Araştırma Makalesi
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GENÇ PAZAR KURTLARI, AİLELERİNİN SATIN ALMA KARAR SÜRECİNİ ETKİLİYOR MU? ONLİNE ALIŞVERİŞ ÇERÇEVESİNDE NİCEL BİR ARAŞTIRMA

Yıl 2020, Cilt: 3 Sayı: 1, 25 - 48, 22.06.2020

Öz

Pazar kurtları, fiyat, kalite, performans, ürünler, markalar, satıcılar hakkında pazara ilişkin genel bilgi edinme ve bu bilgiyi diğer tüketicilerle paylaşma niteliği taşımasıyla tüketici satın alma karar süreçlerine etki eden gruplardan biri olarak görülmektedir. Bu çalışma, genç tüketiciler üzerine odaklanmakta; genç pazar kurtlarının online platformlardan edindiği bilgiler çerçevesinde ailelerinin satın alma karar süreçlerini online kanal üzerinden satın almak üzere etkilediği varsayımından yola çıkmaktadır. Bu çerçevede online pazar kurdu eğiliminin, ailelerinin satın alma karar süreçlerinde izlediği başlangıç, araştırma-değerlendirme ve nihai karar aşamalarına olan etkisinin tespit edilmesi amaçlanmıştır. Bu amaç doğrultusunda 18-30 yaş arasında olan ve online alışveriş faaliyetinde bulunan genç tüketiciler arasından 342 katılımcıya ulaşılmış, anket uygulaması vasıtasıyla veri elde edilmiştir. Değişkenler arasındaki ilişkilere yönelik olarak yapılan korelasyon ve regresyon analizi sonuçları, gençlerin online pazar kurdu eğiliminin ailenin satın alma karar süreçlerinin her aşamasında etki ettiğini ortaya koymuştur. Demografik özelliklerin ve katılımcıların internet ve online alışverişe ilişkin yaklaşımlarının, değişkenler bakımından farklılaştırıcı faktörler olduğu tespit edilmiştir.

