The effect of e-commerce logistics applications on the consumer's purchasing intention: The case of Trendyol

Developing technology, continuous consumption, increasing e-commerce volume have affected companies and marketing strategies. The use of strong social media has been turned in favor of companies with digital marketing strategies and electronic logistics strategies, increasing the interest of the customer in products and consumption. With the effect of globalization in the world, many cultures, countries and societies have increased their interactions with each other. Today, globalization has contributed to the growth of electronic commerce. Some countries come to the forefront with their strong labor force, some with their effective and successful management of the logistics process, and some countries with their capital power. As countries use their strengths in harmony with each other, the electronic trade network in the world has grown and developed. One of the biggest blows to globalization is the Covid-19 pandemic, which emerged a few years ago. While this pandemic has adversely affected globalization, it has paved the way for the e-commerce sector, and the crisis has been turned into an opportunity by using the right strategy for the logistics sector. The consumer has become the digital consumer. There are many factors that affect the consumer's purchasing intent and the consumer's purchasing behavior. The perspective of finding customers according to the product has changed and the product has taken the form of production according to the customer's preference. Trendyol, which is one of the most shopped e-commerce sites in our country, is the choice of consumers with its own logistics networks, wide product range and brand reliability. Keywords: Electronic Commerce, Logistics, Consumption, Consumer, Digital Marketing