BibTex RIS Kaynak Göster

Tüketicileri E alışverişe Yönlendiren Faktörleri Belirlemeye Yönelik Bir Pilot Araştırma

Yıl 2010, Cilt: 19 Sayı: 3, 211 - 224, 01.09.2010

Öz

The Internet has now become a significant channel enabling access to new costumers as well as offering higher values to previous costumers It has become so important that nowadays almost half the Internet users carry out their shopping over the Internet Customers have various views concerning this channel which for the suppliers of goods and services is a significant communication source and a channel of distribution If the numerous uses of the Internet could be grouped under some major categories it would then become likely to offer far more benefits for consumers as well as those who market goods and services over the Internet In this study sample data n=165 on e shopping has been collected from the universities located in Çukurova region and the data has been analyzed Based on the findings from the factor analysis the views of consumers who prefer e shopping has been identified and it has been categorized under five main headings: Shopping Comfort Functionality and Reliability of Web Site E Store Atmosphere Reaching via Advertisement Customer Orientation of Web Site Keywords: Internet Marketing E shopping Consumer Behaviors Factor Analysis Cukurova Region

Kaynakça

  • Baloglu, S. and Pekcan, Y. (2006), “The website design and Internet site marketing practices of upscale and luxury hotels in Turkey”, Tourism Management, 27: 171-176.
  • Chen L, Gillenson M.L ve Sherrell D.L. (2002), “Enticing Online Consumer: an Extended Technology Acceptance Perspective”, Information Management, 39: 705-719.
  • Chiang, K. ve Dholakia, R.R. (2003), “Factor Driving Consumer Intention to Shop Online: An Empirical Investigation”, Journal of Consumer Psychology, 13 (1&2): 177-183.
  • Fransi, E. C. ve Viadiu, F. M. (2007), “A study of e-retailing management: analysing the expectations and perceptions of Spanish consumers”, International Journal of Consumer Studies, 31: 613-622. Garson, G. (2010), “Factor Analysis”, URL: http://www2.chass.ncsu.edu/garson/pa765/factor.htm, [Erişim: 06.03.2010].
  • Gauzente, C. and A. Ranchhod (2002), “Ethical Marketing for Competitive Advantage on the Internet”, Academy of Marketing Science Review, 2001 (10): URL: http://www.amsreview.org/articles/gauzente10-2001.pdf, [Erişim: 19.08.2010].
  • Gürman, A. (2006) “Dünya Perakendeciliğinde Globalleşme Eğilimleri ve Türk Perakendecilik Sektörüne Etkileri”, Yayınlanmamış Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı Uluslararası İşletmecilik Programı Yüksek Lisans Tezi.
  • Hair, Jr., Joseph F., Anderson, R. E., Tahtam, R. L. ve Black, W. C. (1995), Multivariate Data Analysis with Readings (Fourth Edition), New Jersey, Prentice-Hall, Inc..
  • Jarvenpaa, S. L. ve Todd, P. A. (1997), “Is there a future for retailing on the internet? In Robert A. Peterson (Ed.), Electronic Marketing and the Consumer, 139–154.
  • Jupiter Medya (06.02.2006), “Jupiter Research Forecasts Online Retail Spending Will Reach $ 144 Billion in 2010, a CAGR of 12% from 2005.”, URL: www.jupitermedia.com/corporate/releases/06.02.06-newjupresearch.html, [Erişim: 06.03.2010].
  • Kahn, B. ve Menon, S. (2002), “Cross-Category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience”, Journal of Retailing, 78: 31- 40.