Kaynakça

  • Abratt, R., Nel, D., & Nezer, C. (1995). Role of the market maven in retailing: A general marketplace influencer. Journal of Business and Psychology, 10(1), 31–55.
  • Aygün, İ., & Kazan, H. (2008). Aile üyelerinin aile satın alma kararlarına etkileri: İstanbul uygulaması. Sosyal Ekonomik Araştırmalar Dergisi, 8(15), 227–248.
  • Barnes, S. J., & Pressey, A. D. (2012). In search of the “Meta-Maven”: An examination of market maven behavior across real-life, web, and virtual world marketing channels. Psychology and Marketing, 29(3), 167–185.
  • Belch, M. A., Krentler, K. A., & Willis-Flurry, L. A. (2005). Teen internet mavens: Influence in family decision making. Journal of Business Research, 58(5), 569–575.
  • Chelminski, P., & Coulter, R. (2002). Examining Polish market mavens and their attitudes toward advertising. Journal of East-West Business, 8(1), 77–90.
  • Chelminski, P., & Coulter, R. A. (2007). On market mavens and consumer self-confidence: A cross-cultural study. Psychology and Marketing, 24(1), 69–91.
  • Chung, M., & Woodside, A. G. (2012). Causal recipes sufficient for identifying market gurus versus mavens. In Fuzzy methods for customer relationship management and marketing: Applications and classifications (312-331), USA: IGI Global.
  • Clark, R. A., & Goldsmith, R. E. (2005). Market mavens: Psychological influences. Psychology and Marketing, 22(4), 289–312.
  • Clark, R. A., Goldsmith, R. E., & Goldsmith, E. B. (2008). Market mavenism and consumer self-confidence. Journal of Consumer Behaviour, 7(3), 239–248.
  • Comegys, C., Hannula, M., & Väisänen, J. (2006). Longitudinal comparison of Finnish and US online shopping behaviour among university students: The five-stage buying decision process. Journal of Targeting, Measurement and Analysis for Marketing, 14(4), 336–356.
  • Çakmak, A. Ç., & Güneşer, M. T. (2011). İnternet ortamındaki bilgi paylaşımının tüketici satın alma kararına etkileri: İnteraktif bir araştırma. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(30), 1-26.
  • Dölarslan, E. S., & Torlak, Ö. (2013). Relative influence of children and adolescents on family purchasing decisions: A matched-pair analysis. International Journal of Business and Social Science, 4(17), 36–45.
  • Ekström, K. (1995). Children’s influence in family decision making – a study of yielding, consumer learning and consumer socialization. Doctoral Dissertation, Göteborg University, Göteborg, Sweden.
  • Elliott, M. T., & Warfield, A. E. (1993). Do market mavens categorize brands differently?. In McAlister, L., & Rothschild, M. L. (Eds), Advances in Consumer Research (202-208), Assn for Consumer Research, Provo, UT.
  • Eynon, R., & Malmberg, L.-E. (2011). Understanding the online information-seeking behaviours of young people: The role of networks of support. Journal of Computer Assisted Learning, 28(6), 514–529.
  • Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83–97.
  • Fitzmaurice, J. (2011). Market mavens’ motivations to acquire information. The Marketing Management Journal, 21(1), 71–83.
  • Furlong, A. (2013). Youth studies: An introduction. USA: Routledge.
  • Geissler, G. L., & Edison, S. W. (2005). Market mavens’ attitudes towards general technology: Implications for marketing communications. Journal of Marketing Communications, 11(2), 73–94.
  • Goldsmith, R. E., Clark, R. A., & Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behavior, 5, 411–419.
  • Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11(4), 54–65.
  • Goodey, C., & East, R. (2008). Testing the market maven concept. Journal of Marketing Management, 24(3-4), 265–282.
  • Grønhøj, A. (2002). Miljøvenlig adfærd i familien: Et studie af familiemedlemmers involvering og sociale interaktion. Doctoral Dissertation, Department of Marketing, Aarhus School of Business, Aarhus., Denmark.
  • Harikrishnan, K., Ashok, D., Dominic, P. D. D., & Anand, S. J. J. (2014). A study on psychological modelling of market maven for marketing operations with special reference to Indian market. International Journal of Business Excellence, 7(4), 473–498.
  • Inman, J. J., McAlister, L., & Hoyer, W. (1990). Promotion signal: Proxy for a price cut? Journal of Consumer Research, 17(1), 74–81.
  • Iyiola , O. O. (2013) Socioeconomic and demographic profile of market place informant: The influence of market maven on Thailand shoppers. Asian Journal of Science and Technology, 4(4), 44–47.
  • Kaur, A., & Medury, Y. (2011). Impact of the internet on teenagers' influence on family purchases. Young Consumers, 12(1), 27-38.
  • Kim, H. S., Jin, B., & Park, J. Y. (2011). Motivations of market mavens for participating in online communities. International Journal of Electronic Marketing and Retailing, 4(1), 62–79.
  • Kitapcı, O., & Dörtyol, İ. T. (2009). Tüketici satın alma karar sürecinde aile bireylerinin etkilerİ: Kadının değişen rolü Sivas ilinde bir uygulama. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2), 331–348.
  • Kotler P., & Keller, K. (2006). Marketing management. Pearson Prentice Hall: New Jersey.
  • Kümpel Nørgaard, M., Bruns, K., Haudrup Christensen, P., & Romero Mikkelsen, M. (2007). Children’s influence on and participation in the family decision process during food buying. Young Consumers, 8(3), 197–216.
