GENÇ PAZAR KURTLARI, AİLELERİNİN SATIN ALMA KARAR SÜRECİNİ ETKİLİYOR MU? ONLİNE ALIŞVERİŞ ÇERÇEVESİNDE NİCEL BİR ARAŞTIRMA

Yıl 2020, Cilt: 3 Sayı: 1, 25 - 48, 22.06.2020

Mustafa Doğaner , Eren Temel

Öz

Pazar kurtları, fiyat, kalite, performans, ürünler, markalar, satıcılar hakkında pazara ilişkin genel bilgi edinme ve bu bilgiyi diğer tüketicilerle paylaşma niteliği taşımasıyla tüketici satın alma karar süreçlerine etki eden gruplardan biri olarak görülmektedir. Bu çalışma, genç tüketiciler üzerine odaklanmakta; genç pazar kurtlarının online platformlardan edindiği bilgiler çerçevesinde ailelerinin satın alma karar süreçlerini online kanal üzerinden satın almak üzere etkilediği varsayımından yola çıkmaktadır. Bu çerçevede online pazar kurdu eğiliminin, ailelerinin satın alma karar süreçlerinde izlediği başlangıç, araştırma-değerlendirme ve nihai karar aşamalarına olan etkisinin tespit edilmesi amaçlanmıştır. Bu amaç doğrultusunda 18-30 yaş arasında olan ve online alışveriş faaliyetinde bulunan genç tüketiciler arasından 342 katılımcıya ulaşılmış, anket uygulaması vasıtasıyla veri elde edilmiştir. Değişkenler arasındaki ilişkilere yönelik olarak yapılan korelasyon ve regresyon analizi sonuçları, gençlerin online pazar kurdu eğiliminin ailenin satın alma karar süreçlerinin her aşamasında etki ettiğini ortaya koymuştur. Demografik özelliklerin ve katılımcıların internet ve online alışverişe ilişkin yaklaşımlarının, değişkenler bakımından farklılaştırıcı faktörler olduğu tespit edilmiştir.

Anahtar Kelimeler

Aile Satın Alma Karar Süreci, Pazar Kurtları, Online, Online, Online, Online

DOES YOUNG MARKET MAVENS AFFECT THEIR FAMILY'S PURCHASE DECISION MAKING PROCESS? A QUANTITATIVE RESEARCH IN ONLINE SHOPPING FRAMEWORK

Öz

Market mavens are considered as one
of the groups that affect the consumer purchasing decision processes by having
general information about the price, quality, performance, products, brands,
vendors and sharing this information with other consumers. This study focuses
on young consumers, based on the assumption that young market mavens affect
their families' purchasing decision processes decisions to purchase online,
through the information, which they have obtained from the online channel. In
this context, it is aimed to determine the impact of the online
market-established trend on the initial, research-evaluation and final decision
stages followed by their families in their purchasing decision processes. For
this purpose, 342 participants were reached among the young consumers between
the ages of 18-30 and engaged in online shopping and data were obtained through
a survey application. The correlation and regression analysis results conducted
for the relationships between the variables revealed that the tendency of young
people to establish an online market affects the family's purchasing decision
processes at every stage. It was determined that demographic characteristics
and participants' approaches to internet and online shopping are
differentiating factors in terms of variables.

Anahtar Kelimeler

Mavens, Family Buying Decision Process, Online, Online, Online, Online

Kaynakça

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