Research Article
BibTex RIS Cite

Dijital pazarlarda Z kuşağının satın alma karar sürecinin incelenmesi

Year 2021, Volume: 24 Issue: 46-1 - UTK 2021 Turizm Özel Sayısı, 1537 - 1550, 31.12.2021
https://doi.org/10.31795/baunsobed.1019171

Abstract

Son yıllarda teknolojide meydana gelen gelişmelerle birlikte tüketicilerin satın alma davranışlarında değişimler meydana gelmiş ve geleneksel pazarlamadan dijital pazarlamaya doğru bir yönelme söz konusu olmuştur. Özellikle bu durumdan en fazla etkilenen dijital çağda doğmuş olan ve teknolojiye daha bağımlı olan Z kuşağı tüketicileridir. Bu bağlamda çalışmanın amacı, dijital pazarlarda Z kuşağında yer alan tüketicilerin satın alma karar sürecini incelemektir. Bu amaçla 264 kişiden çevrimiçi anket tekniği ile veriler toplanmıştır. Verilere PLS-SEM ile Doğrulayıcı Faktör Analizi ve Yol Analizi uygulanmıştır. Analiz sonucunda ilk olarak ölçeğin uyum, yakınsak ve ayrışma geçerliliğini sağladığı ve güvenilir bir ölçek olduğu görülmüştür. Yol Analizi sonucunda ise Algılanan Değer, Bilgi Arama, Algılanan Risk, Genel Değerlendirme ve Satın Alma İsteği değişkenlerinin hep birlikte Tekrar Satın Alma Niyetini yaklaşık olarak %49 oranında etkilediği bulunmuştur. Ayrıca algılanan değerin bilgi arama ve genel değerlendirme üzerinde, genel değerlendirmenin satın alma isteği üzerinde ve satın alma isteğinin de tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir etkisi vardır.

