Tüketicilerin Açık Artırma Siteleri Hakkındaki Tutumlarını Belirlemeye Yönelik Bir Uygulama

Year 2022, Volume: 30 Issue: 54, 269 - 289, 25.10.2022

Musa Türkoğlu Gülhan Duran Serdar Yetişen

https://doi.org/10.17233/sosyoekonomi.2022.04.15

Abstract

Literatürde bu konuda yapılan çalışmaların eksikliği nedeniyle konu ele alınmıştır. Çalışma; tüketicilerin alışveriş alışkanlıkları ile çevrimiçi açık artırma hizmetlerinin kullanımı, hizmet kalitesinde yaşanan sorunların belirlenmesi, tüketicinin istek ve ihtiyaçlarının belirlenerek tüketicilere uygun zaman tasarrufu sağlayan ve yenilikçi hizmetin oluşturulması amacıyla hazırlanmıştır. Tüketiciden tüketiciye açık artırma sistemlerine kapsamlı yaklaşmayı, tüketicilerin e-açık artırma siteleri hakkındaki tutumlarını belirlemeyi amaçladığı için önem arz etmektedir. Anket yöntemi kullanılarak veri toplanmış ve toplanan veriler üzerinde faktör ve Anova analizi uygulaması yapılmıştır. Tüketicilerin açık artırma siteleri hakkındaki düşünceleri “güven”, “satın alma süreci”, “rekabet”, “bütçe” faktörleri çerçevesinde değerlendirilmiştir. Tüketicilerin faktör ve Anova testleri ile tüketici davranışları üzerinde “güven” P: 0,047 < 0,05 gelire bağlı olarak anlamlı şekilde farklılık gösterdiği, “satın alma süreci” P: 0,013 < 0,05 yaşa bağlı olarak anlamlı farklılık olduğu, “rekabet”, P:0,032 <0,05 cinsiyete bağlı olarak anlamlı, “bütçe” P: 0,046 < 0,05) gelire ve eğitime (F: 3, 422 - P: 0,031 <0,05) bağlı olarak anlamlı bir şekilde farklılık gösterdiği tespit edilmiştir.

Keywords

Açık Artırma, e-Ticaret, Tüketici Davranışları

Supporting Institution

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Project Number

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An Application on Determining the Consumers' Attitudes Towards Auction Sites

Abstract

The context was discussed due to the deficiencies in the literature and current issue on this subject. The study aims to determine consumers’ shopping habits with online auction services, specify the problems experienced in service quality, and create an innovative and time-saving service suitable for consumers by choosing their wishes and needs. This study is significant as it aims to comprehensively approach consumer-to-consumer auction systems and determine consumers' attitudes towards e-auction sites. Data were collected using the survey method, and the factor and Anova analysis were applied to the collected data. Consumers' opinions about auction sites were evaluated within the framework of factors such as “trust”, “purchasing process”, “competition”, and “budget”. According to aspect and Anova tests of consumers on consumer behaviour; it is revealed that “Trust” with P: 0.047 < 0.05 shows a significant difference depending on income, and “purchasing process” with P: 0.013 < 0.05 has a considerable difference depending on age, “competition” with P:0.032 <0.05 has a significant difference depending on gender, “budget” with P: 0.046 < 0.05 has a considerable difference depending on income and education (F: 3.422 - P: 0.031 <0.05).

Keywords

Auction, e-Commerce, Consumer Behaviour

Project Number

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