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Onlıne Shoppıng Tendencıes of Generatıons X and Y: The Moderatıng Role of Interactıon wıth Generatıon Z

Year 2020, Volume: 34 Issue: 4, 1377 - 1405, 23.10.2020

İnci Dursun , Cansu Gökmen Köksal , Ebru Tümer Kabadayı , Neşe Akçöltekin

https://doi.org/10.16951/atauniiibd.751152

Abstract

References

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  • Bento, M., Martinez, L. M. ve Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234-241.
  • 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.
  • Bilgihan, A., Kandampully, J. ve Zhang, T. C. (2016). Towards a unified customer experience in online shopping environments. International Journal of Quality and Service Sciences,102-119.
  • Brosdahl, D. J. ve Carpenter, J. M. (2011). Shopping orientations of US males: A generational cohort comparison. Journal of Retailing and Consumer Services, 18(6), 548-554.
  • Burnsed, K. A. ve Bickle, M. C. (2015). Comparison Of Us Generational Cohorts'shopping Mall Behaviors And Desired Features. International Journal of Sales, Retailing & Marketing, 4(4),18-30.
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  • Fettahlıoğlu, H. S. ve Sünbül, M. B. (2015). Tüketici etnosentrizmi ve tüketici husumetinin X, Y, Z kuşakları açısından incelenmesi. International Journal of Academic Values Studies, (1), 26-45.
  • Fietkiewicz, K. J., Lins, E., Baran, K. S. ve Stock, W. G. (2016, January). Inter-generational comparison of social media use: Investigating the online behavior of different generational cohorts. In 2016 49th Hawaii International Conference on System Sciences (HICSS) (3829-3838). IEEE.
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  • Funches, V., Yarber-Allen, A. ve Johnson, K. (2017). Generational and family structural differences in male attitudes and orientations towards shopping. Journal of Retailing and Consumer services, 37, 101-108.
  • Gefen, D., Karahanna, E. ve Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51-90.
  • Grossbart, S., Hughes, S. M., Okleshen, C. ve Nelson, S. (2001). Parents, children, and the internet: socialization perspectives. In American Marketing Association. Conference Proceedings (12, p. 379). American Marketing Association.
  • Gürbüz, S. (2015). Kuşak farklılıkları: Mit mi, gerçek mi?. İş ve İnsan Dergisi, 2(1), 39-57.
  • Herrando, C., Jimenez-Martinez, J. ve Martin-De Hoyos, M. J. (2019). Tell me your age and I tell you what you trust: the moderating effect of generations. Internet Research, 799-817.
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  • Hofstede. (2020). What about Turkey? Erişim adresi: https://www.hofstede-insights.com/country/turkey/ (15 Mayıs 2020).
  • Hung, K. H., Gu, F. F. ve Yim, C. K. B. (2007). A social institutional approach to identifying generation cohorts in China with a comparison with American consumers. Journal of International Business studies, 38(5), 836-853.
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X ve Y Kuşaklarının Çevrim İçi Alışveriş Eğilimleri: Z Kuşağıyla Etkileşimin Ilımlaştırıcı Rolü

Year 2020, Volume: 34 Issue: 4, 1377 - 1405, 23.10.2020

İnci Dursun , Cansu Gökmen Köksal , Ebru Tümer Kabadayı , Neşe Akçöltekin

https://doi.org/10.16951/atauniiibd.751152

Abstract

Kuşaklararası farklılıklar işletmelerin pazarlama karar ve uygulamalarında göz önünde bulundurduğu faktörlerden biridir. Teknoloji kullanım yetenekleri, satın alma motivasyonları, karar verme şekilleri açısından farklı özellikler taşıyan X ve Y kuşağı tüketicilerinin online alışveriş davranışlarının da farklılaşması beklenmektedir. Literatürdeki araştırmaların bir kısmı bu beklentileri desteklerken, bazı araştırmalar farklılık bulunmadığına işaret etmiştir. Bu araştırmanın amacı, mevcut araştırma bulgularındaki bu çelişkiyi aile içinde kuşaklararası etkileşim perspektifinden açıklamaktır. Bu kapsamda X ve Y kuşağının online alışverişe dair tutum, niyet ve davranışlarındaki farklılıklar, bu kuşakların aile içinde teknoloji yerlileri olarak bilinen Z kuşağı ile etkileşimleri dikkate alınarak incelenmiştir. 189 tüketiciden anket yolu ile toplanan veri analiz edildiğinde X kuşağı tüketicilerin Z kuşağı ile etkileşim içinde olduğunda, online satın alma davranış ve niyetlerinin olumlu yönde değişerek Y kuşağı tüketicilere benzediği görülmektedir. Bulgular ailedeki Z kuşağı tüketicilerin ebeveynlerinin özelikle satın alma noktası tercihlerini, online perakendeciler lehine değiştirebildiğini göstermiştir. Diğer taraftan, Z kuşağı ile etkileşimin online alışverişe yönelik tutumlarda oluşturduğu değişikliğin ekonomik fayda algısında yaşanan güçlenme ile sınırlı kaldığı anlaşılmıştır.

