İnternet üzerinden alışveriş yapan bireylerde risk algısı ile memnuniyet ve memnuniyetsizlik etkileşimi

Year 2017, Volume: 1 Issue: 1-2, 32 - 40, 01.12.2017

Selçuk Yasin Yıldız

Abstract

İnternet üzerinden alışveriş yapan bireylerin
algıladıkları risklerin, müşteri memnuniyeti ve müşteri memnuniyetsizliği
üzerine etkilerinin belirlenmesi amacıyla yapılan bu çalışma, Y kuşağından 416
tüketici ile yüz yüze görüşülerek elde edilen veriler aracılığıyla yapılmıştır.
Toplanan verilere ki-kare testi ve regresyon testi uygulanmıştır. Çalışma
sonuçlarına göre; algılanan risk boyutlarından zaman riski ve psikolojik riskin
müşteri memnuniyetine, sosyal risk ve psikolojik riskin müşteri
memnuniyetsizliğine etkisinin olduğu belirlenmiştir.

Keywords

Çevrimiçi alışveriş , müşteri memnuniyeti , müşteri memnuniyetsizliği , algılanan risk

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