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ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ

Yıl 2018, Cilt: 5 Sayı: 2, 104 - 112, 15.07.2018

Cansu Gokmen Koksal

https://doi.org/10.17261/Pressacademia.2018.842

Öz

Amaç- Bilgi ve iletişim teknolojilerinde meydana gelen köklü değişikliklerin önemli bir yansıması olarak online alışveriş tüketicilerin günlük yaşamlarının, işletmelerin ise faaliyetlerinin vazgeçilmez bir parçası haline gelmiştir. Bu bağlamda çalışmanın amacı, online alışveriş yapan tüketicilerin sadakatinin, tüketici ataleti ve tüketici memnuniyetleri konseptleri ile açıklamaktır.

Yöntem- Bu amaca ulaşmak için, çevrimiçi alışveriş tüketicilerinden yüz yüze anket yöntemiyle veriler toplanmıştır. Öngörülen hipotezlerin test edilmesi için; SPSS ve faktör ve çoklu regresyon analizi ile toplam 137 anket analiz edilmiştir.

Bulgular- Sonuçlar hem müşterinin memnuniyeti hem de ataletinin çevrimiçi alışveriş sadakati üzerinde önemli bir etkiye sahip olduğunu ortaya koymuştur.

Sonuç- Bu bağlamda çalışma kapsamında elde edilecek sonuçların, Türk online alışverişçilerin sadakatlerinde etkili olan unsurlara farklı bir bakış açısı sunacağı düşünülmektedir.

