BIOMETRIC ANALYSIS OF STRESS LEVELS OF DIGITAL NATIVES AND DIGITAL IMMIGRANTS WITHIN ONLINE SHOPPING PROCESSES

Yıl 2018, Cilt: 5 Sayı: 4, 177 - 190, 26.10.2018

Nihan Tomris Küçün Can Yaman Sezen Güngör Sertaç Eroğlu

https://doi.org/10.15637/jlecon.268

Öz

As a rapidly developing multidisciplinary research field, neuromarketing

offers great advantage to researchers in understanding the irrational

aspects of consumer behavior. Neuromarketing methods are used to

complement the classical marketing research methods for the analysis of

subconscious dimensions of consumers’ cognitive load which occurs in

the procurement process.

In communication age that we’re in now, there are many differences in

online purchasing behavior of consumer groups whom defined as 'digital

immigrants' and 'digital natives'. Literature shows that digital natives

who met internet as soon as their birth are really familiar to online

shopping technologies, but digital immigrants are still abstemious to

online transactions.

In this research, digital natives who are stay continuously online and

digital immigrants who are still in the process of adaptation to online

world were examined through 'stress levels'. In our study, both groups

were manipulated by using "web site load speed", which is the one of the

most important stress factors in online shopping and through this

stimulus the changes in their purchasing behavior were investigated.

Stress levels were analyzed via Galvanic Skin Conductance Response, as

one of the biometric measurement techniques, and the difference between

the two groups was determined by statistical methods. We assume that;

the difference between two groups’ stress levels, should be considered as

a clue to understand the effects of shopping sites’ technical

infrastructures on consumer decision making processes and online

shopping behaviour.

Anahtar Kelimeler

Consumer behavior, Neuromarketing, Online shopping, GSR

ONLINE ALIŞVERİŞ SÜREÇLERİNDE DİJİTAL YERLİLERİN VE DİJİTAL GÖÇMENLERİN STRES DÜZEYLERİNİN BİYOMETRİK ANALİZİ

Öz

Nöropazarlama, literatürde henüz çok yakın zamanda yer edinmesine karşın oldukça hızlı gelişen multidisipliner bir çalışma alanı olarak tanımlanmakta ve tüketici davranışlarının irrasyonel yönlerinin aydınlatılmasında araştırmacılara büyük avantaj sunmaktadır. Satınalma süreçlerinde tüketicilerin yürüttüğü bilişsel faaliyetlerin bilinç üstü ve bilinçaltı düzeylerdeki kırılmalarının tespiti için nöropazarlama yöntemlerinin kullanılması, klasik araştırma yöntemlerini destekleyici niteliği ve bireysel manipülasyona imkan vermemesi sebebiyle araştırmanın derinleştirilmesini mümkün kılmaktadır.

İçinde bulunduğumuz iletişim çağında, ‘dijital göçmenler’ ve ‘dijital yerliler’ olarak tanımlanan tüketici gruplarının online satın alma davranışlarında pek çok farklılık bulunmaktadır. Yapılan araştırmalar teknoloji ile doğar doğmaz tanışan dijital yerlilerin son derece alışkın

oldukları online alışverişe teknoloji ile erişkin dönemlerinde tanışan

dijital göçmenlerin daha mesafeli yaklaştığını göstermektedir. Bu

çalışmada sürekli çevrimiçi olmayı doğal kabul eden dijital yerliler ile

henüz adaptasyon sürecinde olan dijital göçmenlerin online alışveriş

süreçlerindeki tutumları ve süreci etkileyen faktörler ‘stres düzeyleri’

üzerinden incelenmiştir. Araştırmada her iki grup da online alışverişteki

önemli stres faktörlerinden biri olan “web sitesi yüklenme hızı”nın

uyaran olarak kullanılması ile manipüle edilmiş ve satın alma

davranışlarındaki değişimler araştırılmıştır.

Stres düzeyleri, biyometrik ölçüm tekniklerinden biri olan Galvanik Deri

İletkenliği Tepkisi kullanılarak analiz edilmiş ve iki grup arasındaki fark

istatistiksel yöntemler kullanılarak tespit edilmiştir. Tespit edilen stres

düzeyleri farkının; hedef pazarı oluşturan iki temel grubun online

alışveriş alışkanlıklarının ve alışveriş sitelerinin teknik altyapılarının

tüketicinin satın alma kararı üzerindeki etkisinin anlaşılması için önemli

olduğu düşünülmektedir.

Anahtar Kelimeler

Tüketici davranışı, Nöropazarlama; Online alışveriş, GSR

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