AŞIRI İNTERNET KULLANIMI, GÜNCEL BİREYSEL YENİLİKÇİLİK VE ALIŞVERİŞ BAĞIMLILIĞI İLİŞKİLERİNİN İNCELENMESİ: E-TİCARET KULLANAN BİREYLER ÜZERİNE BİR UYGULAMA

Öz

Bu çalışmada e-ticaret kullanan bireylerin, internetin așırı kullanılması isteğinin önüne geçilememesi olarak açıklanan aşırı internet kullanımı, ihtiyaç dışı ve kontrolsüz bir şekilde aşırı alışveriş yapma isteği olarak yorumlanan alışveriş bağımlılığı ve yeniye özgü tecrübelere açık olma gibi durumları belirten bireysel yenilikçiliğin güncel etkileri araştırılmıştır. Çalışmanın amacı dijitalleşen dünyada iş hayatına yön veren önemli değişkenlerin dijital platformlarda işleyişini açıklamaktır. Çalışmada 392 kişiye çevrim içi anket yapılmıştır ve verilerin analizleri SPSS ve AMOS programları kullanılarak ölçülmüştür. Analizler sonucunda; aşırı internet kullanan bireylerin interneti sorunlu düzeyde kullanma eğilimleri arttığında değişime direnç gösterme eğilimlerinin azaldığı ve deneyime açık olma eğilimlerinin arttığı görülmüştür. Ek olarak aşırı internet kullanan bireylerin internet bağımlılığı arttığında bu bireylerin fikir önderliği düzeylerinin olumlu yönde etkilendiği sonuçlarına ulaşılmıştır. Bu araştırma, çalışmada kullanılan üç değişkenin aralarındaki ilişkinin birlikte incelenmesi ve Türkiye’de e-ticaret sektörüne uyarlanması bakımından diğer çalışmalardan ayrılmaktadır. Ayrıca diğer teknolojik araç ve platform kullanımlarında da farklılıklar görülebilir. Bu bakımdan, dijital ve teknolojik davranış alanında ve e-ticaret dışında diğer platformlarda da ölçüm kısıtları bulunmaktadır.

Anahtar Kelimeler

• E-Ticaret
• Teknoloji ve Yenilik
• Internet Kullanımı
• Dijital İş

Destekleyen Kurum

Yok

Etik Beyan

Bu çalışma bir teze dayanmamaktadır, herhangi bir projeden destek alınmamış, herhangi bir konferansta sunulmamıştır.

EXAMINING THE RELATIONSHIPS BETWEEN EXCESSIVE INTERNET USE, CURRENT INDIVIDUAL INNOVATIVENESS AND SHOPPING ADDICTION: AN APPLICATION ON INDIVIDUALS USING E-COMMERCE

Öz

In this study, the current effects of individual innovativeness, which refers to situations such as excessive internet use, which is defined as the inability to prevent individuals using e-commerce from overusing the internet, shopping addiction, which is interpreted as the desire to shop excessively out of necessity and in an uncontrolled way, and being open to new experiences, were investigated. The aim of the study is to explain the functioning of important variables that direct business life in the digitalizing world on digital platforms. In the study, an online survey was conducted to 392 people and the data was analyzed using SPSS and AMOS programs. As a result of the analyses; it has been observed that when the tendency of individuals who use the internet at a problematic level increases, their tendency to resist change decreases and their tendency to be open to experience increases. In addition, it has been concluded that when the Internet addiction of individuals who use the Internet excessively increases, the opinion leadership levels of these individuals are positively affected. This research differs from other studies in that the relationship between the three variables used in the study is examined together and adapted to the e-commerce sector in Turkey. Additionally, differences may be seen in the use of other technological tools and platforms. In this regard, there are measurement restrictions in the field of digital and technological behavior and on other platforms other than e-commerce.

Anahtar Kelimeler

• : E-Commerce
• Technology and Innovation
• Internet Usage
• Digital Business

Kaynakça

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