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İNTERNET PAZARLAMADA YENİ BİR YAKLAŞIM: MÜŞTERİLERİN FIRSAT SİTELERİNDEN ALIŞVERİŞ ALIŞKANLIKLARI, TÜRKİYE’DEN BİR UYGULAMA

A NEW APPROACH IN INTERNET MARKETING: CUSTOMERS’ PURCHASING ATTITUTES FROM OPPORTUNITY SITES, AN APPLICATION FROM TURKEY

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Abstract (2. Language): 
Group buying websites have emerged as a new buying trend in online shopping business. It is known as opportunity sites in Turkish literate. One thing is clear: these sites have become a “global phenomenon”. Opportunity sites negotiate deals with local merchants and assure to deliver crowds of customers in exchange for deep discounts. The aim of this paper is to explain how we reach to this technology (from electricity to opportunity sites). How often people visit or make purchase from these sites. What and how much they buy from these sites. Make a factor analysis about consumer’s “needs and the perception of artificial scarcity”, “low price perception”, “innovation” and “feeling privileged”. Whether opportunity sites shopping attitude has a realitonship with factors and demographic features.
Abstract (Original Language): 
Grup satın alma online alışveriş sektöründe yeni bir satın alma trendi olarak ortaya çıkmıştır. Grup satın alma Türk literatüründe fırsat siteleri olarak bilinmektedir. Bu sitelerin evrensel bir fenomen olduğu aşikardır. Fırsat siteleri yerel ticari işletmelerle büyük indirimler karşılığında birçok müşteriyi bu işletmelere çekme konusunda anlaşma yapmaktadırlar. Bu makalenin amacı bu teknolojiye nasıl ulaşıldığını (Elektrikten fırsat sitelerine), insanların ne sıklıkta bu siteleri ziyaret ettiklerini veya bu sitelerden alışveriş yaptıklarını, bu sitelerden neyi ne kadar fiyata satın aldıklarını, müşterilerin ihtiyaçları, yapay kıtlık algıları, düşük fiyat algıları, yenilik, ayrıcalıklı hissetmelerine ilişkin bir faktör analizi yapmak, fırsat siteleri satın alma tutumlarının demografik özelliklerle ve faktörlerle bir ilişkisinin olup olmadığını açıklamaktır.

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