Araştırma Makalesi
BibTex RIS Kaynak Göster

E-Atmosferin Plansız Satın Alma Davranışı Üzerindeki Etkisinde Alışveriş Keyfinin Aracılık Rolü: Tüketicilerin Atmosfer Duyarlılıklarına Göre Bir Karşılaştıma

Yıl 2019, Cilt: 19 Sayı: 2, 347 - 368, 17.06.2019
https://doi.org/10.18037/ausbd.579157

Öz

Günümüzde e-ticaretin gelişmesi ve tüketiciler için e-ticaret sitelerinin oldukça yoğun olarak tercih


edilen bir kanal haline d.nüşmesi ile birlikte, bu alana olan akademik ilgi de artmıştır. Literatür


incelendiğinde, e-alışveriş davranışları ve e-tüketiciler üzerine yürütülen çalışmalar arasında e-ticaret


sitesine ilişkin çeşitli unsurların e-alışveriş davranışı üzerindeki etkilerinin farklı perspektiflerden ele


alındığı g.rülmektedir. Bu çalışmanın amacı, e-atmosferin plansız satın alma davranışı ve alışveriş


keyfi üzerindeki etkilerinin incelenmesi ve bu ilişkide alışveriş keyfinin aracılık etkisinin e-tüketicilerin


atmosfer duyarlılık düzeylerine göre test edilmesidir.


Araştırma kapsamında kolayda örnekleme yöntemi kullanılarak 234 cevaplayıcı üzerinde çevrimiçi


anket yapılmıştır. Araştırma sonucunda alışveriş keyfi değişkeninin e-atmosferin plansız satın alma


davranışı üzerindeki etkisinde tüm örneklem için ve farklı atmosfer duyarlılığı seviyelerine


(düşük/yüksek) sahip gruplar için tam aracılık rolü üstlendiği tespit edilmiştir.

