DOKUNMA İHTİYACI AÇISINDAN SHOWROOMING ve WEBROOMING DAVRANIŞLARININ ARAŞTIRILMASI

Year 2020, , 20 - 40, 31.12.2020

Hasan Sadık Tatlı

https://doi.org/10.14514/byk.m.26515393.2020.8/2.20-40

Abstract

Araştırmanın amacı, tüketicilerin dokunma ihtiyacı açısından internet kanalı ve mağaza kanalları arasındaki geçişlerinin ve satın alma profillerinin belirlenmesidir. Araştırmanın örneklemi en az bir kez internet üzerinden satın alma işlemi gerçekleştirmiş tüketicilerden oluşmaktadır. Araştırma sonucunda 3 farklı tüketici profili (çevrimiçi kanal kullanıcıları, mağaza kanalı kullanıcıları ve çoklu kanal kullanıcıları) oluşturulmuştur. Çevrimiçi kanal kullanıcıların dokunma ihtiyaçlarının düşük olduğu, çevrimiçi kanallardan satın almaya olumlu yaklaştıkları, kanallar arasında geçiş yaparak alışverişi tamamlama niyetinde oldukları sonucuna ulaşılmıştır. Mağaza kanalı kullanıcıları, dokunma ihtiyacı yüksek olan, mağazada ürün incelemesi yaptıktan sonra internetten satın almayı faydalı görmeyen, ancak internetten bilgi toplamaya olumlu yaklaşan bireylerdir. Çoklu kanal kullanıcıları ise yüksek düzeyde dokunma ihtiyacı olan, mağaza ve internet kanalları arasında geçiş ve internet kanallarından alışverişe olumlu yaklaşımı olan kişilerdir. Araştırma, tüketicileri dokunma ihtiyacı, webrooming ve showrooming davranışlarının profillendirilmesi açısından diğer çalışmalardan farklılaşmaktadır

