PAZARLAMA YÖNETİMİNDE KULLANIMI AÇISINDAN TOÇ MODELİNİN İÇERİK ANALİZİYLE İNCELENMESİ

Çalışmanın amacı, sosyal bilimlerde Teknoloji-Organizasyon-Çevre (TOÇ) modelinin nasıl kullanıldığını incelemek ve özellikle pazarlama yönetimi alanında nasıl kullanılabileceğini tartışmaktır. Araştırma kapsamında literatür taraması yapılmış ve amaca yönelik olarak bazı çalışmalar tespit edilmiştir. Ulaşılan çalışmalar içerik analizi ile incelenmiştir. Araştırma kapsamında yıl sınırlaması olmadan veri tabanları üzerinden literatür taraması yapılmış, kısıt olarak sadece sosyal bilimler alanında yer alan makaleler seçilmiştir. Ulaşılabilen kaynaklar incelendiğinde içerik analizi kapsamında uygun bulunan 33 çalışmaya yer verilmiştir. Elde edilen çalışmalar; konular, TOÇ modeli ana bağlamlarının alt değişkenleri, örneklem, örneklem toplama yöntemleri, analiz yöntemi ve araştırma yöntemi açısından değerlendirilip gruplandırılmıştır. Analiz sonuçları, TOÇ modelinin en çok sosyal medyanın ve e-ticaretin benimsenmesinde kullanıldığını göstermiştir. Model alt bağlamları açısından incelendiğinde, araştırmacılar tarafından en çok kullanılan değişkenler; teknolojik bağlamda göreceli üstünlük ve uyumluluk; organizasyonel bağlamda firma büyüklüğü ve üst yönetim desteği, çevresel bağlamda rekabet baskısı olmuştur.

Anahtar Kelimeler:

TOÇ Modeli, Teknoloji Benimseme, İçerik Analizi, Pazarlama Yönetimi, Sosyal Bilimler

STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT

The purpose of the study is to investigate how the Technology-Organization-Environment (TOE) framework is used in social sciences and to discuss how it can be used especially in the field of marketing management. Within the scope of the research, literature review is conducted and relevant studies are selected. Content analysis is applied to selected studies. The literature review is conducted without any time limitation and only articles in social sciences are selected as restrictions. According to limited available resources, 33 studies deemed appropriate within the scope. The studies are evaluated and grouped according to; subjects, the sub-variables of the main context of the TOE model, sample, data collection, analysis method and research method. Results showed that, TOE framework is mostly used in social media and e-business adoption. When sub-contexts of the model are analyzed, the most used variables are; relative advantage and compatibility in the technological context, firm size and top management support in organizational context, competitive pressure in environmental context.

Keywords:

TOE Framework, Technology Adoption, Content Analysis, Marketing Management, Social Sciences,

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