Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma

Özlem Özdemir Süzer; Çağatan Taşkın

TR EN

Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma

Öz

Günümüz bütünleşik kanallı perakende ortamında tüketicilerin satın alma yolu bir dizi kanal kombinasyonu içermektedir. Tüketiciler ürünleri çevrimiçi kanalda araştırıp, fiziksel mağazada satın alarak webrooming ve fiziksel mağazada araştırıp, çevrimiçi kanalda satın alarak showrooming davranışı göstermektedir. Bu iki alışveriş biçimi bütünleşik kanallı tüketiciler arasında yaygın olmakla birlikte anlaşılması perakendeciler için oldukça önemlidir. Bu çalışmanın amacı showrooming ve webroominge yönelik tutum ve niyetlerin öncüllerinin etkisini tespit etmek, showrooming ve webroominge yönelik niyetin bütünleşik kanal tatmini üzerinde bir etkiye sahip olup olmadığını giyim sektöründe yapılacak bir araştırmayla ölçümlemektir. Çalışmada anket yöntemiyle veri toplanmıştır. Araştırma hipotezlerinin test edilmesinde PLS-SEM’den yararlanılmıştır. Araştırma sonucunda fiyat avantajı ve tasarruf, satış personeli yardımı ve sosyalleşmenin showroominge yönelik tutumu; sosyalleşme, düşük çevrimiçi arama maliyeti ve çevrimiçi incelemelere erişmenin webroominge yönelik tutumu olumlu yönde etkilediği bulunmuştur. Ayrıca çalışmada showroominge ve webroominge yönelik tutumların showroominge ve webroominge yönelik niyetleri ve webroominge yönelik niyetin bütünleşik kanal tatminini olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Bütünleşik kanallı pazarlama, Bütünleşik kanallı perakendecilik, Showrooming, Webrooming, Bütünleşik kanal tatmini

A Research on Intention towards Showrooming and Webrooming in the Context of Omni-channel Marketing

Öz

In today's omni-channel retail environment, the way consumers buy involves a number of channel combinations. Consumers show webrooming behaviour by searching products in the online channel and purchasing them in the physical store, and showrooming by searching in the physical store and purchasing in the online channel. These two forms of shopping are common among consumers with omni-channel and understanding them is very important for retailers. The aim of this study is to determine the effects of antecedents of attitudes and intentions towards showrooming and webrooming, and to measure whether the intention towards showrooming and webrooming has an effect on omni-channel satisfaction with a research to be conducted in the apparel industry. In the study, data were collected by survey method. PLS-SEM was used to test the research hypotheses. As a result of the research, price advantage and savings, sales personnel assistance and the attitude of socialization towards showrooming; socialization, low online search costs, and accessing online reviews have been found to positively affect attitude towards webrooming. In addition, it has been determined in the study that attitudes towards showrooming and webrooming affect intentions towards showrooming and webrooming, and intention towards webrooming positively affects omni-channel satisfaction.

Anahtar Kelimeler

Omni-channel marketing, Omni-channel retailing, Showrooming, Webrooming, Omni-channel satisfaction

Kaynakça

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping. Internet Research, 25(5), 707–733. https://doi.org/10.1108/IntR-05-2014-0146
Alimovaitė, L. (2020). Determinants of consumer behaviour in multiple channel retailing. Master Thesis, Kaunas University of Technology.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91–110. https://doi.org/10.1108/SAJBS-04-2017-0048
Arora, S., Parida, R. R., & Sahney, S. (2020). Understanding consumers’ showrooming behaviour: A stimulus–organism–response (S-O-R) perspective. International Journal of Retail and Distribution Management, 48(11), 1157–1176. https://doi.org/10.1108/IJRDM-01-2020-0033
Arora, S., & Sahney, S. (2017). Webrooming behaviour: A conceptual framework. International Journal of Retail and Distribution Management, 45(7–8), 762–781. https://doi.org/10.1108/IJRDM-09-2016-0158
Arora, S., & Sahney, S. (2018a). Consumer’s webrooming conduct: An explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics, 30(4), 1040–1063. https://doi.org/10.1108/APJML-08-2017-0185
Arora, S., & Sahney, S. (2018b). Antecedents to consumers’ showrooming behaviour: An integrated TAM-TPB framework. Journal of Consumer Marketing, 35(4), 438–450. https://doi.org/10.1108/JCM-07-2016-1885
Arora, S., & Sahney, S. (2019). Examining consumers’ webrooming behavior: An integrated approach. Marketing Intelligence and Planning, 37(3), 339–354. https://doi.org/10.1108/MIP-05-2018-0152

