Araştırma Makalesi
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Your order has been shipped: Shipping experiences of consumers in online shopping

Yıl 2024, Cilt: 5 Sayı: 2, 59 - 83, 30.09.2024

Eren Temel

Öz

As electronic retailing evolves, the nature of this business model necessitates increasing importance and integration of shipping and logistics activities in delivering products to consumers. An electronic commerce shipment involves delivering a product from the virtual store's shopping cart to the consumer's doorstep. This process covers a broad spectrum of experiences, ranging from pre-sale factors such as shipping fees and free shipping promotions to aspects of the transportation process such as on-time delivery and traceability, as well as post-delivery conditions like return policies.
This study is premised on the assumption that various factors related to the shipping process are significant determinants of purchase intention, with a focus on consumers' shipping experiences in online shopping. It aims to examine how consumers perceive the shipping process as a holistic experience, react to various shipping factors (such as price fairness, free shipping thresholds, on-time delivery, shipment tracking, and shipping return conditions), and investigate the statistical relationships between these factors and purchase intention in an empirical context. Towards these objectives, data from 394 participants were collected through surveys using the convenience sampling method under the quantitative research methodology.
The findings suggest that various shipping factors significantly influence consumers' online shopping experiences. According to the results, positive and significant relationships exist between dimensions of the shipping experience and purchase intention. However, the relationship between on-time delivery and purchase intention was not statistically significant.

Anahtar Kelimeler

Online shopping electronic retailing shipping purchase intention

Kaynakça

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Siparişiniz kargoya verilmiştir: Online alışverişte tüketicilerin kargo deneyimleri

Yıl 2024, Cilt: 5 Sayı: 2, 59 - 83, 30.09.2024

Eren Temel

Öz

Elektronik perakendecilik geliştikçe, bu iş modelinin doğası gereği ürünlerin tüketicilere ulaştırılması noktasında kargo taşımacılığı faaliyetleri de önemini artırmakta ve birbirine entegre şekilde işlerlik kazanmaktadır. Bir elektronik ticaret gönderisi, bir ürünün sanal mağazanın alışveriş sepetinden tüketicinin kapısına kadarki teslimat sürecini kapsamaktadır. Bu süreç işletmenin kargo ücreti, ücretsiz kargo promosyonu gibi satış öncesi faktörlerden, zamanında teslimat, takip edilebilirlik gibi taşınma sürecine ve teslim sonrasında iade koşulları gibi faktörlere kadar geniş bir deneyim bütününü içermektedir.
Bu çalışma, online alışverişlerde tüketicilerin kargo deneyimlerine odaklanarak, kargo süreci ile ilgili çeşitli unsurların satın alma niyetini belirleyen önemli faktörler olduğu varsayımından yola çıkmıştır. Tüketicilerin online alışverişlerinde kargo süreçlerini bütünsel bir deneyim olarak nasıl değerlendirdiğini, çeşitli kargo faktörlerine (fiyat adaleti, ücretsiz kargo eşiği, zamanında teslimat, kargo takibi ve kargo iade koşulları) nasıl tepki gösterdiğini ve satın alma niyeti arasındaki istatistiksel ilişkileri ampirik bir bağlamda incelemeyi amaçlamıştır. Bu amaçlar doğrultusunda, nicel araştırma yöntemi altında anketler vasıtasıyla kolayda örnekleme yöntemine dayalı olarak 394 katılımcıdan veri sağlanmıştır.
Elde edilen bulgular, tüketicilerin online satın alma deneyimlerinde çeşitli kargo faktörlerinin önemli olduğunu ortaya koymuştur. Bulgulara göre, kargo deneyiminin boyutları ile satın alma niyeti arasında pozitif ve anlamlı ilişkiler tespit edilmiştir. Zamanında teslimat ile satın alma niyeti arasında ilişki ise istatistiksel olarak anlamlı olmamıştır.