Keywords

Webrooming, showrooming, dokunma ihtiyacı, çoklu kanal kullanımı

References

• Albesa, J. G. (2007). Interaction channel choice in a multichannel environment, an empirical study. International Journal of Bank Marketing, 25(7), 490-506.
• Alm, J., ve Melnik, M. I. (2005). Sales taxes and the decision to purchase online. Public Finance Review, 33(2), 184–212. doi:10.1177/1091142104267929.
• Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic shopping motivations, Journal of Retailing, 79(2), 77-95.
• Arora S. ve Sahney, S. (2018). Consumer’s webrooming conduct: An explanation using the theory of planned behavior, Asia Pacific Journal of Marketing and Logistics, 30(4), 1040-1063.
• Arora, S. Singha, K. ve Sahney, S. (2017). Understanding consumer’s showrooming behaviour: Extending the theory of planned behaviour. Asia Pacific Journal of Marketing and Logistics, 29(2), 409-431.
• Arora, S., ve Sahney, S. (2018). Antecedents to consumers’ showrooming behaviour: An integrated TAM-TPB framework. Journal of Consumer Marketing, 35(4), 438-450. Balasubramanian, S., Raghunathan, R. ve Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12-30.
• Benito, O. G., Partal M. M. ve Martin S. S. (2015). Brands as substitutes for the need for touch in online shopping. Journal of Retailing and Consumer Services 27, 121–125 Burns, D. J., Pola B. Gupta, Hanna C. Bihn ve Hutchins J. (2018) Showrooming: An exploratory empirical investigation of students’ attitudes and behavior. Information Systems Management, 35(4), 294-307.
• Carlton, D. W. ve Chevalier, J. A. (2001). Free riding and sales strategies for the internet. The Journal of Industrial Economics, 49(4), 441-461.
• Chandon, P., Wansink, B. ve Laurent G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64 (4), 65-81
• Chiu, H. C., Hsieh, Y. C., Roan, J., Tseng, K.J . ve Hsieh, J. K. (2011). The challenge for multichannel services: Cross-channel free-riding behavior. Electronic Commerce Research and Applications, 10(2), 268-277.
• Cho S. ve Workman, J. E. (2015). Effects of need for touch, centrality of visual product aesthetics and gender on channel preference for apparel shopping. Journal of Global Fashion Marketing, 6(2), 120-135.
• Chou, S. Y., Shen, G. C., Chiu, H. C. ve Chou, Y. T. (2016). Multichannel service providers’ strategy: Understanding customers’ switching and free-riding behavior, Journal of Business Research, 69(6), 2226-2232.
• Citrin, A. V., Stem, J. D. E., Spangenberg, E. R., ve Clark, M. J. (2003). Consumer need for tactile input: An internet retailing challenge. Journal of Business Research, 56, 915– 922.
• Dominique-Ferreira, S., Vasconcelos, S. H., ve Proença, J. (2016). Determinants of customer price sensitivity: An empirical analysis. Journal of Services Marketing, 30(3), 327–340.
• Dutta, S., Biswas, A. ve Grewal, D. (2011). Regret from post-purchase discovery of lower market prices: Do price refunds help? Journal of Marketing, 75(6), 124-138.
• Farag, S., Schwanen, T., Dijst, M., ve Faber, J., (2007). Shopping online and/or in-store? a structural equation model of the relationships between e-shopping and in-store shopping, Transportation Research Part A 41. 125–141.
• Fernandez, N. V., Perez, M. J. S., ve Vázquez-Casielles, R., (2018). Webroomers versus showroomers: Are they the same? Journal of Business Research, 92, 300–320.
• Flavián, C., Gurrea, R. ve Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch, Journal of Consumer Behavior, 15(5), 459-476.
• Fornari, E., Fornari, D., Grandi, S., Menegatti, M. ve Hofacker, C.F. (2016). Adding store to web: Migration and synergy effects in multi-channel retailing. International Journal of Retail and Distribution Management, 44(6), 658-674.
• Frasquet, M., Alejandro, M. ve Ruiz E. (2015). Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping, Electronic Commerce Research and Applications, 14(6), 654-665.
• Gensler, S., Neslin, S. A., ve Verhoef, P. C. (2017). The showrooming phenomenon: It’s more than just about price. Journal of Interactive Marketing, 38, 28–43.
• Gensler, S., Verhoef, P. C. ve Böhm, M. (2012). Understanding consumers’ multichannel choices Across the different stages of the buying process, Marketing Letters, 23(4), 987-1003.
• George, D., ve Mallery, M. (2010). Spss for windows step by step: A simple guide and reference, 17.0 update (10a ed.) Boston: Pearson.
• Gravetter, J. F. ve Forzano, L. B. (2012). Research methods for the behavioral sciences (4. Baskı). USA: Linda Schreiber-Ganster.
• Gray, M. (2013). Now showing. Austrailian Giftguide, 30–32.
• Guardia, F. R., ve Nevarez, C. L., (2017). Showrooming in consumer electronics retailing: An empirical study. Journal of Internet Commerce, 16(2), 174–201.
• Ha, S. ve Stoel, L. (2009), Consumer e-shopping acceptance: Antecedents in a technology acceptance model, Journal of Business Research, 62(5), 565-571.
• Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. ve Black, W. C. (2014). Multivariate data analysis. New York, Macmillan.
• Jain, A. K. (2010). Data clustering: 50 years beyond K-means. Pattern recognition letters, 31(8), 651-666.
• Kang, Ju-Young M. (2018). Showrooming, Webrooming, and User-Generated Content Creation in the Omnichannel Era, Journal of Internet Commerce, 17(2), 145-169.
• Koç Başaran, Y. (2017). Sosyal bilimlerde örnekleme kuramı. Akademik Sosyal Araştırmalar Dergisi, 5(47), 480-495.
• Kowatsch, T., ve W. Maass. (2010). In-store consumer behavior: How mobile recommendation agents influence usage intentions, product purchases, and store preferences. Computers in Human Behavior, 26 (4) 697–704.
• Kumar, V., Anand, A., ve Song, H. (2017). Future of retailer productivity: An organizing framework. Journal of Retailing, 93(1), 96–119.
• Lee, S. H., Workman, J. E. ve Jung K. (2017). The influence of need for touch and gender on internet shopping attitudes among Korean consumers. International Journal of Fashion Design, Technology and Education, 10(2), 230-239.
