GIDA PERAKENDECİLİĞİNDE FİJİTAL PAZARLAMA UYGULAMALARI KULLANIM İSTEĞİ ÜZERİNE BİR ARAŞTIRMA: AMAZON GO ÖRNEĞİ
Abstract
Fijital kavramı; fiziksel ve dijital kavramlarının birleşimi olup, fiziksel ortam ve somut nesneler ile çevrimiçi ortam ve teknoloji odaklı müşteri deneyimi kapsayan bir kavramdır. Fijital pazarlama ise, müşterilerin markalar ile fiziksel ve çevrimiçi alanlardaki deneyimini bir araya getirerek müşteriye fayda sağlamayı hedeflemektedir. Müşterilerin fijital deneyimlerini iyileştirmede yapay zekâ teknolojilerinin önemli bir rol oynadığı bilinmektedir. Özellikle perakende sektöründeki fijital uygulamalar artmış olmasına rağmen hangi faktörlerin müşteri deneyimini etkileyebileceği yeteri kadar anlaşılamamıştır. Müşterilerin söz konusu yapay zeka teknolojilerini kullanma niyetine etki eden birçok unsur bulunmaktadır. Bu çalışmada Teknoloji Kabul Modeli boyutlarından Algılanan Fayda ve Algılanan Kullanım Kolaylığı ve Algılanan Güven, Teknolojik Yenilikçilik ve Teknoloji Kaygısı değişkenleri arasındaki ilişki Amazon Go örneği üzerinden araştırılmıştır. Araştırmanın örnek kütlesi 18 yaşından büyük toplam 157 kişiden oluşmaktadır. Veriler, kapalı uçlu sorulardan oluşan bir çevrimiçi araştırma formu ile toplanmıştır. Verilerin analizinde SPSS yazılımı kullanılmıştır. Analiz sonuçlarına göre yapay zeka teknolojilerini kullanmaya yönelik, teknoloji kabul modeli alt boyutları olan algılanan fayda, algılanan güven ve teknolojik yenilikçiliğin tüketicilerin fijital pazarlama uygulamaları kullanım niyeti üzerinde pozitif bir etkisi olduğu görülmüştür.
References
- Aydın, Ö., ve Öztürk, A. (2022). Pazarlamada yeni trend fijital pazarlama araştırmalar (e-kitap) ıv. M. Kısa içinde, sosyal beşerı ve ıdarı bılımler alanında uluslararası (s. 155-167). İstanbul: Eğitim Yayınevi.
- Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience. Londra: Routledge.
- Batat, W. (2021). How Augmented Reality (Ar) İs Transforming The Restaurant Sector: Investigating The Impact Of “Le Petit Chef” On Customers’ Dining Experiences. Technological Forecasting and Social Change, 2-13.
- Çakın, Ö., ve Yaman, D. (2020). Fijital (Phygital) Pazarlama Uygulamaları Üzerine Bir İnceleme: Amazon Go Örneği. Middle Black Sea Journal of Communication , 1-10.
- Çekiç Akyol, a., ve ersöz, f. (2020). Fijital pazarlama kapsamında artırılmış gerçeklik. Dijital çağda iletişim eğitimi sempozyumu (s. 59-69). İstanbul: üsküdar üniversitesi.
- Davis, F. (1989, January). A Technology Acceptance Model for Empirically Testing New EndUser Information Systems. Doctoral Dissertation. MIT Sloan School of Management, Cambridge, MA.
- Del Vecchio, P., Secundo, G., ve Garzoni, A. (2023). Phygital technologies and environments for breakthrough innovation in customers' and citizens' journey. A critical literature review and future agenda. Technological Forecasting and Social Change, 2-12.
- Drell, L. (2022). The experience economy. The American Marketing Association. Gedik, Y. (2021). Pazarlamada Yeni Bir Dönem: Fijital Pazarlama. Hacettepe Üniversitesi Sosyal Bilimler Dergisi, 99-131.
- Haenlein, M., ve Kaplan, A. (2019). A brief history of artificial intelligence: on the past, present, and future of artificial intelligence. California Management Review, 5-14.
- Humerick, M. (2018). Taking AI personally: how the E.U. Must learn to balance the interests of personal data privacy and artificial intelligence. Santa Clara High Technology Law Journal, 393-418.
- Hüseynli, B. (2021). Fijital pazarlamanın müşteri deneyimindeki rolü. B. Huseynli içinde, İşletme Biliminden Seçkin Araştırmalar (s. 52-83). İzmir: Duvar Yayınları.