Anahtar Kelimeler

Online alışveriş elektronik perakende kargo satın alma niyeti

Kaynakça

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  • Baker, J. D. (Eds.), Handbook of research on electronic surveys and measurement (19-27). IGI Global, USA.
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  • SAKKTHIVEL, A. M., & RAJEV, M. K. G. (2012). “Empirical Investigation on Consumer Purchase Intentions in a Growing Competitive Marketing Environment”. International Journal of Electronic Finance, 6(3-4): 285-297.
  • SANTOS, K. E. S., & SANTOS, A. R. (2020). “Factors Affecting Consumer Satisfaction to Online Shopping”. International Journal of Humanities and Education Development (IJHED), 2(6): 571-575.
  • SCHINDLER, R. M., MORRIN, M., & BECHWATI, N. N. (2005). “Shipping Charges and Shipping‐Charge Skepticism: Implications for Direct Marketers’ Pricing Formats”. Journal of Interactive Marketing, 19(1): 41-53.
  • SCHERMELLEH-ENGEL, K., & MOOSBRUGGER, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”. Methods of Psychological Research Online, 8(2): 23-74.
  • SCHNURR, B., & WETZELS, M. (2020). “The Conditional Enjoyment-Enhancing Effect of Shipping Box Aesthetics”. Journal of Retailing and Consumer Services, 57: 102213.
  • SEKARAN, U. (2003). Research Methods for Business: A Skill-Building Approach. Wiley, New York.
  • SENTHILNATHAN, S. (2019). “Usefulness of Correlation Analysis”. SSRN Electronic Journal, 1: 1-9.
  • SHI, R., & CONRAD, S. A. (2009). “Correlation and Regression Analysis”. Annals of Allergy, Asthma & Immunology, 103(4): 35-41.
  • SHRESTHA, N. (2021). “Factor Analysis as a Tool for Survey Analysis”. American Journal of Applied Mathematics and Statistics, 9(1): 4-11.
  • SONG, L., & LAI, H. (2017). “Identifying Factors Affecting Customer Satisfaction in Online Shopping”. In Proceedings of the 4th Multidisciplinary International Social Networks Conference (1-12). July 17-19, 2017, Bangkok, Thailand.
  • SONGUR, G. (2016). Kargo Taşımacılığında Hizmet Kalitesi ve Kurumsal Müşteri Memnuniyetinin Ölçülmesi: Konya İlinde Bir Araştırma. Yüksek Lisans Tezi. Niğde Üniversitesi Sosyal Bilimler Enstitüsü, Niğde.
  • SUN, G., ÇAVUŞOĞLU, H., & RAGHUNATHAN, S. (2023). “Strategic Implications of Online Retail Platforms’ Membership-Based Free Shipping Programs”. Information Systems Research, 2023: 1.
  • SÜMER, N. (2000). “Yapısal Eşitlik Modelleri: Temel Kavramlar ve Örnek Uygulamalar”. Türk Psikoloji Yazıları, 3(6): 49-74.
  • ŞAHİN, B. (2011). “Dış Kaynaklardan Yararlanma ve İşletme Fonksiyonlarına Uygulanabilirliği”. Sosyal Bilimler Araştırmaları Dergisi, 6(2): 86-106.
  • TABACHNICK, B. G., & FIDELL, L. S. (2013). Using Multivariate Statistics. Pearson Education, Boston.
  • TAŞÇIOĞLU, M. (2020). “Online alışverişlerde Kargo Hizmetlerinin Tüketici Algılarına Etkisi”. OPUS International Journal of Society Researches, 15(23): 2011-2030.
  • E. (2021). Akış Deneyimi: S-O-R Paradigması Temelinde Online İmpulsif Satın Alma Davranışı. Doktora Tezi. Aydın Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü, Aydın.
  • TEMEL, E. (2023). “Kafam Çok Karıştı! Sonra Bakarız… Online Alışveriş Sepetini Terk Etme Davranışının Oluşumunda Seçim Paradoksu, Duygusal Kararsızlık ve Tereddüt”. Journal of Internet Applications and Management, 14(2): 26-53.
  • TEMEL, E., ve ARMAĞAN, E. (2022). “Online Alışverişte Tüketiciler Neden Anlık Satın Alma Dürtüsü Gösterir? Sanal Mağaza Uyaranları ve Akış Deneyiminin Rolleri”. Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi, 11(2): 122-140.
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  • XING, Y., GRANT, D. B., MCKINNON, A. C., & FERNIE, J. (2010). “Physical Distribution Service Quality in Online Retailing”. International Journal of Physical Distribution & Logistics Management, 40(5): 415-432.
  • XU, X., MUNSON, C. L., & ZENG, S. (2017). “The Impact of E-Service Offerings on the Demand of Online Customers”. International Journal of Production Economics, 184: 231-244.
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  • YENGEÇ (2024). “Trendyol Satıcıları İçin Mağaza Ceza Türleri Ve Tutarlar”, https://yengec.co/blog/trendyol-satici-ceza-rehberi/, 03.03.2024
  • YI, Z. (2023). “Research on the Influencing Factors of Last-Mile Delivery Service Quality Based on Service Quality Scale (SERVQUAL)”. International Journal of Innovation, Management and Technology, 14(1): 19-23.
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  • ZHANG, F., & SONG, G. (2016). “Can Delivery Speed Affect Sale in Ecommerce: Evidence From Household Appliance. In 2016 International Conference on Logistics, Informatics and Service Sciences (LISS) (pp. 1-5). IEEE.
Toplam 140 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Eren Temel 0000-0003-1938-4836

Erken Görünüm Tarihi 1 Ekim 2024
Yayımlanma Tarihi 30 Eylül 2024
Gönderilme Tarihi 27 Mart 2024
Kabul Tarihi 24 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 5 Sayı: 2

Kaynak Göster

APA Temel, E. (2024). Siparişiniz kargoya verilmiştir: Online alışverişte tüketicilerin kargo deneyimleri. Biga İktisadi Ve İdari Bilimler Fakültesi Dergisi, 5(2), 59-83.
 Kapak Resmi İndir