Elektronik Pazarlamanın Tüketicilerin Satın Alma Davranışları Üzerine Etkisi, Türkiye’de Üniversite Öğrencileri Arasında Uygulama (Effects of Electronic Marketing on Purchasing Behaviors of Consumers, Application on Students of University in Turkey)
Keywords:
Electronic marketing, electronic marketing mix, consumer behaviorAbstract
Rapid growth in technological industry in recent years has led to the spread of Internet usage in the world. Thus the new shopping phenomenon emerged and it has made essential to make changes in the businesses of marketing tools and methods. In changing conditions very significant differences has come in view in consumer shopping behavior in the electronic markets. Furthermore, in order to have competitive advantage, the companies should well understand the needs of consumers and also they should investigate which marketing activities have a significant impact on consumer behavior. Moreover, in current research, effects of electronic marketing on purchasing behaviors of consumers have been examined and the findings have been evaluated in terms of Turkey. 315 students from Gazi University in Turkey participated in survey study. The analysis of data is based on SPSS 22 version statistical tool and the outcomes have been compared in terms of Turkey. The reasons for turning to electronic markets and electronic promotional activities effects on behavior of consumers were analyzed by linear regression. Positive effects of variables on consumer behaviors have been identified in current research.
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