İNTERNETTEN SATIN ALIMLARDA CİNSİYET KİMLİĞİNİN ROLÜ: Z KUŞAĞI ÖRNEĞİ
THE ROLE OF GENDER IDENTITY FOR ONLINE PURCHASING: Z GENERATION
Author(s): Diğdem Pelin YURTTAKALAN, Levent GeliboluSubject(s): Gender Studies, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Kafkas Üniversitesi Sağlık, Kültür ve Spor Daire Başkanlığı Dijital Baskı Merkezi
Keywords: Gender identity; Online marketing; Z generation;
Summary/Abstract: Increase in purchasing tendencies over the Internet has led to the need for better recognition of consumers and a competitive advantage has occured with the consumers understanding rate.Therefore, enterprises need to develop new strategies. In this respect, psychological sex characteristics of consumers besides biological sex characteristics, are investigated. In this study; The Z generation, which is able to use technology well, and is willing to buy products over the internet, has been focused on. A questionnaire was applied to the individuals in this generation and the participants were classified according to feminine, masculine and androgen gender identity characteristics.
Journal: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue Year: 10/2019
- Issue No: 20
- Page Range: 858-880
- Page Count: 23
- Language: Turkish