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The Effect of the Virtual Store Atmosphere on E-Satisfaction, E-Stickiness and E-Loyalty: An Application in the Clothing Industry

Year 2021, Volume: 35 Issue: 4, 1643 - 1668, 17.12.2021
https://doi.org/10.48070/erciyesakademi.1024469

Abstract

The increase in internet usage with the development of technology has not only affected the lives of individuals but also the way companies operate. As a result of these developments in the world, the concept of e-retailing has emerged. Virtual stores have started to give importance to the design of virtual store atmosphere in order to make a difference against competitors, to stand out and to create a sense of satisfaction in consumers. Thus, the aim of this study is to investigate the effect of virtual store atmosphere on e-satisfaction, e-stickiness and e-loyalty in the clothing industry. Accordingly, online surveys were conducted on 399 consumers selected through convenience sampling method. The data obtained were analyzed through Structural Equation Modeling. The findings of the study show that the dimensions of "front of store design, interior decoration of the store, layout and visual presentations" among the dimensions of virtual store atmosphere are effective on e-satisfaction; however, it shows that the "people and payment" dimension is not effective on e-satisfaction. Besides, the research results reveal that e-satisfaction has an effect on e-stickiness and e-loyalty, but e-stickiness does not have a significant effect on e-loyalty.

References

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Sanal Mağaza Atmosferinin E-Memnuniyet, E-Yapışkanlık ve E-Sadakat Üzerindeki Etkisi: Giyim Sektöründe Bir Uygulama

Year 2021, Volume: 35 Issue: 4, 1643 - 1668, 17.12.2021
https://doi.org/10.48070/erciyesakademi.1024469

Abstract

Teknolojinin gelişmesiyle birlikte internet kullanımının artması, bireylerin yaşamlarını etkilemekle kalmayıp, firmaların da işleyiş biçimlerini etkilemiştir. Dünyada yaşanan bu gelişmeler sonucunda e-perakendecilik kavramı ortaya çıkmıştır. Sanal mağazalar rakiplere karşı fark yaratmak, öne çıkabilmek ve tüketicilerde memnuniyet duygusu yaratmak adına sanal mağaza atmosferi tasarımına gereken önemi vermeye başlamışlardır. Bu çalışmanın amacı giyim sektöründe sanal mağaza atmosferinin E-memnuniyet, e-yapışkanlık ve e-sadakat üzerindeki etkisini araştırmaktır. Bu doğrultuda, kolayda örnekleme yöntemiyle seçilen 399 tüketici üzerinde çevrimiçi anket uygulaması gerçekleştirilmiştir. Elde edilen veriler Yapısal Eşitlik Modellemesi aracılığıyla analiz edilmiştir. Araştırmanın bulguları, sanal mağaza atmosferi boyutlarından “mağaza önü tasarımı, mağazanın iç dekorasyonu, yerleşim düzeni ve görsel sunumlar” boyutlarının e-memnuniyet üzerinde etkili olduğunu; fakat “insan ve ödeme” boyutunun e-memnuniyet üzerinde etkili olmadığını göstermektedir. Bununla birlikte, araştırma sonuçları, e-memnuniyetin e-yapışkanlık ve e-sadakat üzerinde etkili olduğunu fakat e-yapışkanlığın e-sadakat üzerinde anlamlı bir etkisinin bulunmadığını ortaya koymaktadır.

References

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  • Akram, U., Hui, P., Khan, M. K., Hashim, M., & Rasheed, S. (2016). Impact of storeatmosphere on impulse buying behaviour: Moderating effect of demographic variables. International Journal of u-and e- Service, Science and Technology, 9(7), 43-60.
  • Altunışık, R., Sütütemiz, N., & Çallı, L. (2010). E-memnuniyeti etkileyen performans kriterlerinin tespiti üzerine bir araştırma (E-perakendecilik örneği). Akademik Bakış Dergisi, 20, 1-17.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-135.
  • Armağan, E., Danışman, E., & Öngen, H. B. (2018). Sanal mağaza atmosferinin anlık satın almaya etkisi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 33(1), 29-49.
  • Arslan, M. (2004). Mağazacılıkta atmosfer. Derin Yayınları.
  • Arslan,B. (2016). Sanal mağaza atmosferi unsurlarının anlık satın almaya etkisi. Bitlis Eren Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(1),117- 136.
  • Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
  • Bakırtaş, H. (2013). S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: Bir literatür incelemesi. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi,15(25), 47-55.
  • Bayram, N. (2010). Yapısal eşitlik modellemesine giriş: AMOS uygulamaları. Ezgi Kitabevi.
  • Bayramoğlu, E., Özata, K. T., Altuna, O. K., & Arslan, F. M. (2019). E-atmosferin plansız satın alma davranışı üzerindeki etkisinde alışveriş keyfinin aracılık rolü: Tüketicilerin atmosfer duyarlılıklarına göre bir karşılaştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 19(2), 347-368.
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  • Berman B., & Evans, J. R. (2004). Retail management (9th Ed.). Pearson Education.
  • Blut, M., Frennea, C., Mittal, V., & Mothersbaugh, D. (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), 226-229.
  • Bozbay, Z., Yaman, Y., & Özkan, E. (2016). İnternet perakendeciliğinde hizmet kalitesinin müşteri memnuniyeti üzerindeki rolü: Hazır giyim ve kitap sektörü üzerine karşılaştırmalı bir araştırma. Journal of Transportation and Logistics, 1(1), 20-38.
  • Buluk, B., & Boz, M. (2016). Online seyahat acentaları aracılığıyla seyahat satın almada turist memnuniyeti: İstanbul örneği. Karabük Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2(6), 504-529.
  • Chen, C., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115–1122.
  • Chen, Q., Rodgers, S., & He, Y. (2008). A critical review of the e-satisfaction literature. American Behavioral Scientist, 52(1), 38-59.
  • Cheng, F. F., Wu, C. S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer's emotional responses–an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334.
  • Cristobal, E., Flavian, C., & Guinaliu, M. (2007). Perceived e‐service quality (PeSQ). Managing Service Quality: An International Journal, 17(3), 317-340.
  • Curtis, T., Abratt, R., Rhoades, D. L., & Dion, P. (2011). Customer loyalty, repurchase and satisfaction: A meta-analytical review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24, 1-26.
  • Davis, L., Wang, S., & Lindridge, A. (2008). Culture influences on emotional responses to on-line store atmospheric cues. Journal of Business Research, 61(8), 806-812.
  • Deniş, C., Merrilees, B., Manganari, E. E., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of Marketing, 43(9-10),1140-1153.
  • Dholakia, R. R., & Zhao, M. (2010). Effects of online store attributes on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 38(7), 482-496.
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There are 88 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Kenan Güllü 0000-0002-8604-8798

Kumru Uyar 0000-0002-2604-5317

Sinem Sargın 0000-0002-7504-154X

Publication Date December 17, 2021
Submission Date November 16, 2021
Published in Issue Year 2021 Volume: 35 Issue: 4

Cite

APA Güllü, K., Uyar, K., & Sargın, S. (2021). Sanal Mağaza Atmosferinin E-Memnuniyet, E-Yapışkanlık ve E-Sadakat Üzerindeki Etkisi: Giyim Sektöründe Bir Uygulama. Erciyes Akademi, 35(4), 1643-1668. https://doi.org/10.48070/erciyesakademi.1024469

ERCİYES AKADEMİ | 2021 | erciyesakademi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.