THE EFFECTS OF CONSUMERS’ DECISION MAKING STYLES ON ONLINE SHOPPING CART ABANDONMENT

Öz

In recent years, socio-economic developments have led consumers to attach more importance to buy online shopping especially apparel products. Moreover, in terms of marketers, it has become tempting to investigate the consumers' online buying behaviors. In this research, the effects of consumers’ decision making styles on consumers’ shopping cart abandonment was investigated via analysis of questionnaires administered to 402 convenience sampling respondents. As a result, there is significant negative relationship between online shopping cart abandonment and price consciousness, impulsiveness, confused by over-choice, brand consciousness dimensions of consumer decision making styles. Moreover it was found that frequency of online buying and gender other factors affect shopping cart abandonment.  One of the most remarkable findings in this research is found that there is a moderation effect of current purchase intention between frequency of online buying and shopping cart abandonment. 

Anahtar Kelimeler

• online shopping
• consumer decision-making styles
• shopping cart abandonment

TÜKETİCİLERİN KARAR VERME TARZLARININ SANAL ALIŞVERİŞ SEPETİNİ TERK ETMELERİNE ETKİSİ

Öz

Son yıllardaki sosyo-ekonomik gelişmeler tüketicilerin özellikle kıyafet sektöründe daha çok online alışveriş yapmalarına sebep olurken, online satın alma davranışlarının araştırılması pazarlamacılar açısından cazip hale gelmiştir. Tüketicilerin karar verme tarzlarının sanal alışveriş sepetini terk etmelerine etkisinin araştırıldığı bu çalışmada, 402 kişiye kolayda örnekleme yöntemi kullanılarak anketler uygulanmıştır. Sonuç olarak çeşit karmaşası yaşayan, düşünmeden alışveriş yapan, fiyat odaklı ve marka odaklı tüketicilerin sanal alışveriş sepetini daha çok terk ettikleri saptanmıştır. Online satın alma sıklığı ve cinsiyetin de sanal alışveriş sepetini terk etme üzerinde anlamlı bir etkisi bulunmaktadır. Düzenleyici değişken olarak anında satın alma niyeti yükseldikçe, tüketicilerin online satın alma sıklıkları ile sanal alışveriş sepetinden vazgeçmeleri arasındaki negatif yönlü ilişkinin daha kuvvetli olduğu bulunmuştur.

Anahtar Kelimeler

• Online alışveriş
• tüketici karar tarzları
• alışveriş sepetini terk etme

Kaynakça

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