WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR

Year 2019, Volume: 10 Issue: 19, 74 - 103, 30.06.2019

Aslı Kuşçu Uğur Yozgat

Abstract

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. 

Keywords

Online shopping, Hedonic motivation, Utilitarian motivation

MÜŞTERİLER NEDEN ELEKTRONİK ORTAMDA SATIN ALIYOR? ELEKTRONİK SATINALMA ÜZERİNE BİR ÇALIŞMA

Abstract

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.

Keywords

Elektronik satınalma, Hedonik yarar, Faydacı yarar

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