Covıd-19 pandemi dönemi ve sonrasında tüketicilerin e-ticaret eğilimleri üzerine bir araştırma: İstanbul örneği
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Covid-19 pandemisi, işletmelerin pazarlama faaliyetlerinin yeniden düzenlenmesine yol açarken, aynı zamanda tüketicilerin satın alma şekillerinde ve kararlarında da etkili olmuştur. Karantina ve sokağa çıkma kısıtlamaları nedeniyle tüketiciler e-ticarete bu dönemde daha fazla yönelmiştir. Bu çalışmada, Covid-19 pandemisinin, tüketicilerin internet üzerinden yaptıkları satın alma davranışlarına etkisi ile bu süreçteki satın alma tercihleri ve pandemi sonraki dönemde alışveriş eğilimlerinin ne olacağı araştırılmıştır. Yapılan araştırmada niteliksel veri toplama yöntemlerinden yarı yapılandırılmış derinlemesine mülakat yöntemi kullanılmıştır. Araştırma, İstanbul ilinde yaşayan 18-65 yaş arasındaki 26 katılımcı ile gerçekleştirilmiştir. Araştırma sonucunda, katılımcıların pandemi sürecinde elektronik ticaret üzerinden daha fazla alışveriş yapmayı tercih ettiği, giyim ve gıda gibi ürünleri daha fazla satın aldıkları tespit edilmiştir. E-ticaretin, zamandan tasarruf sağlama, fiyat avantajı sunma, kampanyalar ve ürün çeşitliliği gibi avantajlar sebebi ile pandemi bittikten sonraki dönemde de tercih edileceği belirlenmiştir. Katılımcıların çoğunun yapmış oldukları e-ticaret alışverişleri sonrasında memnuniyetsizlikler yaşadıkları fakat yaşadıkları sorunlara ilişkin çözüm bulunduğunu ifade ettikleri görülmüştür. Katılımcıların yarısından fazlasının e-ticaret sitelerine güven duyduğu ve sanal ortamlarda karşılaşılabilecek risklerin farkında olduğu ve büyük çoğunluğunun pandemi sonrası dönemde de e-ticaret alışverişlerine aynı sıklıkla devam edeceğini belirtikleri sonucuna ulaşılmıştır.
While the Covid-19 pandemic has led to the reorganization of the marketing activities of businesses, it has also been influential in the purchasing patterns and decisions of consumers. Due to quarantine and curfews, consumers have turned to e-commerce more in this period. In this study, the effect of the Covid-19 pandemic on the online purchasing behavior of consumers, their purchasing preferences in this process and their shopping tendencies in the post-pandemic period were investigated. In the research, semi-structured in-depth interview method, one of the qualitative data collection methods, was used. The research was carried out with 26 participants between the ages of 18-65 living in the province of Istanbul. As a result of the study, it was determined that the participants preferred to shop more through electronic commerce during the pandemic process and they purchased more products such as clothing and food. Also it has been determined that e-commerce will be preferred in the period after the pandemic is over due to advantages such as saving time, offering price advantages, campaigns and product variety. It was observed that most of the participants experienced dissatisfaction after their e-commerce shopping, but stated that there was a solution to the problems they experienced. It was concluded that more than half of the participants trust e-commerce sites and are aware of the risks that may be encountered in virtual environments, and that the majority of them will continue their e-commerce shopping with the same frequency in the post-pandemic period.
While the Covid-19 pandemic has led to the reorganization of the marketing activities of businesses, it has also been influential in the purchasing patterns and decisions of consumers. Due to quarantine and curfews, consumers have turned to e-commerce more in this period. In this study, the effect of the Covid-19 pandemic on the online purchasing behavior of consumers, their purchasing preferences in this process and their shopping tendencies in the post-pandemic period were investigated. In the research, semi-structured in-depth interview method, one of the qualitative data collection methods, was used. The research was carried out with 26 participants between the ages of 18-65 living in the province of Istanbul. As a result of the study, it was determined that the participants preferred to shop more through electronic commerce during the pandemic process and they purchased more products such as clothing and food. Also it has been determined that e-commerce will be preferred in the period after the pandemic is over due to advantages such as saving time, offering price advantages, campaigns and product variety. It was observed that most of the participants experienced dissatisfaction after their e-commerce shopping, but stated that there was a solution to the problems they experienced. It was concluded that more than half of the participants trust e-commerce sites and are aware of the risks that may be encountered in virtual environments, and that the majority of them will continue their e-commerce shopping with the same frequency in the post-pandemic period.
Açıklama
Sosyal Bilimler Enstitüsü, Dijital Ekonomi ve Pazarlama Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
