İNTERNETTEN ALIŞVERİŞ YAPAN TÜKETİCİLERİN TİPOLOJİSİ

Günümüzde internet kullanımının tüm dünyada yaygınlaşması ve internette sunulan alışveriş imkanları, tüketicilerin alışverişlerinde interneti daha fazla tercih etmesine neden olmaktadır. İnternetten alışveriş yapmayı tercih eden tüketiciler özellikleri ve davranışları bakımından geleneksel yoldan alışveriş yapmayı seçenlere göre farklılıklar göstermektedir. Bu nedenle, geleneksel yoldan alışverişte tüketicilere yönelik kullanılan stratejiler, internet tüketicisine özel olarak tekrar şekillendirilmektedir. Dolayısıyla tüketici tipolojisini belirlemeye ya da tüketicileri sınıflandırmaya yönelik çalışmalar pazarlamacılar için her geçen gün daha da önem kazanmaktadır. Bu çalışmada internetten alışveriş yapan tüketicilerin özelliklerinin ve alışveriş davranışlarının incelenerek, alışveriş motivasyonuna etki eden unsurlara göre kümelendirilmesi ve bu sayede internetten alışveriş yapan Türk tüketicilerin tipolojisinin elde edilmesi amaçlanmıştır. İnternet anketi yolu ile elde edilen verilerle, “İnternetten Alışveriş Yönelimlileri”, “Kararsızlar” ve “Geleneksel Yoldan Alışverişe Yönelimliler” olarak adlandırılan üç farklı tipoloji grubu oluşturulmuş, bu gruplar internetten satın almayı tercih ettikleri ürünler de dahil olmak üzere, özelliklerine göre değerlendirilmiş ve aralarındaki farklılıklar incelenmiştir.

TYPOLOGY OF CONSUMERS SHOPPING ONLINE

As internet has spread around the world and new shopping venues continue to emerge, consumers increasingly prefer shopping online. The characteristics and behaviour of consumers shopping online are distinct from those of consumers who prefer traditional shopping. Hence, marketing strategies used for traditional shoppers need to be enhanced to better reflect the needs of online shoppers. Accordingly, defining consumer typologies and segmenting consumers in the new era of shopping is gaining importance for marketers. This study aims to obtain a typology of Turkish online shoppers using a sample of survey data. First, the characteristics and shopping behaviour of online consumers are examined. Then, consumers are classified based on the factors affecting their shopping motivations. As a result, consumers are classified into three typology groups, namely, “Online Shopping Oriented”, “Undecided” and “Traditional Shopping Oriented”. Finally, these groups are examined based on their characteristics, differences and the products they prefer to buy online.

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