THE EFFECT OF THE CONVENIENCE FACTOR ON CONSUMERS' RESEARCH SHOPPING (SHOWROOMING / WEBROOMING) BEHAVIOR

Öz

The main purpose of this study is to determine the convenience factors that affect webrooming and showrooming behaviors in an environment where retailers try to use omni-channel strategies to offer consumers an uninterrupted experience. The term ‘webrooming’ refers to the consumer behavior where customers research products online before going to a physical store to make the actual purchase. Showrooming, on the other hand, refers to the consumer behavior where customers visit physical retail stores to examine and experience products in person before purchasing them online. The research is descriptive in nature and was conducted through online survey forms with 419 people selected via convenience sampling. Research shows that perceived convenience across online and offline channels has different effects on these behaviors. It has been found that physically experiencing the product in offline stores and receiving detailed information from a sales representative increases webrooming intention. Additionally, the perceived ease of after-sales service in offline stores has been found to positively affect webrooming intention. In online stores, it has been determined that easy access to the website and ease of quick purchasing increase showrooming intention. However, it has been observed that the ease of evaluation and after-sales service in online stores does not affect showrooming intention. As a result, it was concluded that while the perception of convenience created in offline stores supports webrooming behavior, the convenience perceptions of online stores do not play a significant role in showrooming behavior. The study recommends that for future research, webrooming and showrooming behaviors should be examined in a broader context and that other variables should be taken into account. Additionally, it was emphasized that these findings could provide strategic clues for brand and store managers.

Anahtar Kelimeler

• Consumer Marketng
• Convenience
• Webrooming
• Showrooming

KOLAYLIK FAKTÖRÜNÜN TÜKETİCİLERİN ARAŞTIRMA ALIŞVERİŞİ (SHOWROOMİNG /WEBROOMİNG) DAVRANIŞI ÜZERİNE ETKİSİ

Öz

Bu çalışmanın temel amacı, perakendecilerin tüketicilere kesintisiz bir deneyim sunmak için omni-channel stratejilerini kullanmaya çalıştığı bir ortamda, webrooming ve showrooming davranışlarını etkileyen kolaylık unsurlarını belirlemektir. Webrooming: Tüketicilerin bir ürünü web sitesinden inceleyip, fiziki mağazalardan satın alması; showrooming ise tüketicilerin bir ürünü fiziksel mağazalardan inceleyip Web sitesinden satın alması olarak tanımlanmaktadır. Araştırma tanımlayıcı nitelikte olup, ‘Kolayda Örnekleme’ yöntemi ile seçilen 419 kişi üzerinden online anket formları aracılığıyla gerçekleştirilmiştir. Bulgular, çevrimiçi ve çevrimdışı kanallarda algılanan kolaylık unsurlarının bu davranışlar üzerinde farklı etkileri olduğunu göstermektedir. Çevrimdışı mağazalarda ürünü fiziksel olarak deneyimlemenin ve satış temsilcisinden daha derin bilgi almanın webrooming niyetini artırdığı bulunmuştur. Ayrıca, çevrimdışı mağazalarda algılanan satış sonrası hizmet kolaylığının da webrooming niyetini olumlu etkilediği görülmüştür. Çevrimiçi mağazalarda ise web sitesine kolay erişim ve hızlı satın alma kolaylığının showrooming niyetini artırdığı belirlenmiştir. Ancak, çevrimiçi mağazalardaki değerlendirme ve satış sonrası hizmet kolaylığının showrooming niyetini etkilemediği gözlemlenmiştir. Sonuç olarak, çevrimdışı mağazalarda yaratılan kolaylık algısı webrooming davranışını desteklerken, çevrimiçi mağazaların kolaylık algılarının showrooming davranışında önemli bir rol oynamadığı sonucuna varılmıştır. Çalışmanın gelecekteki araştırmalar için, webrooming ve showrooming davranışlarının daha geniş bir bağlamda incelenmesi ve diğer değişkenlerin de dikkate alınması önerilmektedir. Ayrıca, bu bulguların marka ve mağaza yöneticileri için stratejik ipuçları sunabileceği vurgulanmıştır.

Anahtar Kelimeler

• Tüketici Pazarlaması
• Kolaylık
• webrooming
• showrooming

Kaynakça

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