Keywords

İnternetten Alışveriş Online Satın Alma Kuşaklar Kuşaklararası Etkileşim

References

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  • Arsenault, P. M. (2004). Validating generational differences: A legitimate diversity and leadership issue. Leadership & Organization Development Journal, 25(2), 124–141.
  • Arslan, A., ve Staub, S. (2015). Kuşak teorisi ve iç girişimcilik üzerine bir araştırma. Kafkas University. Faculty of Economics and Administrative Sciences Journal, 6(11), 1.
  • Bačík R., Fedorko, R., Horváth, J. ve Oleárová, M. (2017) Analysis of user preferences when searchıng for ınformations online ın case of generation X and Y". Megatrendy a médiá 1:122-139.
  • Bassiouni, D. H. ve Hackley, C. (2014). 'Generation Z'children's adaptation to digital consumer culture: A critical literature review. Journal of Customer Behaviour, 13(2), 113-133.
  • Başgöze, P., ve Bayar, N. (2015). Eko otellerden hizmet satın alımında kuşaklar arası farklılaşmalar üzerine bir çalışma. Sosyoekonomi, 23(24), 118-130.
  • Bento, M., Martinez, L. M. ve Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234-241.
  • 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.
  • Bilgihan, A., Kandampully, J. ve Zhang, T. C. (2016). Towards a unified customer experience in online shopping environments. International Journal of Quality and Service Sciences,102-119.
  • Brosdahl, D. J. ve Carpenter, J. M. (2011). Shopping orientations of US males: A generational cohort comparison. Journal of Retailing and Consumer Services, 18(6), 548-554.
  • Burnsed, K. A. ve Bickle, M. C. (2015). Comparison Of Us Generational Cohorts'shopping Mall Behaviors And Desired Features. International Journal of Sales, Retailing & Marketing, 4(4),18-30.
  • Büttner, O. B. ve Göritz, A. S. (2008). Perceived trustworthiness of online shops. Journal of Consumer Behaviour: An International Research Review, 7(1), 35-50.
  • Campbell, W. K., Campbell, S. M., Siedor, L. E. ve Twenge, J. M. (2015). Generational differences are real and useful. Industrial and Organizational Psychology, 8(3), 324-331.
  • Caruana, A. ve Vassallo, R. (2003). Children’s perception of their influence over purchases: the role of parental communication patterns. Journal of Consumer Marketing, 20(1), 55-66.
  • Cennamo, L. ve Gardner, D. (2011). Generational differences in work values, outcomes and person-organisation values fit. IEEE Engineering Management Review, 39(2), 24-36.
  • Chakraborty, T. ve Balakrishnan, J. (2017). Exploratory tendencies in consumer behaviour in online buying across gen X, gen Y and baby boomers. International Journal of Value Chain Management, 8(2), 135-150.
  • Chaney, D., Touzani, M. ve Ben Slimane, K. (2017). Marketing to the (new) generations: summary and perspectives. Journal of Strategic Marketing, 25(3), 179–189.
  • Coopers, P. W. (2014). Engaging and empowering millennials: A follow-up study to PwC's NextGen global generational study, 1-11.
  • Costanza, D. P. ve Finkelstein, L. M. (2015). Generationally based differences in the workplace: Is there a there there?. Industrial and Organizational Psychology, 8(3), 308-323.
  • Dabija, D. C. ve Lung, L. (2018, May). Millennials versus gen Z: online shopping behaviour in an emerging market. In Griffiths School of Management and IT Annual Conference on Business, Entrepreneurship and Ethics (1-18). Springer, Cham.
  • Dhanapal, S., Vashu, D. ve Subramaniam, T. (2015). Perceptions on the challenges of online purchasing: a study from “baby boomers”, generation “X” and generation “Y” point of views. Contaduría y Administración, 60, 107-132.
  • Driediger, F. ve Bhatiasevi, V. (2019). Online grocery shopping in Thailand: Consumer acceptance and usage behavior. Journal of Retailing and Consumer Services, 48, 224-237.
  • Ekström, K. M., Tansuhaj, P. S.ve Foxman, E. R. (1987). Children's influence in family decisions and consumer socialization: A reciprocal view. ACR North American Advances,283-287.