Kaynakça

  • Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., Morimoto, M. (2003). Effects of Media Formats on Emotions and Impulse Buying Intent, Journal of Information Technology, 18, 247–266.
  • Arslan, F. M. (2011). Mağazacılıkta Atmosfer. İstanbul: Beta. Bagozzi, R. P. (1986). Principles of Marketing Management. Chicago: Science Research Associates.
  • Baker, J., Parasuraman, A. P., Grewal, D., Voss, G. B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions, Journal of Marketing, 66, 120-141.
  • Baron, R.M., Kenny D.A. (1986). The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), December, 1173-1182.
  • Beatty, S. E., Ferrell, M.E. (1998). Impulse Buying: Modeling Its Precursors, Journal of Retailing, 74(2), 169-191.
  • Bellenger, D.N., Korgaonkar, P.K. (1980). Profiling the Recreational Shopper, Journal of Retailing, 56, 77-92.
  • Bitner, M. J., (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56, 57-71.
  • Bressolles, G., Durrieu, F. Giraud, M. (2007). The Impact of Electronic Service Quality’s Dimensions on Customer Satisfaction and Buying Impulse, Journal of Customer Behavior, 6(1) 37–56.
  • Chang H. H., Chen, S. W.(2008). The impact of Online Store Environment Cues on Purchase Intention: Trust and Perceived Risk As A Mediator, Online Information Review, 32, 818-841.
  • Dahlen, M., Lange, F. (2002). Real Consumers in the Virtual Store, Scandinavian Journal of Management, 18(2002), 341–363.
  • Daily, L. (2004). Navigational Web Atmospherics Explaining the Influence of Restrictive Navigation Cues, Journal of Business Research, 57, 795-803.
  • Davis, L., Wang, S., Lindridge, A. (2008). Culture Influences on Emotional Responses to On-line Store Atmospheric Cues, Journal of Business Research, 61,806–812.
  • Deng, L., Poole, M.S., (2012). Aesthetic Design of E-Commerce Web Pages – Webpage Complexity, Order and Preference, Electronic Commerce Research and Applications, 11(2012), 420–440.
  • Donovan, R. J., Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach, Journal of Retailing, 58, 34-57.
  • Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric Qualities of Online Retailing: A Conceptual Model and Implications. Journal of Business Research, Special Issue on Retail Strategy and Consumer Decision Research, 54, 177–184.
  • Eroglu, S. A., Machleit, K. A., Davis, L. M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology & Marketing, 20, 139–150.
  • Fiore, A.M. and Kim, J. (2007). An Integrative Framework Capturing Experiential and Utilitarian Shopping Experience. International Journal of Retail & Distribution Management, 35(6), 421-442.
  • Floh, A., Madlberger M. (2013). The Role of Atmospheric Cues in Online Impulse-Buying Behavior. Electronic Commerce Research and Applications, 12, 425–439.
  • Grossbart, S., Hampton, R., Rammohan, B. and Lapidus, R.S. (1990). Environmental dispositions and customer response to store atmospherics. Journal of Business Research, 21, 224– 5.
  • Hausman, A.V., Siekpe, J.S. (2009). The Effect of Web Interface Features on Consumer Online Purchase Intentions. Journal of Business Research, 62, 5-13. http://www.tuik.gov.tr/HbPrint.do?id=24862, 24.04.2018.
  • https://www.alexa.com/topsites/category/Top/World/T%C3%BCrk%C3%A7e/Al%C4%B1%C5%9Fveri%C5%9F/%C3%87ok_%C3%87e%C5%9Fitli_%C3%9Cr%C3%BCnler, 24.04.2018.
  • Kim, H., Fiore, A. M., Niehm, L. S., Jeong, M. (2010). Psychographic Characteristics Affecting Behavioral Intentions Towards Pop-Up Retail, International Journal of Retail & Distribution Management, 38, 133 – 154.
  • Kim, J., Fiore, A. M., Lee, H. H. (2007). Influences of Online Store Perception, Shopping Enjoyment, and Shopping Involvement on Consumer Patronage Behavior Towards An Online Retailer, Journal of Retailing and Consumer Services, 14, 95–107.
  • Kim, J.H., Kim, M., Lennon, S.J. (2009). Effects of Web Site Atmospherics on Consumer Responses: Music and Product Presentation. Direct Marketing: An International Journal, 3, 4-19.
  • Koo, D. M., Ju, S. H. (2010). The Interactional Effects of Atmospherics and Perceptual Curiosity on Emotions and Online Shopping Intention. Computers in Human Behavior, 26(3), 377-388.
  • Koo, W., Park, H. (2017). Critical Atmospheric Cues in Designing Online Stores: The Case of Amazon.com. International Journal of Marketing Studies, 9, 37-45.
  • Kotler, P. (1973-1974). Atmospheric as a Marketing Tool. Journal of Retailing, 49, 48-64.
  • Koufaris, M. (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior, Information Systems Research, 13, 205-223.
  • Koufaris, M., Kambil, A., Labarbera, P.A. (2001). Consumer Behavior in Web-Based Commerce: An Empirical Study. International Journal of Electronic Commerce, 6(2), 115-138.
