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THE ROLE OF ONLINE SALES PROMOTIONS AND E-SERVICE QUALITY IN CONSUMERS’ ONLINE PURCHASING BEHAVIOR

Year 2023, , 146 - 182, 26.06.2023

Eren Temel , Esma Durukal , Ceren Aksu , Asya Semiz

https://doi.org/10.36543/kauiibfd.2023.006

Abstract

The main objective of this study is to statistically examine the role of online sales promotions and e-service quality in consumers’ online purchasing behavior. Within this framework, data was collected from 494 consumers through an online survey questionnaire based on a quantitative research method, and analyzed using structural equation modeling. The findings of the study indicate that online sales promotions and e-service quality have a significant impact on consumers' online purchasing behavior. Furthermore, it was revealed that e-service quality has a greater influence compared to online sales promotions. The economic and savings dimension of online sales promotions was found to be positively and significantly related to online purchasing behavior, whereas the dimensions of entertainment and excitement and exploration did not show a significant relationship. Regarding e-service quality, the dimensions of efficiency, fulfillment, and contact demonstrated positive and significant relationships with online purchasing behavior, whereas system availability, privacy, responsiveness, and compensation dimensions did not exhibit a significant relationship.

Keywords

Online Sales Promotions E-Sevices Quality Online Purchasing Behavior

References

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TÜKETİCİLERİN ONLİNE SATIN ALMA DAVRANIŞINDA ONLİNE SATIŞ PROMOSYONLARI VE E-HİZMET KALİTESİNİN ROLÜ

Year 2023, , 146 - 182, 26.06.2023

Eren Temel , Esma Durukal , Ceren Aksu , Asya Semiz

https://doi.org/10.36543/kauiibfd.2023.006

Abstract

Bu çalışmanın temel amacı, tüketicilerin online satın alma davranışlarında online satış promosyonlarının ve e-hizmet kalitesinin rolünün istatistiksel olarak incelenmesidir. Bu kapsamda, nicel araştırma yöntemine dayalı olarak 494 tüketiciden online anket soru formu aracılığıyla veriler toplanmış ve yapısal eşitlik modelinde analiz edilmiştir. Araştırmada elde edilen bulgulara göre tüketicilerin online satın alma davranışında online satış promosyonu ve e-hizmet kalitesinin etkili olduğu anlaşılmıştır. Diğer yandan, ehizmet kalitesinin online satış promosyonuna kıyasla daha fazla etkiye sahip olduğu ortaya çıkmıştır. Online satış promosyonlarının ekonomi ve tasarruf boyutu online satın alma davranışıyla pozitif ve anlamlı şekilde ilişkili bulunurken, eğlence ve heyecan ve keşfetme boyutları ile online satın alma davranışı arasında anlamlı bir ilişki ortaya çıkmamıştır. E-hizmet kalitesinin etkinlik, yerine getirme ve iletişim boyutları ile online satın alma davranışı arasında ilişkiler pozitif ve anlamıyken, sistem kullanılabilirliği, gizlilik, duyarlılık ve telafi boyutlarında anlamlı ilişki bulunmamaktadır.

Keywords

Online satış promosyonları e-hizmet kalitesi online satın alma davranışları

References

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  • Alsamydai, M., J. (2014). Adaptation of the Technology Acceptance Model (TAM) to the use of mobile banking services. International Review of Management and Business Research, 3(4), 2031-2051.
  • Alvarez, B., & Vâzquez Casielles, R. (2005). Consumer evaluations of sales promotion: The effect on brand choice. European Journal of Marketing, 39(1-2), 54-70.
  • Barnes, S. J., & Vidgen, R. T. (2002). An integrative approach to the assessment of e-commerce quality. Journal of Electronic Commerce Research, 3(3), 114-127.
  • Bawa, K., & Shoemaker, R. (1999). Analyzing incremental sales from a direct mail coupon promotion. Journal of Marketing, 63(1), 66-78.
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  • Christou, E. (2011). Exploring online sales promotions in the hospitality industry. Journal of Hospitality Marketing & Management, 20(7), 814-829.
  • Clemence, D. (2017). The impacts of sales promotion strategies on product awareness: A study on decorative paints in Ilala Municipality. Ubpublished master thesis, The Open University of Tanzania, Tanzania.
  • Crespo-Almendros, E., & Del Barrio-García, S. (2016). Online airline ticket purchasing: Influence of online sales promotion type and Internet experience. Journal of Air Transport Management, 53, 23-34.
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There are 103 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing
Journal Section Articles
Authors

Eren Temel 0000-0003-1938-4836

Esma Durukal 0000-0001-8684-6311

Ceren Aksu 0000-0002-1334-1969

Asya Semiz 0000-0001-7014-362X

Publication Date June 26, 2023
Acceptance Date June 7, 2023
Published in Issue Year 2023

Cite

APA Temel, E., Durukal, E., Aksu, C., Semiz, A. (2023). TÜKETİCİLERİN ONLİNE SATIN ALMA DAVRANIŞINDA ONLİNE SATIŞ PROMOSYONLARI VE E-HİZMET KALİTESİNİN ROLÜ. Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 14(27), 146-182. https://doi.org/10.36543/kauiibfd.2023.006

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