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TRUST AS A MARKETING VALUE AND TRUST ATTITUDES OF THE CONSUM- ERS TOWARDS ELECTRONIC MARKETS

Year 2006, Volume: 2 Issue: 4, 79 - 90, 01.12.2006

Abstract

The ratio of worldwide internet users was 15% as of 2005 and has been increasing. Internet makes possible to shop at any time of the day from any part of the world overcoming the constraints set by geographical location and time differences. In e-markets, in order to create successful and long-term relationships with consumers, a well-build trust is required. Trust will largely affect the loyalty and attitudes of the consumers in e-markets.In this study, trust attitudes of the consumers sample , who live in Zonguldak, towards e-markets is analyzed. We found that although consumers enjoy surfing in the internet, they are reluctant in making transactions perceived as highly risky such as providing their credit card information

References

  • Agarwal, Ashish ve Ravi Shankar (2003), “On-line Trust Building in E-Enabled Supply Chain”, Supply Chain Management, Vol. 8, No. 4, pp. 324-334.
  • Aiken, Kirk Damon (2001), Developing Consumers Trust in a Computer-Mediated Environment: An Investigation of Market Signals, The University of Oregon, Doctoral Dissertations, (Umi microform number 3018355).
  • Ba, Sulin (2001), “Establishing Online Trust Through A community Responsibility System”, Decision Support Systems, Vol.31, pp. 323-336.
  • Belanger, France, Janine S. Hiller, ve Wanda J. Smith (2002), “Trustworthiness in Electronic Commerce: The Role of Privacy, Security, and Site Attirubutes”, Journal Of Strategic Information Systems, Number 11, pp. 245-270.
  • Fisher, Diane Jane (2003), An Investigation into the Attitudes Towards and Partici- pation in Online Instruction Among Higher Education Business Education Fac- ulty at NABRE Institutions, Missisipi State University, Doctoral Dissertations, (Umi Microform number:3080194)
  • Furnell, S.M. ve T. Karnewi (1999), “Security Implications of Electronic Com- merce: A Survey of Consumer and Business”, Internet Research, Vol. 9, No. 5, pp. 372-382.
  • Jensen, H.R. (2001), “Antecedents and Consequences of Consumer Value Assess- ment: Implications for Marketing Strategy and Future Research”, Journal of Retailing and Consumer Research, Vol. 8, pp. 299-310.
  • Keser, C. (2003), “Experimental Games for the Design of Reputation Management Systems”, IBM System Journal, Vol. 42, No. 3, pp. 498-506.
  • Kim, Euijin (2003), Factors Impacting Customers’ Trust in E-Business: an Emperi- cal Study of Customers’ Initial Trust in E-Business, The Southern Illinois Uni- versity Carbondale, Doctoral Dissertations, (Umi Microform number 3100760).
  • Kotler, Philip (2000), Pazarlama Yönetimi (millenium baskı), (Onuncu baskıdan çeviren Nejat Muallimoğulları), Beta basım yayım, Yayın no: 1035.
  • Kurtuluş, Kemal (2004), Pazarlama Araştırmaları (Genişletilmiş 7. Basım), Lit- eratür Yayıncılık Dağıtım, Yayın no: 114, İstanbul.
  • McCole, Patrick, (2002), “The Role of Trust for Electronic Commerce in Services”, International Journal of Contemporary Hospitality Management, 14/2, pp. 81- 87.
  • Morgan, R.M. ve D. Hunt Shelby (1994), “The Commitment-Trust Theory of Rela- tionship Marketing”, Journal of Marketing, Vol. 58, July, pp. 20-38.
  • MoU (1999), “Open Access to Electronic Commerce for European SMEs”, Final Report, http://www.ispo.cec.be/ecommerce/mou/default.htm (Erişim Tarihi: 13.10.2006)
  • Mukherjee, Avinandan ve Nath Prithwiraj (2003), “A Model of Trust in Online Relationship Banking”, International Journal of Bank Marketing, 21/1, pp. 5- 15.
  • O’Donnel, Joseph Bernard, (2002), Assessment of The Impact of WEB Site Design on Consumer Trust And Purchase Desicion, The State University of NewYork at Buffalo, Doctoral Dissertations, (Umi Microform number:3063155).
  • Papadopoulo, Panagiota, Andreas Andreou, Panagiotis Kanellis ve Drakoulis Mar- takos (2001), “Trust and Relationship Building in Electronic Commerce”, Internet Research, Vol. 11, No 4, pp. 322-332.
  • Sagi, John P. (2003), Information Technology and Business in the New Economy: The Dimensions of Culture, Gender and Experiences and, Attitudes About E- Commerce, Doctoral Dissertation, The George Washington University, (Umi Microform number:3078732).
  • Sahay, B.S. (2003), “Understanding Trust in Supply Chain Relationships”, Indus- trial Management and Data Systems, 103/8, pp. 553-563.
  • Schiffman, Leon G. ve Leslie Lazar Kanuk (2004), Consumer Behavior, Interna- tional Edition, Pearson Prentice Hill, New Jersey.
  • Sharma, Neeru and Paul G. Patterson (2000), “Switching Cost, Alternative Attrac- tiveness and Experience as Moderators of Relationship Commitment in Profes- sional, Cunsomer Services”, International Journal of Service Industry Man- agement, Vol. 11, No. 5, pp. 470-490.
  • Solomon, Michael, Garry Bamossy ve Soren Askegaard (2002), Consumer Behavior European Perspective, Second Edition, Pearson Education Limited, Edinburgh.
  • Vesna, Zabkar ve Maja Moovec Brencic (2004), “Values, Trust and Commitment in Business-to-Business Relationship”, International Matketing Review, Vol. 21, No. 2, pp. 202-215.
  • Hobbes, Robert “Hobbes' Internet Timeline v8.2”, www.zakon.org/robert/internet/timeline (Erişim Tarihi: 15.09.2005).
  • IWS (2005), “Internet World Statistics”, www.internetworldstats.com/stats.htm (Erişim Tarihi: 18.10.2005).
  • Retailer Associations of Massachussets (2006), “Internet Retail Sales”, www.retailersma.org/pages/627_internet_retail_sales_up_25_.cfm (Erişim Tarihi: 28.06.2006).

