Sanal Ortamda Tüketici Davranışları Üzerinde Yapılan Bir Araştırma

Teknolojik gelişmeler, üretim ve tüketim süreçlerinin biçimlenmesini etkilemektedir. Günümüzde çevrimiçi pazarlama, internet altyapısı üzerinde kurgulanan bir pazarlama stratejisidir. Şirketlerin pazarlama maliyetlerini düşürmekte, daha hızlı ve geniş ölçekte pazar genişliği yaratmaktadır. Online satışlar tüketicilere; ürünler hakkında bilgi verme, sanal ortamda ürünün temsiline ulaşımda kolaylık ve benzerleriyle karşılaştırma olanağı sağlayarak zaman ve mekândan bağımsız, zaman tasarruflu yeni bir alış veriş deneyimi sunması, vb. nedenlerle çevrimiçi alışverişi çeşitli toplum katmanları için önemli bir satın alma biçimi olarak görülmektedir. Dijital teknolojik ortamda şirketlerin temsilcisi olan web sayfaları, çeşitli alışveriş olanakları sunmaktadır. Bu nedenle İyi hazırlanmış web sayfaları, tüketiciye güven oluşturarak satın almada eğilimini arttırabilmektedir. Bu çalışmanın amacı; tüketicilerin çevrimiçi alışverişlerindeki davranışlarını betimlemektir. Web siteleri aracılığıyla tüketicilere hizmet veren çevrimiçi mağazaların, tüketici davranışları üzerindeki rolü ortaya koymaya çalışılmaktadır. Bu nedenle İzmir ilinde rastlantısal örneklem yoluyla tespit edilen 249 kişiye uygulanan anket tekniği ile tüketicilerin çevrimiçi alışveriş davranışlarında algıladıkları riskler demografik de- ğişkenleri temelinde irdelenmektedir.

A Study on the Consumer Behaviour in Virtual Environment

Technological developments affect the modes of production and consumption. Online marketing is a marketing strategy built on internet infrastructure. It decreases marketing cost, creates faster and wider market breadth. Online sales provide opportunity of giving information about products, convenience in accessing the simulation of the product in virtual environment and its comparison with similar products and new, time-saving shopping experience independent from time and place, and for these reasons online shopping is regarded as an important way of purchase for various societal layers. Web pages representing companies in digital technological environments provide various shopping opportunities. Therefore, well-prepared web pages increase purchasing trends through the creation of confidence in consumers. The aim of this study is to describe the behaviour of consumers in online shopping. We aim to put forward the role of online stores on the behaviour of consumers. For this purpose, a survey has been applied to 249 people determined through random sampling method in İzmir, risks perceived in online shopping behaviour of consumers are analyzed on the basis of demographic variables.

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