Hipergerçeklik Bağlamında Sanal AVM’lerde Algoritmik Tüketim: Eleştirel Bir Analiz

Öz

Dijitalleşme, alışveriş deneyimini fiziksel mekânların dışına taşıyarak işletmelere tüketici tercihlerini algoritmik olarak yönlendirme olanağı sağlamıştır. Bu araştırma, Trendyol, Hepsiburada ve Amazon Türkiye’de tüketim deneyiminin hangi görsel, söylemsel ve algoritmik araçlarla yapılandırıldığını; seçim özgürlüğü, kişiselleştirme ve hipergerçekliğin nasıl üretildiğini ve platformlar arasındaki farklılıkları incelemektedir. Baudrillard’ın tüketim toplumu, simülasyon ve hipergerçeklik kavramlarına dayanan yorumlayıcı-eleştirel nitel araştırmada doküman analizi ve eleştirel söylem analizi kullanılmıştır. Amaçlı örneklemle seçilen platformlar, 1 Mayıs–1 Temmuz 2026 arasında günlük izlenmiş; toplam 1488 banner MAXQDA 2026 ile analiz edilmiştir. Bulgular, satın almaya yönlendirmenin tüm platformlarda baskın olduğunu; Amazon Türkiye’de ödeme ve teslimat kolaylıklarının, Trendyol’da indirim ve popülerliğin, Hepsiburada’da ise taksit, kupon ve kişiselleştirilmiş önerilerin öne çıktığını göstermiştir. Öneri sistemleri, sosyal kanıt ve aciliyet mesajları ortak stratejilerdir. Sonuç olarak sanal AVM’lerin seçim özgürlüğü ve kişiselleştirme izlenimi üreten hipergerçek tüketim mekânları olduğu, seçeneklerin görünürlüğünün platformların algoritmik ve ticari öncelikleri doğrultusunda yapılandırıldığı belirlenmiştir

Anahtar Kelimeler

• Algoritmik Tüketim
• Hipergerçeklik
• Sanal AVM
• Kişiselleştirme
• Seçim Özgürlüğü

Algorithmic Consumption in Virtual Shopping Malls in the Context of Hyperreality: A Critical Analysis

Öz

Digitalisation has extended shopping beyond physical spaces, enabling businesses to algorithmically steer consumer preferences. This study examines how consumption experiences are structured through visual, discursive, and algorithmic tools on Trendyol, Hepsiburada, and Amazon Turkey, focusing on freedom of choice, personalisation, hyperreality, and platform differences. Grounded in Baudrillard’s concepts of consumer society, simulation, and hyperreality, this interpretative-critical qualitative study employs document and critical discourse analysis. The purposively selected platforms were monitored daily from 1 May to 1 July 2026, and 1,488 banners were analysed using MAXQDA 2026. Purchase-oriented guidance dominated all platforms: Amazon Turkey emphasised payment and delivery convenience, Trendyol highlighted discounts and popularity, while Hepsiburada foregrounded instalments, vouchers, and personalised recommendations. Recommendation systems, social proof, and urgency messages were common strategies. Overall, online shopping centres function as hyperreal consumption spaces creating impressions of choice and personalisation, while option visibility reflects platforms’ algorithmic and commercial priorities.

Anahtar Kelimeler

• Algorithmic Consumption
• Hyperreality
• Virtual Shopping Mall
• Personalization
• Freedom of Choice

Kaynakça

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