Dijital Pazarlamada Tüketicilerin Dijital Ayak İzi Farkındalıkları ile Karar Verme Tarzları Arasındaki İlişkinin Yapısal Eşitlik Modeli ile İncelenmesi

Öz

Dijital teknolojilerin internetle entegrasyonu, çeşitli konuları ve kavramları gündeme getirmiştir. İnternet kullanıcıları, dijital ortamda gerçekleştirdikleri aktivitelerle dijital izler bırakmaktadırlar. Bu dijital izler, bireylerin siyasi görüşleri, kişilik özellikleri ve potansiyel inançları gibi özelliklerini tahmin edilebilir hale getirmektedir. Bu araştırma, bireylerin dijital iz farkındalıklarının, internet üzerinden ürün satın alma kararlarını etkileme düzeyini belirlemek amacıyla yapılmıştır. Veriler, online anket yöntemiyle toplanmış ve analizler SPSS ve AMOS programları kullanılarak gerçekleştirilmiştir. Çalışmanın örnekleminde, farklı gruplardan 607 katılımcıya ulaşılmış ve yapısal eşitlik modeli aşamasında uç değerler çıkarılarak, 461 katılımcının verileri analiz edilmiştir. Yapılan analizler sonucunda, katılımcıların internet üzerindeki faaliyetlerinin kendilerini etkileyebileceği bilincinde oldukları, kendi tercihleri doğrultusunda kararlar verdikleri, bazı alt boyutlarda cinsiyetler arasında farklılıklar olduğu ve genel olarak dijital iz farkındalığı konusunda katılımcıların demografik özellikleri arasında anlamlı bir fark olmadığı görülmüştür. Ayrıca, demografik değişkenler üzerine yapılan analizde, dijital iz ile bilinçli farkındalık arasında ve dijital iz ile tüketici karar verme tarzlarının bazı alt boyutlarında ilişki olduğu tespit edilmiştir

Anahtar Kelimeler

• Dijital ayak izi
• Tüketici karar verme tarzları
• Dijital pazarlama
• Yapısal eşitlik modeli
• Farkındalık

Examination of The Relationship Between Consumers' Digital Footprint Awareness and Their Decision-Making Styles in Digital Marketing With The Structural Equality Model

Öz

The integration of digital technology with the internet has brought up various subjects and concepts. Individuals using the Internet create their digital footprints with their activities in the digital environment. With the help of digital footprint, political views, personality traits, potential beliefs, etc. can be predicted. This study was prepared to determine the level of impact of individuals' digital footprint awareness on their decision-making style when purchasing products online. The data were collected through an online survey and analyzed using SPSS and AMOS programs. The sample of the study included 607 individuals from different groups, and after eliminating outliers at the structural equation model stage, data from 461 participants were analyzed. As a result of the analysis, it was seen that participants were aware that their activities on the internet environment could affect them, they made decisions as they wished, some sub-dimensions had differences between genders, and generally there was no difference in demographic characteristics in terms of digital footprint awareness. Additionally, an analysis of demographic variables showed that there was a relationship between conscious awareness and digital footprint, and some sub-dimensions of consumer decision-making style and digital footprint.

Anahtar Kelimeler

• Digital footprint
• Consumer decision-making styles
• Digital marketing
• Structural equality model
• Awareness.

Kaynakça

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