Çok Kanallı Müşteri Yolculuğunda E-Müşteri Algıları: Showrooming ve Webrooming Tutumlarının İncelenmesi

Yıl 2025, Sayı: 57, 262 - 282, 30.08.2025

Emel Celep , Barış Çorumlu

https://doi.org/10.52642/susbed.1623750

Öz

Bu araştırmanın temel amacı, e-müşteri algıları, showrooming ve webrooming değişkenleri arasındaki ilişkileri tespit etmek ve e-müşteri algılarını çok kanallı pazarlama perspektifinden ele almaktır. Araştırma, Türkiye’nin Konya ilinde en az bir kez fiziki ve/veya çevrimiçi (online) alışveriş yapan bireyler üzerinde gerçekleştirilmiştir. Veri toplama yöntemi olarak anket tercih edilmiştir. Konya ilinde ikamet eden katılımcılardan kolayda örneklem yöntemi ile elde edilen 409 anket araştırmaya dahil edilmiştir. Çalışmada, e-müşteri algıları, showrooming tutumu ve webrooming tutumu olmak üzere üç farklı değişken ve bu değişkenler arasındaki etki durumu analiz edilmiştir. Araştırma sonuçları, e-müşteri algılarının “fayda algısı” boyutunun showrooming’e yönelik tutumları; e-müşteri algılarının “güvenlik algısı” boyutunun webrooming’e yönelik tutumları; e-müşteri algılarının “müşteri ilişkileri” boyutunun showrooming’e yönelik tutumları olumlu ve pozitif yönde etkilediğini göstermektedir. Araştırmadan elde edilen sonuçlar ışığında sanayi ve hizmet sektörü temsilcilerine, e-ticaret yöntemi veya fiziki yollarla mal ve hizmet sunumu yapan işletmelere ve ilgili alanda çalışan akademisyenlere birtakım öneriler sunulmuştur.

Anahtar Kelimeler

Çok Kanallı Pazarlama , Bütünleşik Kanallı Pazarlama (Omni-channel Pazarlama) , E-müşteri Algısı , Showrooming , Webrooming

E-Customer Perceptions in The Multi-Channel Customer Journey: An Investigation of Showrooming and Webrooming Attitudes

Öz

The main purpose of this research is to determine the relationships between e-customer perceptions, showrooming and webrooming variables and to address e-customer perceptions from a multi-channel marketing perspective. The research was conducted on individuals who have made at least one physical and/or online purchase in the Konya province of Turkey. Survey was preferred as the data collection method. 409 surveys obtained through convenience sampling method from participants residing in Konya province were included in the research. In the study, three different variables, namely e-customer perceptions, showrooming attitude and webrooming attitude, and the effect status between these variables were analyzed. The research results show that the “benefit perception” dimension of e-customer perceptions affects attitudes towards showrooming; the “security perception” dimension of e-customer perceptions affects attitudes towards webrooming; and the “customer relationships” dimension of e-customer perceptions affects attitudes towards showrooming significant and positive. In the light of the results obtained from the research, a number of recommendations were presented to representatives of the industry and service sectors, businesses that provide goods and services through e-commerce or physical means, and academics working in the relevant field.

Anahtar Kelimeler

Multi-Channel Marketing , Omni-Channel Marketing , E-customer Perception , Showrooming , Webrooming

Kaynakça

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