TY  - JOUR
T1  - Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI
TT  - DETERMINING THE EXPERIENCES OF Z GENERATION CONSUMERS FOR ON-LINE SHOPPING: AN APPLICATION IN ANKARA
AU  - Eren, Berrin Arzu
AU  - Gödekmerdan Önder, Leyla
PY  - 2020
DA  - October
DO  - 10.29029/busbed.737505
JF  - Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
JO  - BUSBED
PB  - Bingöl Üniversitesi
WT  - DergiPark
SN  - 1309-6672
SP  - 203
EP  - 228
IS  - 20
LA  - tr
AB  - İnternetin sosyo-kültürel ve ekonomik dinamiklerden bağımsız nüfusunbüyük bölümünün erişim alanına girmesi ile birlikte bireylerin ürün ve hizmetlerisatın alma davranışları da değişmeye başlamıştır. Bugün dünyanın pek çokgelişmiş ve gelişmekte olan ülkesinde çeşitli sebeplerden ötürü alışverişdeneyiminin de on-line alışverişe kaydığı görülmektedir. Buradan hareketleçalışmada bireylerin on-line alışverişe ilişkin tatmin kararının öncüllerininbelirlenmesi ve tatminin sadakatin öncülü olup olmadığı araştırılmıştır. Zkuşağının toplam nüfus içindeki payının artma eğiliminde olması ve bu kuşağınyakın zamanda bireysel ekonomik güce kavuşarak geleceğin aktif tüketicileriolması sebebiyle araştırmanın uygulama kısmı Z kuşağı tüketicilerin katılımı ilegerçekleştirilmiştir. Katılımcılar Ankara’da yaşayan 18-20 yaş arası bireylerdenoluşmaktadır. Veri toplama aracı olarak on-line anket kullanılmış ve elde edilenveri SPSS 20 ve Smart-PLS programı ile analiz edilmiştir. Araştımada betimselanalizin yanı sıra açıklayıcı faktör analizi, korelasyon ve çoklu bağlantı analizleriyapılmış ve ardından hipoezlerin test edilmesi için yapısal eşitlik modellemesiuygulanmıştır. Araştırma sonuçları göstermektedir ki on-line alışveriş yapılanfirmanın alışveriş sonrası sipariş teslimatı, satın alma kolaylığı sunması, gizliliğeverdiği önem ve firma tarafından sunulan promosyonlar tatmin üzerinde etkiliolup, ulaşılan tatmin ile müşteri sadakati arasında pozitif bir ilişkibulunmaktadır.
KW  - On-line alışveriş
KW  - Z kuşağı
KW  - E-tatmin
KW  - E-sadakat
N2  - The behavior of individuals while purchasing products and services hasstarted to change with the access of the internet to a large part of the populationindependent of the socio-cultural and economic dynamics. It is seen obviouslythat the shopping experience in many developed and developing countries of theworld has shifted to online shopping for various reasons. Determining thepremises regarding the online shopping satisfaction and whether the satisfactionis a premise of loyalty or not were examined within the scope of this study. Theapplication part of the research was performed with the participation of Zgeneration consumers since the share of the Z generation in the total populationtends to increase and this generation will become the active consumer of thefuture by gaining individual economic power in a very short time. Participantsconsist of the individuals aged 18-20 living in Ankara. The online questionnairewas used for the data collection and the obtained data were analyzed with SPSS20 and Smart-PLS programs. In addition to descriptive analysis, ExplanatoryFactor Analysis, correlation, and multiple connection analyses were performedin the research and then Structural Equation Modeling was applied to testhypotheses. The results of the research show that the order delivery of thecompany, providing convenience for purchasing, the importance given to privacyand the promotions offered by the company have an impact on satisfaction andthere is a positive relationship between the level of customer satisfaction andcustomer loyalty.
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UR  - https://doi.org/10.29029/busbed.737505
L1  - https://dergipark.org.tr/tr/download/article-file/1103842
ER  -