X Kuşağı Tüketicilerinin Dijital Davranışları: Demografik Faktörlerin Dijital İyi Oluş, Dijital Tatmin, Güvenli Davranış ve Dijital Refah Üzerindeki Etkilerinin İncelenmesi

Öz

Araştırmanın amacı, cinsiyet, yaş, eğitim durumu ve gelir durumu gibi demografik faktörlerin dijital iyi oluş, dijital tatmin, güvenli ve sorumlu davranışlar ile dijital refah üzerindeki etkilerini incelemektir. Çalışma kapsamında, Türkiye genelinde X kuşağı içerisinde yer alan 671 katılımcıya çevrimiçi bir anket uygulanarak veri toplanmıştır. Araştırma hipotezleri t-test ve ANOVA analizleri test edilmiştir. Demografik değişkenler kapsamında, dijital iyi oluş, dijital tatmin, güvenli ve sorumlu davranış ve dijital refah arasındaki farklar incelenmiştir. Bu bağlamda, dijital iyi oluş bireylerin dijital teknolojilerle sağlıklı bir ilişki kurma düzeyini, dijital tatmin dijital ortamdan elde edilen kişisel memnuniyeti, güvenli ve sorumlu davranış bireylerin dijital dünyada etik ve bilinçli hareket etme eğilimini, dijital refah ise dijitalleşmenin bireyin genel yaşam kalitesi üzerindeki etkisini ifade etmektedir. Çalışma da X kuşağının tercih edilmesinin nedeni dijitalleşen toplum içerisinde adapte olabilme ve kendilerine yer edinebilmelerinin saptanması amaçlanmıştır. Araştırmanın bulgularına göre, gelir durumu ile dijital tatmin arasında anlamlı bir fark bulunmuş, düşük gelir grubunun dijital tatmin puanları, daha yüksek gelir grubuna göre daha yüksek olmuştur. Diğer yandan, dijital iyi oluş, güvenli ve sorumlu davranış ile dijital refah puanlarında, gelir, eğitim durumu ve cinsiyet grupları arasında anlamlı bir fark bulunmamıştır. Yaş grupları arasında ise dijital iyi oluş, dijital tatmin ve güvenli davranış puanlarında anlamlı farklar görülmüştür. Ayrıca, dijital tatmin puanları cinsiyete göre anlamlı bir fark göstermiş, kadınlar aleyhine erkekler lehine fark gözlemlenmiştir.

Anahtar Kelimeler

• Dijital iyi oluş
• dijital stres
• sosyal medya etkileşimi
• demografik faktörler
• sosyal destek algısı
• X kuşağı
• Tüketici davranışları
• dijital tatmin

Digital Behaviors of Generation X Consumers: Examining the Impact of Demographic Factors on Digital Well-being, Digital Satisfaction, Safe Behavior, and Digital Welfare

Öz

The objective of this study is to examine the impact of demographic factors, including gender, age, education level, and income, on digital well-being, digital satisfaction, safe and responsible behaviors, and digital welfare. The data was gathered through the administration of an online survey to a sample of 671 individuals in the Generation X demographic residing in Turkey. The research hypotheses were evaluated using t-tests and ANOVA analyses. Differences in digital well-being, digital satisfaction, safe and responsible behaviors, and digital welfare were analyzed in relation to demographic variables. In this context, digital well-being refers to the extent to which individuals establish a healthy relationship with digital technologies, digital satisfaction represents the personal contentment derived from the digital environment, safe and responsible behavior indicates the tendency of individuals to act ethically and consciously in the digital world, and digital welfare reflects the impact of digitalization on an individual's overall quality of life. The objective of this study is to ascertain the rationale behind the preference of Generation X to adapt and establish a niche for them in the digitalizing society. The findings indicated a significant difference between income and digital satisfaction, with lower-income groups reporting higher digital satisfaction scores compared to their higher-income counterparts. Conversely, no significant differences were observed in digital well-being, safe and responsible behaviors, and digital welfare scores across income, education, and gender groups. Notable differences were identified in digital well-being, digital satsatisfaction scores was found by gender, with men scoring higher than women

Anahtar Kelimeler

• Digital well-being
• digital stress
• social media interaction
• demographic factors
• social support
• Generation X
• Consumer behavior
• digital satisfaction

Kaynakça

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