Salgın Hastalık Sürecinde Tüketicilerin Çevrim İçi Satın Alma Niyetleri Üzerine Bir Araştırma

Yıl 2021, Cilt: 14 Sayı: 3, 605 - 642, 28.09.2021

Abdullah Ballı

Öz

Pandemi dönemi ile birlikte tüketicilerin sosyal yaşamlarında ve tüketim alışkanlıklarındaki değişiklikler nedeniyle çevrimiçi satın alma niyet ve davranışlarında farklılıklar yaşanmıştır. Bu çalışmanın temel amacı, pandemi döneminde tüketicilerin çevrimiçi alışveriş tutumlarındaki değişiklikleri anlamak ve çevrimiçi satın alma niyetini sağlayacak bir model elde etmektir. Araştırmada elde edilen veriler, Ankara’da yaşayan farklı yaş gruplarından 329 tüketiciye uygulanan dijital anket ile gerçekleştirilmiş ve elde edilen bulgular SPSS 25.0 paket programı ile analiz edilerek yorumlanmıştır. Bu süreçte tüketicilerin çevrimiçi satın alma niyetlerinin önemli ölçüde değiştiği ve ürün yelpazesi, kullanım kolaylığı, memnuniyet, deneyim ve yeniliğin tüketicilerin çevrimiçi satın alma niyetlerini olumlu yönde etkilediği belirlenmiştir. Bu kapsamda pandemi döneminden sonra dijital girişimcilere dijital pazarda daha etkin çalışmaları için önerilerde bulunulmuştur.

Anahtar Kelimeler

Salgın hastalık, Çevrim İçi Satın Alma Davranışı, Çevrim İçi Satın Alma Niyeti

A Research on Consumer Online Purchasing Intentions in the Pandemic Disease Period

Öz

With the pandemic period, there have been differences in online purchasing intention and behavior due to changes in consumers’ social lives and consumption habits. The main purpose of this study is to understand the changes in the online shopping attitudes of consumers during the pandemic period and to obtain a model that will provide the intention to purchase online. The data obtained in the study were carried out with a digital questionnaire applied to 329 consumers from different age groups living in Ankara, and the findings obtained were analyzed and interpreted with the SPSS 25.0 package program. In this period, it was determined that consumers’ online purchase intentions changed significantly, and product range, ease of use, satisfaction, experience, and innovation positively affected consumers’ online purchasing intentions. In this context, suggestions were made to digital entrepreneurs to work more effectively in the digital market after the pandemic period.

Anahtar Kelimeler

Pandemic, Online Purchase Behavior, Online Purchase Intention

Kaynakça

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