Yıl: 2020 Cilt: 8 Sayı: 2 Sayfa Aralığı: 20 - 40 Metin Dili: Türkçe DOI: 10.14514/BYK.m.26515393.2020.8/2.20-40 İndeks Tarihi: 08-06-2021

DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI

Öz:
Araştırmanın amacı, tüketicilerin dokunma ihtiyacı açısından internet kanalı ve mağazakanalları arasındaki geçişlerinin ve satın alma profillerinin belirlenmesidir. Araştırmanınörneklemi en az bir kez internet üzerinden satın alma işlemi gerçekleştirmiş tüketicilerdenoluşmaktadır. Araştırma sonucunda 3 farklı tüketici profili (çevrimiçi kanal kullanıcıları,mağaza kanalı kullanıcıları ve çoklu kanal kullanıcıları) oluşturulmuştur. Çevrimiçi kanalkullanıcıların dokunma ihtiyaçlarının düşük olduğu, çevrimiçi kanallardan satın almaya olumluyaklaştıkları, kanallar arasında geçiş yaparak alışverişi tamamlama niyetinde olduklarısonucuna ulaşılmıştır. Mağaza kanalı kullanıcıları, dokunma ihtiyacı yüksek olan, mağazadaürün incelemesi yaptıktan sonra internetten satın almayı faydalı görmeyen, ancak internettenbilgi toplamaya olumlu yaklaşan bireylerdir. Çoklu kanal kullanıcıları ise yüksek düzeydedokunma ihtiyacı olan, mağaza ve internet kanalları arasında geçiş ve internet kanallarındanalışverişe olumlu yaklaşımı olan kişilerdir. Araştırma, tüketicileri dokunma ihtiyacı,webrooming ve showrooming davranışlarının profillendirilmesi açısından diğer çalışmalardanfarklılaşmaktadır.
Anahtar Kelime:

RESEARCH of WEBROOMING and SHOWROMING BEHAVIORS in TERMS of NEED for TOUCH

Öz:
The aim of the research is to determine the transition between internet and store channels and purchasing profiles in terms of consumers' need to touch. The sample of the research consists of consumers who have purchased online at least once. As a consequence of the research, three different consumer profiles (online channel users, store channel users, and multi-channelusers) were composed. It was concluded that online channel users have low touch needs, they are positive towards purchasing from online channels, and they intend to complete the shopping by switching between channels. Store channel users are individuals with a high need to touch who do not find it useful to purchase online after reviewing the product in the store but are positive in gathering information from the internet. Multi-channel users need to touch at a high level, who have a positive approach to switching between stores and internet channels and shopping on internet channels. The research differs from other studies in terms of profiling consumers, the need for touch, webrooming and showrooming behaviors.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA TATLI H (2020). DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. , 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
Chicago TATLI HASAN SADIK DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. (2020): 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
MLA TATLI HASAN SADIK DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. , 2020, ss.20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
AMA TATLI H DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. . 2020; 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
Vancouver TATLI H DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. . 2020; 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
IEEE TATLI H "DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI." , ss.20 - 40, 2020. 10.14514/BYK.m.26515393.2020.8/2.20-40
ISNAD TATLI, HASAN SADIK. "DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI". (2020), 20-40. https://doi.org/10.14514/BYK.m.26515393.2020.8/2.20-40
APA TATLI H (2020). DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi, 8(2), 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
Chicago TATLI HASAN SADIK DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi 8, no.2 (2020): 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
MLA TATLI HASAN SADIK DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi, vol.8, no.2, 2020, ss.20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
AMA TATLI H DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi. 2020; 8(2): 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
Vancouver TATLI H DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI. Beykoz Akademi Dergisi. 2020; 8(2): 20 - 40. 10.14514/BYK.m.26515393.2020.8/2.20-40
IEEE TATLI H "DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI." Beykoz Akademi Dergisi, 8, ss.20 - 40, 2020. 10.14514/BYK.m.26515393.2020.8/2.20-40
ISNAD TATLI, HASAN SADIK. "DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI". Beykoz Akademi Dergisi 8/2 (2020), 20-40. https://doi.org/10.14514/BYK.m.26515393.2020.8/2.20-40