Arora, S., Sahney, S., & Pradhan, D. (2021). Potential benefits and descriptive norms in webrooming: an extended model of goal-directed behaviour. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-10-2020-0417
Arora, S., Singha, K., & Sahney, S. (2017). Understanding consumer’s showrooming behaviour: Extending the theory of planned behaviour. Asia Pacific Journal of Marketing and Logistics, 29(2), 409–431. https://doi.org/10.1108/APJML-06-2016-0111
Aw, E. C. X. (2019). Understanding the webrooming phenomenon: Shopping motivation, channel-related benefits and costs. International Journal of Retail and Distribution Management, 47(10), 1074–1092. https://doi.org/10.1108/IJRDM-01-2019-0026
Aw, E. C. X. (2020). Understanding consumers’ paths to webrooming: A complexity approach. Journal of Retailing and Consumer Services, 53, 1–9. https://doi.org/10.1016/j.jretconser.2019.101991
Aw, E. C. X., Kamal Basha, N., Ng, S. I., & Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 1–12. https://doi.org/10.1016/j.jretconser.2020.102328
Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12–30. https://doi.org/10.1002/dir.20032
Banerjee, M. (2019). Development of omnichannel in India: Retail landscape, drivers and challenges. Içinde W. Piotrowicz & R. Cuthbertson (Ed.), Exploring omnichannel retailing: Common expectations and diverse realities (ss. 115–137). Springer International Publishing. https://doi.org/10.1007/978-3-319-98273-1_6
Beemer, B. A., & Gregg, D. G. (2013). Dynamic interaction in decision support: Effects on perceived diagnosticity and confidence in unstructured domains. IEEE Transactions on Systems, Man, and Cybernetics Part A:Systems and Humans, 43(1), 74–84. https://doi.org/10.1109/TSMCA.2012.2192106
Behme, K. (2019). Cross-channel retail services as a remedy for retailer switching?: An investigation of retailer switching and potential of cross-channel retail services. Doctoral Dissertation, Handelshochschule Leipzig.
Bradley, S., & Cao, S. (2019, Haziran). Think beyond the buy: Shopping is an omnichannel journey. Think with Google. https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/omnichannel-shopping-journey/ (Erişim Tarihi: 02.01.2022)
Branco, F., Sun, M., & Villas-Boas, J. M. (2012). Optimal search for product information. Management Science, 58(11), 2037–2056. https://doi.org/10.1287/mnsc.1120.1535
Brown, T. A., Friedman, D. C., & Taran, Z. (2017). Showrooming and the small retailer. Review of Marketing Research, 14, 79–94. https://doi.org/10.1108/S1548-643520170000014007
Browne, G. J., Pitts, M. G., & Wetherbe, J. C. (2007). Cognitive stopping rules for terminating information search in online tasks. MIS Quarterly, 31(1), 89–104.
Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of internet and conventional retailers. Management Science, 46(4), 563–585. https://doi.org/10.1287/mnsc.46.4.563.12061
Buaprommee, N., & Polyorat, K. (2016). The antecedents of purchase intention of meat with traceability in Thai consumers. Asia Pacific Management Review, 21(3), 161–169. https://doi.org/10.1016/j.apmrv.2016.03.001
Burns, D. J., Gupta, P. B., Bihn, H. C., & Hutchins, J. (2018). Showrooming: An exploratory empirical investigation of students’ attitudes and behavior. Information Systems Management, 35(4), 294–307. https://doi.org/10.1080/10580530.2018.1503802
Burns, D. J., Gupta, P. B., & Hutchins, J. (2019). Showrooming: The effect of gender. Journal of Global Scholars of Marketing Science, 29(1), 99–113. https://doi.org/10.1080/21639159.2018.1551725
Chen, M.-F., & Huang, C.-H. (2013). The impacts of the food traceability system and consumer involvement on consumers’ purchase intentions toward fast foods. Food Control, 33(2), 313–319. https://doi.org/10.1016/j.foodcont.2013.03.022
Çilingir, A. (2020, Ocak). Türkiye’de 2019 alışveriş dönemi nasıl geçti? Think with Google. https://www.thinkwithgoogle.com/intl/tr-tr/icgoruler/tuketici-trendleri/turkiyede-2019-alisveris-donemi-nasil-gecti/ (Erişim Tarihi: 10.01.2022)
Dahana, W. D., Shin, H., & Katsumata, S. (2018). Influence of individual characteristics on whether and how much consumers engage in showrooming behavior. Electronic Commerce Research, 18(4), 665–692. https://doi.org/10.1007/s10660-017-9277-4
Daunt, K. L., & Harris, L. C. (2017). Consumer showrooming: Value co-destruction. Journal of Retailing and Consumer Services, 38, 1–41. https://doi.org/10.1016/j.jretconser.2017.05.013
