İstanbul'da anında teslimat kullanımını etkileyen sosyo-ekonomik, demografik ve mekansal faktörlerin incelenmesi
Investigation of socio-economic, demographic and spatial factors affecting the use of instant delivery in Istanbul
Yazar: YELİN BARAN
Danışman: DOÇ. DR. EDA BEYAZIT
İstanbul Teknik Üniversitesi / Lisansüstü Eğitim Enstitüsü / Şehir ve Bölge Planlama Ana Bilim Dalı / Şehir Planlama Bilim Dalı
Derece: Yüksek Lisans, 2021
Konu: Şehircilik ve Bölge Planlama = Urban and Regional Planning

Özet:
İnternet kullanımının tüm Dünya'da hızla yayılması ile birlikte birçok alanda meydana gelen değişimler alışveriş sektöründe de etkili olmuştur. İnternetin gelişimi ile birlikte online alışveriş kavramı ortaya çıkmıştır. Online alışveriş, tüketicilerin alışveriş tercihlerinin değişmesine sebep olmuştur. Bireylerin temel ihtiyaçlarını karşılamada etkili olan geleneksel market alışverişine alternatif olarak da online market alışverişi ve anında teslimat kavramları ortaya çıkmıştır. Teslimat tarihi ve saati belli olan online market alışverişine kıyasla sipariş verildikten kısa süre sonra teslimat sağlayan anında teslimat hizmetleri tüketiciler tarafından tercih edilen bir online alışveriş çeşidi olmuştur. Türkiye'de özellikle son yıllarda gelişme gösteren anında teslimat, kentsel alanlarda sıkça görülen bir hizmet hâlini almıştır. Teslimatı sağlayan kuryeler aracılığıyla kent içi hareketliliği de etkileyen anında teslimat hizmetlerinin kullanımını etkileyen sosyo-ekonomik, demografik ve mekansal faktörler tez kapsamında araştırılmıştır.
Tez kapsamında araştırma yöntemi olarak vaka çalışması ve literatür taraması yöntemleri uygulanmıştır. Literatürde sınırlı sayıda çalışmada yer verilen anında teslimat hizmetleri tez kapsamında online alışveriş ve online market alışverişi literatürleri temel alınarak araştırılmıştır. Bu kapsamda kısıtlı literatüre katkı sağlayacak olan bu çalışma anında teslimatın tercih nedenlerini ve kullanımını etkileyen parametreleri ortaya koymaktadır. Bu amaçla çalışmada literatür taraması online anket ile desteklenerek anında teslimat kullanımına yönelik araştırma gerçekleştirilmiştir. Online anket Google Forms Anket Platformu kullanılarak e-mail ve sosyal medya kanalları aracılığıyla 16-65+ yaş aralığına uygulanmıştır. Online anket ile 14 günün sonunda 397 yanıt alınmıştır. Araştırma sonucunda anında teslimatın en fazla yoğunlaştığı İstanbul ili çalışma alanı olarak belirlenmiştir. Tez çalışmasında temel olarak ''İstanbul ilinde anında teslimat kullanımı, tüketicilerin sosyo-ekonomik ve demografik özelliklerinden ve kentsel çevreye bağlı market erişebilirliğinden nasıl etkilenir?'' sorusuna yanıt aranmıştır. Bu kapsamda İstanbul'da anında teslimat araştırması IBM SPSS (Statistical Package for the Social Sciences) Statistics 26 programı kullanılarak korelasyon ve ki-kare analizleri ile yapılmıştır.