- Jaworski, B. (2018). Reflections on the journey to be customer-oriented and solutions-led. AMS Review, 8, 75-79.
- Johnson, M., ve Barlow, R. (2021). Defining the Phygital Marketing Advantage. Journal of Theoretical and Applied Electronic Commerce Research, 2365-2385.
- Klaus, P. (2021). Viewpoint: phygital – the emperor’s new clothes? Journal of Strategic Marketing , 1-8.
- Köse, N., ve Yengin, D. (2018). Dijital pazarlamadan fijital pazarlamaya geçişe örnek olarak artırılmış gerçeklik ve sanal gerçeklik uygulamalarının pazarlama üzerindeki katkılarının incelenmesi. İstanbul aydın üniversitesi dergisi,, ocak 2018 cilt 10 sayı 1 (77-111).
- Makridakis, S. (2017). Forecasting the impact of artificial intelligence (AI). Foresight: The International Journal of Applied Forecasting, 7-13.
- Meuter, M., Ostrom, A., Roundtree, R., ve Bitner, M. (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters. J. Mark.
- Moshtagh, M., ve Taleizadeh, A. (2017). Stochastic integrated manufacturing andremanufacturing model wit h shortage, r ework and quality based return rate ina closed loop supply chain. Journal of Cleaner Production, 1548-1573.
- Nunnally, J. (1994). Psychometric Theory 3E. Tata McGraw-Hill Education.
- Pangarkar, A. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 2-11.
- Radhika , P., ve Pratika , M. (2022). A Review of AI (Artificial Intelligence) Tools and Customer Experience in Online Fashion Retail. International Journal of E-Business Research, 1-12.
- Schmitt, B. (2019). Experiential Marketing. Free Press.
- Şeker, A. (2021). Türkiye’de Fijital (Phygital) Pazarlama Uygulamaları Üzerine. Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 187-206.
- Timoumi, A., Gangwar, M., ve K.Mantrala, M. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 2-11.
- Vergine, I., Brivio, E., Fabbri, T., ve Gaggioli, A. (2019). Introducing and implementing phygital at work. Studi Organizzativi , 137-163.
- Wankhede, K., Wukkadada, B., ve Nadar, V. (2018). Just Walk-Out Technology and its Challenges:A case of Amazon Go. The International Conference on Inventive Research in Computing Applications.
- Yoon, C., ve Choi, B. (2020). Role of Situational Dependence in the Use of Self-Service Technology. Sustainability, 2-12.
A RESEARCH ON INTENTION TO USE PHYGITAL MARKETING APPLICATIONS IN FOOD RETAIL INDUSTRY: AMAZON GO CASE
Abstract
The concept of phygital is a combination of physical and digital concepts and covers physical environment and tangible objects, online environment and technology-oriented customer experience. Phygital marketing, on the other hand, aims to offer benefits to the customer by bringing together the experiences of the customers in the physical and online areas with the brands. Artificial intelligence technologies are known to play an important role in improving customers' phygital experiences. Although phygital applications have increased, especially in the retail sector, it has not been sufficiently understood which factors might affect the customer experience. There are many factors that affect customers' intention to use these artificial intelligence technologies. In this study, the relationship between the Perceived Benefit and Perceived Ease of Use and Perceived Trust, Technological Innovation and Technology Anxiety variables, which are among the dimensions of Technology Acceptance Model, were investigated through the Amazon Go example. The sample population of the study consists of a total of 157 people over the age of 18. Data were collected with an online research form consisting of closed-ended questions. SPSS software was used in the analysis of the data. According to the results of the analysis, it has been seen that the perceived usefulness, perceived trust and technological innovation, which are the sub-dimensions of the technology acceptance model, have a positive effect on the consumers' intention to use phygital marketing technologies.
References
- Aydın, Ö., ve Öztürk, A. (2022). Pazarlamada yeni trend fijital pazarlama araştırmalar (e-kitap) ıv. M. Kısa içinde, sosyal beşerı ve ıdarı bılımler alanında uluslararası (s. 155-167). İstanbul: Eğitim Yayınevi.
- Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience. Londra: Routledge.
- Batat, W. (2021). How Augmented Reality (Ar) İs Transforming The Restaurant Sector: Investigating The Impact Of “Le Petit Chef” On Customers’ Dining Experiences. Technological Forecasting and Social Change, 2-13.
