E-Ticarette Bilişsel Önyargılar ve Tüketici Kararlarına Etkileri

Yıl 2022, Cilt: 13 Sayı: 26, 195 - 219, 30.11.2022

Sinem Bozyer , Seyhun Doğan

https://doi.org/10.47129/bartiniibf.1181624

Öz

Dijitalleşmeyle birlikte ticaret çevrimiçi platformlara taşınmış ve satın alma kararları yüz yüze etkileşim olmadan çevrimiçi olarak alınmaya başlanmıştır. Etkileşimin dijitalleşmesi, satıcılar ve tüketiciler arasındaki ürün özelinde ortaya çıkan bilgi asimetrisini tüketiciler lehine ortadan kaldırmaktadır. Öte yandan bireylerin dijital ortamlarda bıraktığı dijital ayak izleri ile internetin zamandan ve mekândan bağımsız olarak kişiselleştirilmiş içerikler sunabilmesi, yeni bir tür bilgi asimetrisinin ortaya çıkmasına neden olmuştur. Tüketici verilerinin işlenmesi, dijital dürtme mesajları ile bilişsel önyargılar içeren içeriklerin geliştirilmesini mümkün kılmış ve böylece tüketicilerin rasyonel olmayan tüketim kararlarına yönlendirilmesi riski ortaya çıkmıştır. Bu çalışmada öncelikle e-ticaret platformlarının ürün sayfaları incelenmiş ve tüketicileri akıl dışı tüketime yönlendirmek için sıklıkla kullanılan bilişsel önyargılar ortaya çıkartılmıştır. Akabinde, bilişsel önyargıların etkisi altında tüketicilerin karar verme sıklıkları, geliştirilen bir e-ticaret sayfasında gönüllü katılımcılarla yapılan deneyler ile belirlenmiştir. Ayrıca katılımcıların verileri ve katılımcıların rasyonel davranış skorları anket çalışması ile elde edilmiş ve rasyonellik puanı, yaş, cinsiyet, alışveriş sıklığı ve internette geçirilen günlük süre gibi kişisel veriler ile bilişsel önyargılar arasındaki ilişkiler ikili lojistik regresyon ile analiz edilmiştir. Çalışmanın sonucunda her bir bilişsel yanlılığı etkileyen faktörler tespit edilmiş ve ileride yapılacak araştırmalar için tavsiyelerde bulunulmuştur.

Anahtar Kelimeler

E-Ticaret, Bilişsel Yanlılıklar, Dijital Dürtmeler

The Cognitive Biases in E-Commerce and Effects on Consumer Decisions

Öz

Commerce has been moved to online platforms, and purchasing decisions have begun to be made online without face-to-face interaction with digitalization. The digitalization of interaction eliminates the product-specific information asymmetry between sellers and consumers in favor of consumers. On the other hand, the digital footprints left by individuals in digital environments and the internet's ability to offer personalized content independent of time and place have led to the emergence of a new type of information asymmetry. The processing of consumer data has made it possible to develop digital nudge messages and content containing cognitive biases and thus posing the risk of directing consumers to irrational consumption decisions. In this study, first of all, the product pages of e-commerce platforms were examined, and frequently used cognitive biases to direct consumers to irrational consumption were revealed. Subsequently, the frequency of consumers' decision-making under the influence of cognitive biases was determined by experiments with volunteer participants on an e-commerce page developed. In addition, the data of the participants and the rational behavior scores of the participants were obtained by questionnaire study, and the relationships between cognitive biases and personal data such as rationality score, age, gender, shopping frequency, and daily time spent on the internet were analyzed by binary logistic regression. As a result of the study, the factors affecting each cognitive bias were determined, and recommendations were made for further researches.

Anahtar Kelimeler

E-Commerce, Cognitive Biases, Digital Nudges

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