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ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ

Year 2020, Volume: 10 Issue: 20, 414 - 433, 30.11.2020

Taner Akçacı Fatma Büşra Kurt

Abstract

Tüketicilerin çevrimiçi satın alma durumu birçok faktörden etkilenebilmektedir. Bu faktörlerden biri de tüketici güvenidir. Tüketiciler için çevrimiçi alışveriş, fiziksel alışverişten daha fazla belirsizlikler içermektedir. Özellikle hızlı tüketim mallarında çevrimiçi alışveriş yapılması bu durumu daha da zorlaştırmaktadır. Bu çalışmanın amacı, çevrimiçi süpermarket alışverişinde tüketici güvenini etkileyen faktörlerin belirlenmesidir. Araştırmada 483 tüketiciye anket uygulanmış ve anket sonuçlarına göre çoğu tüketici, yüz yüze alışverişe kıyasla çevrimiçi süpermarket alışverişine güvenmediklerini belirtmişlerdir. Ancak, fiziksel iade koşulları, hızlı ve hasarsız teslimat ve devlet destekli bir işaretin varlığı gibi faktörlerin mevcut olması durumunda tüketicilerin çevrimiçi süpermarket alışverişine olan güvenlerinin artacağı sonucuna ulaşılmıştır.

Keywords

E-ticaret online süpermarket çevrimiçi güven

References

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  • Chen Y., Yan X., Fan W., & Gordon M., (2015). The joint moderating role of trust propensity and gender on consumers’ online shopping behavior. Computers in Human Behavior, 272-283, https://doi.org/10.1016/j.chb.2014.10.020.
  • Corritore C.L., Kracher B., & Wiedenbeck S., (2003). On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58 (6), 737-758. https://doi.org/10.1016/S1071-5819(03)00041-7.
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  • Hansen T., Cumberland F., & Solgaard H. S., (2005). Determinants of Consumers' Adoption of Online Grocery Shopping in E – European Advances in Consumer Research., eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden. Association for Consumer Research: 276-277.
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  • Moriuchi E., & Takahashi I., (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal (AMJ), 24 (2), 146-156, https://doi.org/10.1016/j.ausmj.2016.02.006.
  • Murphy A.J. (2003). Resolving space and time: Fulfilment issues in online grocery retailing Environment & Planning A, 35 (7). 1173-1200.
  • Oghazi P., Karlsson S., Hellström D., & Hjort K., (2018). Online purchase return policy leniency and purchase decision: Mediating role of consumer trust. Journal of Retailing and Consumer Services, 190-200. https://doi.org/10.1016/j.jretconser.2017.12.007.
  • Razak N.S.A., Marimuthu M., Omar A., & Mamat M. (2014). Trust and Repurchase Intention on Online Tourism Services among Malaysian Consumers. Procedia - Social and Behavioral Sciences, 577-582, https://doi.org/10.1016/j.sbspro.2014.04.067.
  • Saphores J. D. & Xu L. (2020). E-shopping changes and the state of E-grocery shopping in the US - Evidence from national travel and time use surveys. Research in Transportation Economics,100864. https://doi.org/10.1016/j.retrec.2020.100864.
  • Sharma V. M., & Klein A., (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 101946. https://doi.org/10.1016/j.jretconser.2019.101946.
  • Singh R., & Rosengren S., (2020). Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery. Journal of Retailing and Consumer Services. 53, 101962. https://doi.org/10.1016/j.jretconser.2019.101962.
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  • Vos A., Marinagi C., Trivellas P., Eberhagen N., Skourlas C., & Giannakopoulos G. (2014). Risk Reduction Strategies in Online Shopping: E-trust Perspective. Procedia - Social and Behavioral Sciences, 418-423. https://doi.org/10.1016/j.sbspro.2014.07.122.
  • Yaşin B., Özkan E., & Baloğlu S., (2017). Tüketicilerin Çevrimiçi Perakende Alışveriş Sitelerine Yönelik Sadakatleri Üzerinde Memnuniyet, Güven ve Kalite Algılarının Rolü. İstanbul Üniversitesi İşletme İktisadı Enstitüsü Dergisi, 28 (83), 24-47.
  • Wu I. L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33 (1), 166-176. https://doi.org/10.1016/j.ijinfomgt.2012.09.001.
  • Wu J.J., & Chang Y.S., (2006). Effect of transaction trust on e-commerce relationships between travel agencies. Tourism Management, 27 (6), 1253-1261. https://doi.org/10.1016/j.tourman.2005.06.009.
  • www.amazon.com (2020). What is Amazon Dash Replenishment? https://www.amazon.com/b?ie=UTF8&node=15426532011 ( ET: 25.09.2020 ).

