"Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment

Öz

“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment

Öz

Bu çalışmanın temel amacı Y kuşağının dijital ortamda Black Friday alışveriş etkinliğine karşı olan motivasyonel eğilimlerini ortaya koymaktır. Çalışma sonucunda elde edilen birinci sonuca göre, online Black Friday alışveriş etkinliğine katılımda tüketicilerin hedonik motivasyonlarının rasyonel motivasyonlarından daha çok pozitif ilişkide olduğu gözlemlenmiştir. Çalışmadaki diğer sonuca göre, online Black Friday alışveriş etkinliğine katılım motivasyonu; yaş, medeni durum, eğitim düzeyi ve aylık bireysel harcama düzeyine göre değişmektedir.

Anahtar Kelimeler

• Online tüketici davranışı
• online etkinlik pazarlaması
• motivasyonel eğilim

Kaynakça

1. AKAY, R., A. (2014), “Etkinlik Yönetimi Uygulamalarında Yaratıcı Rekabet ve Sosyal Medyanın Entegrasyonu”, The Turkish Online Journal of Design, Art and Communication, 4(4), 55-74.
2. ARNOLD, M. J., REYNOLDS, K. E. (2003), “Hedonic Shopping Motivations”, Journal of Retailing, 79, 77-95.
3. BABIN, B. J., DARDEN, W. R., GRIFFIN, M. (1994), “Work and/ or Fun: Measuring Hedonic and Utilitarian Shopping Values”, Journal of Consumer Research, 20, 644-656.
4. BAKER, D. A., CROMPTON, J. L. (2000), “Quality, Satisfaction and Behavioral Intentions”, Annals of Tourism Research, 27(3), 785-804.
5. BECKER, H., NAAMAN, M., GRAVANO, L. (2010), “Learning Similarity Metrics for Event Identification in Social Media”, Third ACM International Conference on Web Search and Data Mining ACM, New York, US.
6. CHEN, L. (2009), Online Consumer Behavior: An Empirical Study Based on Theory of Planned Behavior, Lincoln: Nebraska.
7. CHEUNG, C. M. K., Zhu, L., KWONG, T., CHAN, G., LIMAYEM, M. (2003), “Online Customer Behavior: A Review and Agenda for Future Research”, 6. Bled eCommerce Conference, Bled, Slovenia.
8. CLOSE, A.G., FINNEY, R. Z., LACEY, R. Z., SNEATH, J. Z. (2006), “Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand”, Journal of Advertising Research, 46 (4), 420‐433.