BİR PAZARLAMA DEĞERİ OLARAK GÜVEN VE TÜKETİCİLERİN ELEKTRONİK PAZARLARA YÖNELİK GÜVEN TUTUMLARI

Year 2006, Volume: 2 Issue: 4, 79 - 90, 01.12.2006

Abstract

Dünyadaki internet kullanıcılarının oranı 2005 yılı itibariyle dünya nüfusunun % 15’i olup, hızla artmaya devam etmektedir. İnternet tüketicilerin günün herhangi bir saatinde ve dünyanın herhangi bir yerindeki ürün ve hizmeti satın almasını olanaklı kılmakta, mesafe ve zaman engelini ortadan kaldırmakta veya aşındırmaktadır. E-pazarlarda, tüketicilerle uzun dönemli ve başarılı ilişkiler geliştirme ve korumanın temel yolu güven inşa etmektir. Güven tutumları, tüketicilerin elektronik pazarlara yönelik gelecekteki davranışları ve bağlılıklarını geniş ölçüde etkileyecektir. Bu çalışmada, Zonguldak’ta yaşayan tüketicilerin örnek elektronik pazarlara ve pazarlama uygulamalarına yönelik güven tutumları incelenmiştir. Sonuç olarak, tüketicilerin elektronik pazarlarda bulunmak ve dolaşmaktan hoşlandıkları, fakat kredi kartı bilgilerinin verilmesi gibi yüksek risk algıladıkları işlemleri yapmak konusunda olumsuz tutuma sahip oldukları tespit edilmiştir.