Anında teslimat kullanımı ile cinsiyet, yaş, hanede bakmakla yükümlü olunan kişi, eğitim seviyesi, otomobil sahipliği, internet kullanım süresi ve fiziksel aktivite düzeyi arasındaki ilişki korelasyon analizi ile test edilmiştir. Araştırma sonuçlarına göre cinsiyet ve yaş faktörleri ile anında teslimat kullanımı arasında anlamlı bir ilişki bulunmuştur. Kadın kullanıcılarının artması anında teslimat kullanımını da artırmaktadır. Anında teslimat kullanan kadın kullanıcılar çalışan, eğitimli ve internet kullanım süreleri yüksek olan bireylerdir. Yaş faktörüne bakıldığında ise genç bireylerin anında teslimat kullanımının daha fazla olduğu görülmüştür. Ancak hanede bakmakla yükümlü olunan kişi, eğitim seviyesi, otomobil sahipliği, internet kullanım süresi ve fiziksel aktivite düzeyi ile anında teslimat kullanımı arasında anlamlı bir ilişki bulunamamıştır. Anında teslimat kullanım sıklığı ile yürüyerek 15 dakika içerisinde markete erişim sağlama arasında bağlantı olup olmadığı tez kapsamında ki-kare analizi ile araştırılmıştır. Araştırma sonucunda iki değişken arasında anlamlı bir bağlantı bulunamamıştır.
Türkiye'de Mart 2020 itibariyle görülmeye başlanan Covid-19 salgını tez çalışmasının önemli bir kapsamını oluşturmuştur. Covid-19 salgını ile birlikte online alışveriş ve online market alışverişlerinde artış görülmüştür. Tez kapsamında ise anında teslimat kullanımında Covid-19 salgınının etkisi araştırılmıştır. Bulgular salgın ile birlikte anında teslimat kullanımında artış olduğunu göstermiştir. Pandemi nedeniyle ilk defa anında teslimat kullanan tüketiciler olduğu da yapılan araştırma sonucunda görülmüştür.
Araştırma kapsamında İstanbul'da yaşayan anında teslimat kullanıcıları tarafından genellikle yaşadıkları çevrede kaldırımların dar ve düzensiz olduğu, araçların yoğun olarak geçtiği ve yürümenin zor olduğu ifade edilmiştir. Kullanıcılar tarafından kısa sürede markete erişim sağlanmasına rağmen anında teslimat kullanımının tercih edilmesi erişebilirliği zorlaştıran bu fiziki çevre koşullarıyla açıklanabilir. Bunun yanı sıra sayıları gün geçtikçe artan ve artmaya devam edecek olan anında teslimatların depo alanları da planlama esnasında dikkate alınması gereken bir fonksiyon olarak kentlerde yerini almaktadır.

Abstract:
Recently internet usage rates in the World and in Turkey are increasing every year. More than half of the world's population has access to the internet. The increase in the use of the Internet allows an increase in online transactions in many sectors. One of the sectors that has changed with the rapid spread of internet use is the shopping sector. With the development of the Internet, the concept of online shopping has emerged. Online shopping has changed the shopping preferences of consumers. Online grocery shopping and instant delivery concepts have emerged as an alternative to traditional grocery shopping, which are effective in meeting the basic needs of individuals. Compared to online grocery shopping with a certain delivery date and time, instant delivery services, which provide delivery shortly after the order is placed, have become an online shopping type preferred by consumers. Instant delivery, which has developed in Turkey especially in recent years and has become a frequently seen service in urban areas. With the increasing use of instant delivery, motorcycle couriers have also become common in cities. The socio-economic, demographic and spatial factors affecting the use of instant delivery services, which also affect urban mobility through delivery couriers, were investigated within the scope of the thesis.
This study consists of 6 chapters. The first part consists of the introduction part. In this section, the purpose, scope, research questions, method and limitations of the research are stated. In the second part, a literature review of the concepts of online shopping, online grocery shopping and instant delivery is given. The literature of major instant delivery companies in the world and in Turkey has been researched. The third part consists of the factors affecting online shopping. In this context, a detailed study of urban form and accessibility, urban mobility and walkable cities, socio-economic and demographic factors, which are among the factors affecting online shopping, were made. Within the scope of accessible city form, the comprehensive literature of 15-minute city concepts, which emerged from the concept of compact cities and compact city, whose main purpose is to provide access to basic facilities within 15 minutes by walking, cycling or public transportation, is included. Situational and socio-economic and demographic factors affecting online grocery shopping were investigated. The fourth part consists of the effects of online shopping. The fifth part consists of immediate delivery research. In this section, the findings of the online survey method applied within the scope of the thesis are given. The sixth chapter consists of conclusion and recommendations.
