TÜRKİYE’DE ONLINE KOMPULSİF ALIŞVERİŞ DAVRANIŞI ÜZERİNE AMPİRİK BİR ÇALIŞMA

Teknolojide yaşanan gelişmeler ve tüketici tercihlerindeki değişimlerle beraber internet üzerinden yapılan ticari faaliyetler son derece hız kazanmıştır. Türkiye’de online alışverişin payı toplam ticari faaliyet içerisinde giderek büyümekte, işletmeler, tüketiciler ve devlet açısından daha fazla önem kazanmaktadır. Online alışveriş yapan veya bu potansiyele sahip tüketiciler işletmelerin hedefi haline gelmiştir. Türkiye için özellikle son 10 yılda hacmi büyümüş olan online alışveriş pazarı, akademik çalışmalar için yeni ve üzerinde durulması gereken bir olguyu oluşturmaktadır. Madalyonun diğer yüzünde, online alışverişin olumsuz bir yanı olarak kompulsif davranışa dönüşebilmesi çalışmanın kaynağını oluşturmaktadır. Çalışmada online alışveriş faaliyetinde bulunan tüketiciler hedef alınmıştır. Çalışmanın amacı, Türkiye’de online kompulsif davranış bozukluğuna ilişkin çıkarımlar elde etmektir. Tüketicilerin online alışverişe ilişkin tutumları, demografik özellikler ile ilişkisi saptanmaya çalışılmıştır. Bu doğrultuda Türkiye genelini temsil edebilecek bir örneklem ile yapılan saha araştırması sonucu elde edilen bulgular demografik faktörlerin ve online alışverişe karşı geliştirilen tutumların kompulsif davranış üzerinde etkili olduğunu ortaya çıkarmıştır.

Anahtar Kelimeler:

Online Alışveriş, Online Kompulsif Davranış, Satın Alma Davranışı

AN EMPIRICAL STUDY ON ONLINE COMPULSIVE SHOPPING BEHAVIOR IN TURKEY

Along with the developments in technology and changes in consumer preferences, commercial activities on the internet have gained speed. The share of online shopping in Turkey is growing in total commercial activity and gaining more importance in terms of businesses, consumers, and the state. Consumers who shop online or have this potential are targeted by businesses. The online shopping market, which has grown in volume, especially for Turkey in the last 10 years, is a new and important issue for academic studies. On the other side of the medallion, the fact that this action can be turned into compulsive behavior as a negative aspect of online shopping constitutes the source of the study. The aim of the study is to obtain inferences about the online compulsive behavior disorder in Turkey. Consumers' attitudes towards online shopping and demographic characteristics have been tried to be determined. In this direction, a field survey was conducted with a sample that could represent Turkey in general. Findings revealed that demographic factors and attitudes towards online shopping were influential on compulsive behavior.

Keywords:

Online Shopping, Online Compulsive Behavior, Buying Behavior,

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