FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING

Bulut Dülek; Zübeyir Çelik

doi:10.54688/ayd.1105843

TR EN

PERAKENDECİLİKTE DRONE TABANLI TESLİMAT HİZMETİ İÇİN OLUMLU AĞIZDAN AĞIZA İLETİŞİM NİYETİNİ ETKİLEYEN FAKTÖRLER

Öz

Son zamanlarda popülaritesi artan ve çeşitli alanlarda sonsuz potansiyel sağlayan drone'lar, eğlenceli bir hobi olmanın yanı sıra faydalı bir ticari araçtır. Bu çalışma, drone tabanlı teslimat hizmetleri için güven, hız ve problem farkındalığının olumlu ağızdan ağza iletişim niyeti üzerindeki doğrudan etkilerini analiz etmeyi amaçlamıştır. Ayrıca, drone tabanlı teslimat hizmetinin olumlu ağızdan ağıza iletişim niyeti üzerindeki etkisi ve tüketicilerin drone tabanlı teslimat hizmeti için olumlu ağızdan ağıza iletişim niyetlerinin cinsiyete ve jenerasyonlara göre önemli ölçüde farklılaşıp farklılaşmadığı da analiz edilmiştir. Çalışma için 433 katılımcıya online anket yöntemi kullanılarak ulaşılmıştır. Elde edilen verileri analiz etmek için birçok farklı istatistiksel analiz kullanılmıştır. Kontrol değişkenlerine göre tüketicilerin ağızdan ağıza iletişim niyetlerindeki farklılıkları test etmek için tek örneklem t testi, bağımsız grup t testi ve ANOVA kullanılmıştır. Çalışma sonucunda drone tabanlı teslimat hizmetinin olumlu ağızdan ağıza iletişim niyeti üzerindeki olumlu etkisinin anlamlı olduğu sonucuna varılmıştır. Ayrıca drone tabanlı teslimat hizmeti için güven, hız ve problem farkındalığının olumlu ağızdan ağıza iletişim niyeti üzerinde doğrudan anlamlı ve olumlu etkileri olduğu sonucuna varılmıştır. Bununla birlikte, tüketicilerin olumlu ağızdan ağıza iletişim niyetlerinde cinsiyete ve jenerasyonlara göre anlamlı bir farklılık bulunamamıştır. Araştırmanın sonuçları tartışılmış ve önerilerde bulunulmuştur.

Anahtar Kelimeler

Drone tabanlı teslimat, Algılanan hız, Algılanan güven, Problem farkındalığı, WOM iletişim niyeti

FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING

Öz

Drones, which have recently grown in popularity and provide endless potential in a variety of fields, are a useful commercial tool in addition to being a fun hobby. This study aimed to analyze the direct effects of perceived trust, perceived speed, and problem awareness on positive word-of-mouth communication intention for drone-based delivery services. In addition, the effect of drone-based delivery service on positive word-of-mouth communication intention and whether consumers' positive word-of-mouth communication intentions for drone-based delivery service differ significantly by gender and generation were also analyzed. The online survey method was used to reach 433 people for the study. Many different statistical analyzes were used to analyze the obtained data. One-sample t-test, independent-group t-test and ANOVA were used to test the differences in consumers' WOM communication intentions according to control variables. As a result of the study, it was concluded that the positive effect of the drone-based delivery service on positive word-of-mouth communication intention was significant. It has also been concluded that perceived trust, perceived speed, and problem awareness have direct significant and positive effects on positive word of mouth communication intention for drone-based delivery services. However, no significant difference was found in the positive word of mouth communication intentions of consumers according to gender and generations. The results of the study were discussed and recommendations were provided.

Anahtar Kelimeler

Drone-based delivery, Perceived speed, Perceived trust, Problem awareness, WOM communication intention, Drone-based delivery, Perceived speed, Perceived trust, Problem awareness, WOM communication intention

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Bulut Dülek ^*
0000-0002-3474-7220
Türkiye

Zübeyir Çelik
0000-0003-1692-9378
Türkiye

Yayımlanma Tarihi

30 Haziran 2022

Gönderilme Tarihi

19 Nisan 2022

Kabul Tarihi

29 Mayıs 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 13 Sayı: 1

DOI

https://doi.org/10.54688/ayd.1105843

IZ

https://izlik.org/JA65SE68EU

APA

Dülek, B., & Çelik, Z. (2022). FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING. Journal of Academic Approaches, 13(1), 40-55. https://doi.org/10.54688/ayd.1105843

AMA

1.Dülek B, Çelik Z. FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING. Journal of Academic Approaches. 2022;13(1):40-55. doi:10.54688/ayd.1105843

Chicago

Dülek, Bulut, ve Zübeyir Çelik. 2022. “FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING”. Journal of Academic Approaches 13 (1): 40-55. https://doi.org/10.54688/ayd.1105843.

EndNote

Dülek B, Çelik Z (01 Haziran 2022) FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING. Journal of Academic Approaches 13 1 40–55.

IEEE

[1]B. Dülek ve Z. Çelik, “FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING”, Journal of Academic Approaches, c. 13, sy 1, ss. 40–55, Haz. 2022, doi: 10.54688/ayd.1105843.

ISNAD

Dülek, Bulut - Çelik, Zübeyir. “FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING”. Journal of Academic Approaches 13/1 (01 Haziran 2022): 40-55. https://doi.org/10.54688/ayd.1105843.

JAMA

1.Dülek B, Çelik Z. FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING. Journal of Academic Approaches. 2022;13:40–55.

MLA

Dülek, Bulut, ve Zübeyir Çelik. “FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING”. Journal of Academic Approaches, c. 13, sy 1, Haziran 2022, ss. 40-55, doi:10.54688/ayd.1105843.

Vancouver

1.Bulut Dülek, Zübeyir Çelik. FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING. Journal of Academic Approaches. 01 Haziran 2022;13(1):40-55. doi:10.54688/ayd.1105843

Cited By

Tüketicilerin Drone ile Yiyecek ve İçecek Teslimatı Hizmetine Yönelik Davranışsal Niyetlerini Etkileyen Faktörlerin Araştırılması

Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

https://doi.org/10.54558/jiss.1695791

PERAKENDECİLİKTE DRONE TABANLI TESLİMAT HİZMETİ İÇİN OLUMLU AĞIZDAN AĞIZA İLETİŞİM NİYETİNİ ETKİLEYEN FAKTÖRLER

Öz

Anahtar Kelimeler

FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

Tüketicilerin Drone ile Yiyecek ve İçecek Teslimatı Hizmetine Yönelik Davranışsal Niyetlerini Etkileyen Faktörlerin Araştırılması