{"id":1450,"date":"2020-06-29T08:00:16","date_gmt":"2020-06-29T05:00:16","guid":{"rendered":"https:\/\/www.paytr.com\/blog\/?p=1450"},"modified":"2025-04-21T18:28:38","modified_gmt":"2025-04-21T15:28:38","slug":"pandemi-sonrasi-e-ticarette-kullanici-davranislari","status":"publish","type":"post","link":"https:\/\/www.paytr.com\/en\/blog\/pandemi-sonrasi-e-ticarette-kullanici-davranislari","title":{"rendered":"Pandemi Sonras\u0131 E-ticarette Kullan\u0131c\u0131 Davran\u0131\u015flar\u0131"},"content":{"rendered":"

Pandemi sonras\u0131 ‘yeni normal’<\/h2>\n

COVID-19 ile e-ticaret de \u201cyeni normal\u201d olma yolunda ilerlerken, e-ticarette kullan\u0131c\u0131 davran\u0131\u015flar\u0131 da pandemi sonras\u0131 b\u00fcy\u00fck de\u011fi\u015fiklikler g\u00f6sterebilir. <\/strong><\/p>\n

Pandemi sonras\u0131 e-ticarette kullan\u0131c\u0131 davran\u0131\u015flar\u0131<\/a> de\u011fi\u015fim g\u00f6sterirken, markalar da \u201cyeni normal\u201d ve sonras\u0131nda neler yapabileceklerini tespit etmek i\u00e7in harekete ge\u00e7tiler.<\/p>\n

Elbette, sadece t\u00fcketicilerin bir e-ticaret sitesi \u00fczerinde yapt\u0131klar\u0131na bakarak, sonraki d\u00f6nem i\u00e7in net kararlar almak m\u00fcmk\u00fcn de\u011fil. Bu verilerin bize s\u00f6ylediklerinin yan\u0131na uzmanlar\u0131n ve ara\u015ft\u0131rmalar\u0131n s\u00f6ylediklerini de koymak gerekiyor.<\/p>\n

De\u011fi\u015fimin ard\u0131ndaki psikolojik fakt\u00f6rler<\/strong><\/h2>\n

\u00d6zellikle t\u00fcketimin arkas\u0131ndaki psikolojik fakt\u00f6rleri de\u011ferlendirmeden bu durumu analiz edebilmek g\u00fc\u00e7. Bu ba\u011flamda, 2013 y\u0131l\u0131nda TCMB<\/strong> taraf\u0131ndan yap\u0131lm\u0131\u015f \u201cT\u00fcketici G\u00fcveninin T\u00fcketim Harcamalar\u0131 \u0130le \u0130li\u015fkisi Ve \u00d6ng\u00f6r\u00fc G\u00fcc\u00fc: T\u00fcrkiye \u00d6rne\u011fi<\/em>\u201d adl\u0131 \u00e7al\u0131\u015fmada, T\u00fcrkiye\u2019deki t\u00fcketicilerin bilinen makroekonomik de\u011fi\u015fkenler ile t\u00fcketimi a\u00e7\u0131klamaya \u00e7al\u0131\u015fan modern t\u00fcketim teorilerinin yetersiz kald\u0131\u011f\u0131 belirtiliyor. \u00c7al\u0131\u015fmaya g\u00f6re salg\u0131n gibi belirsizlik d\u00f6nemlerinde, sat\u0131n alma davran\u0131\u015flar\u0131 netli\u011fini kaybediyor ve t\u00fcketiciler karars\u0131z hale geliyor.<\/p>\n

Marmara \u00dcniversitesi\u2019ndeki \u201cConsumer Confidence and Financial Market Variables in an Emerging Market: The Case of Turkey\u201d adl\u0131 \u00e7al\u0131\u015fma ise T\u00fcrkiye gibi geli\u015fmekte olan \u00fclke ekonomiklerinde t\u00fcketici g\u00fcveninin, finansal piyasa de\u011fi\u015fkenleri ve ekonominin mevcut g\u00f6r\u00fcn\u00fcm\u00fcne duyarl\u0131 oldu\u011fu ortaya koyuyor.<\/p>\n