  • Ekström, K. M. (2007). Parental consumer learning or ‘keeping up with the children’. Journal of Consumer Behaviour: An International Research Review, 6(4), 203-217.
  • Fettahlıoğlu, H. S. ve Sünbül, M. B. (2015). Tüketici etnosentrizmi ve tüketici husumetinin X, Y, Z kuşakları açısından incelenmesi. International Journal of Academic Values Studies, (1), 26-45.
  • Fietkiewicz, K. J., Lins, E., Baran, K. S. ve Stock, W. G. (2016, January). Inter-generational comparison of social media use: Investigating the online behavior of different generational cohorts. In 2016 49th Hawaii International Conference on System Sciences (HICSS) (3829-3838). IEEE.
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  • Funches, V., Yarber-Allen, A. ve Johnson, K. (2017). Generational and family structural differences in male attitudes and orientations towards shopping. Journal of Retailing and Consumer services, 37, 101-108.
  • Gefen, D., Karahanna, E. ve Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51-90.
  • Grossbart, S., Hughes, S. M., Okleshen, C. ve Nelson, S. (2001). Parents, children, and the internet: socialization perspectives. In American Marketing Association. Conference Proceedings (12, p. 379). American Marketing Association.
  • Gürbüz, S. (2015). Kuşak farklılıkları: Mit mi, gerçek mi?. İş ve İnsan Dergisi, 2(1), 39-57.
  • Herrando, C., Jimenez-Martinez, J. ve Martin-De Hoyos, M. J. (2019). Tell me your age and I tell you what you trust: the moderating effect of generations. Internet Research, 799-817.
  • Higgins, K. T. (1998). Generational marketing. Marketing Management, 7(3), 6.
  • Hofstede. (2020). What about Turkey? Erişim adresi: https://www.hofstede-insights.com/country/turkey/ (15 Mayıs 2020).
  • Hung, K. H., Gu, F. F. ve Yim, C. K. B. (2007). A social institutional approach to identifying generation cohorts in China with a comparison with American consumers. Journal of International Business studies, 38(5), 836-853.
  • Jackson, V., Stoel, L. ve Brantley, A. (2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9.
  • Kaur, A. ve Medury, Y. (2011). Impact of the internet on teenagers' influence on family purchases. Young Consumer,12(1), 27-38.
  • Kavalcı, K. ve Ünal, S. (2016). Y ve Z kuşaklarının öğrenme stilleri ve tüketici karar verme tarzları açısından karşılaştırılması, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(3),1033-1050.
  • Keleş, H. N. (2013). Girişimcilik eğiliminin kuşak farkına göre incelenmesi. Sosyal Ekonomik Araştırmalar Dergisi, 13(26), 23-43.
  • Kim, J. B. (2012). An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM. Electronic Commerce Research, 12(2), 125-150.
  • Kim, D. ve Ammeter, A. P. (2018). Shifts in online consumer behavior: a preliminary investigation of the net generation. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 1-25.
  • Kolnhofer-Derecskei, A., Reicher, R. Z. ve Szeghegyi, A. (2017). The X and Y generations’ characteristics comparison. Acta Polytechnica Hungarica, 14(8), 107-125
  • Kuyucu, M. (2017). Y kuşağı ve teknoloji: Y kuşağının iletişim teknolojilerini kullanım alışkanlıkları. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 5(2), 845-872.
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Details

Primary Language Turkish
Journal Section Makaleler
Authors

İnci Dursun 0000-0002-9856-3914

Cansu Gökmen Köksal 0000-0001-9139-0451

Ebru Tümer Kabadayı 0000-0002-0673-6866

Neşe Akçöltekin This is me 0000-0003-2292-0230

Publication Date October 23, 2020
Published in Issue Year 2020 Volume: 34 Issue: 4

Cite

APA Dursun, İ., Gökmen Köksal, C., Tümer Kabadayı, E., Akçöltekin, N. (2020). X ve Y Kuşaklarının Çevrim İçi Alışveriş Eğilimleri: Z Kuşağıyla Etkileşimin Ilımlaştırıcı Rolü. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 34(4), 1377-1405. https://doi.org/10.16951/atauniiibd.751152
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