Cilt 10 Sayı 1 (2022): Business & Management Studies: An International Journal
Makaleler

Webrooming davranışı ve tüketici sinizmi ilişkisinde fiyat duyarlılığının aracı etkisi

Esra Özkan Pir
Dr. Öğr. Üyesi, Erzincan Binali Yıldırım Üniversitesi, Üzümlü MYO, Erzincan, Türkiye

Yayınlanmış 2022-03-26

Anahtar Kelimeler

  • Webrooming Davranışı, Tüketici Sinizmi, Fiyat Duyarlılığı
  • Webrooming Behaviour, Consumer Cynicism, Price Sensitivity

Nasıl Atıf Yapılır

Özkan Pir, E. (2022). Webrooming davranışı ve tüketici sinizmi ilişkisinde fiyat duyarlılığının aracı etkisi. Business & Management Studies: An International Journal, 10(1), 340–365. https://doi.org/10.15295/bmij.v10i1.2017

Özet

Değişen piyasa şartları ve teknolojinin her geçen gün daha fazla hayatımıza sirayet etmesi ile markalar tüketicileri ile etkileşim kurabilecekleri farklı pazarlama kanalları bulmaya yönlenmektedir. Bu sebeple tüketiciler satın alma aşamalarında çeşitli yollar kullanmaktadırlar. Çevrim içi kanallardan ürünler hakkında bilgiler edinmelerinin ardından fiziksel çeşitli mağazalardan satın alma eylemini gerçekleştirmek anlamında kullanılan webrooming davranışı da bu kanallardan sıklıkla kullanılan bir tanesi olmaktadır. Bu çalışmanın amacı webrooming davranışı ve tüketici sinizmi ilişkisinde fiyat duyarlılığının aracı etkisini tespit etmektir. Ayrıca çalışma aracı etkinin belirlenmesinin yanı sıra webrooming davranışı, tüketici sinizmi ve fiyat duyarlılığını demografik değişkenler açısından değerlendirmeyi amaçlamaktadır. Çalışmada kullanılan veriler yüz yüze ve çevrim içi anket yöntemi ile Türkiye genelinde elde edilmiştir. Çalışmanın analizi SPSS 24.0 programı ile yapılmıştır. Veriler değerlendirilirken tanımlayıcı istatistiksel metotlar (Frekans, Oran, Minimum, Maksimum, Ortalama, Standart Sapma, Medyan), ile verilerin normalliğini belirlemek için basıklık ve çarpıklık değerleri sunulmuştur. Aracılık etkisini ölçmek için ise Hayes tarafından geliştirilmiş PROCESS makrosundan faydalanılmıştır. Yapılan analizler neticesinde webrooming davranışı ve tüketici sinizmi ilişkisinde fiyat duyarlılığının kısmi etkisi olduğu tespit edilmiş ve demografik özelliklere göre değişkenler üzerinde meydana gelen farklılıklar ortaya konmuştur.

İndirmeler

İndirme verileri henüz mevcut değil.

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