Anahtar Kelimeler

Memnuniyet sadakat tüketici ataleti tüketici davranışı online alışveriş

Kaynakça

  • Agrawal, D.P., Singh, D., Kabiraj, S. & Andrews, A. (2001). Strategies and models for e-retailing: attempted retrospection in the Indian context. Indian Institute of Technology and Management, India, pp.1537-1551.
  • Alba, J., Lynch, J., Weitz, B., Janiszewski, R.L. Sawyer, A. & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing. 61, pp.38-53.
  • Altıntaş, H.M. (2000). Tüketici davranışları, müşteri tatmininden müşteri sadakatine. Alfa Yayıncılık, İstanbul, 2000, pp.23.
  • Ander, Williard N. & Neil Z. Stern (2004). Winning at retail: developing a sustained model for retail success. (1st edition) McMillan/ Doolittle Publ.
  • Anderson, R. E. & Swaminathan, S. (2011). Customer satisfaction and loyalty in e-markets: a PLS path modeling approach. Journal of Marketing Theory and Practice, 19(2), pp.221-234.
  • Anderson, R.E. & Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: a contingency framewor. Psychology and Marketing, Vol. 20 No. 2, pp. 123-38.
  • Arslandere, M. (2010). Elektronik ticaret ve Karaman’daki Kobi’ler üzerine bir araştırma. Yayınlanmamış YL tezi. Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman.
  • Bakos Y. (1997). Reducing buyer search costs: implications for electronic marketplaces, Management Science, pp. 43(12).
  • Bhatnagar, A. & Ghose, S. (2004). Segmenting consumers based on the benefits and risks of internet shopping. Journal of Business Research. 57, 1352-1360.
  • Bilgen, I. & Zoghi, F. S. (2017). A research on the impact of ewom source credibility and personal innovativeness on online shopping intention in Turkish customers. Journal of Management Marketing and Logistics, 4(2), pp.143-151.
  • Burke, R.R. (1997). Do you see what I see? The future of virtual shopping. Journal of the Academy of Marketing Science, pp. 359-374.
  • Childers, T. L., Carr, C. L., Peck, J. & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), pp.511-535.
  • Cronin Jr, J. J. & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, pp.55-68.
  • Donthu, N. & Garcia, A. (1999). The internet shopper. Journal of Advertising Research. 39(3), pp.52-58.
  • Doolin, B., Dillon, S., Thompson, F. & Corner, J.L. (2005). Perceived risk, the internet shopping experience and online purchasing behaviour: a new Zealand perspective. Journal of Global information management, 13( 2) ABI/INFORM Global, pp. 66.
  • Enginkaya, E. (2006). Elektronik perakendecilik ve elektronik alışveriş. Ege Akademik Bakış, 1(6): 11-16.
  • Forsythe, S. M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), pp.867-875.
  • Gefen, D., Karahanna, E. & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), pp.51-90.
  • Goh, S. K., Jiang, N., Hak, M. F. A. & Tee, P. L. (2016). Determinants of smartphone repeat purchase intention among Malaysians: a moderation role of social influence and a mediating effect of consumer satisfaction. International Review of Management and Marketing, 6(4).
  • Han, H., Kim, Y. & Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia.
  • Hair, J., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis (International 5th Edition), New York: Prentice-Hall, Inc. Hospitality Management, 30(4), pp.1008-1019.
  • Hashim, N. A. (2009). E‐commerce and SMEs—the need for caution. Prometheus, 27(2), pp.125-140.
  • Huang, M. H. & Yu, S. (1999). Are consumers inherently or situationally brand loyal?—A set intercorrelation account for conscious brand loyalty and nonconscious inertia. Psychology & Marketing, 16(6), pp.523-544.
  • Kim, B. & Kang, M. (2016). How user loyalty and nonconscious inertia influence the continued use of mobile communications platforms. International Journal of Mobile Communications, 14(4), pp.387-410.
  • Kotler, P. & Armstrong (2004). Principles of Marketing. (10th Edition) Prentice Hall: Pearson Education.
  • KPMG (2018, 25 Haziran). Dönüşürken büyüyen Türkiye perakende sektörü. Erişim: https://assets.kpmg.com/content/dam/kpmg/tr/ pdf/2018/02/sektorel-bakis-2018.pdf, 1-24.
  • Kuo, Y. F., Hu, T. L. & Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187.