  • Lichtenstein, D. R., & Burton, S. (1990). An assessment of the moderating effect of market mavenism and value consciousness on price-quality perception accuracy”, in Goldberg, M., Gorn, G., & Pollay, R. (Eds), Advances in Consumer Research (55-59), Association for Consumer Research: Provo, UT.
  • Lee, S. H. M., Leizerovici, G., & Zhang, S. (2015). The satisfaction and stress of being a market maven: A social network perspective. Journal of Consumer Behaviour, 14(5), 325–334.
  • Lui, T-W., Piccoli, G., & Ives, B. (2007). Marketing strategies in virtual worlds. The DataBase for Advances in Information Systems, 38(4), 77–80.
  • Mącik, R., Mazurek, G., & Dorota, M. Ä. (2012). Channel characteristics’ influence on physical vs. virtual channel choice for information search and purchase – the case of Polish young consumers. International Journal of Cyber Society and Education, 5(1), 35–54.
  • Marangoz, M., Coşkun, T., & Türkoğlu, T. (2015). Pazar kurtları ve tüketicilerin satın alma kararlarındaki rolü. Muğla Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomi ve Yönetim Araştırmaları Dergisi, 4(1), 158–173.
  • Marangoz, M., Özkoç, H. H., ve Aydın, E. A. (2019). Tüketicilerin internet üzerinden alışveriş davranışlarının açıklanmasına yönelik bir çalışma. Tüketici ve Tüketim Araştırmaları Dergisi, 11(1), 1–22.
  • Mowen , J. C., & Minor, M. (1998). Consumer behavior. Prentice-Hall Inc.: New Jersey.
  • Munthiu, M. C. (2009). The buying decision process and types of buying decision behavior. Sibiu Alma Mater University Journals, Series A. Economic Sciences, 2(4), 27–33.
  • Odabaşı, Y., ve Barış, G. (2002). Tüketici davranışları. Mediacat Yayınları: İstanbul.
  • Özcan, S. O. (2010). İnternet pazarlama faaliyetlerinde tüketici satın alma karar süreci. İnternet Uygulamaları ve Yönetimi Dergisi, 1(2), 29–39.
  • Pechtl, H. (2003). Adoption of online shopping by German grocery shoppers. The International Review of Retail, Distribution and Consumer Research, 13, 145–159.
  • Prasad, R. K., & Jha, M. K. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335–351.
  • Price, L. L., Feick, L.F., & Guskey-Federouch, A. (1988) Couponing behaviors of the market maven: Profile of a super couponer. Advances in Consumer Research, 15, 354–359.
  • Ruvio, A., & Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology and Marketing, 24(8), 703–722.
  • Slama, M., Nataraajan, R., & Williams, T. G. (1992). Market mavens and the relationship between smart buying and information provision: An exploratory study. In V. L. Crittenden (Ed.), Developments in marketing science (90–93). Academy of Marketing Science: Chestnut Hill, MA.
  • Slama, M., Nataraajan, R., & Williams, T. G. (2014). Market mavens and the relationship between smart buying and information provision: An exploratory study. In Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference (pp. 90–93). Springer, Cham, Switzerland.
  • Slama, M., & Williams T. G. (1990). Generalization of the market maven information provision tendency across product categories. In M. E. Goldberg, G. Gorn, & R. W. Pollay (Eds.), Advances in consumer research (48–52). Association for Consumer Research: Provo, UT.
  • Steenkamp, J.-B. E. M., & Gielens, K. (2003). Consumer and market drivers of the trial probability of new consumer packaged goods. Journal of Consumer Research, 30(3), 368–384.
  • Sung, H., & Sung, J. (2016). An analysis of market maven's shopping behavior and multi-channel usage in the fashion retailing market. Journal of Fashion Business, 20(2), 134–148.
  • Şenbabaoğlu, E. (2019). Pazar kurtlarının ağızdan ağıza iletişime etkisinde müşteri güveninin aracılık rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(1), 259–275.
  • Talpade, S., & Trilokekar-Talpade, M. (1995). Development of a multi-item scale to measure teenager influence on family purchase decisions: An exploratory study. Journal of Marketing Theory and Practice, 3(4), 41–57.
  • Tatzel, M. (2002). ‘Money worlds’ and well-being: An integration of money dispositions, materialism and price-related behavior. Journal of Economic Psychology, 23, 103–126.
  • Tayfun, N. Ö. (2015). Pazar kurdu tüketicilerin demografik özelliklerinin belirlenmesine yönelik uygulama. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 17(29), 17–22.
  • Walsh, G., Mitchell, V.-W., Wiedmann, K.-P., Frenzel, T., & Duvenhorst, C. (2002). German emavens on internet music sites. In W. J. Kahoe & J. H. Lindgren (Eds.), Proceedings: Enhancing knowledge development in marketing, AMA 2002 summer educators’ conference (435–436). Chicago: AMA.
  • Walsh, G., Gwinner, K. P., & Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109–122.
  • Wiedmann, K. P., Walsh, G., & Mitchell, V.W. (2001). The mannmaven: An agent for diffusing market information. Journal of Marketing Communications, 7, 195–212.
  • Williams, T. G., & Slama, M. E. (1995). Market mavens’ purchase decision evaluative criteria: Implications for brand and store promotion efforts. Journal of Consumer Marketing, 12(3), 4–21.
  • Yener, D. (2012). Türkiye'deki pazar eksperlerinin profil özellikleri ve alışverişe yönelik tutumları. Ejovoc Electronic Journal of Vocational Colleges, 2(2), 118–130.