Year 2020, Volume: 10 Issue: 20, 414 - 433, 30.11.2020

Taner Akçacı Fatma Büşra Kurt

Abstract

References

  • Bashir S., Anwar S., Awan Z., Qureshi T.W., & Memon A.B., (2018). A holistic understanding of the prospects of financial loss to enhance shopper's trust to search, recommend, speak positive and frequently visit an online shop. Journal of Retailing and Consumer Services, 42, 169-174, https://doi.org/10.1016/j.jretconser.2018.02.004.
  • Chen Y., Yan X., Fan W., & Gordon M., (2015). The joint moderating role of trust propensity and gender on consumers’ online shopping behavior. Computers in Human Behavior, 272-283, https://doi.org/10.1016/j.chb.2014.10.020.
  • Corritore C.L., Kracher B., & Wiedenbeck S., (2003). On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58 (6), 737-758. https://doi.org/10.1016/S1071-5819(03)00041-7.
  • Euromonitor, (2020a). E-Commerce in Turkey. Passport. https://www.portal.euromonitor.com/portal/Analysis/Tab ( ET: 28.08.2020 )
  • Euromonitor, (2020b). “Food and Drink E-Commerce in Turkey”. Passport. https://www.portal.euromonitor.com/portal/Analysis/Tab ( ET: 28.08.2020 ).
  • Gefen, D, (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
  • Gümrük ve Ticaret Bakanlığı, (2015). Elektronik Ticarette Güven Damgası Hakkında Tebliğ,1-8.
  • Hansen T., Cumberland F., & Solgaard H. S., (2005). Determinants of Consumers' Adoption of Online Grocery Shopping in E – European Advances in Consumer Research., eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden. Association for Consumer Research: 276-277.
  • Hu X., Wu G., Wu Y., & Zhang H.,(2010). The effects of Web assurance seals on consumers' initial trust in an online vendor: A functional perspective. Decision Support Systems, 48 (2), 407-418, https://doi.org/10.1016/j.dss.2009.10.004.
  • İşcioğlu, T. E. & Ağyol, B. (2019), Giyim Alışverişinde Çevrimiçi ve Çevrimdışı Kanal Tercihini Belirleyen Unsurlar, BMIJ, (2019), 7(2), 1042-1060 doi: http://dx.doi.org/10.15295/bmij.v7i2.1125
  • Koufaris M., & Sosa W.H, (2004). The development of initial trust in an online company by new customers. Information & Management, 41 (3), 377-397. https://doi.org/10.1016/j.im.2003.08.004.
  • Moriuchi E., & Takahashi I., (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal (AMJ), 24 (2), 146-156, https://doi.org/10.1016/j.ausmj.2016.02.006.
  • Murphy A.J. (2003). Resolving space and time: Fulfilment issues in online grocery retailing Environment & Planning A, 35 (7). 1173-1200.
  • Oghazi P., Karlsson S., Hellström D., & Hjort K., (2018). Online purchase return policy leniency and purchase decision: Mediating role of consumer trust. Journal of Retailing and Consumer Services, 190-200. https://doi.org/10.1016/j.jretconser.2017.12.007.
  • Razak N.S.A., Marimuthu M., Omar A., & Mamat M. (2014). Trust and Repurchase Intention on Online Tourism Services among Malaysian Consumers. Procedia - Social and Behavioral Sciences, 577-582, https://doi.org/10.1016/j.sbspro.2014.04.067.
  • Saphores J. D. & Xu L. (2020). E-shopping changes and the state of E-grocery shopping in the US - Evidence from national travel and time use surveys. Research in Transportation Economics,100864. https://doi.org/10.1016/j.retrec.2020.100864.
  • Sharma V. M., & Klein A., (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 101946. https://doi.org/10.1016/j.jretconser.2019.101946.
  • Singh R., & Rosengren S., (2020). Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery. Journal of Retailing and Consumer Services. 53, 101962. https://doi.org/10.1016/j.jretconser.2019.101962.
  • TUİK, (2020). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması. http://tuik.gov.tr/PreHaberBultenleri.do;jsessionid=bv6sffgLh1KkrgnM2GLKfTQpDmhpcL1xdXw5d6L3ykJm0Wh2yFTp!1754556473?id=33679 ( ET: 15.09.2020).
  • Vos A., Marinagi C., Trivellas P., Eberhagen N., Skourlas C., & Giannakopoulos G. (2014). Risk Reduction Strategies in Online Shopping: E-trust Perspective. Procedia - Social and Behavioral Sciences, 418-423. https://doi.org/10.1016/j.sbspro.2014.07.122.
  • Yaşin B., Özkan E., & Baloğlu S., (2017). Tüketicilerin Çevrimiçi Perakende Alışveriş Sitelerine Yönelik Sadakatleri Üzerinde Memnuniyet, Güven ve Kalite Algılarının Rolü. İstanbul Üniversitesi İşletme İktisadı Enstitüsü Dergisi, 28 (83), 24-47.
  • Wu I. L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33 (1), 166-176. https://doi.org/10.1016/j.ijinfomgt.2012.09.001.
  • Wu J.J., & Chang Y.S., (2006). Effect of transaction trust on e-commerce relationships between travel agencies. Tourism Management, 27 (6), 1253-1261. https://doi.org/10.1016/j.tourman.2005.06.009.
  • www.amazon.com (2020). What is Amazon Dash Replenishment? https://www.amazon.com/b?ie=UTF8&node=15426532011 ( ET: 25.09.2020 ).
There are 24 citations in total.

