ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ

Asuman Bihter Civelek; Azra Bayraktar

doi:10.24889/ifede.839815

ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ

Abstract

Online alışveriş yapan tüketicilerin düzenleyici odaklar teorisine göre analiz edildiği bu çalışmada tüketici motivasyonları ayrıntılı bir şekilde incelenmiş ve bu motivasyonların güven ve algılanan değer üzerinden davranışsal niyete olan etkisine bakılmıştır. Düzenleyici odaklar teorisine göre motivasyonların temelinde yönelimci ve kaçınmacı olmak üzere iki odak yer almaktadır. Araştırma sonucunda online alışveriş yapan bireylerin yönelimci düzenleyici odağa sahip oldukları görülmüştür. Hedonik motivasyon ile hareket eden bu bireyleri online alışverişe yönlendiren davranışsal niyetleri üzerinden algıladıkları değer ve güvenin anlamlı olumlu etkisinin olduğu sonucuna varılmıştır. Dolayısıyla online perakendecilerin, müşterilerini iyi tanıyarak onların sahip oldukları motivasyonlara göre stratejiler geliştirmeleri önemli olmaktadır.

Keywords

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Asuman Bihter Civelek ^*
0000-0001-8000-3954
Türkiye

Azra Bayraktar This is me
0000-0001-8215-6110
Türkiye

Publication Date

January 29, 2021

Submission Date

October 31, 2019

Acceptance Date

October 23, 2020

Published in Issue

Year 2020 Volume: 21 Number: 2

DOI

https://doi.org/10.24889/ifede.839815

IZ

https://izlik.org/JA87GA22CD

Cite

RIS / Bibtex

APA

Civelek, A. B., & Bayraktar, A. (2021). ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 21(2), 371-393. https://doi.org/10.24889/ifede.839815

AMA

1.Civelek AB, Bayraktar A. ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2021;21(2):371-393. doi:10.24889/ifede.839815

Chicago

Civelek, Asuman Bihter, and Azra Bayraktar. 2021. “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 21 (2): 371-93. https://doi.org/10.24889/ifede.839815.

EndNote

Civelek AB, Bayraktar A (January 1, 2021) ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 21 2 371–393.

IEEE

[1]A. B. Civelek and A. Bayraktar, “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 21, no. 2, pp. 371–393, Jan. 2021, doi: 10.24889/ifede.839815.

ISNAD

Civelek, Asuman Bihter - Bayraktar, Azra. “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 21/2 (January 1, 2021): 371-393. https://doi.org/10.24889/ifede.839815.

JAMA

1.Civelek AB, Bayraktar A. ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2021;21:371–393.

MLA

Civelek, Asuman Bihter, and Azra Bayraktar. “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 21, no. 2, Jan. 2021, pp. 371-93, doi:10.24889/ifede.839815.

Vancouver

1.Asuman Bihter Civelek, Azra Bayraktar. ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2021 Jan. 1;21(2):371-93. doi:10.24889/ifede.839815