Efendioğlu A.M. and Yip V.F., (2004); Chinese culture and E-Commerce: An exploratory study, Interacting with Computers, www.ElsevierComputerScience.com.
  • Featherman M.S. (2001); Extending the Technology Acceptance Model by Inclusion of Perceived Risk, in Proceedings of the Seventh Americans Conference on Information Systems, p.758-760.
  • Hair, J.F. Jr., Anderson, R.E. Tatham R.L. & Black, W. (1998); Multivariate Data Analysis, Prentice Hall, New Jersey.
  • Kanibir H., G. Aydin ve S. Nart, (2003); Teknolojik yeniliklere dayali bankacilik hizmetlerini kullanim ozelliklerine gore musteri profillerinin belirlenmesi uzerine bir pilot calısma, 8.Ulusal Pazarlama Kongresi, 345.
  • Kim K. and B. Prabhakar, (2000); Initial trust, perceived risk and the adoption of internet banking, in Proceedings of the Twenty-first International Conference on Information Systems, p.537-543.
  • Lehmann D.R., (1989); Market Research and Analysis, Irwın, third ed., Boston.
  • Luarn P. and Hsin HL. (2005); Toward an understanding of the behavioral intention to use mobil banking, Computer in Human Behaviors, Vol.21, ıssue 6, November, 873-891.
  • McDonald WJ., (1996); Internet customer segments: an international perspective, In: Droge C. Calantone R. Editors., “Enhancing Knowledge Development in Marketing,” Chicago (IL): American Marketing Assocation, 338-44.
  • Mick D.G. and Fournier S., (1998); Paradoxes of technology: consumer cognizance, emotions and coping strategies, Marketing Science Institute Monograph, Report No. 98-112.
  • Nousis MJ. (1993); SPSS for Windows, version 6, Professional Statistics, Chicago, IL 60611, 83-111.
  • Ozmen, Ş. (2003); Ag ekonomisinde yeni ticaret yolu, e-Ticaret, Istanbul Bilgi Üniversitesi Yayinlari, Istanbul, 32.
  • Parasuraman A., (2000); Technology Readiness Index (TRI), A multiple-ıtem scale to measure readiness to embrace new technologies, Journal of Service Research, May, 307.
  • ⎯⎯ ,and Colby C.L, (2001); Techno-ready marketing: How and why your customers adopt technology, ( The Free Press, NY.)
  • Paviou P.A. (2001); Integrating trust in electronic commerce with Technology Acceptance Model: Model development and validation, in Proceedings of the Seventh Americas Conference on Information Systems, p.816-822.
  • Rangaswamy A.and Gupta S., (1999); Innovation adoption and diffusion in the digital environment: Some research opportunities, E-Business Research Center Working Paper, 02, Penn State University.
  • Seckin, Sedef, (2000); Journal of Capital, October.
  • Türkiye İş Bankası-Cultural Publications (Turkiye Is Bankasi Kultur Yayinlari), (2001); Change.tr-Turkey, Development Wia Internet , prep: Arthur Andersen, Management and Counseling of Human Resources, pub.I, Istanbul, 125-126.
  • Vellido A., (2000); A Methodology for the characterization of business-to-customer E- commerce, Ph.d thesis. Liverpool John Moores University, September.
  • ⎯⎯ ,and Lisboa PJG, and Meehan K., (2002); Segmentation of the on-line shopping market using neural networks, Expert Systems Apply.17,303-14.
  • Wedel M. and Kamakura W., (2000); Market segmentation : Conceptual and methodological foundations. 2nd ed. Dordrecht: Kluwer Academic Publishers.

Segmenting Youth Market Based On Beliefs Related To High Technology: A Study From Turkey

Yıl 2005, Cilt: 14 Sayı: 2, 417 - 432, 01.09.2005

Öz

Tüketicilerin ileri teknolojiye dayalı ürün ve hizmetleri satın alma davranışı, geleneksel ürün ve hizmetlere olandan farklıdır. İleri teknolojiye dayalı ürün ve hizmetler farklı pazarlama stratejileri gerektirir. Çalışma, ileri teknolojiye ilişkin inançlar temelinde tüketicileri anlamlı bölümlere ayırmayı hedeflemektedir. Araştırma sonuçları iyimserlik, yenilikçilik, rahatsızlık ve güvensizlik inançları ile ilgili beş ayrı tüketici bölümü (İyimserler, Takipçiler, Güvenensiz olmayanlar, Şüpheciler ve Kötümserler) olduğunu göstermektedir. Bulgular ışığında, pazarlama yöneticilerine, müşteri tatmini sağlayacak pazarlama stratejilerinin oluşturulmasına yardımcı olacak önemli içerikler önerilmektedir

