ALGILANAN AYNI ANDA BİRDEN ÇOK YERDE BULUNMA VE ONLINE BİLGİ PAYLAŞIMI DAVRANIŞI İLİŞKİSİNDE ALIŞKANLIKLARIN MODERATÖR ROLÜ

Teknoloji devriminin yaşandığı yüzyılda, pazarlama kavramları ve bulgularına ilişkin son derece dikkat çekici yeni dinamikler eklenmeye başlamıştır. Aynı anda birden çok yerde bulunma* kavramı, tüketicilerin fiziksel mekanlara ve belirli bir zamana bağlı kalmaksızın mobil aygıt ve uygulamalar aracılığı ile mobilize olmuş yaşamlarına ilişkin erişim imkanını ifade etmektedir. Çalışmada, bu kullanım ve davranış biçimlerinin tüketicilerin online ortamda birbirleri ile olan online bilgi paylaşımı davranışında göstereceği açıklayıcı etkiyi ortaya konmaktadır. Bununla birlikte, tüketicilerin aynı anda birden çok yerde bulunma durumları hızlı bir teknoloji adaptasyonu; yani tekrar ve tekrar aynı davranışı tekrarlama tutumunu ortaya çıkarmaktadır. Alışkanlıklar olarak ifade edilen bu davranış biçimi ile, bu alışkanlıkların edinilmesinin online bilgi paylaşımı davranışını da artıracağı yönünde varsayımlara sahip olan bu çalışma, pazarlama disiplinindeki yeni kavramları ortaya koyması açısından literatüre farklı bir perspektif kazandırmayı hedeflemektedir.

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