  • Li, Y., (2011). Motivations for eWOM Communication in Microblogging in U.S. and China : a Conceptualized Social Cognitive Perspective. The University of Texas, The Faculty of the Graduate School, Master Thesis.
  • Malhotra, N. (2010). Marketing Research, An Applied Orientation (6th Ed.). New Jersey, USA: Pearson Education.
  • Manganari, E.E., Siomkos, G. J., Vrechopoulos, (2009). Store atmosphere in web retailing. European Journal of Marketing, 43(9/10), 1140-1153.
  • Mattila A. S., Wirtz J.(2001). Congruency of Scent and Music as a Driver of in-store Evaluations and Behavior. Journal of Retailing, 77, 273-289.
  • Mazaheri E., Richard M. O., Laroche M., Ueltschy L. C. (2013). The Influence of Culture, Emotions, Intangibility, and Atmospheric Cues on Online Behavior. Journal of Business Research, 67, 253-259.
  • McKechnie, G. E. (1974). Manual for the environmental response inventory, Palo Alto, CA: Consulting Psychologists Press; akt. Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, Special Issue on Retail Strategy and Consumer Decision Research, 54, 181.
  • McKinney, L. N. (2004). Creating a Satisfying Internet Shopping Experience via Atmospheric Variables. International Journal of Consumer Studies, 28, 268-283.
  • Mehrabian, A., Russell, J. A., (1974). An Approach to Environmental Psychology. MIT Press, Cambridge.
  • Mohan, G., Sivakumaran, B., Sharma P. (2013). Impact of Store Environment on Impulse Buying Behavior. European Journal of Marketing, 47, 1711-1732.
  • Morrin, M., Chebat, J. C., (2005). Person-Place Congruency: The Interactive Effects of Shopper Style and Atmospherics on Consumer Expenditure. Journal of Service Research, 8(2), 181-191.
  • Nunnaly, J. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
  • Fornell, C., Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.
  • Özgüven T. N. (2015). Market Alışverişlerinde Plansız Satın Alma Davranışında Demografik Farklılığı Belirlemeye Yönelik Bir Araştırma. Selçuk Ün. Sos. Bil. Ens. Dergisi. 1(34), 87-94.
  • Özmen, Ş. (2009). Ağ Ekonomisinde Yeni Ticaret Yolu E-ticaret (Geliştirilmiş 3. Baskı), İstanbul: İstanbul Üniversitesi.
  • Parboteeah, D.V., Valacich, J. S., Wells, J. D. (2009). The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively. Information Systems Research, 20, 60-78.
  • Rook, D. W. (1987). The Buying Impulse.. Journal of Consumer Research, 14, 189–199.
  • Russel, J. A., and J. Snodgrass (1987). Emotion and Environment., in Handbook of Environmental Psychology, 1(1), 245-80.
  • Sherman, E., Mathur, A., Smith, R.B. (1997). Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions. Psychology and Marketing, 14(7), 361–378.
  • Shun, C., Yunjie, X. (2006). Effects of Outcome, Process and Shopping Enjoyment on Online Consumer Behaviour. Electronic Commerce Research and Applications, 5, 272–281.
  • Spies, K., Hesse, F. and Loesch, K. (1997). Store Atmosphere, Mood and Purchasing Behavior. International Journal of Research in Marketing, 14, 1-17.
  • Stern, H. (1962). The significance of Impulse Buying Today. Journal of Marketing, 26,59–62.
  • Turley, L.W., Milliman, R.E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49, 193-211.
  • Verhagen, T., Dolen, W. (2011). The Influence of Online Store Beliefs on Consumer Online Impulse Buying: A Model and Empirical Application. Information & Management, 48, 320–327.
  • Wu, C. S., Cheng F. F., Yen, D. C. (2008). The Atmospheric Factors of Online Storefront Environment Design: An Empirical Experiment in Taiwan. Information & Management, 45, 493-408.
  • Xu, Y. (2007). Impact of Store Environment on Adult Generation Y Consumers’ Impulse Buying. Journal of Shopping Center Research, 14, 39-56.
  • Yeniçeri, T., Yaraş, E. ve Akın, E. (2012). Tüketicilerin Riskten Kaçınma Düzeylerine Göre Sanal Alışveriş Risk Algısı ve Sanal Plansız Tüketim Eğilimlerinin Belirlenmesi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 5(9), 145-164.
  • Young H., Sharron J. Lennon, (2011). Consumer Responses to Online Atmosphere: The Moderating Role of Atmospheric Responsiveness. Journal of Global Fashion Marketing, 2(2), 86-94.
Toplam 56 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ece Bayramoğlu Bu kişi benim

Kübra Tuğçe Özata Bu kişi benim

Oylum Korkut Altuna

F. Müge Arslan

Yayımlanma Tarihi 17 Haziran 2019
Gönderilme Tarihi 13 Haziran 2108
Kabul Tarihi 18 Şubat 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 19 Sayı: 2

Kaynak Göster

APA Bayramoğlu, E., Özata, K. T., Korkut Altuna, O., Arslan, F. M. (2019). E-Atmosferin Plansız Satın Alma Davranışı Üzerindeki Etkisinde Alışveriş Keyfinin Aracılık Rolü: Tüketicilerin Atmosfer Duyarlılıklarına Göre Bir Karşılaştıma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 19(2), 347-368. https://doi.org/10.18037/ausbd.579157