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ONLINE SHOPPERS: EFFECTS OF INERTIA AND SATISFACTION ON ONLINE SHOPPING LOYALTY

Year 2018, Volume: 7 Issue: 1, 311 - 315, 01.09.2018
https://doi.org/10.17261/Pressacademia.2018.905

Abstract

Purpose- Online shopping, which is an important reflection of the fundamental changes that have taken place in information and communication technologies, has become an indispensable part of daily life of consumers and businesses. The loyalty of online consumers will be explained with consumer inertia and consumer satisfaction concepts.

Methodology- In order to achieve this goal, a research was implemented by using face to face survey method on online shopping consumers.

Findings- Kuo, Hu and Yang (2012) have indicated that both consumer inertia and satisfaction positively influence re-purchase intention and loyalty.

Conclusion- In this context, the results to be obtained within the context of the study are expected to present a different perspective to the factors that influence the loyalty of Turkish online shoppers. It is thought that the research is important in terms of enabling comparison and discussion of the results obtained in other studies in the literature.

References

  • Alba, J., Lynch, J., Weitz, B., Janiszewski, R. L. Sawyer, A., Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing. 61, 38-53.
  • Anderson, R. E., Swaminathan, S. (2011). Customer satisfaction and loyalty in e-markets: a PLS path modeling approach. Journal of Marketing Theory and Practice, 19(2), 221-234.
  • Bakos, Y. (1997). Reducing buyer search costs: implications for electronic marketplaces, Management Science, 43(12).
  • Bilgen, I., Zoghi, F. S. (2017). A research on the impact of ewom source credibility and personal innovativeness on online shopping intention in Turkish customers. Journal of Management Marketing and Logistics, 4(2), 143-151.
  • Burke, R. R. (1997). Do you see what I see? The future of virtual shopping. Journal of the Academy of Marketing Science. 359-374.
  • Donthu, N., Garcia, A. (1999). The internet shopper. Journal of Advertising Research. 39(3), 52-58.
  • Forsythe, S. M., Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
  • Gefen, D., Karahanna, E., Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), 51-90.
  • Goh, S. K., Jiang, N., Hak, M. F. A., Tee, P. L. (2016). Determinants of smartphone repeat purchase intention among Malaysians: a moderation role of social influence and a mediating effect of consumer satisfaction. International Review of Management and Marketing, 6(4).
  • Han, H., Kim, Y., Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: testing the impact of inertia. International Journal of
  • Hair, J., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate data analysis (International 5th Edition). New York: Prentice-Hall, Inc. Hospitality Management, 30(4), 1008-1019.
  • Kuo, Y. F., Hu, T. L., Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: the moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187.
  • Marketing Türkiye (2018, 25 Haziran). Rakamlarla 2017 Türkiye e-ticaret istatistikleri. Erişim: https://www.marketingturkiye.com.tr/hab erler/rakamlarla-2017-turkiye-e-ticaret-istatistikleri/ , 11 Temmuz 2017.
  • Nayebzadeh, S., Abdolvand, M. A., Khajouei, F. (2013). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Basic and Applied Scientific Research, 3(3), 801-812.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 33-44.
  • Roland, R. (2001). The rise of e-service. Journal of Service Research, Cilt:3, Sayı: 4, Mayıs 2001, S.283-284.
  • Sadeh, E., Mousavi, L., Garkaz, M., Sadeh, S. (2011). The structural model of e-service quality, e-customer satisfaction, trust, customer perceived value and e-loyalty. Australian Journal of Basic & Applied Sciences, 5(3),532-538.
  • Shankar, V., Urban, G., Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, Vol. 11, pp. 325-44.
  • Srinivasan, S. S., Anderson, R., Ponnavolu, K. (2002). Customer loyalty in e-commerce: an explanation of its antecedents and consequences. Journal of Retailing, Vol. 78, pp. 41-50.
  • TÜİK (2018, 26, Haziran). Hane halkı bilişim teknolojileri kullanım araştırması. Erişim: http://www.tuik.gov.tr/PreHaberBultenleri.do?id=24862
  • Wang, F., Head, M. (2002). E-tailing: an analysis of web impacts on the retail market. Journal of Business Strategies, Vol 19, No 1, ABI/INFORM Global, pp 73.
  • Wolfinbarger, G. (2003). Etailq: dimensionalizing, measuring and predicting e-tail quality. Journal Of Retailing, 79(3), s.83–198.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), 310-322.
  • Zeithaml, V. A., Parasuraman, A., Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Working paper, Marketing Science Institute, Cambridge, MA.
  • Yang, Z., Jun, M., Peterson, R. T. (2004). Measuring customer perceived online service quality scale development and managerial implications. International Journal Of Operations &, Production Management, 26(11), S. 1149-1174.

ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ

Year 2018, Volume: 7 Issue: 1, 311 - 315, 01.09.2018
https://doi.org/10.17261/Pressacademia.2018.905

Abstract

Amaç - Bilgi ve iletişim teknolojilerinde meydana gelen köklü değişikliklerin önemli bir yansıması olarak online alışveriş tüketicilerin günlük yaşamlarının, işletmelerin ise faaliyetlerinin vazgeçilmez bir parçası haline gelmiştir. Online alışveriş yapan tüketicilerin sadakati, tüketici ataleti ve tüketici memnuniyetleri konseptleri ile açıklanmaya çalışılacaktır.

Yöntem- Bu amaca ulaşmak için online alışveriş yapan tüketicilere yüz yüze anket yöntemi ile bir uygulama gerçekleştirilecektir.

Bulgular- Kuo, Hu ve Yang (2012), tüketici ataleti ve memnuniyetinin; tüketicilerin online alışverişe yönelik alışveriş niyeti ve sadakati üzerinde olumlu etkilerini olduğunu ortaya koymuştur.

