Research Article
COVID-19 PANDEMİ DÖNEMİNDE DİJİTAL TÜKETİM ALANI OLARAK YENİ NESİL ALIŞVERİŞ PLATFORMLARINA YÖNELİK MOTİVASYON FAKTÖRLERİ ÜZERİNE BİR SAHA ARAŞTIRMASI
Abstract
Yeni nesil alışveriş platformları, fiziksel mağazaya gerek duymadan, akıllı mobil cihazlar aracılığıyla kullanıcıların belirttiği lokasyona, uygulama içerisinde seçmiş olduğu ve sepete ekleyip onayladığı ürünlerin hızlı bir şekilde ulaştırılmasını sağlayan pazarlama iletişimi aracıdır. Bu çalışmada, tüketicilerin alışveriş motivasyonları açısından COVID-19 sürecinde dijital tüketim alanı olarak incelenen yeni nesil alışveriş platformlarının rolü irdelenmektedir. Bu doğrultuda yeni nesil alışveriş platformlarına yönelik motivasyon faktörlerini tespit etmek ve yeni nesil alışveriş platformlarına yönelik alışveriş motivasyonlarının COVID-19 pandemi öncesi ve pandemi dönemi arasında nasıl değiştiğini incelemek amaçlanmaktadır. Bu amaçla basit tesadüfi örneklem yöntemiyle, çevrimiçi ortamda, 385 kişiye, Google Forms aracılığıyla oluşturulan anket tekniği uygulanmıştır. Araştırma sonucuna göre farkındalık/ilgi gösterme, algılanan risk/güvenilirlik, kullanıcı deneyimi ve satın alma niyeti olmak üzere dört temel motivasyon faktörü ortaya çıkarılmıştır. Ayrıca Pandemi dönemindeki motivasyon faktörleri ortalamalarında, pandemi öncesine göre kayda değer bir artış gözlemlenmektedir.
References
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- Belk, R. (2013). Extended self in a digital world. Journal of Consumer Research, 40, 477 – 500.
- Belk, R. (2014) Digital consumption and the extended self. Journal of Marketing Management, 30(11-12), 1101 – 1118.
- Bettman, J. R., Luce, M. F. and Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187 – 217.
- Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103 – 113.
- Bocock, R. (2005). Tüketim. (Çev. İrem Kutluk). Ankara: Dost Yayınları.
- Chang, M. K. Cheung, W. and Lai, S. V. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42, 543 – 559.
- Chauhan, V. and Shah, V. (2020). An empirical analysis into sentiments, media consumption habits, and consumer behavior during the coronavirus (COVID-19) outbreak. UGC Care Journal, 31(20), 353- 378.
- Chayko, M. (2018). Süperbağ(lantı)lı: İnternet, dijital medya & tekno-sosyal hayat. (Çev. Deniz Yengin ve Tamer Bayrak). İstanbul: Der Yayınları.
- Chen, L., Gillenson, M. L. and Sherrell, D. L. (2002). Enticing online consumers: An extended technology acceptance perspective. Information & Management, 39(8), 705 – 719.
- Chen, Z. and Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20(4), 323-347.
- Çakıroğlu, K. I., Pirtini, S. ve Çengel, Ö. (2020). COVID-19 sürecinde ve post-pandemi döneminde yaşam tarzı açısından tüketici davranışlarının değişen eğilimi üzerine kavramsal bir çalışma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, COVID-19 Sosyal Bilimler Özel Sayısı, 19(37), 81 – 103.
- Ekin, N. (2018). Bilgi ekonomisinde elektronik ticaret. İstanbul: İstanbul Ticaret Odası Yayınları.
- Faqih, K. M. S. (2016) An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter? Journal of Retail and Consumer Services, 30, 140 – 164.
- Fiore, A. M. (2008). The digital consumer valuable partner for product development and production. Clothing & Textiles Research Journal, 26(2), 177 – 190.
