THE OPINIONS OF Y AND Z GENERATION CUSTOMERS WHO SHOP ON e-PTT AVM ON DIGITAL MEDIA MARKETING AND THEIR EFFECT ON ONLINE DECISION MAKING STYLES
PTT AVM üzerinden alışveriş yapan Y ve Z kuşağı müşterilerinin dijital medya pazarlaması üzerine düşünceleri ve online karar verme tarzlarına etkisi

Author : Serkan AYCİL - Zekeriya SAÇAN
Number of pages : 220-229

Summary

In the research, it is aimed to investigate the differences between online decision making styles and the online decision making style in the PTT shopping malls of digital shopping consumers in generation Y and Z. The population of the study is the consumers who reside in the European side of Istanbul between December 2019 and January 2020 and use PTT shopping malls, and the sample consists of 410 PTT shopping mall users who volunteer to participate in the research. Consumer structure are sensitive to high quality, brand sensitive, innovative fashion sensitive and portability of the product in the habit of online decision making styles. Price-sensitive, website content and consumer-sensitive consumer structure is more prominent in generation Y. According to the results of the difference analysis, consumer structures sensitive to innovative fashion and website content show a statistically significant difference between the groups (p <0.05). According to the results of the correlation analysis, there is a statistically significant relationship between innovative fashion (r = -0.240; p <0.01) and website content sensitivity (r = 0.124; p <0.05) and generation.

Keywords

PTT AVM, Z generation, Y Generation, Online decision making

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