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T.C. Hasan Kalyoncu Üniversitesi Sosyal Bilimler Enstitüsü Işletme Anabilim Dali Işletme Tezli Yüksek Lisans Programi

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T.C. Hasan Kalyoncu Üniversitesi Sosyal Bilimler Enstitüsü Işletme Anabilim Dali Işletme Tezli Yüksek Lisans Programi T.C. HASAN KALYONCU ÜNİVERSİTESİ SOSYAL BİLİMLER ENSTİTÜSÜ İŞLETME ANABİLİM DALI İŞLETME TEZLİ YÜKSEK LİSANS PROGRAMI İNTERNETİN VE İNTERNET REKLAMLARININ TÜKETİCİ SATIN ALMA KARAR SÜRECİNE ETKİSİ ADIYAMAN'DAKİ KAMU ÇALIŞANLARI ÜZERİNDE ELEKTRONİK EŞYA ALANINDA BİR UYGULAMA YÜKSEK LİSANS TEZİ HAZIRLAYAN İbrahim DİYARBAKIRLIOĞLU GAZİANTEP – 2019 T.C. HASAN KALYONCU ÜNİVERSİTESİ SOSYAL BİLİMLER ENSTİTÜSÜ İŞLETME ANABİLİM DALI İŞLETME TEZLİ YÜKSEK LİSANS PROGRAMI İNTERNETİN VE İNTERNET REKLAMLARININ TÜKETİCİ SATIN ALMA KARAR SÜRECİNE ETKİSİ ADIYAMAN'DAKİ KAMU ÇALIŞANLARI ÜZERİNDE ELEKTRONİK EŞYA ALANINDA BİR UYGULAMA YÜKSEK LİSANS TEZİ HAZIRLAYAN İbrahim DİYARBAKIRLIOĞLU TEZ DANIŞMANI Dr. Öğr. Üyesi Yakup DURMAZ GAZİANTEP – 2019 TEZ ETİK VE BİLDİRİM SAYFASI Yüksek Lisans Tezi olarak sunduğum “İnternetin ve İnternet Reklamlarının Tüketici Satın Alma Karar Sürecine Etkisi Adıyaman'daki Kamu Çalışanları Üzerinde Elektronik Eşya Alanında Bir Uygulama” başlıklı çalışmanın tarafımca, bilimsel ahlak ve geleneklere aykırı düşecek bir yardıma başvurmaksızın yazıldığını ve yararlandığım eserlerin kaynakçada gösterilenlerden oluştuğunu ve bunlara atıf yapılarak yararlanmış olduğumu belirtir ve onurumla doğrularım. 02/08/2019 İbrahim DİYARBAKIRLIOĞLU ÖNSÖZ “İnternetin ve İnternet Reklamlarının Tüketici Satın Alma Karar Sürecine Etkisi Adıyaman'daki Kamu Çalışanları Üzerinde Elektronik Eşya Alanında Bir Uygulama” başlıklı bu tez, internetin satın alma karar sürecinde en önemli bilgi kaynağı unsurlardan biri olduğunu değerlendirmeye ve İnternetin ve İnternet Reklamlarının özellikle kamu sektöründe çalışan tüketicilerin zihnindeki satın alma sürecine etkisi ölçülmeye çalışmıştır. Yüksek Lisans Tezimi hazırlamamda ve çalışmam süresince göstermiş olduğu fedakârlık ve desteklerinden dolayı başta sevgili eşim Betül Ezka Diyarbakırlıoğlu’na ve çocuklarıma, beni bugünlere getiren canım anneme ve babama, yardımlarını esirgemeyen değerl i ağabeyim Mehmet Diyarbakırlıoğlu’na, kız kardeşim Rukiye Diyarbakırlıoğlu’na ve tüm kardeşlerime canı gönülden teşekkür ederim. Ayrıca tez çalışmam boyunca değerli bilgi, birikim ve tecrübeleri ile bana yol gösteren ve destekleyen kıymetli danışman hocam sayın Dr. Öğr. Üyesi Yakup DURMAZ’a teşekkürlerimi ve saygılarımı sunarım. Gaziantep, 2019 İbrahim DİYARBAKIRLIOĞLU i ÖZET Tüketici davranışı, mal ve hizmetlerin tüketimi, kullanımı, değerlendirilmesi ve elde edinmesini kapsayan karar verme süreci ve fiziksel aktivite olarak tanımlanabilir. Bu tanım, sadece tüketici davranışında ilgi çeken mal ve hizmetleri değil aynı zamanda bu sürecin, malların elde edinmeden veya satın alınmadan çok daha önce başladığını açıkça ortaya koyar. İnternet endüstrisinin hızlı gelişmesiyle çoğu işletme, interneti ve internet reklamlarını, çevrimiçi (online) teknolojilerin avantajlarından yararlanmak için kendi reklam medya karmalarının bir parçası haline getirdi. Pazarlamacıların, internetin daha fazla esnekliğe sahip olduğunu ve reklam malzemeleri üzerinde denetim sağladığını keşfetmeleriyle internet, popüler bir reklam platformu haline geldi. Bu tez, tüketicilerin satın alma karar sürecinde internetin ve internet reklamlarının etkilerini ele almakta, işletmelerin ve pazarlamacıların tüketicinin zihninde var olan satın alma sürecini internet ve internet reklamlarıyla nasıl somut hale getirebileceğini elektronik eşya alanında uygulama yaparak ortaya koymakta ve bu şekilde pazarlamacılara ve tüketicilere bir takım kolaylıklar ve ipuçları vermektedir. Bu tezin amacı, internetin ve internet reklamlarının tüketicilerin satın alma karar sürecini nasıl ve ne şekilde etkilediği sorularına bilimsel bir araştırmayla cevap vermektir. Anahtar Kelimeler: Tüketici, tüketici davranışı, müşteri, satın alım, satın alma, satın alma karar süreci, reklam, internet, internet reklamı, elektronik eşya (mal/ürün). ii ABSTRACT Consumer behaviour can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services. Not only this definition clearly brings out just the buying of goods/services that receives attention in consumer behaviour but it also starts the process much before the goods which have been acquired or bought. With the rapid advancement in the Internet industry, many companies have made the Internet and Internet advertising as part of their advertising media mix to take advantage of the online technologies. The Internet has become a popular advertising platform because marketers found that the Internet possess greater flexibility and control over the advertising materials. This thesis treats/examines the impact of the Internet and Internet advertising on consumer’s purchasing