Research Article
Year 2019,
Volume: 17 Issue: 2, 219 - 240, 30.06.2019
Abstract
Postmodernizmle
birlikte tüketici ihtiyaçları ve isteklerindeki değişim, üretim süreçlerinde
köklü değişimler meydana getirmiştir. Kitlesel üretimin ‘herkes için üretim’
anlayışı yerini kişiselleştirilmiş üretime bırakmıştır. Kişiselleştirmenin
İnternet ve Bilgi Teknolojileri ile entegre edilmesi online kişiselleştirme
uygulamalarının yaygınlaşmasını sağlamıştır. Bu yeni üretim anlayışı
tüketicilerin web sitelerinden istedikleri tarzda ürün tasarlamalarına imkan
sağlamıştır. Bu çalışma, online ürün kişiselleştirmesinin
genel bir durumunu çizmek, kişiselleştirilen ürün kategorilerinin tüketicilerin demografik özelliklerine
göre nasıl şekillendiğini ortaya çıkarmak ve kişiselleştirme hizmeti sunan
e-perakendecilere önerilerde bulunmak [A2] [A3]amacıyla
gerçekleştirilmiştir. Online anket yöntemiyle elde edilen 312 adet örneklem SPSS 20 programı ile analiz edilmiştir.
Elde edilen bulgular, tüketicilerin daha çok sırasıyla giyim, aksesuar ve
kitap/takvim/davetiye ürünleri kişiselleştirdiğini göstermektedir. Ayrıca, cinsiyete, yaş grubuna, eğitim durumuna ve
gelir seviyesine göre farklılaşan
tüketicilerin ilgi alanlarına göre farklı ürün türlerine yöneldiği sonucuna da
ulaşılmıştır.
References
- ADDIS, M. ve PODESTA, S. (2005), “Long Life to Marketing Research: A Postmodern View”, European Journal of Marketing, 39 (3/4), 386-412. ALCARRIA, R., ROBLES, T., MORALES, A., LOPEZ-DE-IPINA, D., AGUILERA, U. (2012), “Enabling Flexible and Continuous Capability Invocation in Mobile Prosumer Environments”, Sensors, 12, 8930-8954. ANSARI, A. ve MELA, C.F. (2003), “E-Customization”, Journal of Marketing Research, 40, 131-145. BABACAN, M. ve ONAT, F. (2002), “Postmodern Pazarlama Perspektifi”, Ege Academic Review, 2 (1), 12-20. CALINESCU, M. (2010), Modernliğin Beş Yüzü, GÜRSES, S. (Çev.), Küre Yayınları, İstanbul. BADOT, O. (2014), “Mediterrenean Marketing and Postmodern Marketing: An Oxymoron?”, Journal of Consumer Behaviour, 13, 224-229. BROWN, S. (1993), “Postmodern Marketing?”, European Journal of Marketing, 27 (4), 19-34. CHEN, Y.H., WANG, Y.Z., WONG, M.H. (2001), “A Web-Based Fuzyy Mass Customization System”, Journal of Manufacturing Systems, 20 (4), 280-287. CHO, H. ve WANG, Y. (2010), “Cultural Comparison for the Acceptance of Online Apparel Customization”, Journal of Consumer Marketing, 27 (6), 550-557. COVA, B. (1997), “Community and Consumption: Towards a Definition of the “Linking Value” of Product or Services”, European Journal of Marketing, 31 (3/4), 297-316. ÇABUKLU, Y. (2004), Postmodern Toplumda Kriz ve Siyaset, 1. Baskı, Kanat Yayınevi, İstanbul. DEAN, P.R., XUE, D., TU, Y.L. (2009), “Prediction of Manufacturing Resource Requirements from Customer Demands in Mass-Customisation Production”, International Journal of Production Research, 47 (5), 1245-1268. ERİNÇ, S.M. (1994), “Postmodernizmin Tanımı”, Anadolu Sanat, 2, 31-45. FEATHERSTONE, M. (1996), Postmodernizm ve Tüketim Kültürü, KÜÇÜK, M. (Çev.), Ayrıntı Yayınları, İstanbul. FEATHERSTONE, M. (2007), Consumer Culture and Postmodernism, 2. Baskı, SAGE Publications, London. FIRAT, A.F. ve VENKATESH, A. (1995), “Liberatory Postmodernism and the Reenchantment of Consumption”, The Journal of Consumer Research, 22 (3), 239-267. FIRAT, A.F., DHOLAKIA, N., VENKATESH, A. (1995), “Marketing in a Postmodern World”, European Journal of Marketing, 29 (1), 40-56. FIRAT, A.F. ve SHULTZ, C.J. (1997), “From Segmentation to Fragmentation”, European Journal of Marketing, 31 (3/4), 183-207. HAMOUDA, M. (2012), “Postmodernism and Consumer Psychology: Transformation or Break?”, International Journal of Academic Research in Business and Social Sciences, 2 (1), 96-117. HARVEY, D. (2010), Postmodernliğin Durumu, S. Savran (çev.), Metis Yayıncılık, İstanbul. IZVERCİANU, M., ŞERAN, S.A., BRANEA, A.M. (2014), “Prosumer-Oriented Value Co-Creation Strategies for Tomorrow’s Urban