Your order has been shipped: Shipping experiences of consumers in online shopping

Year 2024, Volume: 5 Issue: 2, 59 - 83, 30.09.2024

Eren Temel

Abstract

As electronic retailing evolves, the nature of this business model necessitates increasing importance and integration of shipping and logistics activities in delivering products to consumers. An electronic commerce shipment involves delivering a product from the virtual store's shopping cart to the consumer's doorstep. This process covers a broad spectrum of experiences, ranging from pre-sale factors such as shipping fees and free shipping promotions to aspects of the transportation process such as on-time delivery and traceability, as well as post-delivery conditions like return policies.
This study is premised on the assumption that various factors related to the shipping process are significant determinants of purchase intention, with a focus on consumers' shipping experiences in online shopping. It aims to examine how consumers perceive the shipping process as a holistic experience, react to various shipping factors (such as price fairness, free shipping thresholds, on-time delivery, shipment tracking, and shipping return conditions), and investigate the statistical relationships between these factors and purchase intention in an empirical context. Towards these objectives, data from 394 participants were collected through surveys using the convenience sampling method under the quantitative research methodology.
The findings suggest that various shipping factors significantly influence consumers' online shopping experiences. According to the results, positive and significant relationships exist between dimensions of the shipping experience and purchase intention. However, the relationship between on-time delivery and purchase intention was not statistically significant.

Keywords

Online shopping, electronic retailing, shipping, purchase intention

Siparişiniz kargoya verilmiştir: Online alışverişte tüketicilerin kargo deneyimleri

Abstract

Elektronik perakendecilik geliştikçe, bu iş modelinin doğası gereği ürünlerin tüketicilere ulaştırılması noktasında kargo taşımacılığı faaliyetleri de önemini artırmakta ve birbirine entegre şekilde işlerlik kazanmaktadır. Bir elektronik ticaret gönderisi, bir ürünün sanal mağazanın alışveriş sepetinden tüketicinin kapısına kadarki teslimat sürecini kapsamaktadır. Bu süreç işletmenin kargo ücreti, ücretsiz kargo promosyonu gibi satış öncesi faktörlerden, zamanında teslimat, takip edilebilirlik gibi taşınma sürecine ve teslim sonrasında iade koşulları gibi faktörlere kadar geniş bir deneyim bütününü içermektedir.
Bu çalışma, online alışverişlerde tüketicilerin kargo deneyimlerine odaklanarak, kargo süreci ile ilgili çeşitli unsurların satın alma niyetini belirleyen önemli faktörler olduğu varsayımından yola çıkmıştır. Tüketicilerin online alışverişlerinde kargo süreçlerini bütünsel bir deneyim olarak nasıl değerlendirdiğini, çeşitli kargo faktörlerine (fiyat adaleti, ücretsiz kargo eşiği, zamanında teslimat, kargo takibi ve kargo iade koşulları) nasıl tepki gösterdiğini ve satın alma niyeti arasındaki istatistiksel ilişkileri ampirik bir bağlamda incelemeyi amaçlamıştır. Bu amaçlar doğrultusunda, nicel araştırma yöntemi altında anketler vasıtasıyla kolayda örnekleme yöntemine dayalı olarak 394 katılımcıdan veri sağlanmıştır.
Elde edilen bulgular, tüketicilerin online satın alma deneyimlerinde çeşitli kargo faktörlerinin önemli olduğunu ortaya koymuştur. Bulgulara göre, kargo deneyiminin boyutları ile satın alma niyeti arasında pozitif ve anlamlı ilişkiler tespit edilmiştir. Zamanında teslimat ile satın alma niyeti arasında ilişki ise istatistiksel olarak anlamlı olmamıştır.

Keywords

Online alışveriş, elektronik perakende, kargo, satın alma niyeti

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