Tüketiciden Tüketiciye E-Ticaret Olanağı Sağlayan Web Sitelerinin Deneyimsel Pazarlama Faaliyetlerinin Tüketicilerin Plansız Satın Alma Davranışlarına ve Tatminlerine Etkisi: Konya İli Örneği

Yıl 2019, Sayı: 41, 255 - 280, 01.02.2019

Esen Şahin Fatma Kaya

Öz

Sürekli değişim gösteren tüketici beklentileri gerçeği ile karşı karşıya olan işletmeler bu süreçte pazarlama faaliyetlerini dinamik tutmak zorundadırlar. Deneyimsel pazarlama işletmelere bu noktada yardımcı olan stratejik bir kavramdır. Deneyimsel pazarlama, ürünün yaratacağı faydayı tüketiciye yaşatma amacındadır ve ürünün duyusal, hissel, bilişsel, davranışsal ve sosyal açılardan deneyimlenmesine odaklanmaktadır. Deneyimsel pazarlama her türlü platformda gerçekleşebilmektedir. Tüketiciden tüketiciye e- ticaret olanağı sağlayan web siteleri de bu platformlardan biridir. Özellikle, tüketicilerin son derece özgür ve interaktif oldukları dijital teknoloji ve internet çağında kendi ürünlerini elektronik ortamlarda satmaları ve yine kendileri gibi olan bireysel satıcılardan ürün satın almaları hatta plansız bir şekilde satın almaları ve satın alma sonucunda tatmin olmayı beklemeleri son derece olasıdır. Deneyimsel pazarlama faaliyetlerinin söz konusu platformda bu davranışları ne kadar ve ne yönde etkilediği ise önemli bir sorudur. Bu çalışma, tüketiciden tüketiciye e-ticaret olanağı sağlayan web sitelerinin deneyimsel pazarlama faaliyetlerinin tüketicilerin plansız satın alma davranışlarına ve tatminlerine etkisini tespit amacı ile yapılmıştır. Araştırma örneklemi için Konya ilinde yaşayan ve tüketiciden tüketiciye alışveriş olanağı sağlayan web-sitelerinden daha önce alışveriş yapmış bireyler tercih edilmiştir. Bu bağlamda seçilen örneklem üzerinde yüz yüze anket yöntemi kullanılarak bir çalışma yürütülmüştür. Veriler SPSS 24 İstatistiksel Paket Programı ile analiz edilmiş ve sonuçlar değerlendirilmiştir. Araştırmadan elde edilen sonuçlar kapsamında; katılımcıların demografik özellikleri ve ankette yer alan ifadelere verdikleri yanıtların istatistiklerine göre, genç ve eğitim seviyesi yüksek bireylerden oluştukları görülmüştür. Katılımcıların tüketiciden tüketiciye e-ticaret olanağı sağlayan web sitelerinin deneyimsel pazarlama faaliyetlerine yönelik görüşleri olumludur, katılımcılar bu web sitelerinden yaptıkları alışverişlerden tatmin olmuşlardır fakat bu web sitelerinden plansız şekilde ürün satın almamaktadırlar. Faktör analizi sonucunda deneyimsel pazarlama duyusal-bilişsel, davranışsal-sosyal ve hissel olmak üzere üç faktöre ayrılmıştır. Çok değişkenli regresyon analizi; davranışsal-sosyal deneyimlerin plansız satın almaya, duyusal-bilişsel ve hissel deneyimlerin ise müşteri tatminine olumlu anlamda etkisi olduğu sonucunu ortaya koymuştur. Korelasyon analizi sonucunda plansız satın alma ile müşteri tatmini arasında ters yönlü ilişki bulunmuştur.

Anahtar Kelimeler

Deneyimsel pazarlama, Plansız satın alma, Müşteri tatmini, Tüketiciden tüketiciye e-ticaret

The Effect of Experiential Marketing Activities of the Websites That Provide E-Commerce to the Customer to Customer to Unplanned Purchasing Behaviors and Satisfactions of Customers: A Research in Konya

Öz

Businesses that are faced with changing consumer expectations should keep their marketing activities dynamic. Experiential marketing is a strategic concept that helps businesses at this point. Experiential marketing aims to bring the benefit of the product to the consumer and it focuses on the sensory, sensual, cognitive, behavioral and social experience of the product. Experiential marketing is showed in every kind of platform. Websites that provide e-commerce from consumer to consumer are also one of these platforms. In particular, in the digital technology and the internet age which consumers are extremely free and interactive, it is extremely possible to sell their own products and buying products from individual vendors such as themselves, even more to purchase unplanned and to wait to be satisfied after purchase extremely likely. It is an important question that how experiential marketing activities effect to these behaviors on the platform. The aim of this study is to determine the effect of experiential marketing activities of the websites that provide e-commerce from consumer to consumer on the unplanned buying behavior and satisfaction of consumers. For the research, individuals who had previously been shopping in the province of Konya and who had previously been shopping from the consumer web site. In this context, a study was conducted using face-to-face survey method on the selected sample. The data were analyzed by SPSS 24 Statistical Package Program and the results were evaluated. Within the scope of the research results; demographic characteristics of participants and statistics of their responses to questionnaires, the participants are young and have high educational level. Participants' opinions about experiential marketing activities of websites that provide e-commerce from consumer to consumer are positive, participants were satisfied with their purchases from these sites however, they do not buy products from these sites in an unplanned manner. As a result of factor analysis, experiential marketing is divided into three factors: sensory-cognitive, behavioral-social, and emotional. Multivariate regression analysis shows that behavioral-social experiences have positive effect on unplanned purchasing, and sensory-cognitive and emotional experiences have positive effects on customer satisfaction. Correlation analysis revealed an inverse relationship between unplanned purchase and customer satisfaction

Anahtar Kelimeler

Experiential marketing, Unplanned purchasing, Customer satisfaction, E-Commerce from consumer to consumer

Kaynakça

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