Sonuç- Bu bağlamda çalışma kapsamında elde edilecek sonuçların, Türk online alışverişçilerin sadakatlerinde etkili olan unsurlara farklı bir bakış açısı sunacağı düşünülmektedir. Araştırmanın, literatürdeki diğer çalışmalar doğrultusunda elde edilen sonuçların kıyaslanmasına ve tartışılmasına olanak sağlaması bakımından önemli olduğu düşünülmektedir.

References

  • Alba, J., Lynch, J., Weitz, B., Janiszewski, R. L. Sawyer, A., Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing. 61, 38-53.
  • Anderson, R. E., Swaminathan, S. (2011). Customer satisfaction and loyalty in e-markets: a PLS path modeling approach. Journal of Marketing Theory and Practice, 19(2), 221-234.
  • Bakos, Y. (1997). Reducing buyer search costs: implications for electronic marketplaces, Management Science, 43(12).
  • Bilgen, I., Zoghi, F. S. (2017). A research on the impact of ewom source credibility and personal innovativeness on online shopping intention in Turkish customers. Journal of Management Marketing and Logistics, 4(2), 143-151.
  • Burke, R. R. (1997). Do you see what I see? The future of virtual shopping. Journal of the Academy of Marketing Science. 359-374.
  • Donthu, N., Garcia, A. (1999). The internet shopper. Journal of Advertising Research. 39(3), 52-58.
  • Forsythe, S. M., Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
  • Gefen, D., Karahanna, E., Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), 51-90.
  • Goh, S. K., Jiang, N., Hak, M. F. A., Tee, P. L. (2016). Determinants of smartphone repeat purchase intention among Malaysians: a moderation role of social influence and a mediating effect of consumer satisfaction. International Review of Management and Marketing, 6(4).
  • Han, H., Kim, Y., Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: testing the impact of inertia. International Journal of
  • Hair, J., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate data analysis (International 5th Edition). New York: Prentice-Hall, Inc. Hospitality Management, 30(4), 1008-1019.
  • Kuo, Y. F., Hu, T. L., Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: the moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187.
  • Marketing Türkiye (2018, 25 Haziran). Rakamlarla 2017 Türkiye e-ticaret istatistikleri. Erişim: https://www.marketingturkiye.com.tr/hab erler/rakamlarla-2017-turkiye-e-ticaret-istatistikleri/ , 11 Temmuz 2017.
  • Nayebzadeh, S., Abdolvand, M. A., Khajouei, F. (2013). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Basic and Applied Scientific Research, 3(3), 801-812.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 33-44.
  • Roland, R. (2001). The rise of e-service. Journal of Service Research, Cilt:3, Sayı: 4, Mayıs 2001, S.283-284.
  • Sadeh, E., Mousavi, L., Garkaz, M., Sadeh, S. (2011). The structural model of e-service quality, e-customer satisfaction, trust, customer perceived value and e-loyalty. Australian Journal of Basic & Applied Sciences, 5(3),532-538.
  • Shankar, V., Urban, G., Sultan, F. (2002). Online trust: a stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, Vol. 11, pp. 325-44.
  • Srinivasan, S. S., Anderson, R., Ponnavolu, K. (2002). Customer loyalty in e-commerce: an explanation of its antecedents and consequences. Journal of Retailing, Vol. 78, pp. 41-50.
  • TÜİK (2018, 26, Haziran). Hane halkı bilişim teknolojileri kullanım araştırması. Erişim: http://www.tuik.gov.tr/PreHaberBultenleri.do?id=24862
  • Wang, F., Head, M. (2002). E-tailing: an analysis of web impacts on the retail market. Journal of Business Strategies, Vol 19, No 1, ABI/INFORM Global, pp 73.
  • Wolfinbarger, G. (2003). Etailq: dimensionalizing, measuring and predicting e-tail quality. Journal Of Retailing, 79(3), s.83–198.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), 310-322.
  • Zeithaml, V. A., Parasuraman, A., Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Working paper, Marketing Science Institute, Cambridge, MA.
  • Yang, Z., Jun, M., Peterson, R. T. (2004). Measuring customer perceived online service quality scale development and managerial implications. International Journal Of Operations &, Production Management, 26(11), S. 1149-1174.
There are 25 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Cansu Gokmen Koksal This is me 0000-0001-9139-0451

Publication Date September 1, 2018
Published in Issue Year 2018 Volume: 7 Issue: 1

Cite

APA Koksal, C. G. (2018). ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ. PressAcademia Procedia, 7(1), 311-315. https://doi.org/10.17261/Pressacademia.2018.905
AMA Koksal CG. ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ. PAP. September 2018;7(1):311-315. doi:10.17261/Pressacademia.2018.905
Chicago Koksal, Cansu Gokmen. “ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ”. PressAcademia Procedia 7, no. 1 (September 2018): 311-15. https://doi.org/10.17261/Pressacademia.2018.905.
EndNote Koksal CG (September 1, 2018) ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ. PressAcademia Procedia 7 1 311–315.
IEEE C. G. Koksal, “ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ”, PAP, vol. 7, no. 1, pp. 311–315, 2018, doi: 10.17261/Pressacademia.2018.905.
ISNAD Koksal, Cansu Gokmen. “ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ”. PressAcademia Procedia 7/1 (September 2018), 311-315. https://doi.org/10.17261/Pressacademia.2018.905.
JAMA Koksal CG. ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ. PAP. 2018;7:311–315.
MLA Koksal, Cansu Gokmen. “ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ”. PressAcademia Procedia, vol. 7, no. 1, 2018, pp. 311-5, doi:10.17261/Pressacademia.2018.905.
Vancouver Koksal CG. ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ. PAP. 2018;7(1):311-5.

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