KİŞİYE ÖZEL FİYAT TEKLİFİNDE KULLANILAN MESAJ ÇERÇEVELEMENİN İNTERNET ÜZERİNDEN SATIN ALMA KARAR SÜRECİNE ETKİSİ

Öz

Yapılan araştırmada, kişiye özel fiyat teklifinin içeriğinde kullanılan farklı mesaj çerçevelemelerinin, internette, satın alma sürecine etkisi araştırılmıştır. Satın alma süreci küme teorisi çerçevesinde tanımlanmıştır. Araştırmada veri toplama yöntemi olarak saha deneyi kullanılmıştır. Örneklem büyüklüğü 589 kişidir. Analiz sonuçlarına göre; tüketicinin dikkate alınanlar kümesi oluşmadan önce sunulan kişiye özel fiyat teklifinde olumlu mesaj çerçeveleme kullanılması, teklifte bulunan ürünün dikkate alınanlar kümesine girme ve satın alınma ihtimallerini anlamlı derecede artırmaktadır. Bunun tersine, olumsuz mesaj çerçevelemenin ise dikkate alınanlar kümesi oluştuktan sonra tüketiciye önerilen teklif içeriğinde kullanılması satın alma sürecinde ürünün değerlendirilme ve satın alınma ihtimalini artırmaktadır.

Anahtar Kelimeler

• Kişiye özel fiyat uygulaması, İnternette pazarlama, mesaj çerçeveleme, deneysel tasarım

THE EFFECT OF MASSAGE FRAMING USED IN THE CONTENT OF PERSONALIZED PRICE OFFER ON THE DECISION MAKING PROCESS ON THE INTERNET

Öz

As the Internet appears in our lives as a new channel for marketing and sales, the buying behavior of consumers is reshaped according to the channel. Since Internet provides the convenience of data collection about consumers, it enables marketers to discover new applications aimed to influence the decision making process of consumers. This study amasses the subjects of decision making process on the Internet, personalized price and message framing. The aim of the study is to investigate the effect of different message frames used in the content of personalized price offer on decision making process on the Internet. The data was collected with a four-week field experiment conducted on the Internet. A sample size of 589 has been reached. Pearson chi-square and logistic regression analysis were used to analyze data. According to the results, if personalized price is offered to the consumer with positive message frame before the formation of consideration set, possibility of the product to be considered and purchased increases. In contrast, usage of negative message frame in the offer, presented after the formation of consideration set results in the same behavior. The results of the study are especially important for internet retailers. Increasing the effect of personalized price with the correct timing of message framing enables internet retailers both to close a sale and customer satisfaction, at the same time

Anahtar Kelimeler

• Personalized price application,marketing on Internet,message framing,experimental design

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