Tüketicilerin dijital pazarda yer alan kooperatiflere bakış açısı ve kooperatif algıları: Edirne ili örneği
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Tekirdağ Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde geleneksel iş modelleri yenilikçi iş modelleri tarafından tehdit edilmektedir. Bu nedenle işletmeler, Türkiye'de ve dünyada dijitalleşme sürecine hızla uyum sağlamaya çalışmaktadır. Türkiye'de dijitale geçiş aşamasını tamamlamış işletmelerin yanı sıra henüz dijitale geçiş aşamasını tamamlamamış işletmeler de bulunmaktadır. Kooperatifler ise dijitalleşme aşamasındadır. Kooperatiflerin ve diğer işletmelerin e-ticaret yapmaya başlamasıyla birlikte tüketim kavramı yeni bir boyut kazanmış ve geleneksel tüketim olgusu kırılma noktasına gelerek, on-line tüketim boyutuna geçilmiştir. Dijital boyutta gelişmekte olan kooperatif markalarının, tüketicilerin satın alma kararlarını ve bu kararları etkileyen faktörleri bilmeleri ve buna göre stratejik hamleler yapmaları gerekmektedir. Bu bağlamda bulgular, Edirne il merkezinden on-line alışveriş yapan 130 tüketici ile yapılan anketlerden elde edilmiştir. Çalışma kapsamında tüketicilerin kooperatifleri bilme durumlarının kısmen olduğu tespit edilmiş ve tüketicilerin genç ve çalışan nüfustan oluştuğu gözlemlenmiştir. Çalışmada Mann-Whitney U testi ve Kruskal Wallis tek yönlü varyans analizi yapılarak tüketicilerin dijital platformlardan kooperatif markalı ürünleri satın alma durumlarını etkileyen faktörler ve kooperatif markalı ürünlere bakış açıları ile demografik değişkenler arasındaki ilişki test edilmiştir. Tüketicilerin dijital platformlardan kooperatif markalı ürünleri satın alma durumlarını etkileyen en önemli faktörlerin kalite ve uygun fiyat olduğu tespit edilmiştir. Ancak tüketiciler kooperatiflerin ürün yelpazesinin geniş olmadığını ve dijital platformlara yeterince aktarılmadığını düşünmektedirler. Anahtar Kelimeler: Dijitalleşme, E-ticaret, Kooperatif, Tüketici tercihleri
Traditional business models are being threatened by innovative business models in the present day. Therefore, businesses make an effort to promptly adapt to the digitalization process both in Turkey and in the world. Several businesses have completed their digital transition phases in Turkey while there are also businesses whose digital transition phases are not yet completed. Cooperatives, on the other hand, are still in the process of digitalization. The concept of consumption has acquired a new dimension with the cooperatives and other businesses taking up e-commerce and the online consumption dimension has been adopted after the phenomenon of traditional consumption reached a breaking point. The cooperative brands that are still developing in the digital dimension must acknowledge the consumers' purchasing decisions and the factors influencing these decisions and make strategic moves accordingly. In this regard, findings were obtained through surveys conducted with 130 consumers from the provincial center of Edirne. Within the scope of the study, it has been determined that consumers' knowledge of cooperatives is partially and it has been observed that consumers consist of young and working population. In the study, the Mann-Whitney U test and Kruskal Wallis one-way analysis of variance factors that affect consumers purchasing branded products, branded products from digital platforms cooperative and cooperative relationship between demographic variables with the status of their viewpoints tested. It was determined that the most important factors affecting the consumers' purchasing of cooperative branded products from digital platforms are quality and reasonable price has been. However, consumers think that the product range of cooperatives is not wide and that they are not sufficiently transferred to digital platforms. Keywords: Digitalization, E-commerce, Cooperative, Consumer preferences
Traditional business models are being threatened by innovative business models in the present day. Therefore, businesses make an effort to promptly adapt to the digitalization process both in Turkey and in the world. Several businesses have completed their digital transition phases in Turkey while there are also businesses whose digital transition phases are not yet completed. Cooperatives, on the other hand, are still in the process of digitalization. The concept of consumption has acquired a new dimension with the cooperatives and other businesses taking up e-commerce and the online consumption dimension has been adopted after the phenomenon of traditional consumption reached a breaking point. The cooperative brands that are still developing in the digital dimension must acknowledge the consumers' purchasing decisions and the factors influencing these decisions and make strategic moves accordingly. In this regard, findings were obtained through surveys conducted with 130 consumers from the provincial center of Edirne. Within the scope of the study, it has been determined that consumers' knowledge of cooperatives is partially and it has been observed that consumers consist of young and working population. In the study, the Mann-Whitney U test and Kruskal Wallis one-way analysis of variance factors that affect consumers purchasing branded products, branded products from digital platforms cooperative and cooperative relationship between demographic variables with the status of their viewpoints tested. It was determined that the most important factors affecting the consumers' purchasing of cooperative branded products from digital platforms are quality and reasonable price has been. However, consumers think that the product range of cooperatives is not wide and that they are not sufficiently transferred to digital platforms. Keywords: Digitalization, E-commerce, Cooperative, Consumer preferences
Açıklama
Fen Bilimleri Enstitüsü, Tarım Ekonomisi Ana Bilim Dalı
Anahtar Kelimeler
Ziraat, Agriculture
