Giyilebilir Teknoloji Ürünlerinde Müşteri Tatminini Etkileyen Faktörler: Çevrimiçi Alışveriş Sitelerinde Akıllı Saat Yorumlarının İçerik Analizi ile Değerlendirilmesi

Yıl 2026, Cilt: 21 Sayı: Special Issue on 24th International Business Congress, 164 - 197, 27.03.2026

Engin Yücel , Ezgi Karataş Yücel , Pınar Özkan

https://doi.org/10.19168/jyasar.1762608

https://izlik.org/JA47FY99EX

Öz

Akıllı saatler, fitness bantları ve akıllı gözlükler gibi giyilebilir teknoloji ürünleri, teknolojik gelişmeler sayesinde tüketicilere sundukları faydaların artmasıyla modern hayatın temel parçalarından biri haline gelmiştir. Bu çalışma, çevrimiçi alışveriş platformlarında giyilebilir teknoloji ürünlerine yönelik müşteri tatminini etkileyen faktörleri belirlemeyi amaçlamaktadır. Çalışmada, çevrimiçi alışveriş sitelerinden toplanan müşteri yorumlarının netnografya yöntemini kullanılarak analiz edilmesi ve müşterilerde tatmin ya da tatminsizliği etkileyen faktörlerin kategorize edilmesi hedeflenmektedir. İçerik analizi sonuçlarına göre literatürle uyumlu olarak akıllı saat ürün grubunda müşteri tatminini etkileyen unsurlar ürün kalitesi, kullanım kolaylığı, performans, estetik ve tasarım, satış öncesi/sonrası hizmetler, fonksiyonellik, ürünün orijinalliği, dağıtım ve paketleme ve fiyat olarak kategorize edilebilir. Araştırma bulguları akıllı saatlere yönelik müşteri tatmininin yalnızca ürünün teknik özelliklerinden değil, aynı zamanda markanın genel müşteri deneyimi yönetiminden de etkilendiğini ortaya koymaktadır. Bu bulgular, akıllı saatlere yönelik müşteri tatminini etkileyen faktörlerin çeşitliliğini ve üretici işletmelerin ürün geliştirme süreçlerinde çok yönlü bir yaklaşım benimsemeleri gerektiğini göstermektedir.

Anahtar Kelimeler

Çevrimiçi Alışveriş , Müşteri Tatmini , Giyilebilir Teknoloji , İçerik Analizi , Akıllı Saat

Etik Beyan

Bu çalışma bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır.

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