- Gefen, D., Karahanna, E. and Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51 – 90.
- Godin, S. (2001). Permission marketing. Rota Yayınları: İstanbul.
- Güriş, S. ve Astar, M. (2015). Bilimsel araştırmalarda SPSS ile istatistik. (2. Baskı). Der Yayınları: İstanbul.
- Hands, D. W. (2010). Economics, psychology and the history of consumer choice theory. Cambridge Journal of Economics, 34, 633 – 648.
- Hansen, T. (2006). Determinants of consumers’ repeat online buying of groceries. The International Review of Retail, Distribution and Consumer Research, 16(1), 93 – 114.
- Harris, L. and Rae, A. (2009). Social networks: The future of marketing for small business. Journal of Business Strategy, 30(5), 24 – 31.
- Kahnemann, D. and Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263 – 292.
- Karasar, N. (2003). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayın Dağıtım.
- Kaynak, İ. (2020). Koronavirüs (Covid-19) algısının online alışverişe etkisi. Turkish Studies, 15(4), 633 – 645.
- Kim, R. Y. (2020). The impact of COVID-19 on consumers: Preparing for digital sales. IEEE Engineering Management Review, 48(3), 212 – 218.
- Kim, R. Y. (2020). When does online review matter to consumers? The effect of product quality information cues. Electronic Commerce Research, 20(4), 1 – 19.
- Kirk, C. P. and Rifkin, L. S. (2020). I’ll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124 – 131.
- Koch, J., Frommeyer, B. and Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability, 12, 1 – 20.
- Lehdonvirta, V. (2012). A history of the digitalization of consumer culture. In M. Molesworth and J. Denegri-Knott (Ed.), Digital virtual consumption, (p. 11 – 29). Routledge: New York.
- Lee, W. I., Cheng, S. Y. ve Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(1), 223 – 229.
- Leppaniemi, M. (2008). Mobile marketing communications in consumer markets. Oulu University Press: Finland.
- Limayem, M., Khalifa, M. and Frini, A. (2000). What makes consumers buy from internet? A longitudinal study of online shopping. IEEE Trans. Syst. Man Cybern. Part A Syst. Hum., 30, 421 – 432.
- Llamas, R. and Belk, R. (2013). Some impacts of digital consumption. In W. Belk and Rosa Llamas (Ed.), A Routledge companion to digital consumption, (p. 1 – 17), Routledge: New York.
- Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G. and Zhao, Y. (2020). Consumer behavior during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behavior. Journal of Risk Financial Management, 13(8), 166.
- Lu, Y., Cao, Y., Wang, B. ve Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 355 – 364.
- Mason, A., Narcum, J. and Mason, K. (2020). Changes in consumer decision-making resulting from the COVID-19 pandemic. Journal of Customer Behavior, 19(3), 22.
- Meyers, J. L., Well, A. D. and Lorch, R. F. (2010). Research Design and Statistical Analysis. Routledge: New York.
- Morgan, B. (2019). 20 Fresh examples of customer experience innovation. Forbes, https://www.forbes.com/sites/blakemorgan/2019/10/21/20-fresh-examples-of-customer-experience-innovation/#5e332057c41c, Erişim Tarihi: 19.11.2020.
- Pantano, E. and Priporas C. (2016). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61(1), 548 – 555.
- Bauer, H. H., Barnes, S. J., Reichardt, T. and Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181 – 192.
- Paunov, C., Guellec, D., El-Mallakh, N., Planes-Satorra, S. and Nüse, L. (2019). On the concentration of innovation in top cities in the digital age. OECD Science, Technology and Innovation Policy Papers, 85, 1 – 49., http://oecd-ilibrary.org/science-and-technology/on-the-Concentration-of-innovation-in-top-cities-in-the-digital-age_f184732a-en. Erişim Tarihi: 16.10.2020
- Pazarlamasyon Prime (2020). COVID-19 salgınında tüketici davranışları ve marka algısı. http://pazarlamasyon.com/urun/covid-19-salgininda-tuketici-davranislari-ve-marka-algisi, Erişim Tarihi: 12.01.2021.
