TY  - JOUR
TT  - GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER
AU  - Arı, Ela
PY  - 2017
DA  - June
JF  - Dumlupınar Üniversitesi Sosyal Bilimler Dergisi
PB  - Kütahya Dumlupinar University
WT  - DergiPark
SN  - 1302-1842
SP  - 59
EP  - 85
KW  - deep discount
KW  - online deal sites
KW  - repeat purchase
KW  - price consciousness
KW  - coupon proneness
KW  - price-quality schema
KW  - involvement
KW  - promotions
KW  - experiment
N2  - Grupon gibi fırsat siteleri; ürün ve servisler için yüksek indirimkuponları sağlamaktadır. Ancak bu indirimlerkuponu sağlayan servis sağlayan satıcılar aleyhine sonuçlanmakta ve para kaybına sebepolmaktadır. Bu nedenle uzun vadede sürdürülebilirliğin sağlanabilmesi içintekrar satın alım ve ağızdan ağıza olumlu pazarlamanın üretilmesi gerekmektedir. Bu araştırma fırsat sitelerinde satılanservislerin, servis sağlayıcıların vetüketicilerin özelliklerini, tekrar satın alım ihtimalini ve tüketicilerinolumlu ağızdan ağıza aktarımlarınıdeneysel bir dizaynla gerçekleştirilen 960 katılımcı ile incelemektedir.Tüketicilerin servis memnuniyeti yüksek olduğunda (1) ilk indirim ortalamadüzeyde olduğunda daha fazla tekrar satın alım yapıldığı ve (2) Servissağlayıcılar fiziksel olarak yakın olduğu durumlarda daha fazla ağızdan ağızailetişim oluştuğu bulgularına ulaşılmıştır.Ayrıca, tüketicilerin kupon eğilimi (fiyat bilinci değil) hem fırsatkuponu alımını hem de fırsat sonrası ağızdan ağıza pazarlamayı artırmaktadır.İlginçtir ki, fiyatı kalite konusunda bir ipucu olarak değerlendiren tüketiciler,tekrar tam fiyatla satın almaya daha isteklidirler. Bu bulgular, servissağlayıcılara tekrar satın alım ve ağızdan ağıza pazarlama üretme olasılığınıartırmak için fırsatlarını nasıl fiyatlandıracaklarını ve amaç planlamalarıkonusunda özel tavsiyeler vermektedir.
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UR  - https://dergipark.org.tr/en/pub/dpusbe/article/321490
L1  - https://dergipark.org.tr/en/download/article-file/314455
ER  -