E-TİCARETTE LOJİSTİK HİZMET KALİTESİNİN ALIŞVERİŞ TATMİNİ VE ALIŞVERİŞ YAPMA NİYETİNE ETKİSİ

Öz

E-Ticaret faaliyetleri günlük hayatımızın önemli faaliyetleri arasında yer almaya başlamıştır. Özellikle internet ve bilgisayarın gelişimiyle birlikte ortaya çıkan elektronik ticaret kavramı birçok işletme için köklü değişimlere yol açmıştır. E-ticarette tüm faaliyetleri elektronik ortamda yapma imkânı varken, elektronik ortamda gerçekleşmeyen tek süreç lojistik faaliyetlerdir. Bu açıdan bakıldığında elektronik ticarette lojistik süreçler müşteri memnuniyeti sağlamada en önemli unsur olarak karşımıza çıkmaktadır. Ayrıca işletmelerle birlikte tüketicilerin istekleri ve satın alma tercihleri de değişmektedir. Özellikle tüketici tercihleri ve isteklerinde e-ticaret faaliyetinde lojistik operasyonlar önemli bir yer tutmaya başlamıştır. Bu çalışmada e-ticaret süreçlerinde lojistik hizmet kalitesinin tüketicilerin alışveriş tatmini ile alışveriş yapma niyeti üzerine etkisinin araştırılması amaçlanmaktadır. Bu amaç doğrultusunda araştırmada uluslararası ticaret ve lojistik çalışanı veya eğitimi almış 476 katılımcıya anket uygulaması gerçekleştirilmekte, nicel araştırma yöntemi kullanılmaktadır. Araştırma sonucunda elde edilen veriler SPSS (Statistical Package for Social Sciences) paket programı aracılığıyla analiz edilmektedir. Bu araştırma kapsamında, e-ticarette tüketicilerin alışveriş tatmini ve alışveriş yapma niyetinde lojistik hizmet kalitesinin etkisi ampirik olarak incelenmektedir. Araştırmada toplanan veriler üzerinde korelasyon ve regresyon analizleri gerçekleştirilmiştir. Araştırma sonucunda e-ticarette lojistik hizmet kalitesinin alışveriş tatmini üzerine etkisi tespit edilirken, alışveriş yapma niyeti üzerine etkisi tespit edilememiştir. Bu araştırmada hipotezler arasındaki etki ölçülerek ilgili yazındaki boşluğu doldurmak hedeflenmektedir.

Anahtar Kelimeler

• E-Ticaret
• E-Ticaret Lojistik Hizmet Kalitesi
• Alışveriş Tatmini
• Alışveriş Yapma Niyeti
• Uluslararası Ticaret ve Lojistik

THE IMPACT OF LOGISTICS SERVICE QUALITY IN E-COMMERCE ON SATISFACTION WITH ONLINE SHOPPING AND PURCHASE INTENTION

Öz

E-commerce activities have begun to take place among the important activities of our daily lives. The concept of electronic commerce, which emerged especially with the development of the internet and computers, has led to radical changes for many businesses. While it is possible to carry out all activities electronically in e-commerce, the only process that does not take place electronically is logistics activities. From this perspective, logistics processes in electronic commerce appear as the most important element in ensuring customer satisfaction. In addition, consumers' demands and purchasing preferences change along with businesses. Logistics operations have started to take an important place in e-commerce activities, especially in consumer preferences and demands. This study aims to investigate the effect of logistics service quality in e-commerce processes on consumers' shopping satisfaction and shopping intention. For this purpose, a survey is conducted on 476 participants who are international trade and logistics employees or have received training, and the quantitative research method is used. The data obtained as a result of the research are analyzed through the SPSS (Statistical Package for Social Sciences) program. Within the scope of this research, the effect of logistics service quality on consumers' shopping satisfaction and shopping intention in e-commerce is empirically examined. Correlation and regression analyses were performed on the data collected in the study. As a result of the research, while the effect of logistics service quality in e-commerce on shopping satisfaction was determined, its effect on shopping intention was not determined. This research aims to fill the gap in the relevant literature by measuring the impact of the hypotheses.

Anahtar Kelimeler

• E-Commerce
• E-Commerce Logistics Service Quality
• Shopping Satisfaction
• Shopping Intention
• International Trade and Logistics

Kaynakça

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