Management”, Procedia Social and Behavioral Sciences, 124, 149-156. JIANG, P., BALASUBRAMANIAN, S.K., LAMBERT, Z.V. (2015), “Responses to Customized Products: The Consumers’ Behavioral Intentions”, Journal of Services Marketing, 29 (4), 314-326. JITPAIBOON, T., DOBRZYKOWSKI, D.D., RAGU-NATHAN, T.S., VONDEREMBSE, M.A. (2013), “Unpacking IT Use and Integration for Mass Customisation: A Service-Dominant Logic View”, International Journal of Production Research, 51 (8), 2527-2547. KELLY, S. (1994), Data Warehousing: The Route to Mass Customization, 1. Baskı, John Wiley & Sons Ltd., USA. LEBIEJKO, A. (2011), “Prosumer – A New Trend of Active Consumption on the Example of Banking Services”, Journal of Interdisciplinary Research, 1 (2), 65-69. LEE, E.J. (2009), “Theoretical Foundation of Brand Personality for Postmodern Branding Dynamics: A Critical Review and Research Agenda”, Advances in Consumer Research, 36, 886-887. LIECHTY, J., RAMASWAMY, V., COHEN, S.H. (2001), “Choice Menus for Mass Customization: An Experimental Approach for Analyzing Customer Demand with an Application to a Web-Based Information Service”, Journal of Marketing Research, 38, 183-196. LYOTARD, J.F. (2000), Postmodern Durum Bilgi Üzerine Bir Rapor, ÇİĞDEM, A. (Çev.), Vadi Yayınları, Ankara. NIEZGODA, A. (2013), “Prosumers in the Tourism Market: The Characteristics and Determinants of Their Behaviour”, Poznan University of Economics Review, 13 (4), 130-141. ODABAŞI, Y. (2009), Postmodern Pazarlama, 3. Baskı, MediaCat Yayınları, İstanbul. ONG, S.K., LIN, Q., NEE, A.Y.C. (2006), “Web-Based Configuration Design System for Product Customization”, International Journal of Production Research, 44 (2), 351-382. ÖZMEN, Ş. (2013), Ağ Ekonomisinde Yeni Ticaret Yolu e-Ticaret, Genişletilmiş 5. Baskı, Bilgi Üniversitesi Yayınları, İstanbul. PILLER, F. ve KUMAR, A. (2006), “For Each, Their Own: The Strategic Imperative of Mass Customization”, http://smartcustomization.mit.edu, (03.12.2015). PINE, B.J. (1992), Mass Customization: The New Frontier in Business Competition, Harvard Business School Press, USA. POSTER, M. (1975), “Translator's Introduction”, BAUDRILLARD, J. (Ed.). The Mirror of Production içinde, Telos Press, St. Louis, 1-15. RITZER, G. ve JURGENSON, N. (2010), “Production, Consumption, Prosumption: the Nature of Capitalism in the Age of the Digital ‘Prosumer’”, Journal of Consumer Culture, 10 (1), 13-36. SAĞINÇ, B. (1993), “Postmodernizmin Eleştirilecek Çok Şeyi Var”, 4. Boyut, 3 (4), 11-12. SILVEIRA, G., BORENSTEIN, D., FOGLIATTO, F.S. (2001), “Mass Customization: Definition, Levels and Success Factors”, International Journal of Production Economics, 72 (1), 1-13. SÖNMEZ, A.T. ve KARATAŞ, C. (2010), “Postmodern Pazarlama”, Ulusal Meslek Yüksek Okulları Öğrenci Sempozyumu, 21-22 Ekim, Düzce: Düzce Üniversitesi, 1-20. ŞAYLAN, G. (2009), Postmodernizm, 4. Baskı, İmge Kitabevi, Ankara. TAM, K.Y. ve HO, S.Y. (2006), “Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes”, MIS Quarterly, 30 (4), 865-890. TEK, Ö.B. (1997), Pazarlama İlkeleri, 1. Baskı, Cem Ofset, İstanbul. THIRUMALAI, S. ve SINHA, K.K. (2009), “Customization Strategies in Electronic Retailing: Implications of Customer Purchase Behavior”, Decision Sciences, 40 (1), 5-36. TOFFLER, A. (1980), Üçüncü Dalga, SEDEN, A. (Çev.), Altın Kitaplar Basımevi, İstanbul. TRENTIN, A., FORZA, C., PERIN, E. (2012), “Organisation Design Strategies for Mass Customisation: An Information-Processing-View Perspective”, International Journal of Production Research, 50 (14), 3860-3877. VARGO, S.L. ve LUSCH, R.F. (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, 68, 1-17. VISICH, J.K., GU, Q., KHUMAWALA, B.M. (2012), “B2C Mass Customization in the Classroom”, Decision Sciences Journal of Innovative Education, 10 (4), 521-545. WIND, J. ve RANGASWAMY, A. (2001), “Customerization: The Next Revolution in Mass Customization”, Journal of Interactive Marketing, 15 (1), 13-32.