  • Kalaignanam, K., Kushwaha, T. and Varadarajan, P. (2008), “Marketing operations efficiency and the Internet: An organizing framework”, Journal of Business Research, 61: 300-308.
  • Koo, D. M. (2006), “The fundamental reasons of e-consumers loyalty to an online store”, Electronic Commerce Research and Applications, 5: 117-130.
  • Kurtuluş, K. (2006), Pazarlama Araştırmaları (Genişletilmiş ve gözden geçirilmiş 8. Baskı), İstanbul: Literatür Yayınları: 114.
  • Li, H., Cheng, K. ve Russell, M.G. (1999), “The impact of perceived channel utilities, shopping orientations, and demographics on the consumer’s online buying behavior”, Journal of Computer Mediated Communication, 5, URL http://jcmc.indiana.edu/vol5/issue2/hairong.html, [Erişim: 06.03.2010].
  • Lohse, G.L. ve Spiller, P. (1998), “Electronic shopping: the effect of customer interfaces on traffic and sales”, Communications of the ACM, 41: 81–87.
  • Lohse, G.L. ve Spiller, P. (1999), “Internet retail store design: how the user interface influences traffic and sales”, Journal of Computer Mediated Communication, 5(2), 06.03.2010]. [Erişim:
  • Lokken, S.L, Cross G.W, Halbert L.K, Lindsey G, Derby ve C, Stanford C. (2003). “Comparing Online and Non-Online Shoppers”, International Journal of Consumer Studies, 27,(2): 122-133.
  • Marimon, F. ve Cristóbal, E. (2006), “Relationship between the principles transmitted by consultants implementing the ISO 9000 Standard and the loyalty of their clients”, International Journal of Services Technology and Management, 7: 320–331.
  • Mummalaneni, V. (2005), “An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors”, Journal of Business Research, 58: 526–532.
  • Nakip, M. (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Ankara, Seçkin Yayıncılık.
  • Park, S.C., Piramuthu, S. and Shaw, M.J. (2001), “Dynamic rule refinement in knowledge-based data mining systems”, Decision Support Systems, 31: 205– 222.
  • Richard, M. O. (2005), “Modeling the impact of internet atmospherics on surfer behavior”, Journal of Business Research, 58: 1632-1642.
  • Saydan, R., (2008), “Tüketicilerin Online Alışverişe Yönelik Risk ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karsılaştırılması”, Elektronik Sosyal Bilimler Dergisi, Kış-2008, 7 (23): 386-40.
  • Shaw, M.J., Subramaniam, C., Tan, G.W. and Welge, M.E. (2001), “Knowledge management and data mining for marketing”, Decision Support Systems, 31: 127–137.
  • Swaminathan, V., Lepkowska-White, E. ve Bharat, P.R. (1999), “Browsers or buyers in cyberspace? An investigation of factors influencing electronic Exchange”, Journal http://jcmc.indiana.edu/vol5/issue2/swaminathan.html, [Erişim: 06.03.2010]. Mediated
  • Communication, 5 (2), URL
  • Tsai, H. T. and Huang, H. C. (2009), “Online consumer loyalty: Why e-tailers should seek a high-profile leadership position”, Computers in Human Behavior, 25: 231-1240.
  • Turban, E., King, D., Lee, J., Liang, T.P. ve Turban, D. (2010), Electronic Commerce 2010: A Managerial Perspective (Sixth Edition), Pearson Education, Inc., New Jersey.
  • Van Riel, A.C.R., Liljander, V. ve Jurriëns, P. (2001), “Exploring consumer evaluations of e-services: a portal site”, International Journal of Service Industry Management, 12: 359–377.
  • Yang, X., Zafar, U.A., Morry, G., Goh, S.B., Tham, S.M. ve Lim, L.H. (2003), “Consumer preferences for commercial web site design: an Asia-Pacific perspective”, Journal of Consumer Marketing, 20: 10–27.

Tüketicileri E alışverişe Yönlendiren Faktörleri Belirlemeye Yönelik Bir Pilot Araştırma