DOES YOUNG MARKET MAVENS AFFECT THEIR FAMILY'S PURCHASE DECISION MAKING PROCESS? A QUANTITATIVE RESEARCH IN ONLINE SHOPPING FRAMEWORK

Yıl 2020, Cilt: 3 Sayı: 1, 25 - 48, 22.06.2020

Öz

Market mavens are considered as one
of the groups that affect the consumer purchasing decision processes by having
general information about the price, quality, performance, products, brands,
vendors and sharing this information with other consumers. This study focuses
on young consumers, based on the assumption that young market mavens affect
their families' purchasing decision processes decisions to purchase online,
through the information, which they have obtained from the online channel. In
this context, it is aimed to determine the impact of the online
market-established trend on the initial, research-evaluation and final decision
stages followed by their families in their purchasing decision processes. For
this purpose, 342 participants were reached among the young consumers between
the ages of 18-30 and engaged in online shopping and data were obtained through
a survey application. The correlation and regression analysis results conducted
for the relationships between the variables revealed that the tendency of young
people to establish an online market affects the family's purchasing decision
processes at every stage. It was determined that demographic characteristics
and participants' approaches to internet and online shopping are
differentiating factors in terms of variables.

Kaynakça

  • Abratt, R., Nel, D., & Nezer, C. (1995). Role of the market maven in retailing: A general marketplace influencer. Journal of Business and Psychology, 10(1), 31–55.
  • Aygün, İ., & Kazan, H. (2008). Aile üyelerinin aile satın alma kararlarına etkileri: İstanbul uygulaması. Sosyal Ekonomik Araştırmalar Dergisi, 8(15), 227–248.
  • Barnes, S. J., & Pressey, A. D. (2012). In search of the “Meta-Maven”: An examination of market maven behavior across real-life, web, and virtual world marketing channels. Psychology and Marketing, 29(3), 167–185.
  • Belch, M. A., Krentler, K. A., & Willis-Flurry, L. A. (2005). Teen internet mavens: Influence in family decision making. Journal of Business Research, 58(5), 569–575.
  • Chelminski, P., & Coulter, R. (2002). Examining Polish market mavens and their attitudes toward advertising. Journal of East-West Business, 8(1), 77–90.
  • Chelminski, P., & Coulter, R. A. (2007). On market mavens and consumer self-confidence: A cross-cultural study. Psychology and Marketing, 24(1), 69–91.
  • Chung, M., & Woodside, A. G. (2012). Causal recipes sufficient for identifying market gurus versus mavens. In Fuzzy methods for customer relationship management and marketing: Applications and classifications (312-331), USA: IGI Global.
  • Clark, R. A., & Goldsmith, R. E. (2005). Market mavens: Psychological influences. Psychology and Marketing, 22(4), 289–312.
  • Clark, R. A., Goldsmith, R. E., & Goldsmith, E. B. (2008). Market mavenism and consumer self-confidence. Journal of Consumer Behaviour, 7(3), 239–248.
  • Comegys, C., Hannula, M., & Väisänen, J. (2006). Longitudinal comparison of Finnish and US online shopping behaviour among university students: The five-stage buying decision process. Journal of Targeting, Measurement and Analysis for Marketing, 14(4), 336–356.
  • Çakmak, A. Ç., & Güneşer, M. T. (2011). İnternet ortamındaki bilgi paylaşımının tüketici satın alma kararına etkileri: İnteraktif bir araştırma. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(30), 1-26.
  • Dölarslan, E. S., & Torlak, Ö. (2013). Relative influence of children and adolescents on family purchasing decisions: A matched-pair analysis. International Journal of Business and Social Science, 4(17), 36–45.
  • Ekström, K. (1995). Children’s influence in family decision making – a study of yielding, consumer learning and consumer socialization. Doctoral Dissertation, Göteborg University, Göteborg, Sweden.
  • Elliott, M. T., & Warfield, A. E. (1993). Do market mavens categorize brands differently?. In McAlister, L., & Rothschild, M. L. (Eds), Advances in Consumer Research (202-208), Assn for Consumer Research, Provo, UT.
