E-Retailer Brand Perception among Consumers: The Example of Trendyolmilla

Emine Pınar Saygın; Dilara Gençağa

Makale detayları

E-Retailer Brand Perception among Consumers: The Example of Trendyolmilla

Yazarlar:

Emine Pınar Saygın | Dilara Gençağa

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

İşletme

Dergi:

Ekonomik ve Sosyal Araştırmalar Dergisi Vol.19 Issue 1, pp.182-194

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001292675

pISSN:

1306-2174

Anahtar kelimeler:

Özet:

 In this study, the perception of consumers towards the concept of e-retailing, which we have heard frequently recently, is discussed. The article mentions our changing habits with the developing technology and online shopping, which have become a part of our lives. The concept of online shopping means purchasing over the Internet. The concept of e-retailer, which we started to hear with online shopping, has also taken a place in our daily life. E-retailing means providing services and selling over the internet or online platforms and is called the new age of traditional retailing. The transition from traditional retailing to electronic retailing has accelerated with the pandemic. With the strengthening of e-retailing, e-retailer brands were born. Along with this changing transformed shopping concept, consumer perception has also changed. In this study, the perception of consumers about e-retail brands was investigated through the example of Trendyolmilla, an e-retailer brand that has been mentioned frequently in recent years. The qualitative research method was preferred in the study. 11 themes were reached by conducting content analysis with the comments made by consumers about Trendyolmilla. In line with these findings, it has been tried to reveal how the consumer perceives the concepts of e-retailing and e-retailer brand through an example.

 In this study, the perception of consumers towards the concept of e-retailing, which we have heard frequently recently, is discussed. The article mentions our changing habits with the developing technology and online shopping, which have become a part of our lives. The concept of online shopping means purchasing over the Internet. The concept of e-retailer, which we started to hear with online shopping, has also taken a place in our daily life. E-retailing means providing services and selling over the internet or online platforms and is called the new age of traditional retailing. The transition from traditional retailing to electronic retailing has accelerated with the pandemic. With the strengthening of e-retailing, e-retailer brands were born. Along with this changing transformed shopping concept, consumer perception has also changed. In this study, the perception of consumers about e-retail brands was investigated through the example of Trendyolmilla, an e-retailer brand that has been mentioned frequently in recent years. The qualitative research method was preferred in the study. 11 themes were reached by conducting content analysis with the comments made by consumers about Trendyolmilla. In line with these findings, it has been tried to reveal how the consumer perceives the concepts of e-retailing and e-retailer brand through an example.

 In this study, the perception of consumers towards the concept of e-retailing, which we have heard frequently recently, is discussed. The article mentions our changing habits with the developing technology and online shopping, which have become a part of our lives. The concept of online shopping means purchasing over the Internet. The concept of e-retailer, which we started to hear with online shopping, has also taken a place in our daily life. E-retailing means providing services and selling over the internet or online platforms and is called the new age of traditional retailing. The transition from traditional retailing to electronic retailing has accelerated with the pandemic. With the strengthening of e-retailing, e-retailer brands were born. Along with this changing transformed shopping concept, consumer perception has also changed. In this study, the perception of consumers about e-retail brands was investigated through the example of Trendyolmilla, an e-retailer brand that has been mentioned frequently in recent years. The qualitative research method was preferred in the study. 11 themes were reached by conducting content analysis with the comments made by consumers about Trendyolmilla. In line with these findings, it has been tried to reveal how the consumer perceives the concepts of e-retailing and e-retailer brand through an example.

 Bu çalışmada, son dönemde sıklıkla adını duyduğumuz e-perakendecilik kavramına yönelik tüketicilerin algısı ele alınmaktadır. Makalede gelişen teknolojiyle birlikte değişen alışkanlıklarımıza ve hayatımızın bir parçası haline gelen online alışverişe değinilmiştir. Online alışveriş kavramı, internet üzerinden satın alma işlemi anlamına gelmektedir. Online alışverişle beraber duymaya başladığımız e-perakendecilik kavramı da günlük yaşantımızda yer edinmiştir. E-perakendecilik, internetten veya online platformlar üzerinden hizmet sunmak ve satış yapmak anlamına gelmekte ve geleneksel perakendeciliğin yeniçağı olarak adlandırılmaktadır. Pandemi ile geleneksel perakendecilikten elektronik perakendeciliğe geçiş hızlanmıştır. E- perakendeciliğin güçlenmesi ile e-perakendeci markaları doğmuştur. Bu değişen alışveriş anlayışıyla birlikte tüketici algısında da değişiklikler olmuştur. Bu çalışmada son yıllarda adından sıklıkla söz ettiren ve bir e-perakendeci markası olan Trendyolmilla örneği üzerinden, e-perakende markalarının tüketicilerdeki algısı araştırılmıştır. Çalışmada nitel araştırma yöntemi tercih edilmiştir. Trendyolmilla hakkında tüketicilerin yaptığı yorumlar üzerinde içerik analizi yapılarak 11 adet temaya ulaşılmıştır. Bu ulaşılan bulgular doğrultusunda tüketicinin, e-perakendecilik ve e-perakendeci markası kavramlarını nasıl algıladıkları bir örnek üzerinden ortaya konmaya çalışılmıştır.

Makale detayları

E-Retailer Brand Perception among Consumers: The Example of Trendyolmilla

Yazarlar:

Emine Pınar Saygın | Dilara Gençağa

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

İşletme

Dergi:

Ekonomik ve Sosyal Araştırmalar Dergisi Vol.19 Issue 1, pp.182-194

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001292675

pISSN:

1306-2174

Consumer

Online Shopping

E-Retailer

E-Retailer Brand

TrendyolmillaTüketici

Online Alışveriş

E-Perakendeci

E-Perakendeci Markası

Trendyolmilla

Sayı

Makale detayları

Yazarlar: Emine Pınar Saygın | Dilara Gençağa

Yayıncı: Bolu Abant Izzet Baysal University

Ana Başlıklar: İşletme

Dergi: Ekonomik ve Sosyal Araştırmalar Dergisi Vol.19 Issue 1, pp.182-194

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001292675

pISSN: 1306-2174

Sayı

Yazarlar:

Emine Pınar Saygın | Dilara Gençağa

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

İşletme

Dergi:

Ekonomik ve Sosyal Araştırmalar Dergisi Vol.19 Issue 1, pp.182-194

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001292675

pISSN:

1306-2174