  • Levy, M. & Weitz, B. A. (2004). Retailing management. McGraw-Hill/Irwin.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative Attractiveness. Journal Of Services Marketing, 25(5), 310-322.
  • Marketing Türkiye (2018, 25 Haziran). Rakamlarla 2017 Türkiye e-ticaret istatistikleri. Erişim: https://www.marketingturkiye.com.tr/hab erler/rakamlarla-2017-turkiye-e-ticaret-istatistikleri/ , 11 Temmuz 2017.
  • Nayebzadeh, S., Abdolvand, M. A. & Khajouei, F. (2013). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Basic and Applied Scientific Research, 3(3), 801-812.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, pp.33-44.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, pp.33-44.
  • Ohshima, M. (2000). Local EC business community for SMEs. Web. http://www.ecom.org.jp/ecom_e/home/ecom-forum (ohshima).pdf.
  • Shankar, V., Urban, G. & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future direction. Journal of Strategic Information Systems, Vol. 11, pp. 325-44.
  • Peterson, R. A. (1998), Electronic Marketing and the Consumer, SAGE Publications.
  • Rao, B. (1999). Developing an effective e-tailing strategy, Electronic markets, 9(1), pp. 89-92.
  • Roland, R. (2001). The rise of e-service. Journal of Service Research, 3(4) Mayıs 2001, pp.283-284.
  • Sadeh, E., Mousavi, L., Garkaz, M. & Sadeh, S. (2011). The structural model of e-service quality, e-customer satisfaction, trust, customer perceived value and e-loyalty. Australian Journal of Basic & Applied Sciences, 5 (3), pp.532-538.
  • Shankar, V., Urban, G. & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, Vol. 11, pp. 325-44.
  • Shim, S., Eastlick, M. A., Lotz, S. L. & Warrington, P. (2001). An online prepurchase intentions model: the role of intention to search: Best Overall Paper Award—The Sixth Triennial AMS/ACRA Retailing Conference, 2000☆ 1. Journal of retailing, 77(3), pp.397-416.
  • Srinivasan, S.S., Anderson, R. & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an explanation of its antecedents and consequences. Journal of Retailing, Vol. 78, pp. 41-50.
  • Szymanski, D.M. & Henard, D.H. (2001). Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), pp.16–35.
  • Sullivan, L. (2004). E-commerce: promise fulfilled. Information week. Nov 8, Vol 1013, ABI/INFORM Global, pp. 70.
  • Turban, E., King, D., Lee, J. & Viehland, D. (2006). Electronic commerce: a managerial perspective. International Edition, Prentice Hall.
  • TÜİK (2018, 26, Haziran). Hane halkı bilişim teknolojileri kullanım araştırması. Erişim: http://www.tuik.gov.tr/PreHaberBultenleri.do?id=24862
  • TÜSİAD (2018, 25 Haziran). Dijitalleşen Dünyada Ekonominin İtici Gücü: E-Ticaret. Erişim: http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf, 1-79.
  • Türk Dil Kurumu (2018, 26, Haziran). Güncel Türkçe Sözlük. Erişim: http://www.tdk.gov.tr/index.php? option=com_bts&view= bts&kategori1 =veritbn&kelimesec=119822.
  • Wang, F. & Head, M. (2002). E-tailing: an analysis of web impacts on the retail market. Journal of Business Strategies, 19(1), ABI/INFORM Global, pp .73.
  • Winter, R.S. (2001). A framework for customer relationship management. California Management Review 43 (3), pp.89–105.
  • Wolfinbarger, G. (2003). Etailq: dimensionalizing, measuring and predicting e-tail quality. Journal Of Retailing, 79(3), pp.83–198.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), pp.310-322.
  • White, M.S. (2001). The impacts of evolving consumer goods-retailing methods on pallet use in the US. Department of Wood Science & Wood Products, Virginia polytechnic Institute & State University., from vtwood.forprod.vt.edu/sardo/research/pdf/ConsRetl.pdf.
  • Yang, Z., Jun, M., Peterson, R.T. (2004). Measuring customer perceived online service quality scale development and managerial implications. International Journal Of Operations & Production Management, 26(11), pp.1149-1174.
  • Zeithaml, V.A., Parasuraman, A. & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Working paper, Marketing Science Institute, Cambridge, MA.
  • Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, pp. 31-46.

