Müşteri ile Bağ Kurma Çerçevesinde Web Sitesi Hizmet Belirleyicilerinin Değerlendirilmesi

Yıl 2024, Cilt: 19 Sayı: 74, 201 - 220, 30.04.2024

Emel Sarıtaş

https://doi.org/10.19168/jyasar.1384010

Öz

Günümüzün tek tıkla alışveriş imkanı sağlayan web siteleri markaların internet ortamındaki vitrinleri olarak değerlendirilmekte, kurumsal kimliğini oluşturmaya çalışan işletmeler için iyi tasarlanmış web siteleri güçlü ve güvenilir görünmenin önemli öğelerinden biri olarak kabul edilmektedir. İşletmelerin İnternet ortamındaki görünen yüzü, etkili bir tanıtım aracı ve müşteri ile buluşma mecraları olarak değerlendirilen web sitelerinin sahip oldukları özellikleri değerlendirerek, tüketici davranışlarını hangi açılardan desteklediğini analiz etmek önem arzetmektedir. Fiziksel mağazalarda olduğu gibi web siteleri de sahip oldukları özellikleri ile ziyaretçilerini uzun süreli web sitesinde kalmaya ikna etmeye ve tüketici ile bağ bileşenlerinden olan bilişsel, duygusal ve davranışsal tutumu oluşturmayı hedeflemektedir. Tüketicilerin bilişsel, duygusal ve davranışsal açıdan bağ kurmayı web sitelerinin sahip oldukları özelliklerin katkı sağlayıp sağlamadığı bu araştırmanın konusudur. Bu kapsamda özel alışveriş sitelerinin web sitelerini değerlendirilmek üzere anket çalışması yapılmıştır. Elde edilen veriler SPSS veri analiz programı ile analiz edilmiştir. Özel alışveriş sitelerindeki kişiselleştirme ve teşvik unsurlarının bağ kurma bileşenleri olan bilişsel, duygusal ve davranışsal bileşenlerinin tümünde olumlu etkiye sahip olduğu görülmektedir.

Anahtar Kelimeler

Web sitesi,, Çevrim içi Alışveriş, Bağ Kurma

Etik Beyan

Pamukkale Üniversitesi Sosyal ve Beşeri Bilimler Bilimsel Araştırma ve Yayın Etiği Kurulundan onay alınmıştır. Dosya eklenmiştir.

Evaluation of Website Service Determinants within the Framework of Customer Engagement

Öz

Today's one-click shopping websites are considered as the showcases of brands in the internet environment, and well-designed websites are considered as one of the important elements of looking strong and reliable for businesses trying to create their corporate identity. It is important to analyze in which aspects they support consumer behavior by evaluating the features of websites, which are considered as the visible face of businesses on the Internet, an effective promotional tool and meeting channels with customers. As in physical stores, websites aim to persuade their visitors to stay on the website for a long time with their features and to create cognitive, emotional and behavioral attitudes, which are the components of the bond with the consumer. The subject of this research is whether the features of websites contribute to consumers' cognitive, emotional and behavioral bonding. In this context, a survey was conducted to evaluate the websites of private shopping sites. The data obtained were analyzed with SPSS data analysis program. It is seen that personalization and incentive elements in special shopping websites have a positive effect on all cognitive, emotional and behavioral components of bonding.

Anahtar Kelimeler

Website, Online shopping, Connecting with consumers

Kaynakça

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