9. ÇETINKAYA, Ö. A., CENG, E. (2018), “Türkiye’deki Black Friday Etkinliğinin Tüketici Sinizmi Bağlamında Bir Değerlendirmesi”, MANAS Journal of Social Studies, 7(4), 168-180.
10. DAVIS, F. D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, 13(3), 319-340.
11. DOĞRUL, Ü. (2012), “Elektronik Alışveriş Davranışında Faydacı ve Hedonik Güdülerin Etkisi”, Sosyal ve Beşeri Bilimler Dergisi, 4 (1), 321 – 331.
12. DRENGNER, J., GAUS, H., JAHN, S. (2008), “Does Flow Influence the Brand Image in Event Marketing?”, Journal of Advertising Research, 48(1), 138-147.
13. ENE, S. (2007). İnternet üzerinden alışverişte tüketici davranışlarını etkileyen faktörler: Güdülenme üzerine bir uygulama. (Unpublished doctoral dissertation). Marmara University, İstanbul.
14. FILL, C. (1995), Marketing Communications, Frameworks, Theories and Applications, Prentice Hall, London.
15. FILO, K., FUNK, D., HORNBY, G. (2009), “The Role of Web Site Content on Motive and Attitude Change for Sport Events”, The Journal of Sport Management, 23, 21-40.
16. GETZ, D. (2008), “Event Tourism: Definition, Evolution, and Research”, Tourism Management, 29(3), 403-428.
17. HEDE, A. M., KELLETT, P. (2011), “Marketing COMMUNICATIONS for Special Events: Analyzing Managerial Practice, Consumer Perceptions and Preferences”, European Journal of Marketing, 45(6), 987-1004.
18. HORO, S. (2015). The role of social media on event marketing. (Unpublished master dissertation). Bahcesehir University, Istanbul.
19. HOYLE, L. H. (2002), Event Marketing: How to Successfully Promote Events, Festivals, Conventions and Expositions, John Wiley & Sons, International Inc., New Jersey.
20. KESKIN, S. (2017). İnternet bankaciliğinda tüketici motivasyonunun davranişsal etkileri: Ampirik bir çalişma. (Unpublished doctoral dissertation). Nevsehir Hacı Bektaş Veli University, Nevsehir.
21. KIM, H. S. (2006), “Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers”, Journal of Shopping Center Research, 13(1), 57-79.
22. KIM, H., BORGES M. C., CHON, J. (2006), “Impacts of Environmental Values on Tourism Motivation: The Case of FICA Brazil”, Tourism Management, 27(5), 957-967.
23. KOÇ, E. (2015), Tüketici Davranışı Ve Pazarlama Stratejisi, Seçkin Yayınları, Ankara.
24. KWON, H. J., BRINTHAUPT T. M. (2015), “The Motives, Characteristics and Experiences of US Black Friday Shoppers”, Journal of Global Fashion Marketing, 6(4), 292-302.
25. LENNON, S. J., KIM, M., LEE, J., JOHNSON, K. K. P. (2018), “Consumer Emotions on Black Friday: Antecedents and Consequence”, Journal of Research for Consumers,32, 70-108.
26. LI, N., ZHANG, P. (2002), “Consumer Online Shopping Attitudes and Behavior: An Assessment of Research”, Eighth Americas Conference on Information Systems, USA,508 – 517.
27. ODABAŞI, Y., BARIŞ, G. (2003), Tüketici Davranışı, MediaCat, İstanbul.
28. PINE, B. J., GILMORE, J. H. (1999), The Experience Economy: Work is Theatre & Every Business A Stage, Harvard Business School Press, Massachusetts, Boston.
29. RAHMAWATI, R., ROYDO, B. (2014), “Shopping Motivation on Purchase Intention: Can Loyalty Program and Corporate Image Enhance Such Relationship?”, Asia-Pacific Management and Business Application, 2(3), 154-169.
30. SAGET, A. (2006), Event Marketing: Beyond Logistics and Planning, Dearborn Trade, A Kaplan Professional Company, Chicago.
31. SCHMITT, B.H. (1999), Experiential Marketing. The Free Press, New York.
32. SIMPSON, L., Taylor, L., O'Rourke, K., Shaw, K. (2011), "An Analysis of Consumer Behavior on Black Friday", American International Journal of Contemporary Research, 1(1), 1-5.
33. SMITH, O., RAYMEN T. (2015), “Shopping with Violence: Black Friday Sales in the British Context”, Journal of Consumer Culture, 0(0), 1-18.
34. SNEATH, J. Z., FINNEY, R. Z., CLOSE, A. G. (2005), “An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes”, Journal of Advertising Research, 45(4), 373‐381.
35. SUKI, N. M. (2013), “Consumer Online Shopping Behavior: The Effect of Internet Marketing Environment, Product Characteristics, Familiarity and Confidence, and Promotional Offer”, World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 7(3), 814 – 819.
36. SWILLEY, E., GOLDSMITH, R. E. (2013), “Black Friday and Cyber Monday: Understanding Consumer Intentions on Two Major Shopping Days”, Journal of Retailing and Consumer Services, 20(2013), 43–50.
37. TAYLOR, S. F., CUNNINGHAM, P. H. (1999), “Event Marketing”, in the advertising business: operations creativity media planning integrated communications, (Ed. J. P. Jones), Sage Publications, California.
38. THOMAS, BOYD J., PETERS, C. (2011), “An Exploratory Investigation of Black Friday Consumption Rituals”, International Journal of Retail & Distribution Management, 39(7), 522-537.
39. TIĞLI, M. (2008), “Etkinlik Pazarlaması”, in Güncel pazarlama yaklaşımından seçmeler, (Ed. K. Çatı), Detay Yayıncılık, Ankara.
40. TINNISH, S. M., MANGAL, S. M. (2012), “Sustainable Event Marketing in The MICE Industry: A Theoretical Framework”, Journal of Convention & Event Tourism, 13(4), 227-249.
41. TOLAN, S. (2014). Spor endüstrisinde etkinlik pazarlaması: Galatasaray spor kulübü örneği. (Unpublished master dissertation). Maltepe University, İstanbul.
42. TURBAN, E., LEE, J., KING, D., CHUNG, H. M. (2000), Electronic Commerce: A managerial perspective, Prentice Hall Inc., New Jersey.
43. TÜRKKUŞU, H. (2012), 5N1K ile Etkinlik Yönetimi. Gazi Kitapevi, Ankara
44. UYGUN, M., AKIN, P.D., GÜNER, E. (2018), “Gönüllü Sade Yaşam Tarzı, Alışveriş Motivasyonu Ve Marka Deneyimi Arasındaki İlişkiler”, TUJOM, 3(3), 199-222.
45. UYGUN, M., METE, S., GÜNER, E. (2014), “Tüketicilerin Alışveriş Motivasyonları İle Ağızdan Ağıza İletişim Davranışları Arasındaki İlişkiler”, Organizasyon ve Yönetim Bilimleri Dergisi, 6(1), 35-56.
46. WOHLFEIL, M., WHELAN, S. (2006), “Consumer Motivation to Participate in Marketing Events: The Role of Predispositional Involvement”, European Advances in Consumer Research, 7, 125-131.
47. YOLAL, M., ÇETINEL F., UYSAL, M. (2009), “An Examination of Festival Motivation and Perceived Benefits Relationship: Eskişehir International Festival”, Journal of Convention & Event Tourism, 10(4), 276-291.
48. YOON, Y., UYSAL, M. (2005), “An Examination of The Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model”, Tourism Management, 26(1), 45-56.
49. YUAN, J. J., LIPING A. C., ALASTAIR M. M., SALLY, L. (2005), “An Analysis of Wine Festival Attendees’ Motivations: A Synergy of Wine, Travel and Special Events”, Journal of Vacation Marketing, 11(4),41-58.
50. YURUK, P (2015). Etkinlik pazarlamasında sosyal etki algılamasının etkinliğe katılım, tatmin ve sadakat üzerine etkisi: Kırkpınar festivali örneği. (Unpublished doctoral dissertation). Trakya University, Edirne