ONLINE SHOPPERS: EFFECTS OF INERTIA AND SATISFACTION ON ONLINE SHOPPING LOYALTY

Yıl 2018, Cilt: 5 Sayı: 2, 104 - 112, 15.07.2018

Cansu Gokmen Koksal

https://doi.org/10.17261/Pressacademia.2018.842

Öz

Purpose- Online shopping, which is an important reflection of the fundamental changes that have taken place in information and communication technologies, has become an indispensable part of daily life of consumers and businesses. In this context, aim of this study is to evaluate the loyalty of online consumers with consumer inertia and consumer satisfaction concepts.

Methodology- In order to achieve this goal, data were collected by using face to face survey method from online shopping consumers. A total of 137 questionnaires were analyzed through SPSS and factor and multiple regression analysis to test hypotheses.

Findings- The results revealed that both customers’ satisfaction and inertia have a significant effect on online shopping loyalty.

Conclusion- This study contributes to present a different perspective to the factors that influence the loyalty of Turkish online shoppers.

Anahtar Kelimeler

Satisfaction loyalty consumer inertia consumer behavior online shopping

Kaynakça

  • Agrawal, D.P., Singh, D., Kabiraj, S. & Andrews, A. (2001). Strategies and models for e-retailing: attempted retrospection in the Indian context. Indian Institute of Technology and Management, India, pp.1537-1551.
  • Alba, J., Lynch, J., Weitz, B., Janiszewski, R.L. Sawyer, A. & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing. 61, pp.38-53.
  • Altıntaş, H.M. (2000). Tüketici davranışları, müşteri tatmininden müşteri sadakatine. Alfa Yayıncılık, İstanbul, 2000, pp.23.
  • Ander, Williard N. & Neil Z. Stern (2004). Winning at retail: developing a sustained model for retail success. (1st edition) McMillan/ Doolittle Publ.
  • Anderson, R. E. & Swaminathan, S. (2011). Customer satisfaction and loyalty in e-markets: a PLS path modeling approach. Journal of Marketing Theory and Practice, 19(2), pp.221-234.
  • Anderson, R.E. & Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: a contingency framewor. Psychology and Marketing, Vol. 20 No. 2, pp. 123-38.
  • Arslandere, M. (2010). Elektronik ticaret ve Karaman’daki Kobi’ler üzerine bir araştırma. Yayınlanmamış YL tezi. Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman.
  • Bakos Y. (1997). Reducing buyer search costs: implications for electronic marketplaces, Management Science, pp. 43(12).
  • Bhatnagar, A. & Ghose, S. (2004). Segmenting consumers based on the benefits and risks of internet shopping. Journal of Business Research. 57, 1352-1360.
  • Bilgen, I. & Zoghi, F. S. (2017). A research on the impact of ewom source credibility and personal innovativeness on online shopping intention in Turkish customers. Journal of Management Marketing and Logistics, 4(2), pp.143-151.
  • Burke, R.R. (1997). Do you see what I see? The future of virtual shopping. Journal of the Academy of Marketing Science, pp. 359-374.
  • Childers, T. L., Carr, C. L., Peck, J. & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), pp.511-535.
  • Cronin Jr, J. J. & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, pp.55-68.
  • Donthu, N. & Garcia, A. (1999). The internet shopper. Journal of Advertising Research. 39(3), pp.52-58.
  • Doolin, B., Dillon, S., Thompson, F. & Corner, J.L. (2005). Perceived risk, the internet shopping experience and online purchasing behaviour: a new Zealand perspective. Journal of Global information management, 13( 2) ABI/INFORM Global, pp. 66.
  • Enginkaya, E. (2006). Elektronik perakendecilik ve elektronik alışveriş. Ege Akademik Bakış, 1(6): 11-16.
  • Forsythe, S. M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), pp.867-875.
  • Gefen, D., Karahanna, E. & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), pp.51-90.
  • Goh, S. K., Jiang, N., Hak, M. F. A. & Tee, P. L. (2016). Determinants of smartphone repeat purchase intention among Malaysians: a moderation role of social influence and a mediating effect of consumer satisfaction. International Review of Management and Marketing, 6(4).
  • Han, H., Kim, Y. & Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia.
  • Hair, J., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis (International 5th Edition), New York: Prentice-Hall, Inc. Hospitality Management, 30(4), pp.1008-1019.
  • Hashim, N. A. (2009). E‐commerce and SMEs—the need for caution. Prometheus, 27(2), pp.125-140.
  • Huang, M. H. & Yu, S. (1999). Are consumers inherently or situationally brand loyal?—A set intercorrelation account for conscious brand loyalty and nonconscious inertia. Psychology & Marketing, 16(6), pp.523-544.
  • Kim, B. & Kang, M. (2016). How user loyalty and nonconscious inertia influence the continued use of mobile communications platforms. International Journal of Mobile Communications, 14(4), pp.387-410.
