TY  - JOUR
T1  - ONLİNE ALIŞVERİŞ SİTESİ KULLANICI ALGILARININ MÜŞTERİ GÜVEN VE SADAKATİNE ETKİLERİNİN İNCELENMESİ
TT  - INVESTIGATING THE EFFECTS OF USER PERCEPTIONS ON ONLİNE CUSTOMER SATISFACTION AND LOYALTY
AU  - Ateş, Vildan
PY  - 2018
DA  - June
DO  - 10.16953/deusosbil.270132
JF  - Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
JO  - DEU Journal of GSSS
PB  - Dokuz Eylul University
WT  - DergiPark
SN  - 1308-0911
SP  - 109
EP  - 132
VL  - 20
IS  - 1
LA  - tr
AB  - Buçalışmanın amacı, Türkiye’deki online alışveriş sitesi kullanıcı algılarınınmüşteri güven ve sadakati üzerine etkilerinin belirlenmesidir. Literatürkapsamlı bir şekilde incelenerek müşteri güven ve sadakatini etkileyen müşterialgıları belirlenmiş ve bir kuramsal model önerilmiştir. Çalışma grubuAnkara’daki bir devlet üniversitesinin eğitim fakültesinde 2015-2016 öğretimyılı bahar döneminde öğrenim gören 553 öğrenciden oluşmaktadır. Veriler 32maddeden oluşan ölçek ile toplanmıştır. Açımlayıcı faktör analizi (AFA) ve doğrulayıcı faktör analizi (DFA)teknikleri kullanılarak modelin uygunluğu test edilmiştir. Analiz sonucunda online müşterialgılarından kontrol, değer, fayda ve risk algılarının online müşteri güveniüzerinde istatistiksel olarak anlamlı etkileri olduğu görülürken onlinealışveriş öz-yeterlilik ve kişiselleştirme algılarının müşteri güveni üzerindeistatistiksel olarak anlamlı bir etkisinin bulunmadığı görülmüştür. Online müşteri güveni müşteri sadakatiüzerinde istatistiksel olarak anlamlı ve pozitif etkiye sahip olup müşterialgıları ile müşteri sadakati arasında aracı bir rol üstlendiği tespitedilmiştir. Kuramsal modelle bulgular ilgili literatür ile karşılaştırılarak araştırmacılar ile onlinealışveriş sitelerine yönelik öneriler sunulmuştur.
KW  - Online Alışveriş
KW  - Müşteri Algıları
KW  - Müşteri Güveni
KW  - Müşteri Sadakati
N2  - The aim of this study is to determine online customer perceptionsaffecting the trust and loyalty of online shopping customers in Turkey. Byanalyzing the literature in a comprehensive way, customer perceptions affectingcustomer trust and loyalty are determined and a theoretical model is proposed.The study group consists of 553 students attended in a faculty of education ofa state university in Ankara during the spring semester of the 2015-2016academic year. The data were collected by using a scale consisting of 32 itemsand the suitability of the model was tested using exploratory factor analysis(EFA) and confirmatory factor analysis (CFA) techniques. As a result of theanalysis, online shopping self-efficacy and customisation perceptions were found to have nostatistically significant effect on customer trust, while control, value,benefit and risk perceptions were found to have statistically significanteffects on online customer trust. Online customer trust has a statisticallysignificant positive effect on online customer loyalty and it has beendetermined that it takes a mediator role between customer perceptions andcustomer loyalty. Theoretical model findings were compared with relevantliterature and suggestions were made to the researchers and online shoppingsites.
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UR  - https://doi.org/10.16953/deusosbil.270132
L1  - https://dergipark.org.tr/en/download/article-file/483649
ER  -