ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR

Year 2017, Volume: 9 Issue: 18, 251 - 270, 31.03.2017

Çağatan Taşkın Özlem Özdemir

https://doi.org/10.20875/makusobed.302955

Abstract

Online
alışverişin giderek yaygınlaştığı ve tüketicilere pek çok farklı fayda sunduğu
günümüzde, yoğun bir rekabet söz konusudur. Türkiye’de online alışveriş pek çok
sektörü içermekle beraber, önde gelen giyim sektörüdür. Farklı pazar
bölümlerini hedef alan çeşitli online giyim siteleri pazar paylarını arttırmak
için etkin stratejiler oluşturmaya çalışmaktadır. Bunun için de tüketici satın
alma davranışını, özellikle de planlanmadan yapılan satın alma davranışı olarak
tanımlanan itkisel satın alma davranışının öncülleri arasındaki ilişkilerin
tespit edilmesi önemlidir. Bu çalışmanın amacı, online giyim sektöründe itkisel
satın alma davranışı ve öncülleri arasındaki ilişkileri tespit etmek ve
strateji önerilerinde bulunmaktır. Araştırma modelinin testi için yapısal
eşitlik modelleme kullanılmıştır. Elde edilen araştırma bulgularına göre, “seçenek
çeşitliliği”, “fiyat niteliği” ve “kullanım kolaylığı” itkisel satın alma
üzerinde istatistiksel olarak anlamlı bir etkisi vardır. 

Keywords

Online itkisel satın alma, itkisel satın alma, itkisel satın alma öncülleri, giyim sektörü

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