- Pousttchi, K. and Wiedemann, D. G. (2007). Success factors in mobile viral marketing: a multi-case study approach. Proceedings of the 6th International Conference on Mobile Business (ICMB 2007), (p. 1 – 8), Computer Society Press: Ontario, Canada.
- Rangaswami, A., and Gupta, S. (2000). Innovation adoption and diffusion in the digital environments: Some research opportunities. In Vijay Mahajan, Eitan Muller and Yoram Wind (Ed.), New product diffusion models, (pp. 85–101), Springer Publication: USA.
- Scharl, A., A. Dickinger and J. Murphy (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4(2), 159 – 173.
- Shih, H.P. (2004). Extended technology acceptance model of internet utilization behavior. Information & Management, 41(6), 719 – 729.
- Tek, Ö. B. ve Özgül, E. (2005). Modern pazarlama ilkeleri: uygulamalı yönetimsel yaklaşım. Birleşik Matbaacılık: İzmir.
- Tekin, İ. Ç. (2020). Pandemi sürecinde değişen tüketici davranışları. Business and Management Studies: An International Journal, 8(2), 2331 – 2347.
- Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1, 39 – 60.
- Torlak, Ö. (2000). Tüketim: Bireysel eylemin toplumsal dönüşümü. İstanbul: İnkılap Yayınları.
- Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41, 747 – 762.
- Wu, J. H. and Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719 – 729.
- Xavier, M. and Thamizhvanan, A. (2013). Determinants of customers' online purchase intention: An empirical study in India. Journal of Indian Business Research, 5(1), 11 – 32.
- Xu, Q. and Sundar, S. S. (2016). Interactivity and memory: information processing of interactive versus non-interactive content. Computers in Human Behavior, 63, 620 – 629.
- Yaprakli, T. S., Kacer, Z. and Unalan, M. (2018). Factors influencing the usage of mobile shopping applications and the impact of these factors on satisfaction and intention to use. PressAcademia Procedia, 7, 306 – 310.
Year 2021,
Volume: 6 Issue: 1, 53 - 78, 01.05.2021
Abstract
References
- Akgün, Z., Durmaz, S. S. ve Hacıhasanoğlu, P. (2020). COVID-19 salgını sürecinde online alışveriş: Genişletilmiş teknoloji kabul modeli ve algılanan kaygı perspektifinde bir saha çalışması. International Journal of Disciplines Economics & Administrative Sciences Studies, 6(19); 433 – 449.
- Baltacı, A ve Akaydın, H. (2020). COVID-19 pandemi sürecinin tüketicilerin gıda ürünlerini satın alma davranışları üzerindeki etkisi. Yüksek İhtisas Üniversitesi Sağlık Bilimleri Dergisi, 1, 57 – 64.
- Barnes, S.J. and Scornavacca, E. (2004). Mobile Marketing: The role of permission and acceptance. International Journal of Mobile Communications, 2(2), 128 – 139.
- Baudrillard, J. (2008). Tüketim toplumu. (Çev. Nilgün Tutal – Ferda Keskin). İstanbul: Ayrıntı Yayınları.
- Belk, R. (2013). Extended self in a digital world. Journal of Consumer Research, 40, 477 – 500.
- Belk, R. (2014) Digital consumption and the extended self. Journal of Marketing Management, 30(11-12), 1101 – 1118.
- Bettman, J. R., Luce, M. F. and Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187 – 217.
- Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103 – 113.
- Bocock, R. (2005). Tüketim. (Çev. İrem Kutluk). Ankara: Dost Yayınları.
- Chang, M. K. Cheung, W. and Lai, S. V. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42, 543 – 559.