Case study and literature review methods were applied as research methods within the scope of the thesis. Instant delivery services, which are included in a limited number of studies in the literature, were researched on the basis of online shopping and online grocery shopping literatures within the scope of the thesis. In this context, this study, which will contribute to the limited literature, reveals the reasons for choosing immediate delivery and the parameters that affect its use. For this purpose, the literature review was supported by an online questionnaire and a research was carried out on the use of instant delivery. While applying the online survey, non-probability sample type was chosen. In this study, the online questionnaire was applied using convenience sampling method. The online survey was applied to the age range of 16-65+ via e-mail and social media channels using the Google Forms Survey Platform. The online survey consisted of socio-economic and demographic data, internet usage habits, functions around the residence, shopping habits, instant delivery usage and physical activity information. The online questionnaire was distributed via e-mail and social media platforms such as Facebook, Twitter, Instagram, Whatsapp and LinkedIn, and responses were accepted for 14 days. After 14 days, 397 responses were received. Responses were received from 283 instant delivery users out of 397. 222 of 283 instant delivery users live in Istanbul. As a result of the research, the province of Istanbul, where instant delivery is most concentrated, was determined as the study area. In the thesis study, the answer to the question "How is the use of instant delivery in Istanbul affected by the socio-economic and demographic characteristics of consumers and market accessibility due to the urban environment?" was sought. In order to analyze whether there is a connection between the use of instant delivery and the physical activity level of consumers, an answer was sought to the sub-question of the research "Does the use of instant delivery affect the physical activity level of consumers?". In this context, instant delivery research in Istanbul was conducted with correlation and chi-square analysis using IBM SPSS (Statistical Package for the Social Sciences) Statistics 26 program.
According to the research findings, instant delivery users in Turkey generally prefer to have their grocery shopping delivered to the door instead of going to the traditional market. It is seen as a service preferred by consumers due to its fast delivery. In addition to these factors, instant delivery is also preferred by consumers who do not want to wait in line at the market, have difficulty in going to the market and cannot find time to go to the market. Contrary to this situation, there are users who do not prefer instant delivery due to reasons such as not being able to pick up the products during instant delivery and not showing the expiration dates of the products. According to research findings, instant delivery users see this service as a useful service. Users think that instant delivery increases job opportunities and consumption, reduces activity rates and makes people lazy.
According to the results of the online survey conducted within the scope of the thesis, the gender, age, education level, income level and working status of instant delivery users in Turkey were investigated. Participants were mostly female users. It has been observed that the rate of immediate delivery usage is high in the 25-34 age group. It was seen in the research results that the participants were generally university graduates or individuals with postgraduate education. When the income level is examined, it is seen that the ratios of users with income between 5000-10000 TL and those without income are close to each other. In this case, a clear interpretation of the income level cannot be made within the scope of the research. More than half of the participants were found to be paid or salaried employees.
