YENİLİKÇİLİK VE RİSK ALGISI DÜZEYLERİNE GÖRE KULLANICILARIN İNTERNETTEN ALIŞVERİŞLERİNDE WEBSİTESİ MEMNUNİYETİNİ ETKİLEYEN FAKTÖRLER: HEPSİBURADA ÖRNEĞİ

Öz

İnternet sayesinde yeni ve tamamen farklı özelliklere sahip bir alışveriş kanalı oluşmuş ve çevrimiçi alışverişler geleneksel kanalların yanında değerini arttırmıştır. Gözle görülür bir büyüme kapasitesine sahip olan çevrimiçi alışveriş ortamı, sunduğu fırsatlar ile hem tüketicilerin hem de işletmelerin ilgisini gün geçtikçe daha çok çekmektedir. İnternetin tüketiciler için sayısız fırsatlar sunduğu ve farklı dinamiklere sahip olduğu gerçeği internet ortamına yönelik tüketici davranışlarını inceleme gerekliliğini doğurmuştur. Bir çevrimiçi alışveriş websitesinin kullanıcıların ilgisini çekmesi ve çevrimiçi alışverişleri için tercih edilebilmesi için tasarımının yanında işletmenin itibarı, kullanıcının deneyimleri, güven, algılanan riskler, yenilikçilik düzeyleri, sosyal ve dış çevre vb. birçok faktörün etkisinin de olduğu göz ardı edilmemelidir. Bu araştırma kullanıcıların çevrimiçi alışveriş yaptıkları websitelerinde memnuniyeti etkileyen unsurlar üzerinde durmaktadır. Websitesi memnuniyetini belirleyen websitesi kalitesi algısı faktörlerinin kullanıcıların yenilikçilik ve algılanan risk düzeylerine göre nasıl farklılık gösterdiklerini ortaya koymak araştırmanın asıl amacıdır. Araştırma kapsamında kolayda örnekleme yöntemi ile 311 anket toplanmıştır. Araştırma sonucunda websitesi memnuniyetini etkileyen websitesi kalitesi algısı boyutlarının, tüketici yenilikçiliği ve tüketici risk algısı düzeylerine göre farklılık gösterdiği tespit edilmiştir.

Anahtar Kelimeler

• Tüketici yenilikçiliği,algılanan risk,websitesi memnuniyeti,websitesi kalitesi algısı

Kaynakça

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