“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment

Yıl: 2020 Cilt: 35 Sayı: 3 Sayfa Aralığı: 495 - 509 Metin Dili: İngilizce DOI: 10.24988/ije.202035305 İndeks Tarihi: 10-08-2022

“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment

Öz:
The main purpose of this study is to reveal the motivational tendency of generation Y towards Black Friday shopping event in the digital environment. According to the first result obtained as a result of the study, it was observed that hedonic shopping motivations were correlated with more positive than rational motivations in participating in the online Black Friday shopping event. According to the other result in the study, the motivation to participate in the online Black Friday shopping event varies in compliance with the age, marital statu,s education level and monthly individual spending level.
Anahtar Kelime: Online tüketici davranışı online etkinlik pazarlaması motivasyonel eğilim

Bir Alışveriş Etkinliği Olarak “Black Friday”: Y Kuşağı Tüketicilerinin Dijital Ortamdaki Motivasyonel Eğilimleri Üzerine Bir Araştırma

Öz:
Bu çalışmanın temel amacı Y kuşağının dijital ortamda Black Friday alışveriş etkinliğine karşı olan motivasyonel eğilimlerini ortaya koymaktır. Çalışma sonucunda elde edilen birinci sonuca göre, online Black Friday alışveriş etkinliğine katılımda tüketicilerin hedonik motivasyonlarının rasyonel motivasyonlarından daha çok pozitif ilişkide olduğu gözlemlenmiştir. Çalışmadaki diğer sonuca göre, online Black Friday alışveriş etkinliğine katılım motivasyonu; yaş, medeni durum, eğitim düzeyi ve aylık bireysel harcama düzeyine göre değişmektedir.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Çınar D (2020). “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. , 495 - 509. 10.24988/ije.202035305
Chicago Çınar Dilaysu “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. (2020): 495 - 509. 10.24988/ije.202035305
MLA Çınar Dilaysu “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. , 2020, ss.495 - 509. 10.24988/ije.202035305
AMA Çınar D “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. . 2020; 495 - 509. 10.24988/ije.202035305
Vancouver Çınar D “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. . 2020; 495 - 509. 10.24988/ije.202035305
IEEE Çınar D "“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment." , ss.495 - 509, 2020. 10.24988/ije.202035305
ISNAD Çınar, Dilaysu. "“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment". (2020), 495-509. https://doi.org/10.24988/ije.202035305
APA Çınar D (2020). “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. İzmir iktisat dergisi, 35(3), 495 - 509. 10.24988/ije.202035305
Chicago Çınar Dilaysu “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. İzmir iktisat dergisi 35, no.3 (2020): 495 - 509. 10.24988/ije.202035305
MLA Çınar Dilaysu “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. İzmir iktisat dergisi, vol.35, no.3, 2020, ss.495 - 509. 10.24988/ije.202035305
AMA Çınar D “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. İzmir iktisat dergisi. 2020; 35(3): 495 - 509. 10.24988/ije.202035305
Vancouver Çınar D “Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment. İzmir iktisat dergisi. 2020; 35(3): 495 - 509. 10.24988/ije.202035305
IEEE Çınar D "“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment." İzmir iktisat dergisi, 35, ss.495 - 509, 2020. 10.24988/ije.202035305
ISNAD Çınar, Dilaysu. "“Black Friday” as a Shopping Event: A Study on the Motivational Tendency of Generation Y Consumers in Digital Environment". İzmir iktisat dergisi 35/3 (2020), 495-509. https://doi.org/10.24988/ije.202035305