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İkinci El Online Ticaret Kültürünü Keşfetmek: Dolap Uygulamasının Netnografik Analizi

Hacı Halil BAŞER,Ceyda GÜLTEKİN

  • Hacı Halil BAŞER: KTO KARATAY ÜNİVERSİTESİ
  • Ceyda GÜLTEKİN: Selçuk Üniversitesi
  •  Yıl : 2026
  •  Cilt : 6
  •  Sayı : 1
  •  Sayfa : 1-16
Bu makalede netnografinin hassas araştırma konuları üzerine gizli araştırma yapmak için nasıl uygulanabileceği hakkında bilgi verilmektedir. Bu bağlamda popüler olan Dolap uygulaması örneklem olarak değerlendirilmiştir. Araştırma nitel analiz yöntemlerinden biri olan netnografi hakkında bilgi edinmek için geçmişten günümüze gelişimini ve yararlarını içeren literatür taramasından ve popüler bir online uygulama üzerinde yapılan içerik analizinden oluşmaktadır. Ampirik bulgular, tüketicilerin bu uygulama üzerinden alışveriş yaparken pazarlık ve ürün özellikleri hakkında iletişime geçtiklerini göstermektedir. Özellikle kimliğini maskeleme ve örtme fırsatı, tutumlarını, düşüncelerini ve deneyimlerini özgürce ifade etmelerini sorularını açık bir şekilde diler getirmelerini sağlamaktadır. Bu makale, netnografinin hassas araştırma konularının araştırılması için uygun bir metodoloji olduğunun kavranmasını ve araştırmacının göze batmayan ve gizli bir şekilde tüketicilerin görüşleri, motivasyonları, endişeleri ve nelere dikkat edip hangi konularda satıcıyla veya alıcıyla iletişim kurdukları hakkında daha sağlıklı sonuçlar elde edilmesini sağlamaktadır.
Atıf yapmak için : Başer, H. H., & Gültekin Başer, C. (2026). İkinci el online ticaret kültürünü keşfetmek: dolap uygulamasının netnografik analizi. Fivezero, 6(1), 1-16. https://doi.org/10.54486/fivezero.2026.51

Çıkar İlişkisi : Yazarlar çıkar çatışması olmadığını beyan etmiştir.

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Fivezero Dergisi
2026, Cilt6, Sayı1
E-ISSN: 2578-8965
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