  • Kotler, P. & Armstrong (2004). Principles of Marketing. (10th Edition) Prentice Hall: Pearson Education.
  • KPMG (2018, 25 Haziran). Dönüşürken büyüyen Türkiye perakende sektörü. Erişim: https://assets.kpmg.com/content/dam/kpmg/tr/ pdf/2018/02/sektorel-bakis-2018.pdf, 1-24.
  • Kuo, Y. F., Hu, T. L. & Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187.
  • Levy, M. & Weitz, B. A. (2004). Retailing management. McGraw-Hill/Irwin.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative Attractiveness. Journal Of Services Marketing, 25(5), 310-322.
  • Marketing Türkiye (2018, 25 Haziran). Rakamlarla 2017 Türkiye e-ticaret istatistikleri. Erişim: https://www.marketingturkiye.com.tr/hab erler/rakamlarla-2017-turkiye-e-ticaret-istatistikleri/ , 11 Temmuz 2017.
  • Nayebzadeh, S., Abdolvand, M. A. & Khajouei, F. (2013). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Basic and Applied Scientific Research, 3(3), 801-812.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, pp.33-44.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, pp.33-44.
  • Ohshima, M. (2000). Local EC business community for SMEs. Web. http://www.ecom.org.jp/ecom_e/home/ecom-forum (ohshima).pdf.
  • Shankar, V., Urban, G. & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future direction. Journal of Strategic Information Systems, Vol. 11, pp. 325-44.
  • Peterson, R. A. (1998), Electronic Marketing and the Consumer, SAGE Publications.
  • Rao, B. (1999). Developing an effective e-tailing strategy, Electronic markets, 9(1), pp. 89-92.
  • Roland, R. (2001). The rise of e-service. Journal of Service Research, 3(4) Mayıs 2001, pp.283-284.
  • Sadeh, E., Mousavi, L., Garkaz, M. & Sadeh, S. (2011). The structural model of e-service quality, e-customer satisfaction, trust, customer perceived value and e-loyalty. Australian Journal of Basic & Applied Sciences, 5 (3), pp.532-538.
  • Shankar, V., Urban, G. & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, Vol. 11, pp. 325-44.
  • Shim, S., Eastlick, M. A., Lotz, S. L. & Warrington, P. (2001). An online prepurchase intentions model: the role of intention to search: Best Overall Paper Award—The Sixth Triennial AMS/ACRA Retailing Conference, 2000☆ 1. Journal of retailing, 77(3), pp.397-416.
  • Srinivasan, S.S., Anderson, R. & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an explanation of its antecedents and consequences. Journal of Retailing, Vol. 78, pp. 41-50.
  • Szymanski, D.M. & Henard, D.H. (2001). Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), pp.16–35.
  • Sullivan, L. (2004). E-commerce: promise fulfilled. Information week. Nov 8, Vol 1013, ABI/INFORM Global, pp. 70.
  • Turban, E., King, D., Lee, J. & Viehland, D. (2006). Electronic commerce: a managerial perspective. International Edition, Prentice Hall.
  • TÜİK (2018, 26, Haziran). Hane halkı bilişim teknolojileri kullanım araştırması. Erişim: http://www.tuik.gov.tr/PreHaberBultenleri.do?id=24862
  • TÜSİAD (2018, 25 Haziran). Dijitalleşen Dünyada Ekonominin İtici Gücü: E-Ticaret. Erişim: http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf, 1-79.
  • Türk Dil Kurumu (2018, 26, Haziran). Güncel Türkçe Sözlük. Erişim: http://www.tdk.gov.tr/index.php? option=com_bts&view= bts&kategori1 =veritbn&kelimesec=119822.
  • Wang, F. & Head, M. (2002). E-tailing: an analysis of web impacts on the retail market. Journal of Business Strategies, 19(1), ABI/INFORM Global, pp .73.
  • Winter, R.S. (2001). A framework for customer relationship management. California Management Review 43 (3), pp.89–105.
  • Wolfinbarger, G. (2003). Etailq: dimensionalizing, measuring and predicting e-tail quality. Journal Of Retailing, 79(3), pp.83–198.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), pp.310-322.
  • White, M.S. (2001). The impacts of evolving consumer goods-retailing methods on pallet use in the US. Department of Wood Science & Wood Products, Virginia polytechnic Institute & State University., from vtwood.forprod.vt.edu/sardo/research/pdf/ConsRetl.pdf.
  • Yang, Z., Jun, M., Peterson, R.T. (2004). Measuring customer perceived online service quality scale development and managerial implications. International Journal Of Operations & Production Management, 26(11), pp.1149-1174.
  • Zeithaml, V.A., Parasuraman, A. & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Working paper, Marketing Science Institute, Cambridge, MA.
  • Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, pp. 31-46.
Toplam 56 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Articles
Yazarlar

Cansu Gokmen Koksal Bu kişi benim 0000-0001-9139-0451

Yayımlanma Tarihi 15 Temmuz 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 5 Sayı: 2

Kaynak Göster

APA Koksal, C. G. (2018). ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ. Journal of Management Marketing and Logistics, 5(2), 104-112. https://doi.org/10.17261/Pressacademia.2018.842

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