Cilt 6 Sayı 3 (2021): Turkish Journal of Marketing
Makaleler

2020-2021 yılları arasında yapılan COVİD-19 konulu ampirik tüketici davranışı araştırmalarının görsel haritalama tekniği ile bibliyometrik analizi

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  • İbrahim Aydın,
  • Zübeyir Çelik
İbrahim Aydın
Dr. Öğr. Üyesi, Van Yüzüncü Yıl Üniversitesi
Zübeyir Çelik
Dr. Araşt. Görv., Van Yüzüncü Yıl Üniversitesi

Yayınlanmış 24.12.2021

Telif Hakkı (c) 2021 İbrahim Aydın- Zübeyir Çelik

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

2020-2021 yılları arasında yapılan COVİD-19 konulu ampirik tüketici davranışı araştırmalarının görsel haritalama tekniği ile bibliyometrik analizi. (2021). Turkish Journal of Marketing, 6(3), 161-174. https://doi.org/10.30685/tujom.v6i3.135

Öz

Bu çalışma, 2020 ve 2021 yıllarında Scopus, ESCI ve/veya SSCI indekslerinde taranan önde gelen çeşitli araştırma dergilerinde yayınlanan COVİD-19 ile ilgili nicel, nitel ve karma ampirik tüketici davranışı araştırmalarına yönelik bibliyometrik analizleri görsel olarak sunmayı amaçlamaktadır. Bu amaç için seçilen 50 çalışmanın VOSviewer yazılımı kullanılarak bibliyometrik analiz gerçekleştirilmiştir. Çalışmadan elde edilen sonuçlara göre COVİD-19 pandemisi sürecinde değişen tüketici davranışlarına ilişkin ulusal veya küresel düzeyde çoğunlukla çok yazarlı ampirik çalışmaların yapıldığı gözlemlenmiştir. Araştırmacılar tarafından yapılan çalışmalarda farklı teorik modeller kullanılarak tüketici davranışları çok boyutlu olarak değerlendirilmiştir. Bunun için farklı demografik özelliklere sahip tüketicilerden çeşitli yöntemlerle veriler toplanmış ve toplanan verilerin analizinde farklı analiz yöntemleri kullanılmıştır. Çalışma, gelecekteki çalışmalar için yönlendirmelerin yanı sıra çıkarımlar da sunmaktadır.

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