Online Satın Alma Sürecinde Sürü Davranışının Kaynak Güvenilirliğine Etkisi Üzerine Kavramsal Bir Çalışma

Yıl 2022, Sayı: 10, 29 - 50, 31.12.2022

Sefa Özdemir Serdar Pirtini

Öz

İletişim sürecinde mesaj veren kaynağın, mesajı alanlar tarafından ne derece güvenilir ve ikna edici olduğunu açıklayan kaynak güvenilirliği teorisi, pazarlama alanında sıklıkla kullanılmaktadır. İşletmeler tanıtım ve tutundurma faaliyetlerinde tanınmış kişi veya ünlüler ile anlaşmalar yaparak bu kişileri güvenilir kaynaklar olarak kullanmaktadır. Özellikle teknolojinin gelişmesiyle daha çok kullanılan online platformlarda mal ve hizmetler hakkında güvenilir bir kaynaktan gelen mesajlar belirsizliği azaltıcı bir faktör olarak tüketicilerin karar verme süreçlerinde önemli bir rol üstlenebilmektedir. Teknolojide yaşanan bu değişmelere karşın, tüketicilerin karar verme süreçlerinde diğer insanlardan etkilenme eğilimi değişmemiştir. Karar verme aşamasında belirsizlik veya riski azaltmak gibi motivasyonlarla diğer insanların kararlarından etkilenme durumu ise sürü davranışı olarak tanımlanmaktadır. Bu çalışmanın amacı, online satın alma sürecinde sürü davranışının kaynak güvenilirliğine etkisini kavramsal olarak ele almaktır. Bu bağlamda çalışma, online satın alma sürecinde kaynak güvenilirliğini açıklamakta, sonrasında sürü davranışı kavramını pazarlama perspektifinden incelemektedir. Bununla birlikte çalışmada online satın alma sürecinde sürü davranışının kaynak güvenilirliğine etkisini ölçen çalışmalara dair literatür incelenmesine yer verilmiştir.

Anahtar Kelimeler

Online Satın Alma , Kaynak Güvenilirliği , Sürü Davranışı

Conceptual Study on The Effect of Herd Behavior on Source Credibility in The Online Purchasing Process

Öz

Source credibility theory, which explains how reliable and persuasive the sender source is by the receivers in the communication process, is frequently used in marketing. Businesses make agreements with well-known people or celebrities and use these people as reliable sources in their advertisement and promotion activities. Especially in online platforms, which are used more with the development of technology, messages coming from a reliable source about goods and services can play an essential role in consumers; decision-making processes as a factor in reducing uncertainty. Despite these technological changes, consumers; tendency to be influenced by others in their decision-making processes has remained the same. Being influenced by other peoples decisions with motivations such as uncertainty or reducing risk during the decision-making process is defined as herd behaviour. This study aims to conceptually consider the effect of herd behaviour on source credibility in the online purchasing process. In this context, the study explains source credibility in the online purchasing process and then examines the concept of herd behaviour from a marketing perspective. In addition, the study includes a literature review of studies measuring the effect of herd behaviour on resource reliability in the online purchasing process.

Anahtar Kelimeler

Online Purchasing , Source Credibility , Herding Behavior

Kaynakça

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