Kaynakça

  • Brengman M. and Geuens M., Weijters B., Smith SM. and Swinyard W.R., (2005); Segmenting internet shoppers based on their Web-usage-related lifestyle: A cross-cultural validation,” Journal of Business Research, 58, 79-88.
  • Cowles D. (1989); Consumer perceptions of interactive media, Journal of Broadcasting and Electronic Media, 33 (Winter), 83-89.
  • ⎯⎯, (1991); Retail Bankers: Marketing may not be enough, Bank Marketing, 23 (January), 22-25.
  • ⎯⎯,and Crosby (1990); Consumer acceptance of interactive media in service marketing encounters, Service Industries Journal, 10 (July), 521-40.
  • Crips CB, Jarvenpa SL. and Todd PA., (1997); Individual differences and internet shopping attitudes and intentions, Working paper. Austin (YX): University of Texas.
  • Dabholkar, P., (1996); Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality, International Journal of Research in Marketing, (13/1); 29-51.
  • Dahlen M., (1999); Closing in on the Web consumer, In: Bohlin, Brodin, Lundgren, Thorngren, (editors), Convergence in Communications and Beyond, Amsterdam: Elsevier, ([chapter 12] http://www.nns.se/fdr/research/internet/Closing.paf.).
  • Davis FD. (1989); Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly 13 (3), p.319-341.
  • Davis FD., Bagozzi RP., and Warshaw PR. (1989); User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35 (8), 982-1003.
  • Donthu N. and Garcia A., (1999); The Internet shopper. J Advert Res, 39,52-58.
  • Eastlick MA. (1996); Consumer intention to adopt interactive teleshopping, Marketing Science Institute working paper, Report no. 96-113 (August), Cambridge, MA.
  • Efendioğlu A.M. and Yip V.F., (2004); Chinese culture and E-Commerce: An exploratory study, Interacting with Computers, www.ElsevierComputerScience.com.
  • Featherman M.S. (2001); Extending the Technology Acceptance Model by Inclusion of Perceived Risk, in Proceedings of the Seventh Americans Conference on Information Systems, p.758-760.
  • Hair, J.F. Jr., Anderson, R.E. Tatham R.L. & Black, W. (1998); Multivariate Data Analysis, Prentice Hall, New Jersey.
  • Kanibir H., G. Aydin ve S. Nart, (2003); Teknolojik yeniliklere dayali bankacilik hizmetlerini kullanim ozelliklerine gore musteri profillerinin belirlenmesi uzerine bir pilot calısma, 8.Ulusal Pazarlama Kongresi, 345.
  • Kim K. and B. Prabhakar, (2000); Initial trust, perceived risk and the adoption of internet banking, in Proceedings of the Twenty-first International Conference on Information Systems, p.537-543.
  • Lehmann D.R., (1989); Market Research and Analysis, Irwın, third ed., Boston.
  • Luarn P. and Hsin HL. (2005); Toward an understanding of the behavioral intention to use mobil banking, Computer in Human Behaviors, Vol.21, ıssue 6, November, 873-891.
  • McDonald WJ., (1996); Internet customer segments: an international perspective, In: Droge C. Calantone R. Editors., “Enhancing Knowledge Development in Marketing,” Chicago (IL): American Marketing Assocation, 338-44.
  • Mick D.G. and Fournier S., (1998); Paradoxes of technology: consumer cognizance, emotions and coping strategies, Marketing Science Institute Monograph, Report No. 98-112.
  • Nousis MJ. (1993); SPSS for Windows, version 6, Professional Statistics, Chicago, IL 60611, 83-111.
  • Ozmen, Ş. (2003); Ag ekonomisinde yeni ticaret yolu, e-Ticaret, Istanbul Bilgi Üniversitesi Yayinlari, Istanbul, 32.
  • Parasuraman A., (2000); Technology Readiness Index (TRI), A multiple-ıtem scale to measure readiness to embrace new technologies, Journal of Service Research, May, 307.
  • ⎯⎯ ,and Colby C.L, (2001); Techno-ready marketing: How and why your customers adopt technology, ( The Free Press, NY.)
  • Paviou P.A. (2001); Integrating trust in electronic commerce with Technology Acceptance Model: Model development and validation, in Proceedings of the Seventh Americas Conference on Information Systems, p.816-822.
  • Rangaswamy A.and Gupta S., (1999); Innovation adoption and diffusion in the digital environment: Some research opportunities, E-Business Research Center Working Paper, 02, Penn State University.
  • Seckin, Sedef, (2000); Journal of Capital, October.
  • Türkiye İş Bankası-Cultural Publications (Turkiye Is Bankasi Kultur Yayinlari), (2001); Change.tr-Turkey, Development Wia Internet , prep: Arthur Andersen, Management and Counseling of Human Resources, pub.I, Istanbul, 125-126.
  • Vellido A., (2000); A Methodology for the characterization of business-to-customer E- commerce, Ph.d thesis. Liverpool John Moores University, September.
  • ⎯⎯ ,and Lisboa PJG, and Meehan K., (2002); Segmentation of the on-line shopping market using neural networks, Expert Systems Apply.17,303-14.
  • Wedel M. and Kamakura W., (2000); Market segmentation : Conceptual and methodological foundations. 2nd ed. Dordrecht: Kluwer Academic Publishers.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Yrd.Doç.Dr.Tülin Ural Bu kişi benim

Yayımlanma Tarihi 1 Eylül 2005
Gönderilme Tarihi 29 Aralık 2013
Yayımlandığı Sayı Yıl 2005 Cilt: 14 Sayı: 2

Kaynak Göster

APA Ural, Y. (2005). Segmenting Youth Market Based On Beliefs Related To High Technology: A Study From Turkey. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 14(2), 417-432.