Abstract:

In today's digitalized world, it is seen that businesses tend to use the internet and social media to use the internet and social media to both gain new customers and make more sales. This situation has revealed the concept of digital marketing. This type of marketing combines the new methods, understanding and customer experiences brought by digitalization with traditional marketing principles. Digital marketing is a preferred type of shopping with advantages such as saving time and affordable prices, as well as the opportunity to easily access and compare the products they are looking for. Digital marketing is considered to be very important for the Z generation, which is known to use digital tools and platforms widely and spend a lot of time in these digital environments. This study was conducted to examine the perceptions and purchasing behaviors of Generation Z on digital marketing and online shopping. In this context, the perceptions of the participants about digital marketing and online shopping, and the variables of gender, department, age and monthly income were also evaluated statistically. The research was carried out on the students of business, management information systems and social work departments studying in the Beyşehir district of Konya. A total of 156 students participated in the study. According to the results of the research, 93.6% of the participants have made shopping online; 37.2% of the participants shop online 1-2 times a year; 52.6% of the participants shop online because they find discounted and low-priced products; 55.8% of the participants were found to buy clothing and accessories. It has been determined that among the factors of online shopping, the participants mostly agree with the service quality, system quality and trust dimensions with the least subjective form, ease of use and attitude dimensions.

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