İnci DURSUN, Cansu GÖKMEN KÖKSAL, Ebru TÜMER KABADAYI, Neşe AKÇÖLTEKİN

X ve Y Kuşaklarının Çevrim İçi Alışveriş Eğilimleri: Z Kuşağıyla Etkileşimin Ilımlaştırıcı Rolü

Öz Kuşaklararası farklılıklar işletmelerin pazarlama karar ve uygulamalarında göz önünde bulundurduğu faktörlerden biridir. Teknoloji kullanım yetenekleri, satın alma motivasyonları, karar verme şekilleri açısından farklı özellikler taşıyan X ve Y kuşağı tüketicilerinin online alışveriş davranışlarının da farklılaşması beklenmektedir. Literatürdeki araştırmaların bir kısmı bu beklentileri desteklerken, bazı araştırmalar farklılık bulunmadığına işaret etmiştir. Bu araştırmanın amacı, mevcut araştırma bulgularındaki bu çelişkiyi aile içinde kuşaklararası etkileşim perspektifinden açıklamaktır. Bu kapsamda X ve Y kuşağının online alışverişe dair tutum, niyet ve davranışlarındaki farklılıklar, bu kuşakların aile içinde teknoloji yerlileri olarak bilinen Z kuşağı ile etkileşimleri dikkate alınarak incelenmiştir. 189 tüketiciden anket yolu ile toplanan veri analiz edildiğinde X kuşağı tüketicilerin Z kuşağı ile etkileşim içinde olduğunda, online satın alma davranış ve niyetlerinin olumlu yönde değişerek Y kuşağı tüketicilere benzediği görülmektedir. Bulgular ailedeki Z kuşağı tüketicilerin ebeveynlerinin özelikle satın alma noktası tercihlerini, online perakendeciler lehine değiştirebildiğini göstermiştir. Diğer taraftan, Z kuşağı ile etkileşimin online alışverişe yönelik tutumlarda oluşturduğu değişikliğin ekonomik fayda algısında yaşanan güçlenme ile sınırlı kaldığı anlaşılmıştır.

Anahtar Kelimeler:

İnternetten Alışveriş, Online Satın Alma, Kuşaklar, Kuşaklararası Etkileşim

Onlıne Shoppıng Tendencıes of Generatıons X and Y: The Moderatıng Role of Interactıon wıth Generatıon Z

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