Year 2014,
Volume: 36 Issue: 1, 119 - 135, 12.03.2015
Abstract
By 1990s, consumers’ buying behaviour has undergone changes pursuant to the increase in the rate of circulation of information, technological changes and the disappearance of the borders of countries. Consumers have turned towards online purchasing, which derives more profit, from traditional purchasing behaviour. This case necessitates that online stores need to identify the factors affecting online sales in order to continue their sustainability against the factors such as atmosphere physical stores offer to their consumers. In this study, factors that determine consumers’ preferences for the online store in the ready-made clothing sector has been attempted to be identified. By examining the aforementioned factors under the headings of service quality, system quality and information quality, it has been aimed to identify the relationship between customer loyalty and trust. Research data were collected from 255 consumers through online surveys
Keywords
References
- ALTUNIŞIK R, R. Coşkun, E. Yıldırım ve S. Bayraktaroğlu, Sosyal Bilimlerde Araş- tırma Yöntemleri- SPSS Uygulamalı, Sakarya Kitabevi, 4. Baskı, Sakarya, 2006.
- BROEKHUIZEN, T., HUIZINGH, E.K.R.E., Online Purchase Determinants: Is Their Effect Moderated by Direct Experience?, Management Research News, Vol:32, No:5, 2009, pp:440-457.
- BROSDAHL, DEBORAH J. C.; ALMOUSA, MOUDI, “Risk Perception And İnternet Shopping: Comparing United States And Saudi Arabian Consumers”, Journal of Management & Marketing Research; May 2013, Vol. 13, pp.1-17.
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- GEGEZ, A.E. Pazarlama Araştırmaları, 2.bs, İstanbul, Beta Basım A.Ş., 2007.
- GOBY, V.P. Online Purchases in An Infocomm Sophisticated Society, Cyberpsychology & Behavior, 9:4,2006, pp:423-431.
- GONG, W., STUMP, RODNEY L. , MADDOX, LYNDA M.: “Factors Influencing Consumers’ Online Shopping in China”, Journal of Asia Business Studies, Vol. 7, Iss: 3, 2013, pp.214 - 230.
- HESKETT, J.L. et al., “Putting The Service-Profit Chain To Work”, Harvard Business Review, Mart- Nisan 1994, pp. 164-174.
- JUSOH, Z. MD., LING, G. H.: “Factors Influencing Consumers’ Attitude Towards E-Commerce Purchases Through Online Shopping”, International Journal of Humanities and Social Science, Vol. 2 No. 4, February 2012, p.223-230.
- KOTLER P., ARMSTRONG G., Principles of Marketing, Prentice Hall,13th Edition, 2010.
- KURNIA, S. ve CHIEN, A.W.J., The Acceptance of Onlince Grocery Shopping, Proceedings of the 16th Bled eCommerce Conference, June 9th-11th, Bled, Slovenia,2003, pp:219-233
- MAY So, W.C., WONG, T.N.D., Sculli, D., “Factors Affecting Intention to Purchase Via The Internet”, Industrial Management & Data Systems, Vol: 105, No: 9,2005, pp:1225-1244.
- NAKİP, M., Pazarlamada Araştırma Teknikleri,Seçkin Yayıncılık 3. Baskı, 2006.
- NILASHI, M., et al., Ranking Parameters on Quality of Online Shopping Websites Using Multi-Criteria Method, Research Journal of Applied Sciences, Engineering and Technology, 4(21),2012, pp.: 4380-4396.
- OVERBY, J.W., LEE, E.J., “The Effects of Utilitarian and Hedonic Online Shopping Value on Consumer Preference and Intensions”, Journal of Business Research, 59, 2006, pp:1160-1166.
- PARASURAMAN, A., ZEITHAML, VALERIA, A.,MALHATRO, ARVIND, E-S-QUAL: A Multiple-Item Scale For Assessing Electronic Service Quality, Journal Service Research, Vol VII, No:10, 2005, ss:1-2.
- SANTANA, S. LOUREIRO,S., Assessing Benefits And Risks Of Online Shopping In Spain And Scotland, Portguese Journal Of Management Studies , Vol. XV, No:2, 2010, pp.161-172.
