YENİLİKÇİLİK VE TATMİN ARASINDAKİ İLİŞKİDE ALGILANAN RİSKİN MODERATÖR ROLÜ: ONLİNE ALIŞVERİŞ ÜZERİNE BİR UYGULAMA

Year 2022, Volume: 20 Issue: 2, 98 - 120, 30.06.2022

Hande Ayhan Gökcek , Sema Mercanoğlu Erin , Bilge Turp Gölbaşı

https://doi.org/10.11611/yead.1025955

Abstract

Bu araştırmanın amacı, bireysel yenilikçiliğin online alışverişte tüketici tatminine olan etkisini araştırmak, ayrıca tüketici davranışları bakımından e-ticarette büyük rolü bulunan algılanan riskin bu değişkenler arasındaki aracı etkisini belirlemektir. Yeniliklerin teknoloji ile paralel olarak yarattığı değer, kullanıcıların yeni bilgi sistemlerini benimsemesinde önemli bir değişkendir. Elektronik ticarette, algılanan risk ve bireysel yenilikçilik değişkenleri, tüketicilerin satın alma kararlarını etkileyen önemli unsurlardandır. Değişkenler tatmin edici seviyeye ulaştığında, e-ticaret başarılı sayılabilecektir. Kuruluşların müşteri ihtiyaçlarını, beklentilerini, davranışlarını bilmesi, sürekliliğini devam ettirebilmesi için gereklidir. Özellikle pandeminin etkileri nedeni ile artan e-ticaret kullanımı teknolojinin gelişim ve değişimini gerektirmektedir. İhtiyaç duyulan bu gereksinimler literatürde incelendiğinde, daha önce etkileri kısıtlı olarak ölçülmüş değişkenler olduğu görülmektedir. Tüm bu değişkenler göz önünde bulundurularak bu araştırmaya uyarlanan bir model önerilmiştir. Bu amaçla düzenlenen 473 kişiden oluşan anket çalışmasında, elektronik ticaret kullanıcıları seçilmiştir. Analiz için SPSS ve AMOS programı kullanılmış olup, AMOS istatistik programı ile yapısal eşitlik modelleme (SEM) yaklaşımı kullanılmıştır. Sonuç olarak, işletmeler ile tüketiciler arasında sürekli etkileşimi sağlayan elektronik ticaretin tüketici davranışlarına etkilerinin bilinmesinin özellikle pazarlama literatürüne katkı sağlaması beklenmektedir.

Keywords

e-ticaret, algılanan risk, teknoloji ve yenilikçilik, müşteri tatmini, tüketici davranışları

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