Tüketiciden Tüketiciye Elektronik Ticarette (C2C) Çevrimiçi İkinci El Ürün Satın Alma Motivasyonlarının Sürdürülebilir Tüketim Davranışı Ve Çevrimiçi Tekrar Satın Alma Niyeti Üzerindeki Etkileri Ve Elektronik Ağızdan Ağıza Pazarlamanın Aracılık Rolü

Year 2023, Volume: 16 Issue: 1, 137 - 164, 31.01.2023

İbrahim Avcı , Salih Yıldız

Abstract

Uzun bir geçmişe sahip olan ikinci el ürünler, son yıllarda popülaritesini artırmış ve tüketiciler tarafından giderek daha fazla satın alınmaya başlanmıştır. İkinci el ürünler önceleri bit pazarı, spot pazar, müzayede gibi fiziki mekanlardan fiziki olarak satın alınırken, son zamanlarda elektronik platformlarda da satın alınmaya başlanmıştır. C2C şeklinde gerçekleşen ikinci el alışverişin ve tüketicilerin sürdürülebilir tüketim kapsamında ikinci el ürünlere yönelmesinin temelinde ekonomik, uygunluk, ideolojik gibi birçok motivasyon bulunmaktadır. Bu çalışmanın amacı, çevrimiçi ikinci el alışveriş motivasyonlarının sürdürülebilir tüketim davranışı ve çevrimiçi yeniden satın alma niyeti üzerindeki etkilerini ve bu etkilerde E-Womm'un aracılık rolünü belirlemektir. Bu amaçla araştırmada kolayda örnekleme yöntemi kullanılmış ve Google Formlar üzerinde oluşturulan bir çevrimiçi anket kullanılarak 551 çevrimiçi ikinci el müşteriden veri toplanmıştır. Bulgulara göre, yalnızca ekonomik ve ideolojik motivasyonların sürdürülebilir tüketim ve E-Womm davranışı üzerinde olumlu bir etkisi vardır. Tüm çevrimiçi ikinci el alışveriş motivasyonlarının çevrimiçi yeniden satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu, E-Womm davranışının ise hem sürdürülebilir tüketim davranışı hem de çevrimiçi yeniden satın alma niyeti üzerinde olumlu bir etkisi olduğu bulunmuştur. Ayrıca, aracılık ilişkileri de önemli sonuçlar vermiştir.

Keywords

İkinci El Ürün, Motivasyonlar, Sürdürülebilir Tüketim Davranışı, Tekrar Satın Alma Niyeti, Elektronik Ağızdan Ağıza Pazarlama

THE EFFECTS OF ONLINE SECOND-HAND PRODUCT PURCHASE MOTIVATIONS ON SUSTAINABLE CONSUMPTION BEHAVIOR AND ONLINE REPURCHASE INTENTION IN CONSUMER-TO-CONSUMER ELECTRONIC COMMERCE (C2C) AND THE MEDIATING ROLE OF ELECTRONIC WORD-OF-MOUTH MARKETING

Abstract

Second-hand products, which have a long history, have grown in popularity in recent years and are increasingly being purchased by consumers. Initially, second-hand products were physically purchased from physical locations such as flea markets, spot markets, and auction shops, but they have recently begun to be purchased on electronic platforms. On the basis of second-hand shopping, which occurs in the form of C2C and consumers turn to second-hand products within the scope of sustainable consumption, there are many motivations such as economic, convenience, and ideological. The goal of this study is to determine the effects of online second-hand shopping motivations on sustainable consumption behavior and online repurchase intention, as well as the role of E-Womm in mediating these effects. The convenience sampling method was used in the research for this purpose, and data were collected from 551 online second-hand customers using an online questionnaire created on Google Forms. According to the findings, only economic and ideological motivations have a positive impact on sustainable consumption and E-Womm behavior. All online second-hand shopping motivations have been found to have a positive effect on online repurchase intention, while E-Womm behavior has a positive effect on both sustainable consumption behavior and online repurchase intention. Furthermore, mediation relationships yielded significant results.

Keywords

Second-Hand Product, Motivations, Sustainable Consumption Behavior, Repurchase Intention, Electronic Word of Mouth Marketing

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