References

  • Agarwal, S., ve Teas, R. K. (2002). Cross-national applicability of a perceived quality model. Journal of Product & Brand Management, 11(4), 213 - 236.
  • Chaturvedi, S., Gupta, S. ve Singh Hada, S. (2016). Perceived risk, trust and ınformation seeking behavior as antecedents of online apparel buying behavior in india: an exploratory study in context of rajasthan. International Review of Management and Marketing, 6(4), 935-943.
  • Cronin, J.J., Brady, M.K. ve Hult, G.T. (2000) Assessing the effects of quality, value and customer satisfaction on consumer behavioral ıntentions in service environments. Journal of Retailing, 76, 193-218.
  • Dwivedi, Y. K………(2021). Setting the future of digital and social media marketing research: Perspectives and research propositions, International Journal of Information Management. International Journal of Information Management, 59, 1-37.
  • Eeuwen, M. V. (2017). Mobile conversational commerce: messenger chatbots as the next ınterface between businesses and consumers [Thesis], University Of Twente.
  • Eng, T.Y. ve Kim, E.J. (2006), An examination of the antecedents of e-customer loyalty in a confucian culture: the case of South Korea. The Service Industries Journal, 26 (4), 437-58.
  • Eszes I. (2011). Digitális gazdaságtan [Digital economics]. Budapest, Nemzeti Tankönykiadó. Fıkusz 2016 At: Óbuda University, Budapest, Hungary.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable va-riables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Goldsmith, R. E. ve Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 1-16.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
  • Harn, A.C.P., Khatibi, A. ve Ismail, H.B. (2006). E-commerce: A study on online shopping in Malaysia. Journal of Social Sciences, 13(3), 231-242.
  • Hidvégi, A.. Kelemen-Erdős A. (2016). Assessing the online purchasing decisions of generation Z. içinde Reicher R. Zs. (Ed.) Proceedings of FIKUSZ 2016 (pp.173-181). Óbuda University, Budapest, Hungary.
  • Jobber, D., ve Ellis-Chadwick, F. (2013). Principles and practice of marketing (7th ed.). McGraw-Hill Education.
  • Kahawandala, N. ve Peter, S. (2020). Factors affecting purchasing behaviour of generation Z, IEOM Society International, Proceedings of the International Conference on Industrial Engineering and Operations Management Dubai, UAE, March 10-12, 1153-1162.
  • Khatibi, A., Haque, A., ve Karim, K. (2006). E-commerce: A study on internet shopping in Malaysia. Journal of Applied Sciences, 6(3), 696-705.
  • Kutasi, N. (2013). Conquerors of the Cyber Space-the Z generation. Társadalomkutatás, 31(2), 195-202.
  • Mandilasa, A. , Karasavvogloua, A., Nikolaidisa, M. ve Tsourgiannisa, L. (2013). Predicting consumer’s perceptions in on-line shopping. Procedia Technology, 8, 435-444.
  • Marmorstein. H., Grewal, D. ve Fishe, R.P.H. (1992). The value of time spent in price comparison shopping: survey and experimental evidence. Journal of Consumer Research,19, 52-61.
  • McCrindile,M. ve Fell, A. (2019). Understanding generation Z: Recruiting, training and leading the next generation. McCrindle Research Pty Ltd.
  • McCrindle, M.(2014). The ABC of XYZ:Understanding the global generations. Sydney UNSW Press.
  • Mohseni, S. ve Sreenivasan, J. (2014). The impact of user characteristics in online purchase intention in tourism industry. Reef Resources Assessment and Management Technical Paper, 40(1), 399-404.
  • Oliver, H., Volschenk, J. ve Smit, E. (2011). Residential consumers in the Cape Peninsula’s willingness to pay for premium-priced green electricity. Energy Policy, 39, 544-550.
  • Omar, A. M. ve Atteya, N. (2020). The ımpact of digital marketing on consumer buying decision process in the egyptian market. International Journal of Business and Management, 15(7), 120-132.
  • Omarlı, S. ve Parıltı, N. (2018). Effects of electronic marketing on purchasing behaviors of consumers, application on students of university in Turkey. Journal of Anatolian Cultural Research, 1(3), 91-109.
  • Paakkari, A. (2016). Customer journey of generation Z in fashion purchases. Lahti University of Applied Sciences Ltd Degree Programme in International Business. Palfrey, J., Gasser, U. (2008). Born digital. Basic books. New York.
  • Palos-Sanchez, P. ve Saura, J. R. (2018). The E_ect of Internet Searches on A_orestation: The case of a green search engine. Forests, 9, 51.
  • Pineiro-Otero, T. ve Martínez-Rolán, X. (2016). Understanding digital marketing-basics and actions içinde C. Machado ve J. Paulo Dawim (Ed.). MBA: Theory and Application of Business and Management Principles Publisher: Springer.
  • Ponomarenko, A. (2018). B2B digital marketing plan for attracting new ınternational customers and building brand awareness globally. School of Business Degree Programme in International Business.
  • Priporas, C.V., Stylos, N. ve Fotiadis, A.K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior,77, 374-381.
  • Punj, G. Ve Moore, R. (2009). Information search and consideration set formation in a web-based store environment. Journal of Business Research, 62(6), 644-650.
  • Rachinger, M., Rauter, R., Müller, C., Vorraber, W. ve Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30 (8), 1143-1160.
  • Saydan, R. (2008). Tüketicilerin online alışverişe yönelik risk ve fayda algılamaları: geleneksel ve online tüketicilerin karşılaştırılması. Elektronik Sosyal Bilimler Dergisi, 7(23), 386-402.
  • Shergill, G.S. ve Chen, Z. (2005). WEB-based shopping: Consumers'attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 79-94.
  • Suki, N.M.ve Suki, N.M. (2007). Online buying innovativeness: effects of perceived value,perceived risk and perceived enjoyment. International Journal of Business and Society, 8(2), 81-93.
  • Tavşancıl, E. (2002). Tutumların ölçülmesi ve spss ile veri analizi. Nobel Yayıncılık.
  • Teo, T. S.H. ve Yeong, y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31, 349-363.
  • Williams, K. C. ve Page, R. A.(2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3(1),1-17.
  • Wood, C. M. ve Scheer, L. K. (1996). Incorporating perceived risk ınto models of consumer deal assessment and purchase ıntent. Advances in Consumer Research, 23, 399-404.
  • Wu, S. (2002). Internet marketing involvement and consumer behaviour. Asia Pasific Journal of Marketing and Logistics, 14(4), 411.

