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

Yıl 2022, Cilt: 9 Sayı: 2, 243 - 271, 01.07.2022

Özlem Özdemir Süzer Çağatan Taşkın

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

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