İŞLETMELERİN E-TİCARET YAPMAMASININ NEDENLERİ: COVID-19 DÖNEMİ BOYUNCA İŞLETME DAVRANIŞI

Covid-19 e-ticaret yüksek basınç etkisi yaratarak bazı sektörlerde satış hacimlerinin %400 lerin üzerine çıkmasına ve satış patlamalarına neden olmuştur. Bu durum diğer sektörlerdeki işletmeler üzerinde güçlü e-ticaret baskısı yaratmış ve işletme davranışları yeniden şekillenme sürecine girmiştir. Bu çalışmada Güneydoğu Anadolu Bölgesinde işletme davranış değişikliklerinin nedenleri nicel araştırma yöntemi kullanılarak 127 işletme üzerinde araştırılmıştır. Teoriler ve Covid-19 arasındaki bağlantılar kavramsal çerçevede incelenmiş analizler sonucunda işletmelerin e-ticaret yapmama nedenleri ile pandemi sürecindeki davranışları arasında önemli ilişkiler bulunmuştur. Araştırma sonucuna göre ürünlerin e-ticarete uygunluğu, online satış tercihleri, yetersiz alt yapı ve kişisel veri güvenliği işletmelerin e-ticaret yapmama nedenleri arasında yer almıştır. Covid-19 süresince müşterilerin dokunsal kişilik özelliklerinin, piyasadaki hatalı ve sahte işlem, ürün ve hizmet tehlikesinine-ticareti ve işletme davranışını negatif yönde etkilediği anlaşılmıştır. Covid-19 pandemi sürecinin işletmelerin ürün satış tekniklerini ve davranışlarını etkilediğini, işletmelerin Çin ürünlerine şüpheyle baktığını, tedarik zincirlerinin iç pazara doğru şekillendirdiklerini ve e- ticarette üretici/satıcı davranışını önemli ölçüde değiştirdiğini göstermektedir.

Anahtar Kelimeler:

E-ticaret, Covid-19, İşletme Davranışı, Dijital Pazarlama

THE REASONS WHY BUSINESSES NOT TO DO E-COMMERCE: BUSINESS BEHAVIOUR DURING THE COVID-19 PERIOD

Covid-19 e-commerce created a high-pressure effect, causing sales volumes to exceed 400% and sales explosions in some sectors. This situation created strong e-commerce pressure on businesses in other sectors and business behaviors have entered the process of reshaping. In this study, the causes of business behavior changes in the Southeastern Anatolia Region were investigated on 127 enterprises using the quantitative research method. Important relationships have been found between the reasons for businesses not to do e-commerce and their behavior during the pandemic process. The suitability of the products for e-commerce, online sales preferences, insufficient infrastructure, and personal data security was among the reasons for businesses not to do e-commerce. The tactile personality traits of the customers negatively affected the risk of erroneous and fraudulent transactions. The pandemic process has affected the product sales techniques and behaviors of businesses, and their supply chains are shaping the domestic market and significantly changing producer/seller behavior in e-commerce.

Keywords:

E-commerce, Covid-19, Business Behavior, Digital Marketing,

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