Delafrooz, N., Paim, L. H., Haron, A. S., Sidin, S. M., & Khatibi, A. (2009). Factors affecting students’ attitude toward online shopping. African Journal of Business Management, 3(5), 200–209.
Doğan, D. (2019). SmartPLS ile veri analizi (2. baskı). Zet Yayınları.
Dutta, S., Biswas, A., & Grewal, D. (2011). Regret from postpurchase discovery of lower market prices: Do price refunds help? Journal of Marketing, 75(6), 124–138.
Fiestas, J. C. (2019). Mobile-assisted showrooming and the influence of location-based advertising on consumers’ purchase intentions. Master Thesis, Queensland University of Technology.
Fiestas, J. C., & Tuzovic, S. (2021). Mobile-assisted showroomers: Understanding their purchase journey and personalities. Journal of Retailing and Consumer Services, 58, 1–9. https://doi.org/10.1016/j.jretconser.2020.102280
Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459–476. https://doi.org/10.1002/cb.1585
Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: Understanding the consumer’s path to satisfaction. Journal of Interactive Marketing, 47, 1–15. https://doi.org/10.1016/j.intmar.2019.02.002
Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52(101923). https://doi.org/10.1016/j.jretconser.2019.101923
Flavián, C., Gurrea, R., & Orús, C. (2021). Mobile word of mouth (m-WOM): Analysing its negative impact on webrooming in omnichannel retailing. International Journal of Retail and Distribution Management, 49(3), 394–420. https://doi.org/10.1108/IJRDM-05-2020-0169
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: It’s more than just about price. Journal of Interactive Marketing, 38, 29–43. https://doi.org/10.1016/j.intmar.2017.01.003
Gonela, S., Pillay, R., Maheshwary, A., & N S, S. (2019). An exploratory study on the factors effecting showrooming and reverse showrooming in Indian electronics retail. European Journal of Social Sciences, 57(4), 474–483.
Hair, Joe F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joseph F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2. baskı). SAGE Publications, Inc.
Hair, Joseph F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, Joseph F, Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8. baskı). Cengage.
Heaney, J., & Goldsmith, R. E. (1999). External information search for banking services. International Journal of Bank Marketing, 17(7), 305–323. https://doi.org/10.1108/02652329910305670
Hossain, M. S., Mohammad, N., Chisty, A., Hargrove, D. L., & Amin, R. (2021). Role of internet of things (IoT) in retail business and enabling smart retailing experiences. Asian Business Review, 11(2), 75–80. https://doi.org/10.18034/abr.v11i2.579
HSO. (2020). Why going omnichannel is worth it.
Hu, H. fen, & Krishen, A. S. (2019). When is enough, enough? Investigating product reviews and information overload from a consumer empowerment perspective. Journal of Business Research, 100, 27–37. https://doi.org/10.1016/J.JBUSRES.2019.03.011
Jain, S., & Shankar, A. (2021). Exploring gen Y luxury consumers’ webrooming behavior: An integrated approach. Australasian Marketing Journal, 1–10. https://doi.org/10.1177/18393349211022046
Jiang, Z., & Benbasat, I. (2004). Virtual product experience: Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping. Journal of Management Information Systems, 21(3), 111–147. https://doi.org/10.1080/07421222.2004.11045817
Jo, W., Kim, J. (Jeanne), & Choi, J. (2020). Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry. Asia Pacific Journal of Marketing and Logistics, 33(1), 250–274. https://doi.org/10.1108/APJML-05-2019-0317
Kalyanam, K., & Tsay, A. A. (2013). Free riding and conflict in hybrid shopping environments: Implications for retailers, manufacturers, and regulators. The Antitrust Bulletin, 58(1), 19–68. https://doi.org/10.1177/0003603X1305800102
Kang, J. Y. M. (2018). Showrooming, webrooming, and user-generated content creation in the omnichannel era. Journal of Internet Commerce, 17(2), 145–169. https://doi.org/10.1080/15332861.2018.1433907
Kevin Chiang, W., Chhajed, D., & Hess, J. D. (2003). Direct marketing, indirect profits: A strategic analysis of dual-channel supply-chain design. Management Science, 49(1), 1–20.
Kim, J., & Hahn, K. H. Y. (2015). The effects of self-monitoring tendency on young adult consumers’ mobile dependency. Computers in Human Behavior, 50, 169–176. https://doi.org/10.1016/j.chb.2015.04.009
Kleinlercher, K., Linzmajer, M., Verhoef, P. C., & Rudolph, T. (2020). Antecedents of webrooming in omnichannel retailing. Frontiers in Psychology, 11, 1–15. https://doi.org/10.3389/fpsyg.2020.606798
