A Research on the Investigation of Turkish Consumers' Purchase Intentions in the Context of Omni-Channel Shops and Unified Theory of Acceptance and Use of Technology (Utaut-2)

Öz

The particular aim of this paper is to examine the motivational factors underlying Turkish consumers' behavior during the process of their purchasing from omnichannel shops, with a deeper and broader perspective on the current role of technology. The Quantitative research method was used to achieve the adopted research objective. A total of 456 respondents shared their actions regarding their last purchase in the 12 months prior to data collection in Turkey. The hypothesis analysis part of this article suggests that the following elements have a favourable impact on purchasing behaviour: perceived trust, innovation, pricing value, and purchase intention. According to the study's findings, Turkish omni-channel shoppers value the ability to receive advertising messages through the technological devices they use, compare products and prices with these devices, and thus expect personalised campaigns to complete their purchases and track post-sale deliveries.

Anahtar Kelimeler

• Omni-Channel Marketing
• Consumer Purchasing Behaviors
• Unified Theory of Acceptance and Use of Technology

Türk Tüketicilerinin Satın Alma Niyetlerinin, Omni-Kanallı Mağazalar ve Birleştirilmiş Teknolojinin Kabul ve Kullanımı Teorisi (Utaut-2) Bağlamında İncelenmesi Üzerine Bir Araştırma

Öz

Bu makalenin amacı, Türk Tüketicilerinin omnikanal mağazalardan satın alma sürecindeki davranışlarının altında yatan motivasyon faktörlerini, teknolojinin mevcut rolüne ilişkin daha derin ve daha geniş bir bakış açısıyla incelemektir. Araştırmada nicel araştırma yöntemi kullanılmıştır. Türkiye'de yerleşik 456 kişi ankete katılarak, son 12 aylık dönem içinde, satın alma işlemlerine yönelik davranışlarını belirtmişlerdir. Araştırmadan elde edilen verilerin analizinde, Smart Pls ve IBM SPSS-25 istatistik yazılım paketlerinden yararlanılmıştır. Araştırmanın hipotez analizi kısmı, aşağıda belirtilen faktörlerin satın alma davranışı üzerinde olumlu etkiye sahip olduğunu ileri sürmektedir. Bu faktörler algılanan güven, yenilik, fiyatlandırma değeri ve satın alma niyetidir. Çalışmanın bulgularına göre, Omnikanaldan hizmet veya ürün satın alan Türk Tüketiciler kullandıkları teknolojik cihazlar aracılığıyla reklam mesajlarını alma, bu cihazlarla ürün ve fiyatları karşılaştırma olanağına sahiptirler. Bu nedenle, satın alma işlemlerini tamamlamak ve ayrıca satış sonrası teslimatlarını izlemek için kişiselleştirilmiş kampanyaları da takip etmektedirler.

Anahtar Kelimeler

• Omni Kanal Pazarlama
• Tüketici Satınalma Davranışı
• Birleştirilmiş Teknolojnin Kabul ve Kullanımı Teorisi

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