References

  • Agarwal, Ashish ve Ravi Shankar (2003), “On-line Trust Building in E-Enabled Supply Chain”, Supply Chain Management, Vol. 8, No. 4, pp. 324-334.
  • Aiken, Kirk Damon (2001), Developing Consumers Trust in a Computer-Mediated Environment: An Investigation of Market Signals, The University of Oregon, Doctoral Dissertations, (Umi microform number 3018355).
  • Ba, Sulin (2001), “Establishing Online Trust Through A community Responsibility System”, Decision Support Systems, Vol.31, pp. 323-336.
  • Belanger, France, Janine S. Hiller, ve Wanda J. Smith (2002), “Trustworthiness in Electronic Commerce: The Role of Privacy, Security, and Site Attirubutes”, Journal Of Strategic Information Systems, Number 11, pp. 245-270.
  • Fisher, Diane Jane (2003), An Investigation into the Attitudes Towards and Partici- pation in Online Instruction Among Higher Education Business Education Fac- ulty at NABRE Institutions, Missisipi State University, Doctoral Dissertations, (Umi Microform number:3080194)
  • Furnell, S.M. ve T. Karnewi (1999), “Security Implications of Electronic Com- merce: A Survey of Consumer and Business”, Internet Research, Vol. 9, No. 5, pp. 372-382.
  • Jensen, H.R. (2001), “Antecedents and Consequences of Consumer Value Assess- ment: Implications for Marketing Strategy and Future Research”, Journal of Retailing and Consumer Research, Vol. 8, pp. 299-310.
  • Keser, C. (2003), “Experimental Games for the Design of Reputation Management Systems”, IBM System Journal, Vol. 42, No. 3, pp. 498-506.
  • Kim, Euijin (2003), Factors Impacting Customers’ Trust in E-Business: an Emperi- cal Study of Customers’ Initial Trust in E-Business, The Southern Illinois Uni- versity Carbondale, Doctoral Dissertations, (Umi Microform number 3100760).
  • Kotler, Philip (2000), Pazarlama Yönetimi (millenium baskı), (Onuncu baskıdan çeviren Nejat Muallimoğulları), Beta basım yayım, Yayın no: 1035.
  • Kurtuluş, Kemal (2004), Pazarlama Araştırmaları (Genişletilmiş 7. Basım), Lit- eratür Yayıncılık Dağıtım, Yayın no: 114, İstanbul.
  • McCole, Patrick, (2002), “The Role of Trust for Electronic Commerce in Services”, International Journal of Contemporary Hospitality Management, 14/2, pp. 81- 87.
  • Morgan, R.M. ve D. Hunt Shelby (1994), “The Commitment-Trust Theory of Rela- tionship Marketing”, Journal of Marketing, Vol. 58, July, pp. 20-38.
  • MoU (1999), “Open Access to Electronic Commerce for European SMEs”, Final Report, http://www.ispo.cec.be/ecommerce/mou/default.htm (Erişim Tarihi: 13.10.2006)
  • Mukherjee, Avinandan ve Nath Prithwiraj (2003), “A Model of Trust in Online Relationship Banking”, International Journal of Bank Marketing, 21/1, pp. 5- 15.
  • O’Donnel, Joseph Bernard, (2002), Assessment of The Impact of WEB Site Design on Consumer Trust And Purchase Desicion, The State University of NewYork at Buffalo, Doctoral Dissertations, (Umi Microform number:3063155).
  • Papadopoulo, Panagiota, Andreas Andreou, Panagiotis Kanellis ve Drakoulis Mar- takos (2001), “Trust and Relationship Building in Electronic Commerce”, Internet Research, Vol. 11, No 4, pp. 322-332.
  • Sagi, John P. (2003), Information Technology and Business in the New Economy: The Dimensions of Culture, Gender and Experiences and, Attitudes About E- Commerce, Doctoral Dissertation, The George Washington University, (Umi Microform number:3078732).
  • Sahay, B.S. (2003), “Understanding Trust in Supply Chain Relationships”, Indus- trial Management and Data Systems, 103/8, pp. 553-563.
  • Schiffman, Leon G. ve Leslie Lazar Kanuk (2004), Consumer Behavior, Interna- tional Edition, Pearson Prentice Hill, New Jersey.
  • Sharma, Neeru and Paul G. Patterson (2000), “Switching Cost, Alternative Attrac- tiveness and Experience as Moderators of Relationship Commitment in Profes- sional, Cunsomer Services”, International Journal of Service Industry Man- agement, Vol. 11, No. 5, pp. 470-490.
  • Solomon, Michael, Garry Bamossy ve Soren Askegaard (2002), Consumer Behavior European Perspective, Second Edition, Pearson Education Limited, Edinburgh.
  • Vesna, Zabkar ve Maja Moovec Brencic (2004), “Values, Trust and Commitment in Business-to-Business Relationship”, International Matketing Review, Vol. 21, No. 2, pp. 202-215.
  • Hobbes, Robert “Hobbes' Internet Timeline v8.2”, www.zakon.org/robert/internet/timeline (Erişim Tarihi: 15.09.2005).
  • IWS (2005), “Internet World Statistics”, www.internetworldstats.com/stats.htm (Erişim Tarihi: 18.10.2005).
  • Retailer Associations of Massachussets (2006), “Internet Retail Sales”, www.retailersma.org/pages/627_internet_retail_sales_up_25_.cfm (Erişim Tarihi: 28.06.2006).
There are 26 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Ramazan Aksoy This is me

Publication Date December 1, 2006
Published in Issue Year 2006 Volume: 2 Issue: 4

Cite

APA Aksoy, R. (2006). BİR PAZARLAMA DEĞERİ OLARAK GÜVEN VE TÜKETİCİLERİN ELEKTRONİK PAZARLARA YÖNELİK GÜVEN TUTUMLARI. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 2(4), 79-90.