Kullanımlar ve Doyumlar Yaklaşımı Bağlamında Tüketicilerin Online Alışveriş Eğilimlerini Belirleyen Nitel Bir Araştırma

The aim of this study is to determine the behaviors of consumers who shop online and to examine the purchasing motives that affect their purchasing behavior in the context of Uses and Gratifications Approach Theory. In this context, the data obtained by conducting in-depth interviews with 32 consumers who shopped online at least twice in the last month, which constitutes the limitation of the research, were subjected to an exploratory evaluation. In this context, the participants who prefer online shopping were discussed, and the difficulties and concerns of the participants in this process, why they preferred online shopping, and their thoughts were tried to be learned. The interview was conducted as a structured interview technique. The obtained data were analyzed by content analysis; themes were created under the headings of reasons and preferences of use, frequency of use and product preference, satisfaction and importance of communication, and the participants were coded and interpreted as K1, P2, P3 respectively. According to the analysis of the data collected under certain themes, it has been revealed that the priority issue in online shopping for consumers is convenience, that is, the opportunity to shop 24/7. It has been seen that they do online shopping more when they need it, they mostly order in the clothing category, domestic sites are used extensively, the fulfillment of the promise and two-way communication are important factors in exhibiting positive behavior. According to the findings; It has been seen that different uses and gratifications are obtained for consumers.