Shy consumer scale and online shopping: the example of Kyrgyz university students

Year 2020, Volume: 11 Issue: 2, 131 - 140, 29.12.2020

Oguzhan Aydın , Selçuk Burak Haşıloğlu , Celaletdin Serinkan

Abstract

Shyness is becoming universal day by day, and it appears in different forms in every culture, though not in the same level. Naturally, the impact of the shyness factor on the consumer purchasing decision may also vary from a culture to another. In this study, it is aimed to evaluate the tendency of Kyrgyz consumers to shop via the Internet according to their shyness status. The Shy Consumer Scale developed by Aydin (2017) is adapted to Kyrgyz in the scope of this research. Marketing managers are expected to take steps such as psychographic segmentation, determination of target group, positioning, design of web page, and marketing mix differentiation with the obtained findings. This research is a preliminary study. As a result, contrary to expectations, it was found that consumers with low shyness levels were more likely to shop online than those with a high level of shyness.

Keywords

Shyness, Shy Consumer Scale, Online Shopping

Utangaç tüketici ölçeği ve internetten satın alma: Kırgız üniversite öğrencileri örneği

Abstract

Utangaçlık gün geçtikçe evrenselleşmekte, aynı düzeyde olmasa da her kültürde farklı şekillerde tezahür etmektedir. Doğal olarak utangaçlık faktörünün tüketici satın alma kararı üzerindeki etkisi de farklı kültürlere göre değişkenlik gösterebilir. Bu çalışmada seçilen Kırgız tüketicilerin, utangaçlık durumuna göre çevrimiçi alışveriş eğilimlerinin değerlendirilmesi hedeflenmiştir. Araştırma kapsamında Aydın (2017) tarafından geliştirilen utangaç tüketici ölçeği Kırgızca’ya uyarlanmıştır. Elde edilen bulguların gelecekteki utangaç tüketici çalışmalarına ve bu faktöre bağlı olarak psikografik bölümlendirme, hedef kitlenin belirlenmesi, konumlandırma, internet sayfasının tasarlanması, pazarlama karması farklılaştırması gibi konularla birlikte çalışılmasına yol gösterici olması beklenmektedir. Bu araştırma bir ön çalışma niteliğindedir. Araştırma sonucunda beklenilenin aksine utangaçlık düzeyi düşük olan tüketicilerin, utangaçlık düzeyi yüksek olan tüketicilere göre çevrimiçi alışveriş yapma sıkılıklarının daha fazla olduğu saptanmıştır.

Keywords

Utangaçlık, Utangaç Tüketici Ölçeği, Çevrimiçi Alışveriş

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