\u0130yimser tablo harcamalar\u0131 art\u0131r\u0131yor<\/strong><\/h3>\n

McKinsey ise global t\u00fcketici e\u011filimleri ara\u015ft\u0131rmas\u0131nda salg\u0131n d\u00f6neminde iyimser tablonun harcamalar\u0131 art\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Biz de bu yaz\u0131y\u0131 haz\u0131rlad\u0131\u011f\u0131m\u0131z esnada, normalle\u015fme \u00e7al\u0131\u015fmalar\u0131yla iyimser bir tablonun olu\u015ftu\u011funu g\u00f6r\u00fcyoruz.<\/p>\n

Bunu McKinsey\u2019in Nisan 2020\u2019deki \u201cA global view of how consumer behavior is changing amid COVID-19\u201d raporundaki T\u00fcrkiye verileri de do\u011fruluyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 39\u2019unun e-ticaret i\u00e7in ay\u0131rd\u0131klar\u0131 zaman\u0131 art\u0131rd\u0131klar\u0131n\u0131 ortaya koyan ara\u015ft\u0131rma, y\u00fczde 56\u2019n\u0131n al\u0131\u015fveri\u015f harcamalar\u0131n\u0131 k\u0131st\u0131\u011f\u0131n\u0131, %58\u2019inin ise ekonomi ve ki\u015fisel geli\u015fim sebepleriyle harcamalarla ilgili daha dikkatli olmak zorunda oldu\u011funu g\u00f6steriyor.<\/p>\n

PayTR verilerine g\u00f6re en b\u00fcy\u00fck art\u0131\u015f market al\u0131\u015fveri\u015fi ve sa\u011fl\u0131kta<\/strong><\/h3>\n

T\u00fcketici harcamalar\u0131 t\u00fcm d\u00fcnyada y\u00fczde 30-50 aras\u0131nda d\u00fc\u015f\u00fc\u015f g\u00f6sterirken, de\u011fi\u015fim ise d\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de belirli sekt\u00f6rleri vurdu. T\u00fcm d\u00fcnyada ve T\u00fcrkiye\u2019de en b\u00fcy\u00fck olumsuz y\u00f6nde de\u011fi\u015fim seyahat ve giyimde oldu.<\/p>\n

PayTR<\/strong><\/a> olarak T\u00fcrkiye e-ticaret sitelerinin Mart ay\u0131 verilerinden haz\u0131rlad\u0131\u011f\u0131m\u0131z oranlar da sekt\u00f6rel de\u011fi\u015fimi g\u00f6z \u00f6n\u00fcne seriyor. Sekt\u00f6re g\u00f6re online harcama tutar\u0131ndaki de\u011fi\u015fim market al\u0131\u015fveri\u015fleri i\u00e7in %186, sa\u011fl\u0131k i\u00e7in %168, kozmetik i\u00e7in %106, kitap ve k\u0131rtasiye i\u00e7in %69, kuruyemi\u015f i\u00e7inse y\u00fczde 42 art\u0131\u015f g\u00f6sterdi.<\/p>\n

D\u00fc\u015f\u00fc\u015f g\u00f6steren sekt\u00f6rler ise \u015f\u00f6yle s\u0131ralan\u0131yor: Otel (%84), u\u00e7ak bileti (%62), ara\u00e7 kiralama (%79), mobilya (%55), tekstil (%43), otob\u00fcs bileti (%33), elektronik (%22), kuyum (%19).<\/p>\n

Tutumlu ve dikkatli al\u0131\u015fveri\u015f d\u00f6nemi ba\u015fl\u0131yor<\/strong><\/h3>\n

Pandemi sonras\u0131 i\u00e7in de Ernst & Young\u2019\u0131n \u201cFuture Consumer Index\u201d raporu t\u00fcketici davran\u0131\u015flar\u0131na \u0131\u015f\u0131k tutuyor. K\u00fcresel bir \u00e7al\u0131\u015fman\u0131n sonucunda haz\u0131rlanan rapora g\u00f6re hayatta kalma g\u00fcd\u00fcs\u00fcn\u00fcn ve panik yakla\u015f\u0131m\u0131n\u0131n tetikledi\u011fi stoklama davran\u0131\u015flar\u0131n\u0131n yerini, tutumlu ve dikkatli al\u0131\u015fveri\u015f alacak.<\/p>\n

