The Effect of Online Promotions On Consumers’ Planned Purchase Behavior and Post-Purchase Satısfaction

Öz

The purpose of this research is to examine the effects of online promotions on consumers' planned purchasing behavior and post-purchase satisfaction. The population of the research consists of consumers who follow the 15 shopping sites (online retailers) with the highest social media scores in Turkey on Facebook and Instagram. In the research where the quantitative method was used, data were obtained from 532 consumers through online surveys. The obtained data were analyzed using Structural Equation Modeling (AMOS 24.0). As a result of the analysis, it was determined that following online promotions has a positive effect on consumers' planned purchasing behavior. In addition, it was determined that online promotions positively affected consumers' satisfaction with their shopping experiences. Moreover, planned purchasing behavior positively affected consumers' satisfaction with their online shopping experience. The results obtained in the research reveal that online retailers effectively use online promotions to attract consumers and increase consumer satisfaction. This result shows that online promotions can be functional for profit-oriented organizations as a marketing strategy.

Anahtar Kelimeler

• Online Promotions
• Planned Purchase Behavior
• Consumer Satisfaction

Çevrimiçi Promosyonların Tüketicilerin Planlı Satın Alma Davranışlarına ve Satın Alma Sonrası Memnuniyetlerine Etkisi

Öz

Bu araştırmanın amacı, çevrimiçi promosyonların tüketicilerin planlı satın alma davranışlarına ve satın alma sonrası memnuniyetlerine etkisini incelemektir. Araştırmanın evrenini, Türkiye’de en yüksek sosyal medya skoruna sahip 15 alışveriş sitesini (çevrimiçi perakendeciler) Facebook ve Instagram’da takip eden tüketiciler oluşturmaktadır. Nicel yöntemin kullanıldığı araştırmada, veriler 532 tüketiciden çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, Yapısal Eşitlik Modellemesi (AMOS 24.0) kullanılarak analiz edilmiştir. Analiz sonucunda, çevrimiçi promosyonları takibin tüketicilerin planlı satın alma davranışları üzerinde pozitif bir etki oluşturduğu belirlenmiştir. Buna ek olarak, çevrimiçi promosyonların tüketicilerin alışveriş deneyimleri konusundaki memnuniyetlerini pozitif etkilediği saptanmıştır. Dahası, planlı satın alma davranışı, tüketicilerin çevrimiçi alışveriş deneyiminden memnuniyetlerini pozitif etkilemektedir. Araştırmada ulaşılan sonuçlar, çevrimiçi perakendecilerin çevrimiçi promosyonları tüketicileri cezbetme ve tüketici memnuniyetini artırmada etkin bir şekilde kullandıklarını ortaya koymaktadır. Bu sonuç, çevrimiçi promosyonların, bir pazarlama stratejisi olarak kâr amacı güden kuruluşlar için işlevsel olabileceğini göstermektedir.

Anahtar Kelimeler

• Çevrimiçi Promosyonlar
• Planlı Satın Alma Davranışı
• Tüketici Memnuniyeti

Kaynakça

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