Tüketim Değerlerinin Satın Alma Niyeti ve Bağlılık Üzerindeki Rolü: Fırsat Sitelerine Yönelik Bir Araştırma

Yıl 2014, Cilt: 14 Sayı: 1, 73 - 88, 29.03.2014

Selen Öztürk , Selim Şerbetci Şevket Necmettin Gürcan

https://doi.org/10.18037/ausbd.99267

Öz

Günümüzde yeni iletişim teknolojilerinin ve İnternet mecrasının yaygın olarak kullanılmasıyla birlikte tüketicilerin alışveriş yapma biçimleri önemli bir değişime uğramıştır. İnternetten alışveriş ve e-ticarete dair yeni iş modelleri, hem perakendeciler hem de tedarikçiler tarafından olduğu kadar tüketicilerden de yüksek oranda talep görmektedir. Bu noktada tüketicilerin, İnternetten günlük indirimli alışveriş fırsatları sunan fırsat sitelerinden yapılan alışverişe atfettikleri değerin, boyutlar itibariyle, tüketici davranışları üzerindeki etkisinin incelenmesi çalışmanın amacını oluşturmaktadır. Tüketim değerlerinin, fırsat sitelerinden satın alma niyeti ve fırsat sitelerine duyulan bağlılık üzerindeki etki düzeylerini belirlemek amacıyla 316 kişi ile İnternet üzerinden anket çalışması gerçekleştirilmiştir. Çalışmanın sonuçları doğrultusunda tüketicilerin satın alma niyeti üzerinde tüketim değeri boyutları arasından en etkili olanın “duygusal değer” ve onu takiben “parasal fiyat”, “itibar” ve “sosyal değer” boyutları olduğu ortaya çıkarken; fırsat sitelerine duyulan bağlılık üzerinde ise en etkili boyutun “itibar” ve takiben “duygusal değer”, “parasal fiyat” ve “sosyal değer” olduğu saptanmıştır.

Anahtar Kelimeler

Tüketim Değerleri, Fırsat Siteleri, E-ticaret, Regresyon Analizi, Satın Alma Niyeti

Kaynakça

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