McKinsey\u2019in raporu ise t\u00fcketicilerin harcamalar\u0131nda temel ihtiya\u00e7lara odaklan\u0131rken, di\u011fer kategorilerde ise daha az harcama yapmay\u0131 d\u00fc\u015f\u00fcnd\u00fcklerini g\u00f6steriyor.<\/p>\n

Fiziksel etkinlikler azalacak<\/strong><\/h3>\n

Ara\u015ft\u0131rma \u015firketi GfK\u2019n\u0131n COVID-19 sonras\u0131 al\u0131\u015fveri\u015f tercihleriyle ilgili yapt\u0131\u011f\u0131 \u00e7al\u0131\u015fma, enteresan veriler ortaya koyuyor. Her \u00fc\u00e7 ki\u015fiden ikisinin restoran ve e\u011flence yerlerine gitmek yerine evde kalaca\u011f\u0131n\u0131 belirtti\u011fi \u00e7al\u0131\u015fmada, online spor yapmay\u0131 tercih edece\u011fini s\u00f6yleyenler ise %58 oldu. Ara\u015ft\u0131rmaya g\u00f6re kat\u0131l\u0131mc\u0131lar, tiyatro, sinema, konser gibi k\u00fclt\u00fcr sanat aktivitelerine de %51 oran\u0131nda uzaktan kat\u0131lmay\u0131 tercih edecekler. Bunlar\u0131n hepsi e-ticaret \u00fczerinde de olumlu etkisi olacak veriler, ancak bu verilerin \u0131\u015f\u0131\u011f\u0131nda, \u00f6zellikle fiziksel kanala sahip markalar\u0131 COVID-19 sonras\u0131nda zor bir d\u00f6nem bekledi\u011fini s\u00f6yleyebiliriz.<\/p>\n

Fiziksel yerine siber ortam\u0131n tercih edilece\u011fi bir d\u00f6nem yakla\u015f\u0131yor. Bu noktada da, markalar\u0131n mesajlar\u0131n\u0131 daha titiz bir \u015fekilde haz\u0131rlamalar\u0131 ve t\u00fcketicilerin davran\u0131\u015flar\u0131n\u0131 takip ederek, planlamalar\u0131n\u0131 buna g\u00f6re yapmalar\u0131 gerekiyor.<\/p>\n

2 Saatte PayTR’l\u0131 Olun!<\/strong>
\nPayTR Sanal Pos’a Hemen Ba\u015fvurun<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pandemi sonras\u0131 ‘yeni normal’ COVID-19 ile e-ticaret de \u201cyeni normal\u201d olma yolunda ilerlerken, e-ticarette kullan\u0131c\u0131 davran\u0131\u015flar\u0131 da pandemi sonras\u0131 b\u00fcy\u00fck de\u011fi\u015fiklikler g\u00f6sterebilir. Pandemi sonras\u0131 e-ticarette kullan\u0131c\u0131 davran\u0131\u015flar\u0131 de\u011fi\u015fim g\u00f6sterirken, markalar da \u201cyeni normal\u201d ve sonras\u0131nda neler yapabileceklerini tespit etmek i\u00e7in harekete ge\u00e7tiler. Elbette, sadece t\u00fcketicilerin bir e-ticaret sitesi \u00fczerinde yapt\u0131klar\u0131na bakarak, sonraki d\u00f6nem i\u00e7in net […]<\/p>\n","protected":false},"author":1,"featured_media":10608,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42],"tags":[],"class_list":["post-1450","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-ticaret"],"acf":[],"yoast_head":"\nPandemi Sonras\u0131 E-ticarette Kullan\u0131c\u0131 Davran\u0131\u015flar\u0131 | PayTR<\/title>\n<meta name=\"description\" content=\"PayTR verilerine g\u00f6re pandemi sonras\u0131 'yeni normal' olma yolunda ilerlerken e-ticarette en b\u00fcy\u00fck art\u0131\u015f\u0131n market al\u0131\u015fveri\u015fi ve sa\u011fl\u0131kta oldu\u011fu g\u00f6zlemleniyor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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