ONLINE SHOPPERS: EFFECTS OF INERTIA AND SATISFACTION ON ONLINE SHOPPING LOYALTY

Yıl 2018, Cilt: 7 Sayı: 1, 311 - 315, 01.09.2018

Cansu Gokmen Koksal

https://doi.org/10.17261/Pressacademia.2018.905

Öz

Purpose- Online shopping, which is an important reflection of the fundamental changes that have taken place in information and communication technologies, has become an indispensable part of daily life of consumers and businesses. The loyalty of online consumers will be explained with consumer inertia and consumer satisfaction concepts.

Methodology- In order to achieve this goal, a research was implemented by using face to face survey method on online shopping consumers.

Findings- Kuo, Hu and Yang (2012) have indicated that both consumer inertia and satisfaction positively influence re-purchase intention and loyalty.

Conclusion- In this context, the results to be obtained within the context of the study are expected to present a different perspective to the factors that influence the loyalty of Turkish online shoppers. It is thought that the research is important in terms of enabling comparison and discussion of the results obtained in other studies in the literature.

Anahtar Kelimeler

Satisfaction, loyalty, consumer inertia, consumer behavior online shopping.

ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ

Öz

Amaç - Bilgi ve iletişim teknolojilerinde meydana gelen köklü değişikliklerin önemli bir yansıması olarak online alışveriş tüketicilerin günlük yaşamlarının, işletmelerin ise faaliyetlerinin vazgeçilmez bir parçası haline gelmiştir. Online alışveriş yapan tüketicilerin sadakati, tüketici ataleti ve tüketici memnuniyetleri konseptleri ile açıklanmaya çalışılacaktır.

Yöntem- Bu amaca ulaşmak için online alışveriş yapan tüketicilere yüz yüze anket yöntemi ile bir uygulama gerçekleştirilecektir.

Bulgular- Kuo, Hu ve Yang (2012), tüketici ataleti ve memnuniyetinin; tüketicilerin online alışverişe yönelik alışveriş niyeti ve sadakati üzerinde olumlu etkilerini olduğunu ortaya koymuştur.

Sonuç- Bu bağlamda çalışma kapsamında elde edilecek sonuçların, Türk online alışverişçilerin sadakatlerinde etkili olan unsurlara farklı bir bakış açısı sunacağı düşünülmektedir. Araştırmanın, literatürdeki diğer çalışmalar doğrultusunda elde edilen sonuçların kıyaslanmasına ve tartışılmasına olanak sağlaması bakımından önemli olduğu düşünülmektedir.

Anahtar Kelimeler

Memnuniyet, sadakat, tüketici ataleti, tüketici davranışı, online alışveriş

Kaynakça

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