Kline, R. B. (2005). Principles and practice of structural equation modeling (2. baskı). Guilford Press.
Kock, N. (2018). Minimum sample size estimation in PLS-SEM: An application in tourism and hospitality research. Içinde F. Ali, S. M. Rasoolimanesh, & C. Cobanoglu (Ed.), Applying partial least squares in tourism and hospitality research (ss. 1–16). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78756-699-620181001
Kokho Sit, J., Hoang, A., & Inversini, A. (2018). Showrooming and retail opportunities: A qualitative investigation via a consumer-experience lens. Journal of Retailing and Consumer Services, 40, 163–174. https://doi.org/10.1016/j.jretconser.2017.10.004
KPMG Türkiye. (2021). KPMG perspektifinden perakende sektörüne bakış raporu-2021. https://assets.kpmg/content/dam/kpmg/tr/pdf/2021/03/KPMG-Perspektifinden-Perakende-Sektorune-Bakis-2021.pdf
Kristiyono, Y. R., Roring, E. R., & Suryawan, I. N. (2021). The effect of perceived benefits in formatting male online shoppers’ attitude. Jurnal Manajemen, 25(2), 290–311.
Kuksov, D., & Liao, C. (2018). When showrooming increases retailer profit. Journal of Marketing Research, 55, 459–473. https://doi.org/10.1509/jmr.17.0059
Kulviwat, S., Guo, C., & Engchanil, N. (2004). Determinants of online information search: A critical review and assessment. Internet Research, 14(3), 245–253. https://doi.org/10.1108/10662240410542670
Lam, L. W. (2012). Impact of competitiveness on salespeople’s commitment and performance. Journal of Business Research, 65(9), 1328–1334. https://doi.org/10.1016/J.JBUSRES.2011.10.026
LC Waikiki. (2022). LC Waikiki - Mağazalar. LC Waikiki. https://corporate.lcwaikiki.com/Magazalar (Erişim Tarihi: 11.01.2022)
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Luo, Q., Oh, L. Bin, Zhang, L., & Chen, J. (2014). Examining the showrooming intention of mobile-assisted shoppers in a multichannel retailing environment. Pacific Asia Conference on Information Systems 2014 Proceedings, 1–11.
Luo, Y. (2018). Showrooming and brick and mortar stores mitigation strategies. Doctoral Dissertation, Stuart School Of Business.
Maggioni, I., Sands, S. J., Ferraro, C. R., Pallant, J. I., Pallant, J. L., Shedd, L., & Tojib, D. (2020). Consumer cross-channel behaviour: Is it always planned? International Journal of Retail and Distribution Management, 48(12), 1357–1375. https://doi.org/10.1108/IJRDM-03-2020-0103
Marko, S., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Içinde C. Homburg, M. Klarmann, & A. E. Vomberg (Ed.), Handbook of market research (ss. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2
Markowicz, F. (2017). Optimizing order-routing decisions: Leveraging omni-channel supply chain fulfillment. Master Thesis, Massachusetts Institute of Technology.
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), 1–20. https://doi.org/10.47263/JASEM.4(2)01
Mukherjee, S., & Chatterjee, S. (2021). Webrooming and showrooming: A multi-stage consumer decision process. Marketing Intelligence and Planning, 39(5), 649–669. https://doi.org/10.1108/MIP-08-2020-0351
Muradoğlu, C. (2021). LC Waikiki’nin e-ticaret platformu yılı yüzde 140 büyümeyle kapattı. Webrazzi. https://webrazzi.com/2021/01/21/lc-waikiki-nin-e-ticaret-platformu-yili-yuzde-140-buyumeyle-kapatti/
Orús, C., Gurrea, R., & Ibáñez-Sánchez, S. (2019). The impact of consumers’ positive online recommendations on the omnichannel webrooming experience. Spanish Journal of Marketing, 23(3), 397–414. https://doi.org/10.1108/SJME-08-2019-0067
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Peterson, R. A., & Merino, M. C. (2003). Consumer information search behavior and the internet. Psychology and Marketing, 20(2), 99–121. https://doi.org/10.1002/mar.10062
Quint, M., Rogers, D., & Ferguson, R. (2013). Showrooming and the rise of the mobile-assisted Quint shopper. Içinde Columbia Business School - Aimia. https://www4.gsb.columbia.edu/filemgr?file_id=7313935
Radzevičė, J., & Banyte, J. (2021). How does consumer irrationality affect showrooming behavior? 2021 IEEE International Conference on Technology and Entrepreneurship, ICTE 2021, 1–6. https://doi.org/10.1109/ICTE51655.2021.9584724
Radzevičė, J., & Banytė, J. (2020). Driving factors of consumer irrationality in omnichannel consumer behaviour. Içinde Á. Rocha, J. L. Reis, M. K. Peter, & Z. Bogdanović (Ed.), Marketing and smart technologies: Proceedings of ICMarkTech (C. 167, ss. 146–155). Springer. https://doi.org/10.1007/978-981-15-1564-4_15
