Pazarlama 4.0 Ekseninde Webrooming Uygulaması

Yıl 2020, Cilt: 4 Sayı: 2, 363 - 374, 30.12.2020

Murat Öz , Mustafa Kazak

https://doi.org/10.35342/econder.780952

Cited By: 2

Öz

Son yıllarda, perakendecilik sektörü, tek kanallı perakende formatından çok kanallı perakende ortamına doğru çarpıcı bir kaymaya tanık olmuştur. Rekabetçi baskılar ve müşterilerin artan talepleri nedeniyle, perakendeciler müşterilere hizmet etmek için sürekli yeni kanallar eklemektedir. Günümüzdeki “teknoloji etkin” perakende ortamı, müşterilere günün her saatinde ve her yerden alışveriş yapma olanağı sağlamaktadır. Akıllı telefon ve tablet alımlarındaki artışın yanı sıra, sosyal medya platformlarında kullanıcı tarafından oluşturulan içeriğe olan bağlılığın artması nedeniyle, çok kanallı perakendecilik, çeşitli perakende kanallarının kesintisiz ve entegre bir yaklaşımını karakterize etmektedir. Omnichannel perakendeciliği, çeşitli perakende kanallarının kesintisiz ve entegre bir yaklaşımını karakterize eder. “Showrooming” ve “webrooming”, çok kanallı perakendede tüketiciler arasında öne çıkan alışveriş eğilimleridir. Bu çalışmanın amacı fiyat karşılaştırması motivasyonunun çok kanallı tüketicilerin “Showrooming” ve “webrooming” kararları üzerinde etkili olup olmadığını kavramsal açıdan incelemektir.

Anahtar Kelimeler

Çok Kanallı, Pazarlama, Perakendecilik, Fiyat, Karşılaştırma, Webrooming

Webrooming Application On Marketing 4.0 Axis

Öz

In recent years, the retail industry has witnessed a dramatic shift from a single-channel retail format to a multi-channel retail environment.Due to competitive pressures and increasing customer demands, retailers are constantly adding new channels to serve customers. Today's “technology-efficient” retail environment allows customers to shop at any time of the day and from anywhere. Multi-channel retailing characterizes a seamless and integrated approach of various retail channels, due to the increase in smartphone and tablet purchases, as well as the increased reliance on user-generated content on social media platforms. Omnichannel retailing characterizes a seamless and integrated approach of various retail channels. “Showrooming” and “webrooming” are prominent shopping trends among consumers in multi-channel retail. The purpose of this study is to examine conceptually whether the motivation of price comparison has an impact on the "showrooming" and "webrooming" decisions of multichannel consumers.

Anahtar Kelimeler

Omnichannel, Marketing, Retail, Price, Comparison, Webrooming

Kaynakça

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