Details

Primary Language Turkish
Subjects Economics
Journal Section Research Article
Authors

Taner Akçacı 0000-0002-5343-0894

Fatma Büşra Kurt 0000-0003-4528-9381

Publication Date November 30, 2020
Submission Date October 22, 2020
Acceptance Date November 2, 2020
Published in Issue Year 2020 Volume: 10 Issue: 20

Cite

APA Akçacı, T., & Kurt, F. B. (2020). ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ. Dicle Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 10(20), 414-433.
AMA Akçacı T, Kurt FB. ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. November 2020;10(20):414-433.
Chicago Akçacı, Taner, and Fatma Büşra Kurt. “ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ”. Dicle Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 10, no. 20 (November 2020): 414-33.
EndNote Akçacı T, Kurt FB (November 1, 2020) ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10 20 414–433.
IEEE T. Akçacı and F. B. Kurt, “ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ”, Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 10, no. 20, pp. 414–433, 2020.
ISNAD Akçacı, Taner - Kurt, Fatma Büşra. “ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ”. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10/20 (November 2020), 414-433.
JAMA Akçacı T, Kurt FB. ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2020;10:414–433.
MLA Akçacı, Taner and Fatma Büşra Kurt. “ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ”. Dicle Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 10, no. 20, 2020, pp. 414-33.
Vancouver Akçacı T, Kurt FB. ONLİNE SÜPERMARKET ALIŞVERİŞİNDE TÜKETİCİ GÜVEN FAKTÖRÜ. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2020;10(20):414-33.
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Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Dicle University, Journal of Economics and Administrative Sciences