decision process, and studying in the field of electronic items (goods) it reveals how businesses and marketers embody the buying process which exists in the mind of the consumer through the internet and internet advertising, and in this way, it provides a number of convenience and gives some clues to consumers and marketers. The aim of this thesis is to answer the questions with a scientific research how and in what way Internet and Internet advertising affect consumer’s purchasing decision process. Key Words: Consumer, consumer behaviour, customer, process of decision-making, purchase, purchasing, purchasing decision process, buying, advertisement, advertising, Internet, Internet advertising, electronic items (goods/products). iii İÇİNDEKİLER Sayfa No. ÖNSÖZ ....................................................................................................................................... i ÖZET ......................................................................................................................................... ii ABSTRACT ........................................................................................................................... iiiii İÇİNDEKİLER ........................................................................................................................ iv TABLO LİSTESİ ................................................................................................................... xii ŞEKİL LİSTESİ .................................................................................................................... xiv KISALTMALAR ................................................................................................................... xvi BİRİNCİ BÖLÜM GİRİŞ ......................................................................................................................................... 1 1.1. Problem Durumu ........................................................................................................ 2 1.1.1. Problem Cümlesi ............................................................................................. 2 1.1.2. Alt Problem ...................................................................................................... 3 1.2. Araştırmanın Amacı ................................................................................................... 4 1.3. Araştırmanın Önemi .................................................................................................. 4 1.4. Araştırmanın Varsayımları ........................................................................................ 4 1.5. Araştırmanın Sınırlılıkları .......................................................................................... 5 1.6. Tanımlar ..................................................................................................................... 5 İKİNCİ BÖLÜM KAVRAMSAL ÇERÇEVE ..................................................................................................... 7 2.1. Pazarlama İletişimi ve Araçları .................................................................................. 7 2.1.1. Pazarlama ve Pazarlama İletişimi .................................................................... 7 2.1.1.1. Pazarlama Kavramı ............................................................................. 7 iv 2.1.1.2. İletişim Kavramı ................................................................................ 10 2.1.1.3. Pazarlama İletişimi Kavramı ............................................................. 11 2.1.1.3.1. Gönderici/Kaynak (Sender-Source) ................................... 15 2.1.1.3.2. İleti/Mesaj (Message) ......................................................... 16 2.1.1.3.3. Kodlama/Şifreleme (Encoding) .......................................... 17 2.1.1.3.4. Gürültü/Parazit (Noise) ...................................................... 17 2.1.1.3.5. Kanal/Medya (Media) ........................................................ 18 2.1.1.3.6. Kod açma/Şifre Çözme (Decoding) ................................... 18 2.1.1.3.7. Alıcı (Receiver) .................................................................. 18 2.1.1.3.8. Tepki (Response) ................................................................ 19 2.1.1.3.9. Geribildirim/Dönüt (Feedback) .......................................... 19 2.2. Bütünleşik Pazarlama İletişimi ve Araçları ............................................................. 20 2.2.1. Bütünleşik Pazarlama İletişimi Kavramı ....................................................... 20 2.2.2. Bütünleşik Pazarlama İletişiminin Özellikleri ............................................... 20 2.2.3. Bütünleşik Pazarlama İletişiminin Önemi ..................................................... 21 2.2.4. Bütünleşik Pazarlama İletişimi Araçları .......................................................
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