Cilt 8 Sayı 5 (2020): Business & Management Studies: An International Journal
Makaleler

BÜTÜNCÜL PERAKENDECİLİKTE TÜKETİCİLERİN DAVRANIŞSAL NİYETİ ÜZERİNDE TEKNOLOJİ KABUL VE KULLANIMINI ETKİLEYEN FAKTÖRLER

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  • Erkan ÖZDEMİR, Prof. Dr.,
  • Mine SÖNMEZAY, Ph.D. Candidate
Erkan ÖZDEMİR, Prof. Dr.
Prof. Dr., Bursa Uludağ Üniversitesi
Mine SÖNMEZAY, Ph.D. Candidate
Doktora Adayı, Bursa Uludağ Üniversitesi

Yayınlanmış 25.12.2020

Anahtar Kelimeler

  • Retailing, Omnichannel, Technology Acceptance Model, UTAUT2, Structural Equation Modelling
  • Perakendecilik, Omnichannel, Teknoloji Kabul Modeli, UTAUT2, Yapısal Eşitlik Modeli (SEM)

Nasıl Atıf Yapılır

BÜTÜNCÜL PERAKENDECİLİKTE TÜKETİCİLERİN DAVRANIŞSAL NİYETİ ÜZERİNDE TEKNOLOJİ KABUL VE KULLANIMINI ETKİLEYEN FAKTÖRLER. (2020). Business & Management Studies: An International Journal, 8(5), 3936-3970. https://doi.org/10.15295/bmij.v8i5.1596

Telif Hakkı (c) 2020 Business & Management Studies: An International Journal

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

BÜTÜNCÜL PERAKENDECİLİKTE TÜKETİCİLERİN DAVRANIŞSAL NİYETİ ÜZERİNDE TEKNOLOJİ KABUL VE KULLANIMINI ETKİLEYEN FAKTÖRLER. (2020). Business & Management Studies: An International Journal, 8(5), 3936-3970. https://doi.org/10.15295/bmij.v8i5.1596

Öz

Her alanda etkileri olan teknoloji, perakendecilik sektöründe işletmelerin tüketicilere ulaşma kanallarını ve tüketicilerin alışveriş yolculuğunu da etkilemektedir. Bu anlamda son yıllarda ortaya çıkan bir kavram da bütüncül kanal perakendeciliğidir. Bütüncül kanal perakendeciliği, geleneksel ve dijital kanalların entegre edildiği bir kanal yapısıdır. Bütüncül kanal perakendeciliğinin başarılı olmasında, bu kanal yapısının tüketiciler tarafından kabul ve kullanımı çok önemlidir. Bu çalışma, bütüncül kanal perakendeciliği kullanmaya yönelik tüketicilerin davranışsal niyetini ve kullanma davranışı etkileyen faktörleri ve etki düzeylerini ortaya koymayı amaçlamaktadır. Araştırma, teknolojiye yatkın olduğu bilinen üniversite öğrencileri üzerinde 16-31 Aralık 2019 tarihleri arasında gerçekleştirilmiştir. Araştırma modelinin test edilmesinde Yapısal Eşitlik Modellemesi (YEM) analizi kullanılmıştır. Analiz sonucunda, kolaylaştırıcı koşullar, hazcı motivasyon, alışkanlık, algılanan güvenlik ve kişisel yenilikçilik faktörlerinin tüketicilerin bütüncül kanal perakendeciliğini kullanmaya yönelik davranışsal niyeti üzerinde pozitif etkiye sahip olduğu bulunmuştur. Özellikle, tüketicilerin yenilikçilik düzeylerinin ve bütüncül perakendeciliği kullanmaya yönelik kolaylaştırıcı koşullarının kullanma niyeti üzerindeki etkisi diğer faktörlere göre çok daha yüksek bulunmuştur. Bu sonuç, bütüncül kanal perakendeciliğini kullanmayı planlayan işletme yöneticilerinin, öncelikli olarak pazardaki yenilikçi tüketicileri hedef pazar olarak seçmeleri ve bu özellikteki tüketicilerin bütüncül kanal yapısını kullanabilmesi için gerekli koşulları sağlamaları gerektiğini göstermektedir. Araştırma sonuçları perakendecilerin bütüncül kanal yapısına geçerken sadece teknolojik alt yapıyı değil, hedef pazarın özelliklerini ve kullanma niyetini etkileyen faktörleri de araştırması gerekliliğini ortaya koymaktadır.

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