Rahman, I. A., Memon, A. H., & Karim, A. T. A. (2013). Examining factors affecting budget overrun of construction projects undertaken through management procurement method using PLS-sem approach. Procedia - Social and Behavioral Sciences, 107, 120–128. https://doi.org/10.1016/J.SBSPRO.2013.12.407
Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., & Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358–369. https://doi.org/10.1016/j.jretai.2014.12.007
Rejón-Guardia, F., & Luna-Nevarez, C. (2017). “Showrooming” in consumer electronics retailing: An empirical study. Journal of Internet Commerce, 16(2), 174–201. https://doi.org/10.1080/15332861.2017.1305812
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32. https://doi.org/10.1016/S0022-4359(99)80002-5
Reynolds, K. E., Folse, J. A. G., & Jones, M. A. (2006). Search regret: Antecedents and consequences. Journal of Retailing, 82(4), 339–348. https://doi.org/10.1016/j.jretai.2006.08.007
Rigby, D. K. (2011). The future of shopping. Harvard Business Review, Innovation. https://hbr.org/2011/12/the-future-of-shopping
Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748–757. https://doi.org/10.1016/S0148-2963(02)00351-X
Rusanen, O. (2019). Crafting an omnichannel strategy: Identifying sources of competitive advantage and implementation barriers. Içinde W. Piotrowicz & R. Cuthbertson (Ed.), Exploring omnichannel retailing: Common expectations and diverse realities (ss. 11–46). Springer International Publishing. https://doi.org/10.1007/978-3-319-98273-1_2
Schröder, H., & Zaharia, S. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. Journal of Retailing and Consumer Services, 15(6), 452–468. https://doi.org/10.1016/j.jretconser.2008.01.001
Scott, P., Scott, T., Stokes, P., Moore, N., Smith, S. M., Rowland, C., & Ward, A. (2017). Reconceptualising buyer behaviour in the digital era: An emergent journey. International Journal of Technology Marketing, 12(2), 165–179. https://doi.org/10.1504/IJTMKT.2017.083378
Şen, S., & Yıldırım, İ. (2019). Eğitimde araştırma yöntemleri (1. baskı). Nobel Yayıncılık.
Shankar, A., & Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach. Journal of Retailing and Consumer Services, 58, 1–12. https://doi.org/10.1016/j.jretconser.2020.102306
Shankar, A., Yadav, R., Gupta, M., & Jebarajakirthy, C. (2021). How does online engagement drive consumers webrooming intention? A moderated-mediation approach. Journal of Global Information Management, 29(6), 1–25. https://doi.org/10.4018/JGIM.20211101.oa19
Simone, A., & Sabbadin, E. (2018). The new paradigm of the omnichannel retailing: Key drivers, new challenges and potential outcomes resulting from the adoption of an omnichannel approach. International Journal of Business and Management, 13(1), 85–109. https://doi.org/10.5539/ijbm.v13n1p85
Sun, Y., Yang, C., Shen, X. L., & Wang, N. (2020). When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage. International Journal of Information Management, 54, 1–13. https://doi.org/10.1016/J.IJINFOMGT.2020.102200
Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. H. (2013). Perceived benefits, perceived risk, and trust: Influences on consumers’ group buying behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), 225–248. https://doi.org/10.1108/13555851311314031
To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774–787. https://doi.org/10.1016/j.technovation.2007.01.001
Truong, T. H. H. (2021). The drivers of omni-channel shopping intention: A case study for fashion retailing sector in Danang, Vietnam. Journal of Asian Business and Economic Studies, 28(2), 143–159. https://doi.org/10.1108/jabes-05-2020-0053
TÜİK. (2021, Ağustos 26). Hanehalkı bilişim teknolojileri (BT) kullanım araştırması. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2021-37437
Uddenfeldt, J. (2014). How furniture shopping could change through omni-channel retailing and the use of technology-based innovations. Master thesis, KTH Industrial Engineering and Management.
Viejo-Fernández, N., Sanzo-Pérez, M. J., & Vázquez-Casielles, R. (2019). Different kinds of research shoppers, different cognitive-affective consequences. Spanish Journal of Marketing, 23(1), 45–68. https://doi.org/10.1108/SJME-09-2018-0040
We are Social. (2020). Digital 2020 – Turkey.
We are Social, & Hootsuite. (2021). Digital 2021 Turkey report.
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317–326. https://doi.org/10.1057/dddmp.2014.24
Yolcu, T. (2020). Değerin birlikte yaratımı ve yıkımı bağlamında showrooming davranışı üzerine bir araştırma. Doktora Tezi, Sakarya Üniversitesi.

Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Özlem Özdemir Süzer ^*
0000-0003-1908-4235
Türkiye

Çağatan Taşkın
0000-0002-0655-5061
Türkiye

Yayımlanma Tarihi

1 Temmuz 2022

Gönderilme Tarihi

15 Mart 2022

Kabul Tarihi

8 Haziran 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 9 Sayı: 2

IZ

https://izlik.org/JA23TS69HD

APA

Özdemir Süzer, Ö., & Taşkın, Ç. (2022). Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, 9(2), 243-271. https://izlik.org/JA23TS69HD

AMA

1.Özdemir Süzer Ö, Taşkın Ç. Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. OEYBD. 2022;9(2):243-271. https://izlik.org/JA23TS69HD

Chicago

Özdemir Süzer, Özlem, ve Çağatan Taşkın. 2022. “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9 (2): 243-71. https://izlik.org/JA23TS69HD.

EndNote

Özdemir Süzer Ö, Taşkın Ç (01 Temmuz 2022) Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9 2 243–271.

IEEE

[1]Ö. Özdemir Süzer ve Ç. Taşkın, “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”, OEYBD, c. 9, sy 2, ss. 243–271, Tem. 2022, [çevrimiçi]. Erişim adresi: https://izlik.org/JA23TS69HD

ISNAD

Özdemir Süzer, Özlem - Taşkın, Çağatan. “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9/2 (01 Temmuz 2022): 243-271. https://izlik.org/JA23TS69HD.

JAMA

1.Özdemir Süzer Ö, Taşkın Ç. Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. OEYBD. 2022;9:243–271.

MLA

Özdemir Süzer, Özlem, ve Çağatan Taşkın. “Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, c. 9, sy 2, Temmuz 2022, ss. 243-71, https://izlik.org/JA23TS69HD.

Vancouver

1.Özlem Özdemir Süzer, Çağatan Taşkın. Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma. OEYBD [Internet]. 01 Temmuz 2022;9(2):243-71. Erişim adresi: https://izlik.org/JA23TS69HD

Google Scholar istatistiklerimiz için tıklayınız.

Bütünleşik Kanallı Pazarlama Kapsamında Showrooming ve Webroominge Yönelik Niyet Üzerine Bir Araştırma

Öz

Anahtar Kelimeler

A Research on Intention towards Showrooming and Webrooming in the Context of Omni-channel Marketing

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

IZ

Kaynak Göster