Adnan Veysel ERTEMEL, Güzide Öncü EROĞLU PEKTAŞ

Dijitalleşen Dünyada Tüketici Davranışları Açısından Mobil Teknoloji Bağımlılığı: Üniversite Öğrencileri Üzerine Nitel Bir Araştırma

Günümüzde teknolojik alandaki hızlı gelişmeler insanların yaşam biçimini köklü ve kalıcı biçimde değiştirmiştir. Söz konusu değişimin hem tüketici hem de işletme açısından birçok kolaylığı da beraberinde getirmiştir. Bilgisayar ve akıllı telefonların hayatımıza girmesi ile bu değişim daha da hızlanmış, beklenmedik şekilde toplumdaki aile ilişkilerini, sosyal hayat alışkanlıklarını, alışveriş biçimlerini, gazete okuma davranışlarını ve hatta bakkaldan ekmek alma şeklini bile değiştirmiştir. Bu değişimin sosyal ve psikolojik birçok yönü ve etkisi bulunmaktadır. Bilgisayar ve akıllı telefon kullanımı konusunda toplumun her kesimi aynı düzeyde eğilim göstermemektedir. Aşırı kullanımın getirdiği bağımlılık olarak adlandırılan farklı psikolojik davranışlar gözlenmektedir. Bu çalışmada kalitatif tekniklerden olan derinlemesine mülakat yöntemi seçilmiştir. Belirlenen yöntem üniversite öğrencilerinden seçilen üç odak grup üzerinde araştırılmıştır. Ayrıca katılımcılara bağımlılık seviyelerini ölçen sorular yöneltilmiş ve aldıkları haz-suçluluk duyguları sorulmuştur. Çalışmanın ilk aşamasında kalitatif teknikten gelen sonuçlar doğrultusunda ikinci aşamadaki kantitatif çalışma ile tamamlanması ve daha geniş örneklem kütlesi ile sorunsalın farklı boyutlarına ulaşılması amaçlanmıştır.

Anahtar Kelimeler:

Tüketici Davranışı, Mobil İnternet Bağımlılığı, Teknoloji Bağımlılığı

Mobile Technology Addiction in Terms of Consumer Behavior in the Digitizing World: A Qualitative Research on University Students

Today, with the advancement of technology, rapid change and progress in the life of human beings have influenced and shaped lives in many directions. This has facilitated both the life of mankind and positive contributions from many other ways, such as affecting the forms of production, shape and duration of the establishment of the enterprise. This change has accelerated even more rapidly with the introduction of computers and smartphones, which unexpectedly affected family relationships, social habits, shopping patterns, newspaper reading behaviors and even the way to buy bread at the grocery store. There are many social and psychological aspects and effects of this change. Not all people in the community have the same tendency to use computers and mobile phones. There are different psychological behaviors which are called addiction caused by overuse. In this study, in-depth interviewing method which is one of the qualitative techniques was chosen. The determined method was explored on three focus groups selected from university students. In addition, the questions that measured the addictive levels of the participants were directed and the pleasures they received were asked, or vice versa. It is also aimed to complete the quantitative study in the direction of the results from the qualitative technique which is the first step of the study and to create awareness in this issue by reaching different dimensions of the problematic with the wider sample mass.

Keywords:

Consumer Behavior, Mobil Internet Addiction, Technology Addiction,

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