Year 2019,
Volume: 17 Issue: 2, 219 - 240, 30.06.2019
Abstract
References
- ADDIS, M. ve PODESTA, S. (2005), “Long Life to Marketing Research: A Postmodern View”, European Journal of Marketing, 39 (3/4), 386-412. ALCARRIA, R., ROBLES, T., MORALES, A., LOPEZ-DE-IPINA, D., AGUILERA, U. (2012), “Enabling Flexible and Continuous Capability Invocation in Mobile Prosumer Environments”, Sensors, 12, 8930-8954. ANSARI, A. ve MELA, C.F. (2003), “E-Customization”, Journal of Marketing Research, 40, 131-145. BABACAN, M. ve ONAT, F. (2002), “Postmodern Pazarlama Perspektifi”, Ege Academic Review, 2 (1), 12-20. CALINESCU, M. (2010), Modernliğin Beş Yüzü, GÜRSES, S. (Çev.), Küre Yayınları, İstanbul. BADOT, O. (2014), “Mediterrenean Marketing and Postmodern Marketing: An Oxymoron?”, Journal of Consumer Behaviour, 13, 224-229. BROWN, S. (1993), “Postmodern Marketing?”, European Journal of Marketing, 27 (4), 19-34. CHEN, Y.H., WANG, Y.Z., WONG, M.H. (2001), “A Web-Based Fuzyy Mass Customization System”, Journal of Manufacturing Systems, 20 (4), 280-287. CHO, H. ve WANG, Y. (2010), “Cultural Comparison for the Acceptance of Online Apparel Customization”, Journal of Consumer Marketing, 27 (6), 550-557. COVA, B. (1997), “Community and Consumption: Towards a Definition of the “Linking Value” of Product or Services”, European Journal of Marketing, 31 (3/4), 297-316. ÇABUKLU, Y. (2004), Postmodern Toplumda Kriz ve Siyaset, 1. Baskı, Kanat Yayınevi, İstanbul. DEAN, P.R., XUE, D., TU, Y.L. (2009), “Prediction of Manufacturing Resource Requirements from Customer Demands in Mass-Customisation Production”, International Journal of Production Research, 47 (5), 1245-1268. ERİNÇ, S.M. (1994), “Postmodernizmin Tanımı”, Anadolu Sanat, 2, 31-45. FEATHERSTONE, M. (1996), Postmodernizm ve Tüketim Kültürü, KÜÇÜK, M. (Çev.), Ayrıntı Yayınları, İstanbul. FEATHERSTONE, M. (2007), Consumer Culture and Postmodernism, 2. Baskı, SAGE Publications, London. FIRAT, A.F. ve VENKATESH, A. (1995), “Liberatory Postmodernism and the Reenchantment of Consumption”, The Journal of Consumer Research, 22 (3), 239-267. FIRAT, A.F., DHOLAKIA, N., VENKATESH, A. (1995), “Marketing in a Postmodern World”, European Journal of Marketing, 29 (1), 40-56. FIRAT, A.F. ve SHULTZ, C.J. (1997), “From Segmentation to Fragmentation”, European Journal of Marketing, 31 (3/4), 183-207. HAMOUDA, M. (2012), “Postmodernism and Consumer Psychology: Transformation or Break?”, International Journal of Academic Research in Business and Social Sciences, 2 (1), 96-117. HARVEY, D. (2010), Postmodernliğin Durumu, S. Savran (çev.), Metis Yayıncılık, İstanbul. IZVERCİANU, M., ŞERAN, S.A., BRANEA, A.M. (2014), “Prosumer-Oriented Value Co-Creation Strategies for Tomorrow’s Urban Management”, Procedia Social and Behavioral Sciences, 124, 149-156. JIANG, P., BALASUBRAMANIAN, S.K., LAMBERT, Z.V. (2015), “Responses to Customized Products: The Consumers’ Behavioral Intentions”, Journal of Services Marketing, 29 (4), 314-326. JITPAIBOON, T., DOBRZYKOWSKI, D.D., RAGU-NATHAN, T.S., VONDEREMBSE, M.A. (2013), “Unpacking IT Use and Integration for Mass Customisation: A Service-Dominant Logic View”, International Journal of Production Research, 51 (8), 2527-2547. KELLY, S. (1994), Data Warehousing: The Route to Mass Customization, 1. Baskı, John Wiley & Sons Ltd., USA. LEBIEJKO, A. (2011), “Prosumer – A New Trend of Active Consumption on the Example of Banking Services”, Journal of