- SAYDAN, R., Tüketicilerin Online Alışverişe Yönelik Risk ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karşılaştırılması, Elektronik Sosyal Bilimler Dergisi, Cilt. 7, Sayı: 23, 2008, ss:128-143.
- SO, W.C. May, WONG, T.N.D., SCULLI, D. D., “Factors affecting intentions to purchase via the internet”, Industrial Management & Data Systems, Vol. 105, No. 9, 2005, pp.1225–1244.
- TORLAK, Ö. (2000), “Yeni Bir Yüzyılın Başında Tüketici Eğilimlerindeki Değişim ve Pazarlama Stratejileri, Ekopol, Sayı 6, Nisan- Haziran 2000, ss:56-59.
- TORLAK, Ömer, ALTUNIŞIK Remzi, ÖZDEMİR Şuayip, Postmodern Dünyada Tüketimi Yeniden Anlamlandıracak Yeni Müşteri, Hayat Yayıncılık İletişim, İstanbul, 2006.
- WANG, C.C., CHEN, C.A. ve JIANG, J.C. (2009). The Impact of Knowledge and Trust on eConsumers’ Online Shopping Activities: An Empirical Study, Journal of Computers, Vol.4, No. 1, 2009, pp:1-12
- YOON Cheolho, KIM Sanghoon, 2009 Developing The Causual Model of Online Store Success, Journal of Organizational Computing and Electronic Comerce, Vol.:19, 2009, pp:265-284
- ZHOU, L., DAI, L., ZHANG D. (2007) “Online Shopping Acceptance Model: A Critical Survey Of Consumer Factors İn Online Shopping”, Journal of Electronic Commerce Research, Vol.8,No:1, 2007, pp:41-62.
Year 2014,
Volume: 36 Issue: 1, 119 - 135, 12.03.2015
Abstract
1990 yılları itibari ile bilginin dolaşımı hızının artması, ülkelerin sınırlarının
yok olması ve teknolojide yaşanan değişimler çerçevesinde tüketicilerin satın alma biçimleri değişime uğramıştır. Tüketiciler geleneksel satın alma davranışından kendilerine daha çok fayda sağlayan online satın almalara yönlenmişlerdir. Bu durum fiziksel mağazaların sunduğu atmosfer gibi üstünlüklere karşı sanal mağazaların sürdürebilirliklerini devam ettirebilmeleri için online satışları etkileyen etmenleri tespit etmelerini zorunlu hale getirmiştir. Bu çalışmada hazır giyim sektöründe tüketicilerin sanal mağaza tercihlerini belirleyen etmenler tespit edilmeye çalışılmıştır. Bahsi geçen etmenler hizmet kalitesi, servis kalitesi ve bilgi kalitesi başlıkları altında incelenerek güven ve müşteri bağlılığı arasındaki ilişkiyi tespit etmeye çalışmıştır. Araştırma verileri online anketler aracılığı ile 255 tüketiciden toplanmıştır.
References
- ALTUNIŞIK R, R. Coşkun, E. Yıldırım ve S. Bayraktaroğlu, Sosyal Bilimlerde Araş- tırma Yöntemleri- SPSS Uygulamalı, Sakarya Kitabevi, 4. Baskı, Sakarya, 2006.
- BROEKHUIZEN, T., HUIZINGH, E.K.R.E., Online Purchase Determinants: Is Their Effect Moderated by Direct Experience?, Management Research News, Vol:32, No:5, 2009, pp:440-457.
- BROSDAHL, DEBORAH J. C.; ALMOUSA, MOUDI, “Risk Perception And İnternet Shopping: Comparing United States And Saudi Arabian Consumers”, Journal of Management & Marketing Research; May 2013, Vol. 13, pp.1-17.
- GEORGE, D. ve MALLERY, P. SPSS for Windows Step By Step: A Simple Guide And Reference 10.0 update (3rd ed.), Needham Heights, MA: Allyn & Bacon, 2001, p.209.
- GEGEZ, A.E. Pazarlama Araştırmaları, 2.bs, İstanbul, Beta Basım A.Ş., 2007.
- GOBY, V.P. Online Purchases in An Infocomm Sophisticated Society, Cyberpsychology & Behavior, 9:4,2006, pp:423-431.