Yıl 2010, Cilt: 19 Sayı: 3, 211 - 224, 01.09.2010

Öz

İnternet günümüzde yeni müşterilere ulaşmak eski müşterilere daha yüksek katma değer sunmak vb açılardan çok önemli bir kanal haline gelmiş bulunmaktadır Öyle ki bugün internet kullanıcılarının neredeyse yarısı internet üzerinden alışveriş faaliyetlerinde bulunmaktadır Ürün ve hizmet arzedenler açısından önemli bir iletişim ve dağıtım kanalı haline gelen bu mecrayla alakalı olarak tüketiciler çok çeşitli görüşlere sahip bulunmaktadır Bu çok çeşitli görüşler bazı ana başlıklar altında toplanabilirse internet üzerinden ürün ve hizmet arzedenler ve tüketiciler açısından bazı faydaların üretilmesi olanaklı görünmektedir Bu çalışma ile Çukurova Bölgesi üniversitelerinden seçilen 165 kişilik bir örneklemden e alışverişe yönelik veriler toplanmış ve analiz edilmiştir Yapılan Faktör Analizi sonuçlarına göre e alışverişi tercih eden tüketicilerin görüşleri beş 5 ana başlık altında toplanabilmektedir: Alışveriş Rahatlığı Web Sitesinin Fonksiyonelliği ve Güvenilirliği E Mağaza Atmosferi Reklam Aracılığı ile Erişim E alışveriş Sitesinin Tüketici Odaklı Olması Anahtar Kelimeler: E pazarlama E alışveriş Tüketici Davranışları Faktör Analizi Çukurova Bölgesi

