Can Showrooming be defined as a Store Abuse in Terms of Consumer Ethics?

Abstract

The main purpose of this study is to evaluate the showrooming behavior of consumers from the point of view consumer ethics perspective with consumer, retailer and ethical dimensions, and to suggest a concept that can be used as a counterpart in the Turkish marketing literature in the word "showrooming".The literature has been reviewed on this subject and a conceptual study has been carried out in order to present a proposal about the translation of the concept into Turkish. There were no study has been found in the Turkish marketing literature related to this subject and it has been found that there is no Turkish equivalent of this concept. It is the first article written in the Turkish marketing literature and it is the first study that addresses this subject with ethics. 

Keywords

• retailing,showrooming,store abuse,consumer ethics

Tüketici Etiği Açısından Showrooming Mağaza İstismarı Olarak Tanımlanabilir mi?

Öz

Bu çalışmanın temel amacı tüketicilerin showrooming davranışını tüketici, perakendeci ve etik boyutları ile ele alarak tüketici etiği bakış açısı ile bu davranışı değerlendirmek ve “showrooming” kelimesinin Türkçe pazarlama literatüründe karşılığı olarak kullanılabilecek bir kavram önermektir.Konu ile ilgili olarak literatür taranmış ve kavramın Türkçeye çevrilmesi konusunda bir öneri sunulması için kavramsal bir çalışma yapılmıştır. Türkçe pazarlama literatüründe konu ile ilgili yazılmış bir çalışma bulunamamış ve kavramın Türkçe karşılığının olmadığı bulunmuştur. Türkçe pazarlama literatüründe konu ile ilgili olarak yazılan ilk makaledir ve bu konuyu etik yaklaşımları ile ele alan ilk çalışmadır.

Anahtar Kelimeler

• perakendecilik,showrooming,mağaza istismarı,tüketici etiği

Kaynakça

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