- Çakın, Ö., ve Yaman, D. (2020). Fijital (Phygital) Pazarlama Uygulamaları Üzerine Bir İnceleme: Amazon Go Örneği. Middle Black Sea Journal of Communication , 1-10.
- Çekiç Akyol, a., ve ersöz, f. (2020). Fijital pazarlama kapsamında artırılmış gerçeklik. Dijital çağda iletişim eğitimi sempozyumu (s. 59-69). İstanbul: üsküdar üniversitesi.
- Davis, F. (1989, January). A Technology Acceptance Model for Empirically Testing New EndUser Information Systems. Doctoral Dissertation. MIT Sloan School of Management, Cambridge, MA.
- Del Vecchio, P., Secundo, G., ve Garzoni, A. (2023). Phygital technologies and environments for breakthrough innovation in customers' and citizens' journey. A critical literature review and future agenda. Technological Forecasting and Social Change, 2-12.
- Drell, L. (2022). The experience economy. The American Marketing Association. Gedik, Y. (2021). Pazarlamada Yeni Bir Dönem: Fijital Pazarlama. Hacettepe Üniversitesi Sosyal Bilimler Dergisi, 99-131.
- Haenlein, M., ve Kaplan, A. (2019). A brief history of artificial intelligence: on the past, present, and future of artificial intelligence. California Management Review, 5-14.
- Humerick, M. (2018). Taking AI personally: how the E.U. Must learn to balance the interests of personal data privacy and artificial intelligence. Santa Clara High Technology Law Journal, 393-418.
- Hüseynli, B. (2021). Fijital pazarlamanın müşteri deneyimindeki rolü. B. Huseynli içinde, İşletme Biliminden Seçkin Araştırmalar (s. 52-83). İzmir: Duvar Yayınları.
- Jaworski, B. (2018). Reflections on the journey to be customer-oriented and solutions-led. AMS Review, 8, 75-79.
- Johnson, M., ve Barlow, R. (2021). Defining the Phygital Marketing Advantage. Journal of Theoretical and Applied Electronic Commerce Research, 2365-2385.
- Klaus, P. (2021). Viewpoint: phygital – the emperor’s new clothes? Journal of Strategic Marketing , 1-8.
- Köse, N., ve Yengin, D. (2018). Dijital pazarlamadan fijital pazarlamaya geçişe örnek olarak artırılmış gerçeklik ve sanal gerçeklik uygulamalarının pazarlama üzerindeki katkılarının incelenmesi. İstanbul aydın üniversitesi dergisi,, ocak 2018 cilt 10 sayı 1 (77-111).
- Makridakis, S. (2017). Forecasting the impact of artificial intelligence (AI). Foresight: The International Journal of Applied Forecasting, 7-13.
- Meuter, M., Ostrom, A., Roundtree, R., ve Bitner, M. (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters. J. Mark.
- Moshtagh, M., ve Taleizadeh, A. (2017). Stochastic integrated manufacturing andremanufacturing model wit h shortage, r ework and quality based return rate ina closed loop supply chain. Journal of Cleaner Production, 1548-1573.
- Nunnally, J. (1994). Psychometric Theory 3E. Tata McGraw-Hill Education.
- Pangarkar, A. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 2-11.
- Radhika , P., ve Pratika , M. (2022). A Review of AI (Artificial Intelligence) Tools and Customer Experience in Online Fashion Retail. International Journal of E-Business Research, 1-12.
- Schmitt, B. (2019). Experiential Marketing. Free Press.
- Şeker, A. (2021). Türkiye’de Fijital (Phygital) Pazarlama Uygulamaları Üzerine. Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 187-206.
- Timoumi, A., Gangwar, M., ve K.Mantrala, M. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 2-11.
- Vergine, I., Brivio, E., Fabbri, T., ve Gaggioli, A. (2019). Introducing and implementing phygital at work. Studi Organizzativi , 137-163.
- Wankhede, K., Wukkadada, B., ve Nadar, V. (2018). Just Walk-Out Technology and its Challenges:A case of Amazon Go. The International Conference on Inventive Research in Computing Applications.
- Yoon, C., ve Choi, B. (2020). Role of Situational Dependence in the Use of Self-Service Technology. Sustainability, 2-12.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Marketing (Other) |
| Journal Section | Articles |
| Authors | |
| Publication Date | June 21, 2023 |
| Submission Date | March 29, 2023 |
| Acceptance Date | June 14, 2023 |
| Published in Issue | Year 2023 Volume: 11 Issue: 1 |
