Moda ilgilenimi ve yenilikçiliğin, giyim satın almada İnternet kullanımı üzerine etkisinin incelenmesi

Yıl 2019, Cilt: 10 Sayı: 2, 41 - 62, 21.10.2019

Alper Özer Özge Dinçer

https://doi.org/10.34231/iuyd.617208

Öz

Gelişen
teknolojiyle birlikte giyim alışverişlerinin İnternet yoluyla yapılması artık
çok yaygınlaşmıştır. Moda ve yenilik kavramlarının da teknoloji ilerlemesiyle
birlikte yayılır olma hızı artmıştır. Bu çalışma moda ilgileniminin, moda
yenilikçiliği üzerindeki etkisini, moda ilgilenimi, moda yenilikçiliği ve
elektronik yenilikçiliğin giyim satın almada İnternet kullanımı üzerine
etkisini birlikte geniş kapsamlı bir şekilde ele almaktadır. Çalışmanın amacı,
moda ve yenilikçilik etkileşiminin giyim satın almada İnternet kullanımını
ortaya koymaktır. Araştırma modeli doğrultusunda kurulan hipotezler yapısal
eşitlik modellemesi ile test edilmiştir. Anket yoluyla 383 kişiye ulaşılarak
veri toplanmıştır. Araştırma, tüketicilerin moda ilgileniminin ve elektronik
yenilikçiliğinin giyim alışverişlerinde İnternet kullanımını etkilediğini
ortaya koymaktadır.

Anahtar Kelimeler

Moda İlgilenimi, Moda Yenilikçiliği, Elektronik Yenilikçilik, Giyim Satın Almada İnternet Kullanımı

Investigation of the effect of fashion involvement and innovativeness on internet use in clothing purchasing

Öz

With the developing technology, it is now very common to make clothes
shopping via the internet. With the advancement of technology, the concept of
fashion and innovation has increased. This study extensively addresses the
impact of fashion involvement on fashion innovativeness, the impact of fashion
involvement, fashion innovativeness and electronic innovativeness on the use of
the internet in clothing purchase. The aim of the study is to reveal the
interaction of fashion and innovativeness with the use of the internet in
buying clothes. The hypotheses established in line with the research model were
tested with structural equation modeling. 383 people were reached through the
questionnaire and data were collected. The research reveals that the fashion involvement
and electronic innovativeness of consumers affect the use of the internet in
clothing shopping.

Anahtar Kelimeler

Fashion Involvement, Fashion Innovativeness, Electronic Innovativeness, Using the internet to Buy Clothing

Kaynakça

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