Browsing by Author "Pulat, Didem"

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    Master Thesis
    Online alışveriş değerleri ve reklam ilişkisi: Özel alışveriş sitelerinin reklamlarının değerlendirilmesine yönelik bir araştırma
    (2015) Pulat, Didem; Sabuncuoğlu, Ayda
    The concept of consumption is a topic that discussed in different ways by many different researchers. At the same time the shopping concept began moving in different dimensions with the changing concepts of society and technology. The concept of shopping has passed to virtual size from physical size with internet technology. In recent years, consumer society is experiencing the leisure time shortage compared to the past. At this point time spent on shopping per consumer decreased. So, online shopping has become important for consumers because of it doesn't have shortage of time and space and be accessible for 7/24. With the increase in the popularity, online shopping sites are seperated into different categories. In this context, privates shopping sites have seen a lot of interest by consumers both in Turkey and in the world. The reason for this interest is that a web site offers many brands to consumers specifically with convenience and advantageous conditions. Also consumers act on utilitarian and hedonic shopping values in shopping process. This process is also valid on online shopping. In this study, three ads of Turkey's leading private shopping sites have been examined by content analiysis of qualitative research methods. Also with in-depth interview, it has demonstrated that consumers use which online shopping values for private shopping sites. In result, obtained information about consumers' preffered private shopping sites with hedonic value or utilitarian value, and also about what values are formed through advertisement for this sites. Keywords: Online Shopping, Shopping Values, Consumption, Marketing Communication