TÜKETİCİLERİN ÖZEL ALIŞVERİŞ SİTELERİNDEN YENİDEN ALIŞVERİŞ YAPMA NİYETİNİ BELİRLEYEN GÜVENLE İLİŞKİLİ FAKTÖRLER

Yıl 2016, Sayı: 49, 303 - 329, 28.07.2016

İçlem Er Melis Erçin

Öz

İnternet teknolojilerindeki gelişmeye paralel
olarak özel alışveriş siteleri önemli ve popüler bir alışveriş mecrası olarak
ortaya çıkmıştır. Bununla birlikte, özel alışveriş sitelerinden yapılan
alışverişler geleneksel perakendeci alışverişlerinde yaşanan anında memnuniyet
durumunu sağlayamadığı için tüketicilerin güvenini kazanmak müşterileri yeniden
alışveriş için çekmek açısından daha da fazla önem arz etmektedir. Geçmiş
çalışmalarda çok boyutlu bir yapı olarak tüketici güvenini oluşturan faktörler
ele alınmış olmakla birlikte, bu araştırmada özel alışveriş siteleri açısından
güveni oluşturan faktörler ve tüketici güveni, algılanan bekleme süreci ve
yeniden satın alma niyeti arasındaki ilişkiler incelenmiştir. Profesyonel
beceri, güvenilirlik ve iyi niyetlilik faktörleri, özel alışveriş sitelerine
yönelik güvenin teorik olarak belirleyicileri kabul edilerek çalışmaya dahil
edilmiştir. Toplamda 323 katılımcıdan elde edilen veri seti Yapısal Eşitlik
Modellemesi kullanılarak analiz edilmiştir. Analiz sonucunda algılanan itibar
ve müşteri ilgisi; kişisel bilgileri koruma becerisi ve iş yapma becerisi
faktörleri tüketici güvenini oluşturan en önemli faktörler olarak tespit
edilirken; teorik olarak öngörülen bilişim sistemleri güvenliği becerisi,
bilişim teknolojileri becerisi ve üçüncü kişi önerileri yapılarının tüketici
güvenini anlamlı şekilde açıklamadığı görülmüştür. Bunların yanı sıra, algılanan
bekleme sürecinin müşterilerin özel alışveriş sitelerinden yeniden alışveriş
yapma niyeti üzerinde etkili olduğu ve benzer şekilde tüketici güveni ile
ilişkili olduğu belirlenmiştir.

Anahtar Kelimeler

Tüketici Güveni, Güvenin Belirleyicileri, Özel Alışveriş Siteleri, E-Ticaret

EXAMINING THE ANTECEDENTS OF CONSUMER TRUST IN PRIVATE SHOPPING REPURCHASE INTENTIONS

Öz

With the advances in Internet technology, private
shopping sites have emerged as a popular way of shopping. However, because private
shopping does not allow immediate enjoyment of purchases as traditional
retailers do, earning customers’ trust for private shopping sites are especially
important in attracting return customers. Previous studies revealed the factors
that build multidimensional consumer trust, however this study examines antecedents
of consumer trust for private shopping and makes a systematic analysis of the
relationships between consumer trust, customers’ perceived waiting and
repurchase intention. Ability, integrity, and benevolence of private shopping
sites were selected as the three theoretical antecedents of trust. A total of 323
eligible questionnaires were collected and analyzed using structural equation
modeling. It was found that the most influential factors in consumer trust were
perceived reputation and concern to customers, privacy protection and followed
by professional ability, whereas information system security maintenance
ability, information technology ability and third-party guarantees and
recommendations did not exhibit significant impacts. Furthermore, perceived
waiting was found to be a significant factor affecting customers’ decision to
return, as correlated with their trust in an online business.

Anahtar Kelimeler

Consumer Trust, Antecedents of Trust, Private Shopping, Electronic Commerce

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