Dijital Tükenmişlik Boyutlarının Çevrimiçi Satın Alma Niyeti Üzerindeki Etkisi: Algılanan Alışveriş Faydasının Aracılık Rolü

Öz

Bu araştırmanın amacı, dijital tükenmişliğin dijital yaşlanma, dijital yoksunluk ve duygusal tükenme boyutlarının çevrimiçi satın alma niyeti üzerindeki etkilerini ve algılanan faydanın bu ilişkilerdeki aracılık rolünü incelemektir. Nicel ve kesitsel olarak tasarlanan araştırmanın verileri, Türkiye’de yaşayan, dijital ortamları aktif biçimde kullanan ve çevrimiçi alışveriş deneyimine sahip 18 yaş ve üzerindeki tüketicilerden çevrimiçi anket yoluyla toplanmıştır. Kolayda örnekleme yöntemiyle ulaşılan 413 katılımcıdan elde edilen veriler, SmartPLS 4 programı kullanılarak kısmi en küçük kareler yapısal eşitlik modellemesiyle analiz edilmiştir. Bulgular, dijital tükenmişliğin üç boyutunun da çevrimiçi satın alma niyeti üzerindeki doğrudan etkilerinin anlamlı olmadığını göstermiştir. Buna karşılık algılanan faydanın çevrimiçi satın alma niyeti üzerinde güçlü, pozitif ve anlamlı bir etkisi olduğu belirlenmiştir. Dijital tükenmişlik boyutları arasında yalnızca dijital yoksunluğun algılanan fayda üzerinde beklentinin tersine pozitif ve anlamlı bir etkisi bulunmuştur. Aracılık analizi sonucunda, yalnızca dijital yoksunluk ile çevrimiçi satın alma niyeti arasındaki ilişkide algılanan faydanın pozitif ve anlamlı dolaylı etkisi saptanmıştır. Sonuçlar, çevrimiçi satın alma niyetinin dijital tükenmişlik deneyimlerinden çok tüketicilerin çevrimiçi alışverişten elde ettiklerini düşündükleri fayda tarafından şekillendiğini ortaya koymaktadır.

Anahtar Kelimeler

• Dijital Tükenmişlik
• Çevrimiçi Satın Alma Niyeti
• Algılanan Fayda
• Tüketici Davranışı

The Impact of Digital Burnout Dimensions on Online Purchase Intention: The Mediating Role of Perceived Benefit

Öz

The aim of this study is to examine the effects of the digital aging, digital deprivation, and emotional exhaustion dimensions of digital burnout on online purchase intention, as well as the mediating role of perceived usefulness in these relationships. Designed as a quantitative and cross-sectional study, the research collected data through an online questionnaire administered to consumers aged 18 and older who reside in Türkiye, actively use digital platforms, and have online shopping experience. Data obtained from 413 participants recruited through convenience sampling were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4. The findings revealed that none of the three dimensions of digital burnout had a statistically significant direct effect on online purchase intention. In contrast, perceived usefulness had a strong, positive, and statistically significant effect on online purchase intention. Among the dimensions of digital burnout, only digital deprivation had a positive and significant effect on perceived usefulness, contrary to the hypothesized direction. The mediation analysis further demonstrated a positive and significant indirect effect of digital deprivation on online purchase intention through perceived usefulness, whereas no significant mediating effect was found for the other dimensions. Overall, the findings indicate that consumers’ online purchase intentions are shaped more strongly by the usefulness they perceive from online shopping than by their experiences of digital burnout.

Anahtar Kelimeler

• Digital Burnout
• Online Purchase Intention
• Perceived Usefulness
• Consumer Behavior.

Kaynakça

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