- GONG, W., STUMP, RODNEY L. , MADDOX, LYNDA M.: “Factors Influencing Consumers’ Online Shopping in China”, Journal of Asia Business Studies, Vol. 7, Iss: 3, 2013, pp.214 - 230.
- HESKETT, J.L. et al., “Putting The Service-Profit Chain To Work”, Harvard Business Review, Mart- Nisan 1994, pp. 164-174.
- JUSOH, Z. MD., LING, G. H.: “Factors Influencing Consumers’ Attitude Towards E-Commerce Purchases Through Online Shopping”, International Journal of Humanities and Social Science, Vol. 2 No. 4, February 2012, p.223-230.
- KOTLER P., ARMSTRONG G., Principles of Marketing, Prentice Hall,13th Edition, 2010.
- KURNIA, S. ve CHIEN, A.W.J., The Acceptance of Onlince Grocery Shopping, Proceedings of the 16th Bled eCommerce Conference, June 9th-11th, Bled, Slovenia,2003, pp:219-233
- MAY So, W.C., WONG, T.N.D., Sculli, D., “Factors Affecting Intention to Purchase Via The Internet”, Industrial Management & Data Systems, Vol: 105, No: 9,2005, pp:1225-1244.
- NAKİP, M., Pazarlamada Araştırma Teknikleri,Seçkin Yayıncılık 3. Baskı, 2006.
- NILASHI, M., et al., Ranking Parameters on Quality of Online Shopping Websites Using Multi-Criteria Method, Research Journal of Applied Sciences, Engineering and Technology, 4(21),2012, pp.: 4380-4396.
- OVERBY, J.W., LEE, E.J., “The Effects of Utilitarian and Hedonic Online Shopping Value on Consumer Preference and Intensions”, Journal of Business Research, 59, 2006, pp:1160-1166.
- PARASURAMAN, A., ZEITHAML, VALERIA, A.,MALHATRO, ARVIND, E-S-QUAL: A Multiple-Item Scale For Assessing Electronic Service Quality, Journal Service Research, Vol VII, No:10, 2005, ss:1-2.
- SANTANA, S. LOUREIRO,S., Assessing Benefits And Risks Of Online Shopping In Spain And Scotland, Portguese Journal Of Management Studies , Vol. XV, No:2, 2010, pp.161-172.
- SAYDAN, R., Tüketicilerin Online Alışverişe Yönelik Risk ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karşılaştırılması, Elektronik Sosyal Bilimler Dergisi, Cilt. 7, Sayı: 23, 2008, ss:128-143.
- SO, W.C. May, WONG, T.N.D., SCULLI, D. D., “Factors affecting intentions to purchase via the internet”, Industrial Management & Data Systems, Vol. 105, No. 9, 2005, pp.1225–1244.
- TORLAK, Ö. (2000), “Yeni Bir Yüzyılın Başında Tüketici Eğilimlerindeki Değişim ve Pazarlama Stratejileri, Ekopol, Sayı 6, Nisan- Haziran 2000, ss:56-59.
- TORLAK, Ömer, ALTUNIŞIK Remzi, ÖZDEMİR Şuayip, Postmodern Dünyada Tüketimi Yeniden Anlamlandıracak Yeni Müşteri, Hayat Yayıncılık İletişim, İstanbul, 2006.
- WANG, C.C., CHEN, C.A. ve JIANG, J.C. (2009). The Impact of Knowledge and Trust on eConsumers’ Online Shopping Activities: An Empirical Study, Journal of Computers, Vol.4, No. 1, 2009, pp:1-12
- YOON Cheolho, KIM Sanghoon, 2009 Developing The Causual Model of Online Store Success, Journal of Organizational Computing and Electronic Comerce, Vol.:19, 2009, pp:265-284
- ZHOU, L., DAI, L., ZHANG D. (2007) “Online Shopping Acceptance Model: A Critical Survey Of Consumer Factors İn Online Shopping”, Journal of Electronic Commerce Research, Vol.8,No:1, 2007, pp:41-62.
There are 24 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | March 12, 2015 |
| Submission Date | March 12, 2015 |
| Published in Issue | Year 2014 Volume: 36 Issue: 1 |
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