Y VE Z KUŞAKLARININ ONLINE ALIŞVERİŞ TUTUMLARI

Year 2023, Volume: 24 Issue: 1, 20 - 49, 27.03.2023

Kenan Ateşgöz , Cemil Ulukan

https://doi.org/10.53443/anadoluibfd.1183785

Cited By: 2

Abstract

Piyasa çevreleri, esas olarak teknolojide tanık olunan devrim niteliğindeki değişiklikler nedeniyle dönüşmektedir. Spesifik olarak, internet temelli teknolojiler, tüketici profillerinin yanı sıra piyasa koşullarını da etkilemektedir. Bu nedenle, internet tabanlı alışveriş biçimlerinin ve farklılaşan, teknoloji konusunda bilgili tüketici nesillerinin iyi anlaşılması, özellikle piyasada sürdürülebilir başarı yolunda ticari kuruluşlar için bir zorunluluktur. Bu çalışma, Y ve Z kuşaklarının online alışverişe yönelik tutumlarının e-TAM'ın alt boyutlarına göre farklılaşıp farklılaşmadığını araştırmayı amaçlamaktadır. Eldeki çalışmanın katılımcıları 1031 lisans öğrencisidir. 531 öğrenci doğum tarihlerine göre Z Kuşağı, diğer 500 kişi ise Y Kuşağı olarak adlandırılmaktadır. Kuşakların tutumlarını karşılaştırmak için bağımsız örneklem t testi ve regresyon analizi yapılmıştır. Bulgular, Y ve Z kuşaklarının çevrimiçi alışverişe yönelik tutumlarının benzer olduğunu ancak çevrimiçi alışverişi kullanma nedenlerinin farklı olduğunu göstermektedir. Ayrıca güvenlik açısından erkeklerin puan ortalamalarının, kadınların puan ortalamalarından istatiksel olarak anlamlı bir şekilde yüksek olduğu bulunmuştur (t(993)=2.631; p=.009; Ƞ2= .16).

Keywords

Y kuşağı, Z kuşağı, Online alışveriş, Elektronik alışveriş, Genişletilmiş-Teknoloji Kabul Modeli

ATTITUDES OF Y AND Z GENERATIONS TOWARDS ONLINE SHOPPING

Abstract

Marketing environments have been transforming because of the revolutionary changes witnessed chiefly in technology. Specifically, Internet-driven technologies affect marketing conditions as well as consumer profiles. Hence, a good understanding of Internet-based shopping patterns and differentiated, tech-savvy consumer generations is a necessity for business organizations for sustainable success, especially in marketing. This study aims to explore whether the attitudes of generations Y and Z towards online shopping differ according to the sub-dimensions of e-TAM. Participants of the current study include 1031 undergraduate students. Of the total sample, 531 students are titled Gen Z and other 500 students are Gen Y, according to their date of birth. Independent sample t-test and regression analysis are performed to compare the attitudes of generations. The findings indicate that generations Y and Z have similar attitudes towards online shopping but their reasons for using online shopping differ. In addition, we found that the mean score of men in terms of safety was statistically significantly higher than the mean score of women (t(993)=2.631; p=.009; Ƞ2= .16).

Keywords

Generation Y, Generation Z, Online shopping, Electronic shopping, Extended-Technology Acceptance Model.

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