Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers

Meftune Özbakır Umut

doi:10.54439/gupayad.1495730

TR EN

X, Y ve Z Kuşak Tüketicilerin Dijital Okuryazarlık Düzeyleri ve Çevrimiçi Satın Alma Niyetleri Arasındaki İlişkinin İncelenmesi

Öz

Amaç: Bu çalışma, tüketicilerin dijital okuryazarlık düzeylerini, dijital okuryazarlık düzeylerinin çevrimiçi satın alma davranışlarına etkisinin olup olmadığını ve dijital okuryazarlık düzeylerinin demografik özelliklerine göre değişip değişmediğini belirlemeyi amaçlamıştır. Tüketici davranışları için önemli bir konu haline gelen dijital okuryazarlık kavramını pazarlama literatüründe az sayıda çalışma ile araştırmıştır. Gereç ve Yöntem: Nicel araştırma yöntemlerinin kullanıldığı bu araştırmada 627 tüketiciden çevrimiçi anket yöntemi ile veri toplanmıştır. Çalışmanın kavramsal modeli yapısal eşitlik modellemesi kullanılarak test edilmiştir. Bulgular: Çalışmada, kuşaklar arasında dijital okuryazarlık düzeyleri ile çevrimiçi satın alma niyetleri arasında istatistiksel olarak anlamlı farklılıklar bulunmuştur. Sonuç: Özellikle online iletişim için farklı dijital okuryazarlık seviyelerine sahip tüketicilere yönelik uygulamalar ve içerikler geliştirilmesi önerilmektedir.

Anahtar Kelimeler

Dijital Okuryazarlık, Çevrimiçi Satın Alma Niyeti, Tüketici Davranışı, Kuşaklar.

Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers

Öz

Purpose: This study aimed to determine consumers’ digital literacy levels, whether their digital literacy levels had an effect on their online purchasing behaviour, and whether their digital literacy levels varied with their demographic characteristics. Few studies in the marketing literature have investigated the concept of digital literacy, which has become an important issue for consumer behaviour. Material and Method: In this study, in which quantitative research methods were used, data were collected from 627 consumers through online survey method. The conceptual model of the study was tested using structural equation modeling. Findings: This study found statistically significantly differences between the generations’ digital literacy levels and online purchasing intentions. Results: Especially for online communication, it is recommended to develop applications and content that will attract and use consumers with different digital literacy levels.

Anahtar Kelimeler

Digital Literacy, Online Purchasing Intention, Consumer Behaviour, Generations

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Dijital Pazarlama

Bölüm

Araştırma Makalesi

Yazarlar

Meftune Özbakır Umut ^*
0000-0001-7619-302X
Türkiye

Erken Görünüm Tarihi

17 Ekim 2024

Yayımlanma Tarihi

30 Ekim 2024

Gönderilme Tarihi

4 Haziran 2024

Kabul Tarihi

15 Ekim 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 5 Sayı: Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular

DOI

https://doi.org/10.54439/gupayad.1495730

IZ

https://izlik.org/JA96KW48XM

APA

Özbakır Umut, M. (2024). Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 5(Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular), 1-20. https://doi.org/10.54439/gupayad.1495730

AMA

1.Özbakır Umut M. Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers. GÜPAYAD. 2024;5(Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular):1-20. doi:10.54439/gupayad.1495730

Chicago

Özbakır Umut, Meftune. 2024. “Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 5 (Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular): 1-20. https://doi.org/10.54439/gupayad.1495730.

EndNote

Özbakır Umut M (01 Ekim 2024) Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 5 Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular 1–20.

IEEE

[1]M. Özbakır Umut, “Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers”, GÜPAYAD, c. 5, sy Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular, ss. 1–20, Eki. 2024, doi: 10.54439/gupayad.1495730.

ISNAD

Özbakır Umut, Meftune. “Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 5/Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular (01 Ekim 2024): 1-20. https://doi.org/10.54439/gupayad.1495730.

JAMA

1.Özbakır Umut M. Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers. GÜPAYAD. 2024;5:1–20.

MLA

Özbakır Umut, Meftune. “Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, c. 5, sy Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular, Ekim 2024, ss. 1-20, doi:10.54439/gupayad.1495730.

Vancouver

1.Meftune Özbakır Umut. Examining the Relationship Between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers. GÜPAYAD. 01 Ekim 2024;5(Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular):1-20. doi:10.54439/gupayad.1495730