Çevrimiçi Tekrar Satın Alma Niyetinin Öncülleri: Türkiye’de Alışveriş Yapan Tüketiciler Üzerine Bir Araştırma

Yıl 2021, , 163 - 194, 30.06.2021

Sinan Çavuşoğlu , Bülent Demirağ

https://doi.org/10.18074/ckuiibfd.779917

Öz

Çalışma, çaba beklentisi, performans beklentisi, öz yeterlik ve güvenin online tatmin üzerindeki etkisini incelemektedir. Ayrıca çalışmada online alışveriş deneyiminin online tatmin ve online tekrar satın alma niyeti üzerindeki etkisi de incelenmektedir. Araştırmanın evrenini Türkiye’de online alışveriş yapan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 435 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Analiz sonuçlarına göre; çaba beklentisinin, performans beklentisinin, öz yeterliliğin ve online alışveriş deneyiminin online müşteri tatminini olumlu yönde etkilediği tespit edilmiştir. Ancak güven değişkeninin online müşteri tatmini üzerinde olumlu bir etkisinin olmadığı belirlenmiştir. Gerçekleştirilen analizler neticesinde online alışveriş deneyiminin ve online müşteri tatmininin online tekrar satın alma niyetini olumlu yönde etkilediği de tespit edilmiştir.

Anahtar Kelimeler

Online Müşteri Tatmini, Online Alışveriş Deneyimi, Online Tekrar Satın Alma Niyeti

Kaynakça

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