Examining the purchasing decision process of generation Z in digital markets

Year 2021, Volume: 24 Issue: 46-1 - UTK 2021 Turizm Özel Sayısı, 1537 - 1550, 31.12.2021
https://doi.org/10.31795/baunsobed.1019171

Abstract

Consumer purchasing behavior has changed in recent years as a result of technological advancements, and there has been a movement from traditional marketing to digital marketing. In particular, the most affected by this situation are the Z generation consumers, who were born in the digital age and are more dependent on technologyIn this regard, the study's goal is to look into how consumers in the Z generation make purchase decisions in digital markets. Data was acquired from 264 persons utilizing an online survey technique for this purpose. Confirmatory Factor Analysis and Path Analysis were applied to the data with PLS-SEM. As a result of the analysis, it was seen that the scale provided convergent, convergent and divergent validity and was a reliable scale. As a result of the Path Analysis, it was found that the variables Perceived Value, Information Search, Perceived Risk, General Evaluation and Will to Buy together affect the Repurchase Intent by approximately 49%. Furthermore, perceived value has a positive and substantial impact on information seeking and general evaluation, general evaluation has a positive and significant impact on willingness to buy, and purchase intention has a positive and significant impact on repurchase intention.

References

  • Agarwal, S., ve Teas, R. K. (2002). Cross-national applicability of a perceived quality model. Journal of Product & Brand Management, 11(4), 213 - 236.
  • Chaturvedi, S., Gupta, S. ve Singh Hada, S. (2016). Perceived risk, trust and ınformation seeking behavior as antecedents of online apparel buying behavior in india: an exploratory study in context of rajasthan. International Review of Management and Marketing, 6(4), 935-943.
  • Cronin, J.J., Brady, M.K. ve Hult, G.T. (2000) Assessing the effects of quality, value and customer satisfaction on consumer behavioral ıntentions in service environments. Journal of Retailing, 76, 193-218.
  • Dwivedi, Y. K………(2021). Setting the future of digital and social media marketing research: Perspectives and research propositions, International Journal of Information Management. International Journal of Information Management, 59, 1-37.
  • Eeuwen, M. V. (2017). Mobile conversational commerce: messenger chatbots as the next ınterface between businesses and consumers [Thesis], University Of Twente.
  • Eng, T.Y. ve Kim, E.J. (2006), An examination of the antecedents of e-customer loyalty in a confucian culture: the case of South Korea. The Service Industries Journal, 26 (4), 437-58.
  • Eszes I. (2011). Digitális gazdaságtan [Digital economics]. Budapest, Nemzeti Tankönykiadó. Fıkusz 2016 At: Óbuda University, Budapest, Hungary.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable va-riables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Goldsmith, R. E. ve Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 1-16.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
  • Harn, A.C.P., Khatibi, A. ve Ismail, H.B. (2006). E-commerce: A study on online shopping in Malaysia. Journal of Social Sciences, 13(3), 231-242.
  • Hidvégi, A.. Kelemen-Erdős A. (2016). Assessing the online purchasing decisions of generation Z. içinde Reicher R. Zs. (Ed.) Proceedings of FIKUSZ 2016 (pp.173-181). Óbuda University, Budapest, Hungary.
  • Jobber, D., ve Ellis-Chadwick, F. (2013). Principles and practice of marketing (7th ed.). McGraw-Hill Education.
  • Kahawandala, N. ve Peter, S. (2020). Factors affecting purchasing behaviour of generation Z, IEOM Society International, Proceedings of the International Conference on Industrial Engineering and Operations Management Dubai, UAE, March 10-12, 1153-1162.
  • Khatibi, A., Haque, A., ve Karim, K. (2006). E-commerce: A study on internet shopping in Malaysia. Journal of Applied Sciences, 6(3), 696-705.
  • Kutasi, N. (2013). Conquerors of the Cyber Space-the Z generation. Társadalomkutatás, 31(2), 195-202.
  • Mandilasa, A. , Karasavvogloua, A., Nikolaidisa, M. ve Tsourgiannisa, L. (2013). Predicting consumer’s perceptions in on-line shopping. Procedia Technology, 8, 435-444.