  • Eynon, R., & Malmberg, L.-E. (2011). Understanding the online information-seeking behaviours of young people: The role of networks of support. Journal of Computer Assisted Learning, 28(6), 514–529.
  • Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83–97.
  • Fitzmaurice, J. (2011). Market mavens’ motivations to acquire information. The Marketing Management Journal, 21(1), 71–83.
  • Furlong, A. (2013). Youth studies: An introduction. USA: Routledge.
  • Geissler, G. L., & Edison, S. W. (2005). Market mavens’ attitudes towards general technology: Implications for marketing communications. Journal of Marketing Communications, 11(2), 73–94.
  • Goldsmith, R. E., Clark, R. A., & Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behavior, 5, 411–419.
  • Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11(4), 54–65.
  • Goodey, C., & East, R. (2008). Testing the market maven concept. Journal of Marketing Management, 24(3-4), 265–282.
  • Grønhøj, A. (2002). Miljøvenlig adfærd i familien: Et studie af familiemedlemmers involvering og sociale interaktion. Doctoral Dissertation, Department of Marketing, Aarhus School of Business, Aarhus., Denmark.
  • Harikrishnan, K., Ashok, D., Dominic, P. D. D., & Anand, S. J. J. (2014). A study on psychological modelling of market maven for marketing operations with special reference to Indian market. International Journal of Business Excellence, 7(4), 473–498.
  • Inman, J. J., McAlister, L., & Hoyer, W. (1990). Promotion signal: Proxy for a price cut? Journal of Consumer Research, 17(1), 74–81.
  • Iyiola , O. O. (2013) Socioeconomic and demographic profile of market place informant: The influence of market maven on Thailand shoppers. Asian Journal of Science and Technology, 4(4), 44–47.
  • Kaur, A., & Medury, Y. (2011). Impact of the internet on teenagers' influence on family purchases. Young Consumers, 12(1), 27-38.
  • Kim, H. S., Jin, B., & Park, J. Y. (2011). Motivations of market mavens for participating in online communities. International Journal of Electronic Marketing and Retailing, 4(1), 62–79.
  • Kitapcı, O., & Dörtyol, İ. T. (2009). Tüketici satın alma karar sürecinde aile bireylerinin etkilerİ: Kadının değişen rolü Sivas ilinde bir uygulama. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2), 331–348.
  • Kotler P., & Keller, K. (2006). Marketing management. Pearson Prentice Hall: New Jersey.
  • Kümpel Nørgaard, M., Bruns, K., Haudrup Christensen, P., & Romero Mikkelsen, M. (2007). Children’s influence on and participation in the family decision process during food buying. Young Consumers, 8(3), 197–216.
  • Lichtenstein, D. R., & Burton, S. (1990). An assessment of the moderating effect of market mavenism and value consciousness on price-quality perception accuracy”, in Goldberg, M., Gorn, G., & Pollay, R. (Eds), Advances in Consumer Research (55-59), Association for Consumer Research: Provo, UT.
  • Lee, S. H. M., Leizerovici, G., & Zhang, S. (2015). The satisfaction and stress of being a market maven: A social network perspective. Journal of Consumer Behaviour, 14(5), 325–334.
  • Lui, T-W., Piccoli, G., & Ives, B. (2007). Marketing strategies in virtual worlds. The DataBase for Advances in Information Systems, 38(4), 77–80.
  • Mącik, R., Mazurek, G., & Dorota, M. Ä. (2012). Channel characteristics’ influence on physical vs. virtual channel choice for information search and purchase – the case of Polish young consumers. International Journal of Cyber Society and Education, 5(1), 35–54.
  • Marangoz, M., Coşkun, T., & Türkoğlu, T. (2015). Pazar kurtları ve tüketicilerin satın alma kararlarındaki rolü. Muğla Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomi ve Yönetim Araştırmaları Dergisi, 4(1), 158–173.
  • Marangoz, M., Özkoç, H. H., ve Aydın, E. A. (2019). Tüketicilerin internet üzerinden alışveriş davranışlarının açıklanmasına yönelik bir çalışma. Tüketici ve Tüketim Araştırmaları Dergisi, 11(1), 1–22.
  • Mowen , J. C., & Minor, M. (1998). Consumer behavior. Prentice-Hall Inc.: New Jersey.
  • Munthiu, M. C. (2009). The buying decision process and types of buying decision behavior. Sibiu Alma Mater University Journals, Series A. Economic Sciences, 2(4), 27–33.