- Chauhan, V. and Shah, V. (2020). An empirical analysis into sentiments, media consumption habits, and consumer behavior during the coronavirus (COVID-19) outbreak. UGC Care Journal, 31(20), 353- 378.
- Chayko, M. (2018). Süperbağ(lantı)lı: İnternet, dijital medya & tekno-sosyal hayat. (Çev. Deniz Yengin ve Tamer Bayrak). İstanbul: Der Yayınları.
- Chen, L., Gillenson, M. L. and Sherrell, D. L. (2002). Enticing online consumers: An extended technology acceptance perspective. Information & Management, 39(8), 705 – 719.
- Chen, Z. and Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20(4), 323-347.
- Çakıroğlu, K. I., Pirtini, S. ve Çengel, Ö. (2020). COVID-19 sürecinde ve post-pandemi döneminde yaşam tarzı açısından tüketici davranışlarının değişen eğilimi üzerine kavramsal bir çalışma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, COVID-19 Sosyal Bilimler Özel Sayısı, 19(37), 81 – 103.
- Ekin, N. (2018). Bilgi ekonomisinde elektronik ticaret. İstanbul: İstanbul Ticaret Odası Yayınları.
- Faqih, K. M. S. (2016) An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter? Journal of Retail and Consumer Services, 30, 140 – 164.
- Fiore, A. M. (2008). The digital consumer valuable partner for product development and production. Clothing & Textiles Research Journal, 26(2), 177 – 190.
- Gefen, D., Karahanna, E. and Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51 – 90.
- Godin, S. (2001). Permission marketing. Rota Yayınları: İstanbul.
- Güriş, S. ve Astar, M. (2015). Bilimsel araştırmalarda SPSS ile istatistik. (2. Baskı). Der Yayınları: İstanbul.
- Hands, D. W. (2010). Economics, psychology and the history of consumer choice theory. Cambridge Journal of Economics, 34, 633 – 648.
- Hansen, T. (2006). Determinants of consumers’ repeat online buying of groceries. The International Review of Retail, Distribution and Consumer Research, 16(1), 93 – 114.
- Harris, L. and Rae, A. (2009). Social networks: The future of marketing for small business. Journal of Business Strategy, 30(5), 24 – 31.
- Kahnemann, D. and Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263 – 292.
- Karasar, N. (2003). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayın Dağıtım.
- Kaynak, İ. (2020). Koronavirüs (Covid-19) algısının online alışverişe etkisi. Turkish Studies, 15(4), 633 – 645.
- Kim, R. Y. (2020). The impact of COVID-19 on consumers: Preparing for digital sales. IEEE Engineering Management Review, 48(3), 212 – 218.
- Kim, R. Y. (2020). When does online review matter to consumers? The effect of product quality information cues. Electronic Commerce Research, 20(4), 1 – 19.
- Kirk, C. P. and Rifkin, L. S. (2020). I’ll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124 – 131.
- Koch, J., Frommeyer, B. and Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability, 12, 1 – 20.
- Lehdonvirta, V. (2012). A history of the digitalization of consumer culture. In M. Molesworth and J. Denegri-Knott (Ed.), Digital virtual consumption, (p. 11 – 29). Routledge: New York.
- Lee, W. I., Cheng, S. Y. ve Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(1), 223 – 229.
- Leppaniemi, M. (2008). Mobile marketing communications in consumer markets. Oulu University Press: Finland.
- Limayem, M., Khalifa, M. and Frini, A. (2000). What makes consumers buy from internet? A longitudinal study of online shopping. IEEE Trans. Syst. Man Cybern. Part A Syst. Hum., 30, 421 – 432.
- Llamas, R. and Belk, R. (2013). Some impacts of digital consumption. In W. Belk and Rosa Llamas (Ed.), A Routledge companion to digital consumption, (p. 1 – 17), Routledge: New York.
- Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G. and Zhao, Y. (2020). Consumer behavior during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behavior. Journal of Risk Financial Management, 13(8), 166.
- Lu, Y., Cao, Y., Wang, B. ve Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 355 – 364.
- Mason, A., Narcum, J. and Mason, K. (2020). Changes in consumer decision-making resulting from the COVID-19 pandemic. Journal of Customer Behavior, 19(3), 22.
- Meyers, J. L., Well, A. D. and Lorch, R. F. (2010). Research Design and Statistical Analysis. Routledge: New York.
- Morgan, B. (2019). 20 Fresh examples of customer experience innovation. Forbes, https://www.forbes.com/sites/blakemorgan/2019/10/21/20-fresh-examples-of-customer-experience-innovation/#5e332057c41c, Erişim Tarihi: 19.11.2020.
- Pantano, E. and Priporas C. (2016). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61(1), 548 – 555.
- Bauer, H. H., Barnes, S. J., Reichardt, T. and Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181 – 192.
- Paunov, C., Guellec, D., El-Mallakh, N., Planes-Satorra, S. and Nüse, L. (2019). On the concentration of innovation in top cities in the digital age. OECD Science, Technology and Innovation Policy Papers, 85, 1 – 49., http://oecd-ilibrary.org/science-and-technology/on-the-Concentration-of-innovation-in-top-cities-in-the-digital-age_f184732a-en. Erişim Tarihi: 16.10.2020
- Pazarlamasyon Prime (2020). COVID-19 salgınında tüketici davranışları ve marka algısı. http://pazarlamasyon.com/urun/covid-19-salgininda-tuketici-davranislari-ve-marka-algisi, Erişim Tarihi: 12.01.2021.
- Pousttchi, K. and Wiedemann, D. G. (2007). Success factors in mobile viral marketing: a multi-case study approach. Proceedings of the 6th International Conference on Mobile Business (ICMB 2007), (p. 1 – 8), Computer Society Press: Ontario, Canada.
- Rangaswami, A., and Gupta, S. (2000). Innovation adoption and diffusion in the digital environments: Some research opportunities. In Vijay Mahajan, Eitan Muller and Yoram Wind (Ed.), New product diffusion models, (pp. 85–101), Springer Publication: USA.
- Scharl, A., A. Dickinger and J. Murphy (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4(2), 159 – 173.
- Shih, H.P. (2004). Extended technology acceptance model of internet utilization behavior. Information & Management, 41(6), 719 – 729.
- Tek, Ö. B. ve Özgül, E. (2005). Modern pazarlama ilkeleri: uygulamalı yönetimsel yaklaşım. Birleşik Matbaacılık: İzmir.
- Tekin, İ. Ç. (2020). Pandemi sürecinde değişen tüketici davranışları. Business and Management Studies: An International Journal, 8(2), 2331 – 2347.
- Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1, 39 – 60.
- Torlak, Ö. (2000). Tüketim: Bireysel eylemin toplumsal dönüşümü. İstanbul: İnkılap Yayınları.
- Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41, 747 – 762.
- Wu, J. H. and Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719 – 729.
- Xavier, M. and Thamizhvanan, A. (2013). Determinants of customers' online purchase intention: An empirical study in India. Journal of Indian Business Research, 5(1), 11 – 32.
- Xu, Q. and Sundar, S. S. (2016). Interactivity and memory: information processing of interactive versus non-interactive content. Computers in Human Behavior, 63, 620 – 629.
- Yaprakli, T. S., Kacer, Z. and Unalan, M. (2018). Factors influencing the usage of mobile shopping applications and the impact of these factors on satisfaction and intention to use. PressAcademia Procedia, 7, 306 – 310.
There are 58 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Communication and Media Studies |
| Journal Section | Makaleler |
| Authors | |
| Publication Date | May 1, 2021 |
| Published in Issue | Year 2021 Volume: 6 Issue: 1 |