  • Marmorstein. H., Grewal, D. ve Fishe, R.P.H. (1992). The value of time spent in price comparison shopping: survey and experimental evidence. Journal of Consumer Research,19, 52-61.
  • McCrindile,M. ve Fell, A. (2019). Understanding generation Z: Recruiting, training and leading the next generation. McCrindle Research Pty Ltd.
  • McCrindle, M.(2014). The ABC of XYZ:Understanding the global generations. Sydney UNSW Press.
  • Mohseni, S. ve Sreenivasan, J. (2014). The impact of user characteristics in online purchase intention in tourism industry. Reef Resources Assessment and Management Technical Paper, 40(1), 399-404.
  • Oliver, H., Volschenk, J. ve Smit, E. (2011). Residential consumers in the Cape Peninsula’s willingness to pay for premium-priced green electricity. Energy Policy, 39, 544-550.
  • Omar, A. M. ve Atteya, N. (2020). The ımpact of digital marketing on consumer buying decision process in the egyptian market. International Journal of Business and Management, 15(7), 120-132.
  • Omarlı, S. ve Parıltı, N. (2018). Effects of electronic marketing on purchasing behaviors of consumers, application on students of university in Turkey. Journal of Anatolian Cultural Research, 1(3), 91-109.
  • Paakkari, A. (2016). Customer journey of generation Z in fashion purchases. Lahti University of Applied Sciences Ltd Degree Programme in International Business. Palfrey, J., Gasser, U. (2008). Born digital. Basic books. New York.
  • Palos-Sanchez, P. ve Saura, J. R. (2018). The E_ect of Internet Searches on A_orestation: The case of a green search engine. Forests, 9, 51.
  • Pineiro-Otero, T. ve Martínez-Rolán, X. (2016). Understanding digital marketing-basics and actions içinde C. Machado ve J. Paulo Dawim (Ed.). MBA: Theory and Application of Business and Management Principles Publisher: Springer.
  • Ponomarenko, A. (2018). B2B digital marketing plan for attracting new ınternational customers and building brand awareness globally. School of Business Degree Programme in International Business.
  • Priporas, C.V., Stylos, N. ve Fotiadis, A.K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior,77, 374-381.
  • Punj, G. Ve Moore, R. (2009). Information search and consideration set formation in a web-based store environment. Journal of Business Research, 62(6), 644-650.
  • Rachinger, M., Rauter, R., Müller, C., Vorraber, W. ve Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30 (8), 1143-1160.
  • Saydan, R. (2008). Tüketicilerin online alışverişe yönelik risk ve fayda algılamaları: geleneksel ve online tüketicilerin karşılaştırılması. Elektronik Sosyal Bilimler Dergisi, 7(23), 386-402.
  • Shergill, G.S. ve Chen, Z. (2005). WEB-based shopping: Consumers'attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 79-94.
  • Suki, N.M.ve Suki, N.M. (2007). Online buying innovativeness: effects of perceived value,perceived risk and perceived enjoyment. International Journal of Business and Society, 8(2), 81-93.
  • Tavşancıl, E. (2002). Tutumların ölçülmesi ve spss ile veri analizi. Nobel Yayıncılık.
  • Teo, T. S.H. ve Yeong, y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31, 349-363.
  • Williams, K. C. ve Page, R. A.(2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3(1),1-17.
  • Wood, C. M. ve Scheer, L. K. (1996). Incorporating perceived risk ınto models of consumer deal assessment and purchase ıntent. Advances in Consumer Research, 23, 399-404.
  • Wu, S. (2002). Internet marketing involvement and consumer behaviour. Asia Pasific Journal of Marketing and Logistics, 14(4), 411.
There are 39 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

İbrahim Yemez 0000-0003-3176-6394

Şükran Karaca 0000-0002-0268-1810

Early Pub Date December 31, 2021
Publication Date December 31, 2021
Submission Date November 4, 2021
Acceptance Date December 16, 2021
Published in Issue Year 2021 Volume: 24 Issue: 46-1 - UTK 2021 Turizm Özel Sayısı

Cite

APA Yemez, İ., & Karaca, Ş. (2021). Dijital pazarlarda Z kuşağının satın alma karar sürecinin incelenmesi. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(46-1), 1537-1550. https://doi.org/10.31795/baunsobed.1019171

Baun SOBED