  • Odabaşı, Y., ve Barış, G. (2002). Tüketici davranışları. Mediacat Yayınları: İstanbul.
  • Özcan, S. O. (2010). İnternet pazarlama faaliyetlerinde tüketici satın alma karar süreci. İnternet Uygulamaları ve Yönetimi Dergisi, 1(2), 29–39.
  • Pechtl, H. (2003). Adoption of online shopping by German grocery shoppers. The International Review of Retail, Distribution and Consumer Research, 13, 145–159.
  • Prasad, R. K., & Jha, M. K. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335–351.
  • Price, L. L., Feick, L.F., & Guskey-Federouch, A. (1988) Couponing behaviors of the market maven: Profile of a super couponer. Advances in Consumer Research, 15, 354–359.
  • Ruvio, A., & Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology and Marketing, 24(8), 703–722.
  • Slama, M., Nataraajan, R., & Williams, T. G. (1992). Market mavens and the relationship between smart buying and information provision: An exploratory study. In V. L. Crittenden (Ed.), Developments in marketing science (90–93). Academy of Marketing Science: Chestnut Hill, MA.
  • Slama, M., Nataraajan, R., & Williams, T. G. (2014). Market mavens and the relationship between smart buying and information provision: An exploratory study. In Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference (pp. 90–93). Springer, Cham, Switzerland.
  • Slama, M., & Williams T. G. (1990). Generalization of the market maven information provision tendency across product categories. In M. E. Goldberg, G. Gorn, & R. W. Pollay (Eds.), Advances in consumer research (48–52). Association for Consumer Research: Provo, UT.
  • Steenkamp, J.-B. E. M., & Gielens, K. (2003). Consumer and market drivers of the trial probability of new consumer packaged goods. Journal of Consumer Research, 30(3), 368–384.
  • Sung, H., & Sung, J. (2016). An analysis of market maven's shopping behavior and multi-channel usage in the fashion retailing market. Journal of Fashion Business, 20(2), 134–148.
  • Şenbabaoğlu, E. (2019). Pazar kurtlarının ağızdan ağıza iletişime etkisinde müşteri güveninin aracılık rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(1), 259–275.
  • Talpade, S., & Trilokekar-Talpade, M. (1995). Development of a multi-item scale to measure teenager influence on family purchase decisions: An exploratory study. Journal of Marketing Theory and Practice, 3(4), 41–57.
  • Tatzel, M. (2002). ‘Money worlds’ and well-being: An integration of money dispositions, materialism and price-related behavior. Journal of Economic Psychology, 23, 103–126.
  • Tayfun, N. Ö. (2015). Pazar kurdu tüketicilerin demografik özelliklerinin belirlenmesine yönelik uygulama. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 17(29), 17–22.
  • Walsh, G., Mitchell, V.-W., Wiedmann, K.-P., Frenzel, T., & Duvenhorst, C. (2002). German emavens on internet music sites. In W. J. Kahoe & J. H. Lindgren (Eds.), Proceedings: Enhancing knowledge development in marketing, AMA 2002 summer educators’ conference (435–436). Chicago: AMA.
  • Walsh, G., Gwinner, K. P., & Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109–122.
  • Wiedmann, K. P., Walsh, G., & Mitchell, V.W. (2001). The mannmaven: An agent for diffusing market information. Journal of Marketing Communications, 7, 195–212.
  • Williams, T. G., & Slama, M. E. (1995). Market mavens’ purchase decision evaluative criteria: Implications for brand and store promotion efforts. Journal of Consumer Marketing, 12(3), 4–21.
  • Yener, D. (2012). Türkiye'deki pazar eksperlerinin profil özellikleri ve alışverişe yönelik tutumları. Ejovoc Electronic Journal of Vocational Colleges, 2(2), 118–130.
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Mustafa Doğaner 0000-0003-3045-5674

Eren Temel 0000-0003-1938-4836

Yayımlanma Tarihi 22 Haziran 2020
Kabul Tarihi 18 Mayıs 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 3 Sayı: 1

Kaynak Göster

APA Doğaner, M., & Temel, E. (2020). GENÇ PAZAR KURTLARI, AİLELERİNİN SATIN ALMA KARAR SÜRECİNİ ETKİLİYOR MU? ONLİNE ALIŞVERİŞ ÇERÇEVESİNDE NİCEL BİR ARAŞTIRMA. Business Economics and Management Research Journal, 3(1), 25-48.

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