Factors Affecting Consumers' Online Shopping Behavior: An Application On Academic Staff Of YYU

Abstract

Rapidly increase of shopping on the internet has caused a fierce competition in recent years. To win this competition, the firms, which operate on the internet, should know the factors that affect consumers who physically cannot be communicated online. Therefore, it is important to know the factors that affect consumers online shopping behavior. This study is carried out to determine the impact of perceived usefulness, product characteristics, consumer experience and sales promotions on consumers online shopping behaviour. In this context, a survey was conducted on randomly selected 315 teaching staff who work at Yüzüncü Yıl University in province of Van. According to the results of the evaluations it is determined that while perceived benefits, consumer experience and sales promotions found to significantly affect consumers online shopping behaviours, there wasn’t a significant affect of product characteristics on consumers online shopping behaviors.

Keywords

• Consumers
• Consumer behaviors
• Online shopping
• Online shopping behavior.

Tüketicilerin İnternetten Alışveriş Davranışını Etkileyen Faktörler: YYÜ Öğretim Elemanları Üzerinde Bir Uygulama

Abstract

İnternet üzerinden yapılan alışverişlerin son yıllarda hızlı bir şekilde artmasıyla internet ortamında şiddetli bir rekabet yaşanmaktadır. İnternet ortamında faaliyet gösteren işletmelerin bu rekabetten galip çıkmaları için fiziki olarak iletişim kuramadıkları tüketicilerin internetten alışveriş yapmalarını etkileyen faktörleri bilmeleri gerekmektedir. Bu nedenle tüketicilerin internetten alışveriş davranışı üzerinde etkili olan faktörlerin bilinmesi önem kazanmaktadır. Bu çalışma algılanan fayda, ürün özellikleri, tüketici deneyimi ve satış promosyonlarının tüketicilerin internetten alışveriş davranışları üzerindeki etkisini belirlemek üzere yapılmıştır. Bu kapsamda Van ili Yüzüncü Yıl Üniversitesinde görev yapan tesadüfi olarak seçilen 315 öğretim elemanına anket uygulanmıştır. Değerlendirme sonuçlarına göre algılanan fayda, tüketici deneyimi ve satış promosyonlarının tüketicilerin internetten alışveriş davranışını anlamlı bir şekilde etkilediği tespit edilirken, ürün özelliklerinin tüketicilerin internetten alışveriş davranışı üzerinde anlamlı bir etkisinin olmadığı belirlenmiştir

Keywords

• Tüketici
• Tüketici davranışı
• İnternetten alışveriş
• İnternetten alışveriş davranışı.

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