Interdisciplinary Research, 1 (2), 65-69. LEE, E.J. (2009), “Theoretical Foundation of Brand Personality for Postmodern Branding Dynamics: A Critical Review and Research Agenda”, Advances in Consumer Research, 36, 886-887. LIECHTY, J., RAMASWAMY, V., COHEN, S.H. (2001), “Choice Menus for Mass Customization: An Experimental Approach for Analyzing Customer Demand with an Application to a Web-Based Information Service”, Journal of Marketing Research, 38, 183-196. LYOTARD, J.F. (2000), Postmodern Durum Bilgi Üzerine Bir Rapor, ÇİĞDEM, A. (Çev.), Vadi Yayınları, Ankara. NIEZGODA, A. (2013), “Prosumers in the Tourism Market: The Characteristics and Determinants of Their Behaviour”, Poznan University of Economics Review, 13 (4), 130-141. ODABAŞI, Y. (2009), Postmodern Pazarlama, 3. Baskı, MediaCat Yayınları, İstanbul. ONG, S.K., LIN, Q., NEE, A.Y.C. (2006), “Web-Based Configuration Design System for Product Customization”, International Journal of Production Research, 44 (2), 351-382. ÖZMEN, Ş. (2013), Ağ Ekonomisinde Yeni Ticaret Yolu e-Ticaret, Genişletilmiş 5. Baskı, Bilgi Üniversitesi Yayınları, İstanbul. PILLER, F. ve KUMAR, A. (2006), “For Each, Their Own: The Strategic Imperative of Mass Customization”, http://smartcustomization.mit.edu, (03.12.2015). PINE, B.J. (1992), Mass Customization: The New Frontier in Business Competition, Harvard Business School Press, USA. POSTER, M. (1975), “Translator's Introduction”, BAUDRILLARD, J. (Ed.). The Mirror of Production içinde, Telos Press, St. Louis, 1-15. RITZER, G. ve JURGENSON, N. (2010), “Production, Consumption, Prosumption: the Nature of Capitalism in the Age of the Digital ‘Prosumer’”, Journal of Consumer Culture, 10 (1), 13-36. SAĞINÇ, B. (1993), “Postmodernizmin Eleştirilecek Çok Şeyi Var”, 4. Boyut, 3 (4), 11-12. SILVEIRA, G., BORENSTEIN, D., FOGLIATTO, F.S. (2001), “Mass Customization: Definition, Levels and Success Factors”, International Journal of Production Economics, 72 (1), 1-13. SÖNMEZ, A.T. ve KARATAŞ, C. (2010), “Postmodern Pazarlama”, Ulusal Meslek Yüksek Okulları Öğrenci Sempozyumu, 21-22 Ekim, Düzce: Düzce Üniversitesi, 1-20. ŞAYLAN, G. (2009), Postmodernizm, 4. Baskı, İmge Kitabevi, Ankara. TAM, K.Y. ve HO, S.Y. (2006), “Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes”, MIS Quarterly, 30 (4), 865-890. TEK, Ö.B. (1997), Pazarlama İlkeleri, 1. Baskı, Cem Ofset, İstanbul. THIRUMALAI, S. ve SINHA, K.K. (2009), “Customization Strategies in Electronic Retailing: Implications of Customer Purchase Behavior”, Decision Sciences, 40 (1), 5-36. TOFFLER, A. (1980), Üçüncü Dalga, SEDEN, A. (Çev.), Altın Kitaplar Basımevi, İstanbul. TRENTIN, A., FORZA, C., PERIN, E. (2012), “Organisation Design Strategies for Mass Customisation: An Information-Processing-View Perspective”, International Journal of Production Research, 50 (14), 3860-3877. VARGO, S.L. ve LUSCH, R.F. (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, 68, 1-17. VISICH, J.K., GU, Q., KHUMAWALA, B.M. (2012), “B2C Mass Customization in the Classroom”, Decision Sciences Journal of Innovative Education, 10 (4), 521-545. WIND, J. ve RANGASWAMY, A. (2001), “Customerization: The Next Revolution in Mass Customization”, Journal of Interactive Marketing, 15 (1), 13-32.
There are 1 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | İktisadi ve idari Bilimler Sayısı |
| Authors | |
| Publication Date | June 30, 2019 |
| Published in Issue | Year 2019 Volume: 17 Issue: 2 |
