Year 2019, Volume 10 , Issue 19, Pages 74 - 103 2019-06-30

MÜŞTERİLER NEDEN ELEKTRONİK ORTAMDA SATIN ALIYOR? ELEKTRONİK SATINALMA ÜZERİNE BİR ÇALIŞMA
WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR

Aslı Kuşçu [1] , Uğur Yozgat [2]


Bu çalışma müşterilerin elektronik ortamda arama ve satın alma niyetlerine etki eden faktörleri inceleyerek literature katkı sağlamayı amaçlamaktadır. Daha önceki çalışmalarda çoğunlukla faydacı ve hedonic yararlara yoğunlaşılması, buna ragmen çelişkili sonuçlar elde edilmesi sebebiyle bu çalışmada literatürde kullanılmış olan bu  faydalara ek olarak müşteri ve elektronik satınlama arasında yaşanan imaj açısından uyumun eklenmesi ile geniş açılı bir teorik model oluşturulmuştur. Oluşturulan yapısal eşitlik modeli 358 adet elektronik müşterinin cevapları doğrultusunda test edilmiş ve sonuçlar elektronik ortamın özelliklerinin ve müşteriye sunulan bilgi, duygular ve kendini ifade etme açısından yoğun  satınalma deneyiminin elektronik ortamda arama ve satın alma niyetlerine etkisi olduğunu göstermiştir. Sonuçlar farklı ürün kategorileri ve demografilerde farklılık göstermemektedir.

This research contributes to the understanding of online shopping by investigating influential factors on consumers’ online search and purchase intentions. Given the fact that previous studies mostly concentrated on the utilitarian and hedonic aspects and yet still provided mixed results, a comprehensive theoretical framework is developed that combines current research on utilitarian and hedonic values and factors that lead to those values while also emphasizing the importance of the perceived congruence between the consumer and online shopping and linking it to both hedonic values and to online search and purchase intentions. The structural model design tested with 358 online consumers enables the researchers to evaluate all factors in a holistic fashion and our results demonstrate the importance of making use of the properties of the medium while also providing the consumer with a shopping experience that is rich in information, sensory stimulation, and also in self-expression. Results are consistent across demographics and product categories. 

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Primary Language en
Subjects Social
Journal Section Makaleler
Authors

Orcid: 0000-0003-3856-8518
Author: Aslı Kuşçu (Primary Author)
Country: Turkey


Orcid: 0000-0001-9893-3551
Author: Uğur Yozgat

Dates

Publication Date : June 30, 2019

Bibtex @research article { kauiibf571239, journal = {Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi}, issn = {1309-4289}, eissn = {2149-9136}, address = {}, publisher = {Kafkas University}, year = {2019}, volume = {10}, pages = {74 - 103}, doi = {}, title = {WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR}, key = {cite}, author = {Kuşçu, Aslı and Yozgat, Uğur} }
APA Kuşçu, A , Yozgat, U . (2019). WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 10 (19) , 74-103 . Retrieved from https://dergipark.org.tr/en/pub/kauiibf/issue/45479/571239
MLA Kuşçu, A , Yozgat, U . "WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR". Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10 (2019 ): 74-103 <https://dergipark.org.tr/en/pub/kauiibf/issue/45479/571239>
Chicago Kuşçu, A , Yozgat, U . "WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR". Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10 (2019 ): 74-103
RIS TY - JOUR T1 - WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR AU - Aslı Kuşçu , Uğur Yozgat Y1 - 2019 PY - 2019 N1 - DO - T2 - Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi JF - Journal JO - JOR SP - 74 EP - 103 VL - 10 IS - 19 SN - 1309-4289-2149-9136 M3 - UR - Y2 - 2019 ER -
EndNote %0 Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR %A Aslı Kuşçu , Uğur Yozgat %T WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR %D 2019 %J Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi %P 1309-4289-2149-9136 %V 10 %N 19 %R %U
ISNAD Kuşçu, Aslı , Yozgat, Uğur . "WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR". Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10 / 19 (June 2019): 74-103 .
AMA Kuşçu A , Yozgat U . WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019; 10(19): 74-103.
Vancouver Kuşçu A , Yozgat U . WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019; 10(19): 103-74.