Sosyal Ticaret Uygulamalarından Beklenen Faydaların Tespiti: Perakende Mağazalar Üzerine Bir Araştırma

Son yıllarda pazarlama uygulamalarında, e-ticaret faaliyetlerinin işlemsel yönünü tüketicilerin sosyaletkileşimleriyle birleştiren ve sosyal ticaret olarak bilinen yeni bir kavramın ortaya çıkışına tanıkolmaktayız. Sosyal medya araçlarının tüketiciler tarafından kullanımının yaygınlaşmasına bağlı olaraksosyal ticaret, çevrimiçi alışveriş sırasında sosyal etkileşimi destekleyen yeni bir e-ticaret yöntemi olaraktanımlanmaktadır. Sosyal medyanın tüketiciler üzerindeki etkisini gören işletmeler, teknoloji yardımıyladeğişen tüketim alışkanlarına cevap verebilme noktasında sosyal ticaret uygulamalarına ağırlık vermeyebaşlamışlardır. Konu ile ilgili literatür incelendiğinde, sosyal ticaretin tüketiciler tarafındanbenimsenmesini etkileyen faktörlerin tespiti konusunda çok sayıda araştırma olmasına rağmen işletmeyöneticilerinin sosyal ticarette yönelmelerini etkileyebilecek faktörlerin tespiti konusunda sınırlı sayıdaaraştırmanın olduğu görülmektedir.Bu kapsamda çalışmanın amacı, perakende mağaza işletmelerinin sosyal ticaret uygulamalarınıbenimseyip iş süreçlerinde kullanmalarında etkili olabilecek faktörleri belirlemek ve bu faktörlerin, sosyalticaretin işletmelere sağladığı faydalar üzerindeki etkisini tespit etmektir. Belirlenen amaç doğrultusunda,Ankara ve İzmir ilinde bulunan alışveriş merkezlerinde faaliyet gösteren ve sosyal ticareti uygulayan 172perakende mağaza işletmesinden toplanan veriler regresyon analizi yardımıyla test edilmiştir. Analizsonucunda rakip baskısı, paydaş baskısı ve sistem kalitesi değişkenlerinin, yöneticilerin sosyal ticarettenalgıladıkları faydaları pozitif yönde etkiledikleri; organizasyonel kısıtlamaların ise sosyal ticarettenalgılanan faydayı negatif yönde etkilediği belirlenmiştir.

Determination of Expected Benefits of Social Commerce: An Empirical Analysis on Retail Stores

Consumers have experienced a new concept known as social commerce that combines operating field of etrade with the consumers’ social interaction. This new concept is defined as a new method of e-trade supporting online social interaction due to its widely usage of social media instruments. Companies being aware of the important effects of social media on consumers focus on social commerce applications in order to respond technologically changed consumption habits. Though there exists a vast literature on determination of the factors affecting consumers’ social commerce adoption, number of studies on the factors affecting adoption of social commerce by business managers is so limited. This study aims to determine the factors that affect the adoption of social commerce applications by retail stores and to test of these factors’ effects on social commerce benefits for retail stores. Accordingly, the sample size of 172 retail stores has been selected for the study. These retail stores are located in one of the big shopping centers in Ankara and İzmir. The results reveal that system quality, competitor and stakeholder pressure positively affect retailer’s perception on social commerce benefits, whereas organizational restrictions have negative effects.

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