Tüketicilerin Spor Ürünlerine İlişkin Çevrimiçi Tüketim Motivasyonlarının ve Elektronik Hizmet Kalitesi Algılarının Yeniden Satın Alma Niyetleri Üzerindeki Etkilerinin İncelenmesi

Year 2020, Volume: 11 Issue: 22, 412 - 430, 30.11.2020

Zehra Bozbay , Habib Mehmet Akpınar

https://doi.org/10.47129/bartiniibf.754154

Cited By: 2

https://izlik.org/JA33WN35GN

Abstract

Çalışmanın amacı, tüketicilerin taraftarı oldukları takımın çevrimiçi alışveriş sitelerinden tüketim motivasyonlarının ve alışveriş sitelerine ilişkin elektronik hizmet kalitesi algılarının tüketicilerin satın alma niyetleri üzerindeki etkilerini incelemektir. Bu kapsamda çevrimiçi mağazalara sahip olan ve taraftar sayısı en çok olan dört futbol kulübü taraftarları araştırma kapsamına alınmıştır. Araştırmada anket yöntemi uygulanmış ve 368 tüketiciden veri toplanmıştır. Araştırmada elektronik hizmet kalitesinin ve sporda çevrimiçi tüketim motivasyonunun, çevrimiçi yeniden satın alma niyeti üzerinde etkili olduğu sonucuna ulaşılmıştır. Elektronik hizmet kalitesinin etkinlik ve gizlilik boyutlarının; sporda çevrimiçi tüketim motivasyonun ise ekonomik, kolaylık, çeşitlilik ve sosyalleşme boyutlarının yeniden satın alma niyeti üzerindeki etkilerinin anlamlı olduğu bulunmuştur.

Keywords

Spor Pazarlaması , Çevrimiçi Alışveriş , Çevrimiçi Tüketim Motivasyonu , Elektronik Hizmet Kalitesi , Yeniden Satın Alma Niyeti

