Yıl: 2022 Cilt: 7 Sayı: özel sayı Sayfa Aralığı: 165 - 176 Metin Dili: İngilizce DOI: 10.29228/JRB.1023619 İndeks Tarihi: 13-01-2023

THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION

Öz:
Today, with the intensive use of internet technologies, the concept of e-commerce became a focused channel to understand the customer behavior and purchasing processes for different product categories. Several methods are used to enable users to conclude their surf with the purchase and up-to-date technologies are contributed to positively nudging their purchasing tendencies. In this study, the impact of one of these technologies, Virtual Try-On, in terms of the customer experience was investigated. According to the results, the desire to use this technology again has been determined and it has also been seen that VTO technology had increased users’ purchase intention. Plus, two different user groups with different characteristics were identified according to their perceptions towards VTO technology. It is recommended that firms offering this technology seek to differentiate ways in their promotion and communication with designated groups.
Anahtar Kelime: Virtual Try-On Digital interaction E-commerce Segmentation

SANAL PROVA TEKNOLOJİSİNİN ÇEVRİMİÇİ SATIN ALMA KARARINDAKİ ROLÜ

Öz:
Günümüzde internet teknolojilerinin yoğun kullanımı ile birlikte e-ticaret kavramı, farklı ürün kategorileri için müşteri davranışlarını ve satın alma süreçlerini anlamaya odaklı bir kanal haline gelmiştir. Kullanıcıların çevrimiçi satış sitesi ziyaretlerini satın alma ile tamamlamaları için çeşitli yöntemler kullanılmakta ve güncel teknolojilerle, satın alma eğilimlerinin olumlu yönde etkilenmesine katkıda bulunulmaktadır. Bu çalışmada, bu teknolojilerden biri olan sanal prova teknolojisinin müşteri deneyimi açısından etkisi araştırılmıştır. Elde edilen sonuçlara göre bu teknolojiyi tekrar kullanma isteği belirlenmiş ve ayrıca sanal prova teknolojisinin kullanıcıların satın alma niyetini arttırdığı görülmüştür. Ayrıca sanal prova teknolojisine yönelik algılarına göre, farklı özelliklere sahip iki farklı kullanıcı grubu belirlenmiştir. Bu teknolojiyi sunan firmaların, belirlenen gruplarla tanıtım ve iletişimlerinde farklılaştırma yollarını araması önerilmektedir.
Anahtar Kelime: Sanal Prova Dijital etkileşim E-ticaret Segmentasyon

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA BAŞEĞMEZ H, TUNCALI YAMAN T (2022). THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. , 165 - 176. 10.29228/JRB.1023619
Chicago BAŞEĞMEZ HÜLYA,TUNCALI YAMAN TUTKU THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. (2022): 165 - 176. 10.29228/JRB.1023619
MLA BAŞEĞMEZ HÜLYA,TUNCALI YAMAN TUTKU THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. , 2022, ss.165 - 176. 10.29228/JRB.1023619
AMA BAŞEĞMEZ H,TUNCALI YAMAN T THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. . 2022; 165 - 176. 10.29228/JRB.1023619
Vancouver BAŞEĞMEZ H,TUNCALI YAMAN T THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. . 2022; 165 - 176. 10.29228/JRB.1023619
IEEE BAŞEĞMEZ H,TUNCALI YAMAN T "THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION." , ss.165 - 176, 2022. 10.29228/JRB.1023619
ISNAD BAŞEĞMEZ, HÜLYA - TUNCALI YAMAN, TUTKU. "THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION". (2022), 165-176. https://doi.org/10.29228/JRB.1023619
APA BAŞEĞMEZ H, TUNCALI YAMAN T (2022). THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. Journal of research in business (online), 7(özel sayı), 165 - 176. 10.29228/JRB.1023619
Chicago BAŞEĞMEZ HÜLYA,TUNCALI YAMAN TUTKU THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. Journal of research in business (online) 7, no.özel sayı (2022): 165 - 176. 10.29228/JRB.1023619
MLA BAŞEĞMEZ HÜLYA,TUNCALI YAMAN TUTKU THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. Journal of research in business (online), vol.7, no.özel sayı, 2022, ss.165 - 176. 10.29228/JRB.1023619
AMA BAŞEĞMEZ H,TUNCALI YAMAN T THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. Journal of research in business (online). 2022; 7(özel sayı): 165 - 176. 10.29228/JRB.1023619
Vancouver BAŞEĞMEZ H,TUNCALI YAMAN T THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION. Journal of research in business (online). 2022; 7(özel sayı): 165 - 176. 10.29228/JRB.1023619
IEEE BAŞEĞMEZ H,TUNCALI YAMAN T "THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION." Journal of research in business (online), 7, ss.165 - 176, 2022. 10.29228/JRB.1023619
ISNAD BAŞEĞMEZ, HÜLYA - TUNCALI YAMAN, TUTKU. "THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION". Journal of research in business (online) 7/özel sayı (2022), 165-176. https://doi.org/10.29228/JRB.1023619