Satın Alma Niyetine Dijital Etkiler: Ampirik Bir Çalışma

Yıl 2026, Cilt: 17 Sayı: 1, 125 - 141, 30.01.2026

Fahrettin Kayan

Öz

Araştırmanın amacı, dijital pazarlama uygulamalarının bilgilendiricilik, güvenilirlik, rahatsız edicilik ve ikna edicilik boyutlarının tüketicilerin satın alma davranışı üzerindeki doğrudan etkilerini incelemek ve demografik değişkenlerin (cinsiyet, yaş) ile internet kullanım süresinin bu ilişkiler üzerindeki düzenleyici etkilerini analiz etmektir. Toplam 511 katılımcıdan anket ile veri elde edilmiştir. Yapılan uygulamalar sonucunda elde edilen veriler SmartPLS paket programı ile analiz edilmiştir. Bulgulara göre, dijital pazarlama uygulamalarının bilgilendiriciliği, güvenilirliği ve ikna ediciliği tüketicilerin satın alma davranışını olumlu yönde etkilerken, rahatsız edici içerikler bu davranışı olumsuz etkilemektedir. Cinsiyet yalnızca bilgilendiricilik boyutunda anlamlı bir düzenleyici rol oynamış, diğer boyutlarda etkili olmamıştır. Yaş değişkeninin ise güvenilirlik ve ikna edicilik boyutlarında satın alma davranışı üzerinde anlamlı bir düzenleyici etkisi bulunmuştur. İnternet kullanım süresi de bilgilendiricilik ve ikna edicilik boyutlarında tüketici davranışını anlamlı şekilde düzenlemiştir.

Anahtar Kelimeler

Dijitalleşme , Dijital Pazarlama , Tüketici Davranışı , Satın Alma Kararı , Pazarlama İletişimi.

Digital Influence on Purchase Intention: An Empirical Study

Öz

The objective of this study is to investigate the direct effects of the dimensions of informativeness, credibility, intrusiveness, and persuasiveness in digital marketing practices on consumer purchase behavior. Additionally, it aims to analyze the moderating effects of demographic variables such as gender and age, as well as internet usage time, on these relationships. Data were collected via a survey from a total of 511 participants, and the analysis was conducted using the SmartPLS software package. The findings indicate that informativeness, credibility, and persuasiveness in digital marketing practices positively influence consumer purchase behavior, whereas intrusive content has a negative impact. Gender was identified as a significant moderating factor solely in the relationship between informativeness and purchase behavior, with no significant effects observed in other dimensions. Age demonstrated a significant moderating effect on the relationships between credibility, persuasiveness, and purchase behavior. Furthermore, internet usage time significantly moderated consumer behavior concerning the dimensions of informativeness and persuasiveness.

Anahtar Kelimeler

Digitalization , Digital Marketing , Consumer Behavior , Purchase Decision , Marketing Communication.

Kaynakça

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