A STUDY ON CUSTOMER PERCEPTIONS AND ATTITUDES TOWARDS DIGITAL COUPONS

Öz

Digital coupons, generally considered as a marketing strategy to increase sales and customer loyalty, are important elements in the observation of customer attitudes and perceptions. The main question in the literature is whether these coupons should be redeemed or not, and their effectiveness is discussed depending on their use. However, even if digital coupons are not redeemed after they are acquired in online environments, the way they are obtained or perceived can provide marketers with information about customer attitudes and behaviors. This study aims to determine the effectiveness of digital coupons in digital business models based on consumers' perceptions and attitudes. Attitudes towards digital discount coupons were examined using 10 different dimensions and how these dimensions were influenced by various variables was questioned. The study surveyed 300 participants. As a result of the analysis, it was revealed that the impact of digital coupons on online purchase behavior should be considered from a holistic perspective. Accordingly, other benefits that coupons create for sellers should not be overlooked in addition to coupon redemption.

Anahtar Kelimeler

• customer behavior
• customer perception
• digital marketing
• digital coupon

DİJİTAL İNDİRİM KUPONLARINA DAİR MÜŞTERİ ALGISI VE DAVRANIŞI ÜZERİNE BİR ARAŞTIRMA

Öz

Genellikle satışları ve müşteri sadakatini artırmaya yönelik bir pazarlama stratejisi olarak kabul edilen dijital kuponlar, müşteri tutum ve algılarının gözlemlenmesinde önemli unsurlardır. Literatürdeki temel soru, bu kuponların kullanılıp kullanılmamasına yöneliktir ve satın alma sırasındaki kullanımlarına göre etkinlikleri tartışılmaktadır. Ancak dijital kuponlar çevrimiçi ortamlarda edinildikten sonra, satın alma sırasında kullanılmasalar bile, elde edilme veya algılanma şekilleri ile işletmelere müşteri tutum ve davranışları hakkında bilgi sağlayabilir. Bu çalışma, tüketicilerin algı ve tutumlarına dayalı olarak dijital iş modellerinde dijital kuponların etkinliğini belirlemeyi amaçlamaktadır. Dijital kuponlara yönelik tutumlar 10 farklı boyut kullanılarak incelenmiş ve bu boyutların çeşitli değişkenlerden nasıl etkilendiği sorgulanmıştır. Bu çalışmada, 300 katılımcıdan anket yoluyla veri toplanmıştır. Analiz sonucunda dijital kuponların online satın alma davranışı üzerindeki etkisinin bütüncül bir bakış açısıyla değerlendirilmesi gerektiği ortaya çıkmıştır. Buna göre, kuponların satın almada kullanılmasının yanı sıra, işletmeler için yarattığı diğer faydaları da gözden kaçırmamak gerekir.

Anahtar Kelimeler

• müşteri davranışı
• müşteri algısı
• digital pazarlama
• dijital kupon

Kaynakça

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