Tüketiciden-Tüketiciye (C2C) İkinci El Platformlarda Pazarlama Karması (7P): Tüketici Deneyimi Odaklı Nitel Bir Analiz

Öz

Bu çalışma, tüketiciden tüketiciye (C2C) ikinci el çevrim içi platformlardaki pazarlama süreçlerini, pazarlama karması (7P) modeli çerçevesinde incelemektedir. Araştırmada nitel araştırma yöntemlerinden betimleyici fenomenoloji deseni benimsenmiştir. Araştırma verileri, amaçlı örnekleme yöntemiyle seçilen 20 katılımcı ile yürütülen derinlemesine görüşmeler aracılığıyla elde edilmiştir. Veriler, 7P modelini temel alan yönlendirilmiş içerik analizi yaklaşımıyla MAXQDA24 programıyla çözümlenmiştir. Kategorileri oluşturan 7P bileşenlerinin ikinci el (C2C) platform deneyiminde iç içe geçtiğini göstermektedir. Fiyat bileşeni, platform seçiminde birincil motivasyon kaynağıdır. Ancak dağıtım maliyetleri (kargo/komisyon) fiyat avantajında stratejik bir çelişki yaratmaktadır. Artan dağıtım maliyetlerinin fiyata yansıtılması, ürünlerin ekonomik çekiciliğini azaltmaktadır. Ayrıca insan bileşeni, satıcı itibarını, fiziksel kanıtlar, ürün görselleri ve puanlamaları temsil etmektedir. Süreç bileşeninin şeffaflığı alışverişteki risk algısını düşürmektedir. Sonuç olarak araştırmada, C2C platformlarda tüketici deneyiminin, 7P bileşenlerinin birbirlerini destekleyecek ve taraflar arası güveni sağlayacak biçimde yönetilmesine bağlı olduğu ortaya koymaktadır.

Anahtar Kelimeler

• C2C
• İkinci El Ürün Platformları
• Pazarlama karması Teorisi
• pazarlama iletişimi
• tüketici deneyimi

Etik Beyan

Bu çalışma araştırma ve yayın etiğine uygun olarak gerçekleştirilmiştir.

Consumer-to-Consumer (C2C) Marketing Mix (7Ps) On Second-Hand Platforms: A Qualitative Analysis Focused on the Consumer Experience

Öz

This study examines marketing processes on consumer-to-consumer (C2C) second-hand online platforms within the framework of the marketing mix (7P) model. The study adopts a descriptive phenomenological design, one of the qualitative research methods. Research data were collected through in-depth interviews with 20 participants selected using purposive sampling. The data were analyzed using a guided content analysis approach based on the 7P model with the MAXQDA24 software. The findings reveal that the 7P components, which form the categories, are intertwined in the second-hand (C2C) platform experience. The price component is the primary motivator in platform selection. However, distribution costs (shipping/commission) create a strategic contradiction regarding price advantages. Passing on rising distribution costs to the price reduces the economic appeal of products. Additionally, the human component represents seller reputation, physical evidence, product visuals, and ratings. The transparency of the process component reduces the perception of risk during transactions. Consequently, the study reveals that the consumer experience on C2C platforms depends on the 7P components being managed in a way that supports one another and fosters trust between parties.

Anahtar Kelimeler

• C2C
• second-hand product platforms
• marketing mix theory
• marketing communication
• consumer experience

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