• MacQueen, J. (1967). Some methods for classification and analysis of multivariate observations. In Proceedings Of The Fifth Berkeley Symposium On Mathematical Statistics And Probability, 1(14), 281-297.
• McCabe, D. B. ve Nowlis, S. M. (2003). The effect of examining actual products or product descriptions on consumer preference. Journal of Consumer Psychology, 13, 431–439.
• Mehra, A., Kumar, S. ve Raju, J. S. (2013). Showrooming’ and the competition between store and online retailers, working paper, Indian School of Business, 29-43. Menon, V. P. Barani, G., ve Suganthalakshmi, T. (2018). Mapping customer shopping attitude towards webrooming technique, International Journal of Pure and Applied Mathematics, 119(12), 991-1003.
• Nesar S., ve Bin Sabir, L., (2016). Evaluation of customer preferences on showrooming and webrooming: An empirical study. Al-Barkaat Journal of Finance & Management, 8(1), 50-67.
• Peck J., ve Johnson, J. W. (2011). Autotelic need for touch, haptics, and persuasion: The role of involvement. Psychology & Marketing, 28(3), 222–239.
• Peck, J. (2009). Does touch matter? Insights from haptic research in marketing. In A. Krishna (Ed.), Sensory marketing: A confluence of psychology, neuroscience and consumer behavior research. New York: Psychology Press/Routledge.
• Peck, J., ve Childers, T. L.(2003a). Individual differences in haptic information processing: The need for touch scale. Journal of Consumer Research, 30, 430– 442.
• Peck, J., ve Childers, T. L. (2003b). To have and to hold: The influence of haptic information on product judgments. Journal of Marketing, 67, 35–48.
• Peck, J., ve Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59, 765–769.
• Peck, J., ve Shu, S. B. (2009). The effect of mere touch on perceived ownership. Journal of Consumer Research, 36, 434–447.
• Peck, J., ve Wiggins, J. (2006). It just feels good: Customers’ affective response to touch and its influence on persuasion. Journal of Marketing, 70, 56–69.
• Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J. ve Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance, Journal of Retailing, 91(2), 358-369.
• Reid, L. F., Ross, H. F. ve Vignali, G. (2016). An exploration of the relationship between product selection criteria and engagement with ‘show-rooming’ and ‘web-rooming’ in the consumer’s decisionmaking process, International Journal of Business and Globalisation, 17(3), 364-383.
• Rohm, A. J., ve Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748–757.
• Schröder, H. ve Zaharia, S. (2008). Linking multi-channel customer behavior with shopping motives: an empirical investigation of a German retailer, Journal of Retailing and Consumer Services, 15(6), 452-468.
• Shu, S., ve Peck, J. (2007). To hold me is to love me: The role of touch in the endowment effect. Advances in Consumer Research—North American Conference Proceedings, 34, 513–514.
• Soars, B. (2009). Driving sales through shoppers’ sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37, 286–298.
• Spaid, B. I., ve Flint, D. J. (2014). The meaning of shopping experiences augmented by mobile internet devices. Journal of Marketing Theory & Practice, 22(1), 73–90. doi:10.2753/MTP1069-6679220105
• Statista, 2016. Share of Internet Users in the United States Who Have Utilized Showrooming and Webrooming as of September 2014, http://www.statista.com/statistics/448677/uswebrooming-showrooming-penetration.
• Stevenson, J. S., Bruner,v G. C. ve Kumar, A. (2000). Webpage background and viewer attitudes. Journal of Advertising Research, (40) 29-34.
• Tabachnick, B. G. ve Fidell, L. S. (2013). Using multivariate statistics (sixth ed.) Pearson, Boston.
• Tekin, B. (2018). Ward, k-ortalamalar ve iki adımlı kümeleme analizi yöntemleri ile finansal göstergeler temelinde hisse senedi tercihi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(40), 401-436.
• Teo, H. H., Oh, L. B., Liu, C. ve Wei, K. K. (2003). An empirical study of the effects of interactivity on web user attitude. International Journal of Human-Computer Studies, 58(3), 281-305.
• TÜİK, (2018). https://www.turkiye.gov.tr/tuik-haber-bulteni .
• TÜSİAD (2017). https://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf.
• Van Baal, S. ve Dach, C. (2005). Free riding and customer retention across retailers’ channels. Journal of Interactive Marketing, 19(2), 75-85.
• Verhoef, P. C., Kannan, P. K. ve Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.
• Verhoef, P. C., Neslin, S. A. ve Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148.
• Westaby J. D. (2005). Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior. Organ. Behav. Hum. Decis. Process., 98 (2), 97-120,
• Wicaksono, Y. A., Rizaldy, A., Fahriah, S., ve Soeleman, M. A. (2017). Improve image segmentation based on closed form matting using K-means clustering. In Application for Technology of Information and Communication (iSemantic), 2017 International Seminar on (26-30). IEEE.
• Wolf, J. R., Arkes, H. R. ve Muhanna, W. A. (2006). The power of touch: An examination of the effect of duration of physical contact on the valuation of objects. Judgment and Decision Making, 3(6), 476–482.
• Wolny, J. ve Charoensuksai, N. (2014), Mapping customer journeys in multichannel decisionmaking. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317-326.
• Workman, J. E. (2010). Fashion consumer groups, gender, and need for touch. Clothing & Textiles Research Journal, 28(2), 126-139.
• Workman, J. E. ve Cho S., (2013). Gender, fashion consumer group, need for touch and Korean apparel consumers’ shopping channel preference. International Journal of Consumer Studies, 37 (2013), 522–529
• Xia, L., Monroe, K.B. ve Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions, Journal of Marketing, 68(4), 1-15.
• Yazdanparast, A., ve Spears, N. (2013). Can consumers forgo the need to touch products? An investigation of nonhaptic situational factors in an online context. Psychology and Marketing, 30(1) 46–61.
• Zaubitzer, C. (2013). Understanding the showrooming phenomenon, Thesis, Grin Verlag, Munich, available at: www.grin.com/en/e-book/278999/understanding-the-showroomingphenomenon.