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Yapılan araştırmada Y ve Z kuşağındaki dijital alışveriş tüketicilerinin PTT AVM kullanımlarında, online karar verme tarzları arasındaki farkların incelenmesi ve online karar verme tarzıyla kuşağın ilişkisinin incelenmesi amaçlanmıştır. Araştırmanın evrenini 2019 Aralık-2020 Ocak ayları arasında İstanbul Avrupa yakasında ikamet eden ve PTT AVM kullanan tüketiciler, örneklemini ise gönüllülük usulüyle araştırmaya katılmaya gönüllü olan toplam 410 PTT AVM kullanıcısı oluşturmaktadır. Online karar verme tarzlarından alışkanlık halinde yüksek kaliteye duyarlı, markaya duyarlı, yenilikçi modaya duyarlı ve ürünün portatifliğine duyarlı tüketici yapısı Z kuşağında; fiyata duyarlı, web sitesi içeriği ve arayüzüne duyarlı tüketici yapısı ise Y kuşağında daha fazla ön plandadır. Fark analizi sonuçlarına göre yenilikçi modaya duyarlı ve web sitesi içeriğine duyarlı tüketici yapıları gruplar arasında istatistiksel olarak anlamlı farklılık göstermektedir (p<0.05). Korelasyon analizi sonuçlarına göre, yenilikçi modaya (r=-0.240; p<0.01) ve web sitesi içeriğine duyarlı olma (r=0.124; p<0.05) ile kuşak arasında istatistiksel olarak anlamlı ilişki vardır.
The study aims to study the differences between online decision-making styles and the relationship of the generation with online decision-making styles in the use of PTT AVM by consumers of digital shopping in the Y and Z generations. The universe of the research is made up of a total of 410 PTT AVM users who reside in the European side of Istanbul between December 2019 and January 2020 and who use PTT AVM, while their sampling is voluntary to participate in the research. The consumer structure of online decision-making is usually high-quality, brand-sensitive, innovative fashion-sensitive and product portability-sensitive in the Z-generation; the price-sensitive, website content and interface-sensitive consumer structure is more in the Y-generation. According to the differential analysis results, consumer structures that are innovative fashion-sensitive and content-sensitive to the website show statistically significant differences between groups (p<0.05). According to the results of the correlation analysis, there is a statistically meaningful relationship between the innovative fashion (r=-0.240; p<0.01) and the content of the website (r=0.124; p<0.05) and the generation.
In the research, it is aimed to investigate the differences between online decision making styles and the online decision making style in the PTT shopping malls of digital shopping consumers in generation Y and Z. The population of the study is the consumers who reside in the European side of Istanbul between December 2019 and January 2020 and use PTT shopping malls, and the sample consists of 410 PTT shopping mall users who volunteer to participate in the research. Consumer structure are sensitive to high quality, brand sensitive, innovative fashion sensitive and portability of the product in the habit of online decision making styles. Price-sensitive, website content and consumer-sensitive consumer structure is more prominent in generation Y. According to the results of the difference analysis, consumer structures sensitive to innovative fashion and website content show a statistically significant difference between the groups (p <0.05). According to the results of the correlation analysis, there is a statistically significant relationship between innovative fashion (r = -0.240; p <0.01) and website content sensitivity (r = 0.124; p <0.05) and generation.
Field : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Journal Type : Uluslararası
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