Business Economics and Management Research Journal

Yazarlar: Mustafa DOĞANER, Eren TEMEL

Konular:İşletme

Anahtar Kelimeler:Mavens,Family Buying Decision Process,Online,Online,Online,Online

Özet: Market mavens are considered as one of the groups that affect the consumer purchasing decision processes by having general information about the price, quality, performance, products, brands, vendors and sharing this information with other consumers. This study focuses on young consumers, based on the assumption that young market mavens affect their families' purchasing decision processes decisions to purchase online, through the information, which they have obtained from the online channel. In this context, it is aimed to determine the impact of the online market-established trend on the initial, research-evaluation and final decision stages followed by their families in their purchasing decision processes. For this purpose, 342 participants were reached among the young consumers between the ages of 18-30 and engaged in online shopping and data were obtained through a survey application. The correlation and regression analysis results conducted for the relationships between the variables revealed that the tendency of young people to establish an online market affects the family's purchasing decision processes at every stage. It was determined that demographic characteristics and participants' approaches to internet and online shopping are differentiating factors in terms of variables.

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