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Dönüştürücü Etkiyi Ortaya Çıkarmak: COVID-19 Salgını Dönemindeki Çevrimiçi Alışveriş Deneyimleri Üzerine Nitel Bir Araştırma

Yıl 2023, Cilt: 4 Sayı: 2, 219 - 260, 30.06.2023

Derya Altıntaş

https://doi.org/10.54733/smar.1290686
Cited By: 1

Öz

COVID-19 salgını sırasında bireylerin kişisel olarak alışveriş yapmaları kısıtlandığında, çevrimiçi alışveriş tüketici ihtiyaçlarını ve isteklerini karşılamak için önemli hale gelmiştir. Bu nitel araştırma, daha önce çevrimiçi alışveriş deneyimi olan 25 katılımcının çevrimiçi alışveriş davranışlarındaki değişiklikleri incelemeyi amaçlamaktadır. Bu çalışma, planlanmış davranış teorisi temelinde oluşturulan tutumlar, öznel normlar ve davranışsal kontrol üzerine odaklanmaktadır. Bulgular, deneyimlenmiş avantajlar ve dezavantajların tüketicilerin çevrimiçi satın alma tutumlarını etkilediğini gösterirken, otoritelerin, uzmanların ve diğer bireylerin etkisinin öznel normları şekillendirdiğini ortaya koymaktadır. Bu çalışma, satın alma sıklığı, planlanmış satın almalardaki sapmalar, salgın öncesi ve sonrası ürün tercihleri, ekonomik zorluklar ve pişmanlıkları inceleyerek tüketicilerin davranışsal kontrolünü değerlendirmektedir. Dikkate değer bir bulgu olarak katılımcıların kendilerini salgının etkilerinden korumak için çevrimiçi alışverişlerini artırdığıdır. Çevrimiçi alışveriş davranışlarındaki değişiklikler, evde geçirilen sürenin artması ve salgınla ilgili önlemlerle ilişkilendirilmektedir. Çalışma, maskeler ve dezenfektanlar gibi yeni ürün kategorilerinin ortaya çıkmasını tanımlamaktadır ve nakliye, iptal ve iade gibi satın alma sürecinde karşılaşılan sorunları vurgulamaktadır. Keşfedici bir yaklaşımla, bu çalışma beklenmedik olaylarda işletmelere pazarlama stratejilerini uyarlamaları için öneriler sunmayı ve böyle süreçlerdeki satın alma davranışları üzerine araştırmaya katkıda bulunmayı amaçlamaktadır.

Anahtar Kelimeler

Online alışveriş COVID- 19 Nitel Çalışma Planlanmış davranış teorisi

Kaynakça

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Unlocking the Transformative Effect: A Qualitative Research on Online Shopping Experiences During the COVID-19 Pandemic

Yıl 2023, Cilt: 4 Sayı: 2, 219 - 260, 30.06.2023

Derya Altıntaş

https://doi.org/10.54733/smar.1290686
Cited By: 1

Öz

Online shopping has become essential in fulfilling consumers' needs and desires during the COVID-19 pandemic when in-person purchases were restricted. This qualitative research aims to examine the changes in online shopping behaviors among 25 participants with previous online shopping experience. The study focuses on attitudes, subjective norms, and behavioral control, derived from the theory of planned behavior. Findings reveal that experienced advantages and disadvantages influence consumers' attitudes towards online purchasing, while the influence of authorities, experts, and other individuals shapes subjective norms. The study assesses consumers' behavioral control by examining purchase frequency, deviations from planned purchases, pre- and post-pandemic product preferences, economic difficulties, and regrets. A notable finding is that participants increased their online shopping to protect themselves from the pandemic's effects. Changes in online shopping behaviors are attributed to increased time spent at home and pandemic-related measures. The study identifies the emergence of new product categories, such as masks and disinfectants, and highlights issues encountered during the purchasing process, including shipping, cancellation, and returns. With an exploratory approach, this study aims to provide recommendations for businesses to adapt their marketing strategies in unexpected events and contribute to research on purchasing behaviors during such processes.

Anahtar Kelimeler

Online Shopping COVID- 19 Qualitative Study Theory of planned behaviour

Kaynakça

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of Applied Social Psychology, 32(4), 665-683.
  • Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324. https://doi.org/10.1002/hbe2.195
  • Algür, S., & Cengiz, F. (2011). Türk tüketicilere göre online (çevrimiçi) alışverişin riskleri ve yararları. Journal of Yasar University, 22(6), 3666-3680.
  • Anis, M. S., & Tan, M. L. (2023). Exploring OTC drug consumers’ perception towards online shopping and digital marketing through qualitative interviews: A sample from Malaysia. International Journal of Healthcare Management, 1-9. https://doi.org/10.1080/20479700.2022.2163865
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  • Assadi Moghaddam, P., & Fedak, T. (2022). The impact of the COVID-19 pandemic on consumer buying behavior towards online shopping in Sweden [Barchelor Dissertation]. Jönköping International Business School.
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Toplam 84 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Bölgesel Çalışmalar
Bölüm Araştırma Makaleleri
Yazarlar

Derya Altıntaş 0000-0003-1965-236X

Yayımlanma Tarihi 30 Haziran 2023
Gönderilme Tarihi 1 Mayıs 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 4 Sayı: 2

Kaynak Göster

APA Altıntaş, D. (2023). Dönüştürücü Etkiyi Ortaya Çıkarmak: COVID-19 Salgını Dönemindeki Çevrimiçi Alışveriş Deneyimleri Üzerine Nitel Bir Araştırma. Sosyal Mucit Academic Review, 4(2), 219-260. https://doi.org/10.54733/smar.1290686

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