Cilt 8 Sayı 1 (2020): Business & Management Studies: An International Journal
Makaleler

GEN Z TÜKETİCİLERİNİN ONLINE ANLIK SATIN ALMA DAVRANIŞINI ETKİLEYEN FAKTÖRLER

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  • Melis KAYTAZ YİĞİT
Melis KAYTAZ YİĞİT
Dr. Öğr. Üyesi, Avrasya Üniversitesi
DOI: https://doi.org/10.15295/bmij.v8i1.1401

Yayınlanmış 2020-03-25

Anahtar Kelimeler

  • Online Impulse Buying Behavior, Gen Z, Scarcity, Browsing, Serendipitous Information, Hedonic Motives
  • Online Anlık Satın Alma Davranışı, Z Kuşağı, Kıtlık Algısı, Gözatma, Tesadüfi Bilgi, Hedonik Motivasyon

Nasıl Atıf Yapılır

KAYTAZ YİĞİT, M. (2020). GEN Z TÜKETİCİLERİNİN ONLINE ANLIK SATIN ALMA DAVRANIŞINI ETKİLEYEN FAKTÖRLER. Business & Management Studies: An International Journal, 8(1), 272–298. https://doi.org/10.15295/bmij.v8i1.1401

Özet

Son yıllarda Z kuşağının tüketim üzerindeki olası etkileri ve gelişen teknolojik gelişmelerle birlikte internetin her alanda kendini göstermesi, Z kuşağı ve internette yapılan satın alma davranışını incelemeyi kaçınılmaz hale getirmiştir. İnternet, tüketicilere her istediğini istediği anda her türlü karşılaştırmayı yaparak satın alabilme kolaylığını sağlamasının yanında, kişileri maruz bıraktığı dürtülerle anlık satın alıma teşvik etmektedir. Bu bakış açısıyla söz konusu çalışma Gen Z tüketicilerinin internet üzerindeki ürün miktarının kıt olma algılarının, gözatma davranışlarının, elde ettikleri tesadüfi bilginin ve beş hedonik motivasyon bileşenin (sosyal alışveriş, macera alışverişi, değer alışverişi, rahatlama alışverişi ve fikir alışverişi) online satın alma davranışları üzerindeki etkisini incelemeyi amaçlamaktadır. Çalışmada geliştirilen modeli test etmek üzere 204 kişiye anket uygulanmış ve model çoklu regresyon analizi aracılığıyla test edilmiştir. Yapılan araştırma sonucunda gözatma değişkeninin ve iki temel hedonik motivasyon değişkeninin (rahatlatıcı macera alışverişi ve değer alışverişi) Z kuşağının online anlık satın alma davranışı üzerinde etkisi olduğu ortaya konmuştur. Elde edilen sonuçlar konuyla ilgilenen şirketlerin strateji geliştirmesinde önemli bilgiler sağlamaktadır.

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