References

• Boshoff, C. (2007). A Psychometric Assessment of ES-Qual: A Scale to Measure Electronic Service Quality. Journal of Electronic Commerce Research, 8(1), 101-114.
• Biscaia, R., Correia, A., Yoshida, M., Rosado, A., & Marôco, J. (2013). The Role of Service Quality And Ticket Pricing on Satisfaction and Behavioural İntention within Professional Football. International Journal of Sports Marketing and Sponsorship, 14(4), 42-66.
• Brown, M. T. (2003). An Analysis on Online Marketing in the Sport Industry: Users Activity, Communication Objectives and Perceived Benefits. Sport Marketing Quarterly 12(1), 48-55.
• Carlson, J., & O’Cass, A. (2010). Exploring the Relationships between e-Service Quality, Satisfaction, Attitudes and Behaviours in Content-driven e-Service Web Sites. Journal of Services Marketing.
• Chang, H. H., Wang, Y.-H., & Yang, W.-Y. (2009). The Impact of e-Service Quality, Customer Satisfaction and Loyalty on e-Marketing: Moderating Effect of Perceived Value. Total Quality Management & Business Excellence, 20(4), 423-443.
• Chang, T.-Z., & Wildt, A. (1994). Price, Product Information and Purchase Intention: An Empirical Study. Journal Of The Academy Of Marketing Science 22(1) , 16-27.
• Che, T., Peng, Z., Lim, K. H., & Hua, Z. (2015). Antecedents of Consumers’ Intention to Revisit an Online Group-buying Website: A transaction cost perspective. Information & Management, 52(5), 588-598.
• Chiu, W., & Won, D. (2016). Relationship Between Sport Website Quality and Consumption Intentions: Application of a Bifactor Model. Psychological Reports, 118(1), 90-106.
• Chiu, W., & Won, D. (2016). Consumer-Brand Relationships in Sports Products and Repurchase Intention: An Application of the Investment Model. International Journal of Sports Marketing and Sponsorship, 17(3), 243-259.
• Chou, S. W., & Hsu, C. S. (2016). Understanding Online Repurchase Intention: Social Exchange Theory and Shopping Habit. Information Systems and e-Business Management, 14(1), 19-45.
• Cox, J., & Dale, B. G. (2001). Service Quality and e-Commerce: An Exploratory Analysis. Managing Service Quality: An International Journal.
• Eunju, K., Kim, K., & Zhang, H. (2008). A Cross Cultural Study of Antecedents of Purchase Intention for Sports Shoes in Korea and China. Journal of Global Academy Of Marketing Science , 157-177.
• Evans, D. M., & Smith , A. (2004). The Internet and Competitive Advantage: A Study of Australia's Four Premier Professional Sporting Leagues. Sport Management Review 7(1), 27-56.
• Filo, K., Funk, D. C., & Hornby, G. (2009). The Role of Web Site Content on Motive and Attitude Change for Sport Events. Journal of Sport Management, 23(1), 21-40.
• Foroughi, B., Nikbin, D., Hyun, S. S., & Iranmanesh, M. (2016). Impact of Core Product Quality on Sport Fans’ Emotions And Behavioral Intentions. International Journal of Sports Marketing and Sponsorship, 17(2), 110-129.
• Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing 18(4), 36-44.
• Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition. John Wiley & Sons.
• Ha, J. P., Kang, S. J., & Kim, Y. (2017). Sport Fans in a “Smart Sport”(SS) Age: Drivers of Smartphone Use For Sport Consumption. International Journal of Sports Marketing and Sponsorship, 18(3), 281-297.
• Haugh, B. R., & Watkins, B. (2016). Tag Me, Tweet Me If You Want to Reach Me: An Investigation into How Sports Fans Use Social Media. International Journal of Sport Communication, 9(3), 278-293.
• Hur, Y., Ko, Y., & Claussen, C. (2012). Determinants of Using Sport Web Portals: An Empirical Examination of the Sport Website Acceptance Model . International Journal of Sports Marketing and Sponsorship 13(3), 6-25.
• Hur, Y., Ko, Y., & Valacich , J. (2007). Motivation and Concern for Online Consumption . Journal of Sport Management 21(4), 521-539. James, J. D., & Ross, S. (2004). Comparing Sport Consumer Motivations Across Multiple Sports. Sport Marketing Quarterly 13, 17-25.
• Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (Vol. 5). Ankara, Turkey: Asil Yayın Dağıtım.
• Kang, S. (2015). The Mobile Phone And Professional Sports: Fans’ Use of Mobile Content For Loyalty, İdentification, And Fandom. International Journal of Sport Communication, 8(4), 452-476.
• Kim, A. J., & Ko , E. (2010). Impacts of Luxury Fashion Brand's Social Media Marketing On Customer Relationship And Purchase Intention. Journal Of Global Fashion Marketing 1(3), 164-171.
• Ladhari, R. (2010). Developing e-Service Quality Scales: A Literature Review. Journal of Retailing and Consumer Services, 17(6), 464-477.
• Lee, S. Y. (2017). Service Quality of Sports Centers and Customer Loyalty. Asia Pacific Journal of Marketing and Logistics, 29(4), 870-879.
• Lee, G.-G., & Lin, H.-F. (2005). Customer Perceptions of e-Service Quality in Online Shopping. International Journal of Retail & Distribution Management 33(2), 161-176.
• Oman, B., Pepur, M., & Arnerić, J. (2016). The Impact of Service Quality and Sport-Team Identification on the Repurchase Intention. Management: Journal of Contemporary Management Issues, 21(1), 19-46.
• Jae Seo, W., Christine Green, B., Jae Ko, Y., Lee, S., & Schenewark, J. (2007). The Effect of Web Cohesion, Web Commitment, and Attitude toward the Website on Intentions to Use NFL Teams’ Websites. Sport Management Review, 10(3), 231-252.
• Parasuraman, A., Zeithaml , V., & Leonard, B. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. The Journal of Marketing, 41-50.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12.
• Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-item Scale for Assessing Electronic Service Quality. Journal of Service Research, 213–233.
• Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with The Technology Acceptance Model. International Journal of Electronic Commerce 7(3), 101-134.
• Rust, R., & Lemon, K. (2001). E-Service and The Consumer. International Journal Of Electronic Commerce 5(3), 85-101.
• Salisbury, W. D., Pearson, R., Pearson, A., & Miller, D. (2001). Perceived Security and World Wide Web Purchase Intention. Industrial Management & Data Systems 101(4), 165-176.
• Santos, J. (2003). E-Service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality 13(3), 233-246.
• Seo, W. J., & Green, B. C. (2008). Development of the Motivation Scale for Sport Online Consumption. Journal of Sport Management, 22(1), 82-109.
• Smith, L. R., & Smith, K. D. (2012). Identity in Twitter’s Hashtag Culture: A Sport-Media-Consumption Case Study. International Journal of Sport Communication, 5(4), 539-557.
• Srivastava, K., & Sharma, N. K. (2013). Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention. Services Marketing Quarterly, 34(4), 274-291.
• Stephen, A. T. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10, 17-21.
• Tang, T., & Cooper, R. (2011). The First Online Olympics: The Interactions Between Internet Use and Sports Viewing. Journal of Sports Media, 6(1), 1-22.
• Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An Assessment of Customers’ e-Service Quality Perception, Satisfaction and Intention. International Journal of Information Management, 30(6), 481-492.
• Vale, L., & Fernandes, T. (2018). Social Media and Sports: Driving Fan Engagement with Football Clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
• Wen, C., Prybutok, V. R., & Xu, C. (2011). An Integrated Model For Customer Online Repurchase Intention. Journal of Computer Information Systems, 52(1), 14-23.
• Witkemper, C., Lim, C. H., & Waldburger, A. (2012). Social Media and Sports Marketing: Examining The Motivations and Constraints of Twitter Users. Sport Marketing Quarterly, 21(3).
• Zeithaml, V. A. (2002). Service Excellence in Electronic Channels. Managing Service Quality 12(3), 135-139.
• Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice. Marketing Science Institute.
• Zhou, T., Lu, Y., & Wang, B. (2009). The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior. Information Systems Management, 26(4), 327-337.