Tüketicilerin Drone Aracılığıyla Ürün Dağıtımına Yönelik Tutumlarının İncelenmesi

Teknolojinin gelişmesiyle birlikte pazarlama alanında rekabet avantajı sağlayabilmek için işletmeler, yenilikçi gelişmeleri yakından takip etmektedirler. Bununla birlikte, teknolojik gelişmeleri lojistik alanda faaliyet gösteren işletmeler de takip etmekte ve yeni bir teslimat modeli olarak drone teknolojisinin kullanımı ile ilgili araştırmalara ihtiyaç duyulmaktadır. Bu araştırmanın amacı, drone aracılığıyla ürün teslimatına yönelik çevre dostu olmanın göreceli avantajı, performans riski, teslimat riski, gizlilik riski, yenilikçilik, dağıtım hızının göreceli avantajı ve hedonik deneyim arayışı değişkenlerinin tüketici tutumları üzerindeki etkisinin incelenmesidir. Yüz yüze uygulanan anketler yoluyla, araştırmaya katılan 294 bireyden elde edilen verilere istatistiksel analizler yapılmıştır. Drone ile ürün dağıtımına yönelik tutum üzerinde; çevre dostu olmanın göreceli avantajının, dağıtım hızının göreceli avantajının ve hedonik deneyim arayışının pozitif yönde anlamlı bir etkisinin olduğu ve teslimat riski açısından bakıldığında ise negatif yönde anlamlı bir etkisi olduğu sonuçlarına ulaşılmıştır.

Anahtar Kelimeler:

Ürün dağıtımı, Tüketici tutumu, Drone teslimatı

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