ONLİNE ALIŞVERİŞ TERAPİSİNE YÖNELİK BİR ARAŞTIRMA

A RESEARCH ON ONLINE SHOPPING THERAPY


Özet Görüntüleme: 44 / PDF İndirme: 15

Yazarlar

DOI:

https://doi.org/10.5281/zenodo.14871455

Anahtar Kelimeler:

Perakende Terapi, Alışveriş Terapisi, Online Alışveriş, Terapi

Özet

Pazarlama yazınında alışverişlerin terapi amaçlı kullanıldığına ilişkin bulgular son zamanlarda artmaktadır. Diğer taraftan, günümüzde online kanalda alışverişlerin her geçen gün arttığı göz önünde bulundurulduğunda, terapi amaçlı alışverişlerin online ortamda da gerçekleşmesi beklenebilir. Ancak online alışveriş terapisine yönelik sınırlı sayıda araştırmayla karşılaşılmaktadır. Bu araştırmada gerçekleştirilen saha araştırmasıyla, online alışveriş terapisinin yaygınlığı ve tüketicilerin temel özelliklerine göre farklılaşma durumu incelenmektedir. Araştırma kapsamında, kolayda örnekleme yöntemiyle 433 kişiden birinci veri toplanmış ve elde edilen veriler analiz edilmiştir. Araştırma bulgularına göre online alışveriş terapisinin çok sık yapılma oranı düşük olmasına karşın, tüketicilerin büyük oranda bu davranışta bulunduğu tespit edilmektedir. Buna göre bazen ve üzeri sıklıkta bu davranışta bulunanların oranı %21,7’dir. Ayrıca yaşı küçük olanların ve kadınların daha yüksek online alışveriş terapisi ortalamasına sahip olduğu anlaşılmaktadır. Araştırma bulgularının, tüketici refahına katkı sağlamak isteyen işletmeler ve online tüketici davranışı yazını için katkı sağlaması umulmaktadır.

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Yayınlanmış

2025-02-14

Nasıl Atıf Yapılır

KOCA, H. K., BOZACI , İbrahim, & CELLEK, Ülkü. (2025). ONLİNE ALIŞVERİŞ TERAPİSİNE YÖNELİK BİR ARAŞTIRMA: A RESEARCH ON ONLINE SHOPPING THERAPY. Socrates Journal of Interdisciplinary Social Researches, 11(50), 87–94. https://doi.org/10.5281/zenodo.14871455