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MUTLULUĞUN ÇEVRİM İÇİ ALIŞVERİŞTE MÜŞTERİLERİN TEKRAR SATIN ALMA NİYETLERİNE ETKİSİ

Year 2023, Volume: 19 Issue: 4, 862 - 882, 29.12.2023

Zübeyir Çelik , Bulut Dülek

https://doi.org/10.17130/ijmeb.1191299

Abstract

İlgili literatür incelendiğinde, mutluluğun alışveriş öncesi tüketici davranışları üzerindeki etkisine ilişkin bir araştırma boşluğu olduğu görülecektir. Bu çalışma, bu araştırma boşluğunu doldurmak için yapılmıştır. Bu çalışmanın amacı, mutluluğun müşterilerin çevrim içi alışveriş yaptıklarında tekrar satın alma niyetlerini nasıl etkilediğini araştırmaktır. Ayrıca, bu çalışmada algılanan çevrim içi alışveriş zevki ve faydasına odaklanılarak mutluluğun çevrim içi tekrar satın alma niyeti üzerindeki dolaylı etkisi araştırılmaktadır. Veriler, çevrim içi anket yoluyla 296 katılımcıdan toplanmıştır. Araştırma hipotezlerini test etmek için regresyon ve Process Macro analizi kullanılmıştır. Araştırmanın bulgularına göre, mutluluğun algılanan çevrim içi alışveriş zevki, algılanan çevrim içi alışveriş faydası ve çevrim içi tekrar satın alma niyeti üzerinde olumlu ve anlamlı bir doğrudan etkisi vardır. Buna ek olarak, algılanan çevrim içi alışveriş zevki ve algılanan çevrim içi alışveriş faydası, çevrim içi tekrar satın alma niyeti üzerinde olumlu ve anlamlı bir doğrudan etkiye sahiptir. Dahası, algılanan çevrim içi alışveriş zevki ve algılanan çevrim içi alışveriş faydası, mutluluğun çevrim içi tekrar satın alma niyeti üzerindeki dolaylı etkisine aracılık etmektedir. Çalışmada öneriler sunulmuştur. Uygulayıcılar, alışveriş öncesi mutluluğun, algılanan çevrim içi alışveriş zevkinin ve algılanan çevrim içi alışveriş faydasının tüketicileri çevrim içi alışverişe yönlendirebileceğini dikkate almalıdır.

Keywords

Mutluluk Algılanan Çevrim İçi Alışveriş Zevki Algılanan Çevrim İçi Alışveriş Faydası Çevrim İçi Tekrar Satın Alma Niyeti Çevrim İçi Alışveriş

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THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING

Year 2023, Volume: 19 Issue: 4, 862 - 882, 29.12.2023

Zübeyir Çelik , Bulut Dülek

https://doi.org/10.17130/ijmeb.1191299

Abstract

When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers’ repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.

Keywords

Happiness Perceived Online Shopping Enjoyment Perceived Online Shopping Usefulness Online Repurchase Intention Online Shopping

References

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  • Ben Khelil, H., Othmani, L., & Bouslama, N. (2015). Modeling the role of consumer happiness on online buying intention. Leila and Bouslama, Neji, Modeling the Role of Consumer Happiness on Online Buying Intention (June 7, 2015).
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  • Darden, W.R., Dorsch, M. J. (1990). An action strategy approach to examining shopping behavior. Journal of Business Research, 21(3), 289–308.
  • Darmaningrum, P. C., & Sukaatmadja, I. G. (2019). Peran shopping enjoyment memediasi pengaruh hedonic motivation terhadap impulse buying. E-Jurnal Manajemen,8(6), 3756-3783.
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
  • Davis, F. D., & Venkatesh, V. (1996). A critical assessment of potential measurement biases in the technology acceptance model: Three experiments. International Journal of Human-Computer Studies, 45(1), 19-45.
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  • Erçoşkun, S., & Sağtaş, S. (2022). Covid-19 pandemi döneminde tüketicilerin mental iyi oluş halinin online anlık satın alma davranışına etkisi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 11(1), 293-315.
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  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
  • Gefen D., & Straub D. (2000). The relative importance of perceived ease of use in is adoption: A study of e-commerce adoption. Journal of Association for Information Systems, 1(8), 1–30.
  • Gefen, D., Karahanna, E., & Straub, D.W. (2003). Inexperience and experience with online stores: The importance of TAM and trust. IEEE Transactions on Engineering Management, 50(3), 307-321.
  • Genoveva, G., & Dharmaatmaja H. F. (2022). Motives affecting fashion consumers behavior toward online shopping during Covid-19 pandemic. KINERJA, 26(1),16-31.
  • Ghani, J. A., Supnick, R., & Rooney, P. (1991). The experience of flow in computer-mediated and in face-to-face groups. In Icis, 91(6), 229-237.
  • Goldsmith, R. (2016). The big five, happiness, and shopping. Journal of Retailing and Consumer Services, 31, 52-61.
  • Gürbüz, S., & Bayık, M. E. (2018). Aracılık modellerinin analizinde modern yaklaşım: Baron ve Kenny yöntemi artık terk edilmeli mi?. 6. Örgütsel Davranış Kongresi, Bildiriler Kitabı içinde, 30-45.
  • Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Haybron, D. M. (2001). Happiness and pleasure. Philosophy and Phenomenological Research, 62(3), 501-528.
  • Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, London: The Guilford Press.
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (Second Edition). New York, London: The Guilford Press.
  • Hedhli, K., Chebat, J. C., & Sirgy, M. J. (2013). Shopping well-being at the mall: Construct, antecedents, and consequences. Journal of Business Research, 66(7), 856-863.
  • Hellén, K., & Sääksjärvi, M. (2011). Happiness as a predictor of service quality and commitment for utilitarian and hedonic services. Psychology & Marketing, 28(9), 934-957.
  • Hirschman, E.C., & Holbrook, M.B. (1982). Hedonic consumption: Emerging concept, methods and propositions. Journal of Marketing, 46(3), 92-101.
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There are 83 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Zübeyir Çelik 0000-0003-1692-9378

Bulut Dülek 0000-0002-3474-7220

Early Pub Date December 28, 2023
Publication Date December 29, 2023
Submission Date October 18, 2022
Acceptance Date October 15, 2023
Published in Issue Year 2023 Volume: 19 Issue: 4

Cite

APA Çelik, Z., & Dülek, B. (2023). THE EFFECT OF HAPPINESS ON CUSTOMERS’ REPURCHASE INTENTIONS IN ONLINE SHOPPING. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 19(4), 862-882. https://doi.org/10.17130/ijmeb.1191299
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