E-Ürün Karşılaştırmanın Tüketici Karmaşasına Etkisi: Elektronik Ürünler Örneği

Öz

Tüketiciler genel olarak ihtiyaçlarını karşılamak için çeşitli seçenekler arasından tercih yapmaktadırlar. Ancak bunu yaparken alternatifler arasında en yüksek düzeyde fayda elde edecekleri mal ve hizmetleri tercih etmeye çalışmaktadırlar. Bu tercih sürecinde çeşitli araştırmalar içerisine girmekte ve alternatifleri değerlendirmektedirler. Bu çalışma elektronik ürün satın almak isteyen tüketicilerin e-ürün karşılaştırma sitelerinden faydalanma durumlarını ve satın alma karar süreçlerine olan etkilerini belirlemek için yapılmıştır. Nicel araştırma yöntemi seçilmiş olup çalışma için ihtiyaç duyulan verilerin toplanması için anket yöntemi seçilmiş ve anket uygulaması sonucunda 474 geçerli anket verisi elde edilmiştir. Toplanan verilere PLS-SEM analizi uygulanmıştır. Analizlerin sonucunda e-ürün karşılaştırma sitelerinin kullanıldığı ve tüketici karmaşasının azaltılmasına pozitif yönlü etkilerinin olduğu görülmüştür. Çalışmanın sonucunda elektronik ürün satın almak isteyen tüketicilerin yaşadığı karmaşıklığın azaltılmasında e- ürün karşılaştırmasının pozitif yönde anlamlı etkisinin olduğu görülmüştür. E-ürün karşılaştırma sitelerinin katılımcıların içine düşeceği kargaşayı azalttığı görülmüştür.

Anahtar Kelimeler

• Tüketici Karmaşası
• E-Ürün Karşılaştırma
• Elektronik Ürün
• Satın Alma Karar Süreci

The Effect of E-Product Comparison on Consumer Confusion: The Example of Electronic Products

Abstract

Consumers generally choose from various options to meet their needs. While doing this, they try to choose the goods and services that will provide them with the highest level of benefit. During this selection process, they engage in various research activities and evaluate alternatives. This study was conducted to determine whether consumers who want to buy electronic products benefit from e-product comparison sites and their effects on their purchasing decision processes. The quantitative research method was chosen, and the Survey method was used to collect the data needed for the study, and as a result of the survey application, 474 valid survey data were obtained. PLS-SEM analysis was applied to the collected data. As a result of the analysis, it was seen that e-product comparison sites were used and had positive effects on reducing consumer confusion. It has been observed that e-product comparison sites reduce the confusion that participants may fall into. As a result of the study, it was seen that e-product comparison had a positive and significant effect in reducing the complexity experienced by consumers who want to purchase electronic products. It has been observed that e-product comparison sites reduce the confusion that participants may fall into.

Keywords

• Consumer Confusion
• E-Product Comparison
• Electronic Product
• Purchasing Decision Process

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