Kaynakça

  • Baloglu, S. and Pekcan, Y. (2006), “The website design and Internet site marketing practices of upscale and luxury hotels in Turkey”, Tourism Management, 27: 171-176.
  • Chen L, Gillenson M.L ve Sherrell D.L. (2002), “Enticing Online Consumer: an Extended Technology Acceptance Perspective”, Information Management, 39: 705-719.
  • Chiang, K. ve Dholakia, R.R. (2003), “Factor Driving Consumer Intention to Shop Online: An Empirical Investigation”, Journal of Consumer Psychology, 13 (1&2): 177-183.
  • Fransi, E. C. ve Viadiu, F. M. (2007), “A study of e-retailing management: analysing the expectations and perceptions of Spanish consumers”, International Journal of Consumer Studies, 31: 613-622. Garson, G. (2010), “Factor Analysis”, URL: http://www2.chass.ncsu.edu/garson/pa765/factor.htm, [Erişim: 06.03.2010].
  • Gauzente, C. and A. Ranchhod (2002), “Ethical Marketing for Competitive Advantage on the Internet”, Academy of Marketing Science Review, 2001 (10): URL: http://www.amsreview.org/articles/gauzente10-2001.pdf, [Erişim: 19.08.2010].
  • Gürman, A. (2006) “Dünya Perakendeciliğinde Globalleşme Eğilimleri ve Türk Perakendecilik Sektörüne Etkileri”, Yayınlanmamış Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı Uluslararası İşletmecilik Programı Yüksek Lisans Tezi.
  • Hair, Jr., Joseph F., Anderson, R. E., Tahtam, R. L. ve Black, W. C. (1995), Multivariate Data Analysis with Readings (Fourth Edition), New Jersey, Prentice-Hall, Inc..
  • Jarvenpaa, S. L. ve Todd, P. A. (1997), “Is there a future for retailing on the internet? In Robert A. Peterson (Ed.), Electronic Marketing and the Consumer, 139–154.
  • Jupiter Medya (06.02.2006), “Jupiter Research Forecasts Online Retail Spending Will Reach $ 144 Billion in 2010, a CAGR of 12% from 2005.”, URL: www.jupitermedia.com/corporate/releases/06.02.06-newjupresearch.html, [Erişim: 06.03.2010].
  • Kahn, B. ve Menon, S. (2002), “Cross-Category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience”, Journal of Retailing, 78: 31- 40.
  • Kalaignanam, K., Kushwaha, T. and Varadarajan, P. (2008), “Marketing operations efficiency and the Internet: An organizing framework”, Journal of Business Research, 61: 300-308.
  • Koo, D. M. (2006), “The fundamental reasons of e-consumers loyalty to an online store”, Electronic Commerce Research and Applications, 5: 117-130.
  • Kurtuluş, K. (2006), Pazarlama Araştırmaları (Genişletilmiş ve gözden geçirilmiş 8. Baskı), İstanbul: Literatür Yayınları: 114.
  • Li, H., Cheng, K. ve Russell, M.G. (1999), “The impact of perceived channel utilities, shopping orientations, and demographics on the consumer’s online buying behavior”, Journal of Computer Mediated Communication, 5, URL http://jcmc.indiana.edu/vol5/issue2/hairong.html, [Erişim: 06.03.2010].
  • Lohse, G.L. ve Spiller, P. (1998), “Electronic shopping: the effect of customer interfaces on traffic and sales”, Communications of the ACM, 41: 81–87.
  • Lohse, G.L. ve Spiller, P. (1999), “Internet retail store design: how the user interface influences traffic and sales”, Journal of Computer Mediated Communication, 5(2), 06.03.2010]. [Erişim:
  • Lokken, S.L, Cross G.W, Halbert L.K, Lindsey G, Derby ve C, Stanford C. (2003). “Comparing Online and Non-Online Shoppers”, International Journal of Consumer Studies, 27,(2): 122-133.
  • Marimon, F. ve Cristóbal, E. (2006), “Relationship between the principles transmitted by consultants implementing the ISO 9000 Standard and the loyalty of their clients”, International Journal of Services Technology and Management, 7: 320–331.
  • Mummalaneni, V. (2005), “An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors”, Journal of Business Research, 58: 526–532.
  • Nakip, M. (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Ankara, Seçkin Yayıncılık.
  • Park, S.C., Piramuthu, S. and Shaw, M.J. (2001), “Dynamic rule refinement in knowledge-based data mining systems”, Decision Support Systems, 31: 205– 222.
  • Richard, M. O. (2005), “Modeling the impact of internet atmospherics on surfer behavior”, Journal of Business Research, 58: 1632-1642.
  • Saydan, R., (2008), “Tüketicilerin Online Alışverişe Yönelik Risk ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karsılaştırılması”, Elektronik Sosyal Bilimler Dergisi, Kış-2008, 7 (23): 386-40.
  • Shaw, M.J., Subramaniam, C., Tan, G.W. and Welge, M.E. (2001), “Knowledge management and data mining for marketing”, Decision Support Systems, 31: 127–137.
  • Swaminathan, V., Lepkowska-White, E. ve Bharat, P.R. (1999), “Browsers or buyers in cyberspace? An investigation of factors influencing electronic Exchange”, Journal http://jcmc.indiana.edu/vol5/issue2/swaminathan.html, [Erişim: 06.03.2010]. Mediated
  • Communication, 5 (2), URL
  • Tsai, H. T. and Huang, H. C. (2009), “Online consumer loyalty: Why e-tailers should seek a high-profile leadership position”, Computers in Human Behavior, 25: 231-1240.
  • Turban, E., King, D., Lee, J., Liang, T.P. ve Turban, D. (2010), Electronic Commerce 2010: A Managerial Perspective (Sixth Edition), Pearson Education, Inc., New Jersey.
  • Van Riel, A.C.R., Liljander, V. ve Jurriëns, P. (2001), “Exploring consumer evaluations of e-services: a portal site”, International Journal of Service Industry Management, 12: 359–377.
  • Yang, X., Zafar, U.A., Morry, G., Goh, S.B., Tham, S.M. ve Lim, L.H. (2003), “Consumer preferences for commercial web site design: an Asia-Pacific perspective”, Journal of Consumer Marketing, 20: 10–27.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Yrd. Doç. Dr. Murat İsmet Haseki Bu kişi benim

Öğr. Gör. Eda Yaşa Bu kişi benim

Yayımlanma Tarihi 1 Eylül 2010
Gönderilme Tarihi 29 Aralık 2013
Yayımlandığı Sayı Yıl 2010 Cilt: 19 Sayı: 3

Kaynak Göster

APA Haseki, Y. D. D. M. İ., & Yaşa, Ö. G. E. (2010). Tüketicileri E alışverişe Yönlendiren Faktörleri Belirlemeye Yönelik Bir Pilot Araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(3), 211-224.