Çevrimiçi Market Alışveriş Tercihleri ile Perakende Marketler Arasındaki İlişkiler: Ankara - Çankaya İlçesi Örneği

Abstract

With the improvement of infrastructures in information communication technologies (ICT) and the acceleration of individuals' adaptation to mobile devices, individuals have become "online" in a significant part of their daily lives thanks to their internet connections. After these rapid digital developments in cities, individuals' use of online environments for shopping has accelerated. Today, many different types of products can be ordered online without the need for any physical element, and the products can reach the consumer in a not too long delivery time. With the developments in the field of e-commerce, product types that require "same day delivery" can also be exchanged over the internet. With online supermarket shopping applications, individuals can access food and supermarket products which are suitable for instant consumption at any time of the day without changing their physical environment. With the COVID-19 pandemic process, the time individuals spend at home has increased, and different activity needs such as work, education, and sports have begun to be met at home. With the concern of the rapid spread of the virus, the time spent by individuals in public / semi-public spaces has decreased. For these reasons, there has been a great rise in interest and demand for online supermarket shopping, both internationally and nationally, especially during the pandemic period.Although the pandemic process is the biggest factor in turning to online supermarket shopping today, when the literature on the subject is reviewed, it has been seen that the socio-demographic characteristics of individuals, their predisposition to internet use, and the urban factors in their environment (number of commercial units, accessibility levels of commercial units, ICT infrastructure, etc.) are also the main reasons for turning to online shopping. In this context, in this thesis, the relation between retail market areas in Ankara province Çankaya district and online supermarket shopping preferences of individuals was investigated. At the beginning of the study, popularity and correlation analysis was applied through Google Trends data to determine the interest in online supermarkets at the level of countries and cities. Then, statistical analysis and cross-examination were applied to the participant data obtained by the online survey method. As a result of statistical analysis, variables that are positively related to online supermarket shopping were determined. The land use and commercial area pattern of Çankaya district and the service areas for pedestrians and vehicles in the district were created. With the analysis of the topographical slope and transportation networks in the district, the accessibility of the individuals to the markets was analyzed. At the end of the study, it was seen that online supermarket shopping preferences were statistically positively correlated with the gender of individuals, years of residence in the neighborhood they live in, having difficulties in accessing retail markets and carrying packages, and curfews during the pandemic process. As a result of the spatial analysis, it was concluded that the retail market areas are accessible by vehicle throughout the district. It has been determined that there are no retail markets that individuals can reach on foot in some neighborhoods where the new residential areas are located in the southwest of Çankaya district. In certain avenues and streets in the neighborhoods located in the south direction where the percentage slopes increase in the district, the walking and access times of individuals to the markets increase on a minute basis.