The relationship between the use of instant delivery in Istanbul and gender, age, dependents in the household, education level, automobile ownership, duration of internet use and physical activity level was tested by correlation analysis. According to the results of the research, a significant relationship was found between the gender and age factors and the use of instant delivery. The increase in female users also increases the use of instant delivery. Within the scope of the research, a detailed analysis of female users using instant delivery was made. The employment status of female users, whether there are dependents in the household, daily internet usage times and education levels were investigated. It has been observed that female users are generally paid, salaried employees, their internet usage time is more than 6 hours a day, and their education level is generally at the graduate level. In this case, the profile of women who use instant delivery in Istanbul are individuals who are working, educated and have a high internet usage time. Looking at the age factor, it was seen that young individuals use instant delivery more. However, no significant relationship was found between household dependents, education level, automobile ownership, internet usage time and physical activity level and instant delivery usage. Chi-square analysis has been investigated within the scope of the thesis whether there is a connection between the frequency of use of instant delivery and access to the market within 15 minutes by walking. As a result of the research, no significant correlation was found between the two variables.
The Covid-19 epidemic, which started to be seen in Turkey as of March 2020, has formed an important scope of the thesis work. In this context, in order to determine the relationship between the Covid-19 outbreak and the use of instant delivery, an answer was sought to the research question "How did the Covid-19 outbreak affect the use of instant delivery?" With the Covid-19 outbreak, there has been an increase in online shopping and online grocery shopping. Within the scope of the thesis, the effect of the Covid-19 outbreak on the use of instant delivery was investigated. The findings showed that the use of instant delivery increased with the epidemic. As a result of the research, it was seen that there were consumers who used instant delivery for the first time due to the pandemic.
Within the scope of the research, it was stated by the instant delivery users living in Istanbul that the sidewalks are narrow and irregular in the area they live in, vehicles pass heavily and it is difficult to walk. Although users can access the market in a short time, the preference for instant delivery can be explained by these physical environmental conditions that make accessibility difficult. In addition, the warehouse areas of instant deliveries, whose numbers are increasing day by day and will continue to increase, are also taking place in cities as a function that should be taken into account during planning.
Within the scope of the research, district analysis of instant delivery users in Istanbul was conducted. According to the results of the online survey, Kadıköy is the district that uses the most instant delivery in Istanbul. However, this rate was limited to 31 people among 222 users. Since this figure is too low to represent the size of the district, the district analyzes planned to be included in the study were excluded from the scope of the study. Within the scope of future studies, market accessibility and urban mobility researches can be conducted on a district basis using instant delivery.
Two main hypotheses were determined in this study. H1: Socio-economic and demographic factors influence the use of instant delivery. H2: The inability to reach traditional grocery shopping within 15 minutes on foot increases the frequency of immediate delivery. As a result of the research, it was seen that socio-economic and demographic factors have an effect on the use of instant delivery. However, the inability to access the traditional market within 15 minutes was not found to be significantly associated with the use of instant delivery. Therefore, while H1 hypothesis was accepted, H2 hypothesis was rejected.
Within the scope of the thesis, the factors affecting online shopping and online grocery shopping and the effects of these types of shopping were investigated by literature review method. The factors affecting instant delivery services, which is the basic concept of the thesis, and the effects of instant delivery services were determined as a result of the research. In this context, the factors affecting online shopping were determined as urban form and accessibility, urban mobility and walkable cities, socio-economic and demographic factors and the Covid-19 outbreak. Factors affecting online grocery shopping are situational factors, socio-economic and demographic factors, and the Covid-19 outbreak. According to the research findings, the factors affecting instant delivery services were determined as situational factors, socio-economic and demographic factors and the Covid-19 outbreak. When the effects of online shopping types are examined, environmental effects, new job opportunities and a decrease in the level of physical activity are seen among the effects of online shopping and online grocery shopping. In the immediate delivery research conducted within the scope of the thesis, while the environmental effects could not be investigated comprehensively due to data limitations, no significant relationship was found between physical activity level and instant delivery usage. However, it has been seen in the research results that the use of instant delivery provides new business opportunities.
Factors such as the effect of the use of instant delivery on carbon emission rates, the rate of involvement of instant delivery couriers in traffic, and the increase in traffic load, which were planned to be investigated within the scope of the thesis, were not included in the research due to the inability to obtain data support from instant delivery companies. It is recommended that these studies will be investigated in future studies.