TÜKETİCİLERİN ÖZEL ALIŞVERİŞ SİTELERİNDEN YENİDEN ALIŞVERİŞ YAPMA NİYETİNİ BELİRLEYEN GÜVENLE İLİŞKİLİ FAKTÖRLER

Öz

İnternet teknolojilerindeki gelişmeye paralel olarak özel alışveriş siteleri önemli ve popüler bir alışveriş mecrası olarak ortaya çıkmıştır. Bununla birlikte, özel alışveriş sitelerinden yapılan alışverişler geleneksel perakendeci alışverişlerinde yaşanan anında memnuniyet durumunu sağlayamadığı için tüketicilerin güvenini kazanmak müşterileri yeniden alışveriş için çekmek açısından daha da fazla önem arz etmektedir. Geçmiş çalışmalarda çok boyutlu bir yapı olarak tüketici güvenini oluşturan faktörler ele alınmış olmakla birlikte, bu araştırmada özel alışveriş siteleri açısından güveni oluşturan faktörler ve tüketici güveni, algılanan bekleme süreci ve yeniden satın alma niyeti arasındaki ilişkiler incelenmiştir. Profesyonel beceri, güvenilirlik ve iyi niyetlilik faktörleri, özel alışveriş sitelerine yönelik güvenin teorik olarak belirleyicileri kabul edilerek çalışmaya dahil edilmiştir. Toplamda 323 katılımcıdan elde edilen veri seti Yapısal Eşitlik Modellemesi kullanılarak analiz edilmiştir. Analiz sonucunda algılanan itibar ve müşteri ilgisi; kişisel bilgileri koruma becerisi ve iş yapma becerisi faktörleri tüketici güvenini oluşturan en önemli faktörler olarak tespit edilirken; teorik olarak öngörülen bilişim sistemleri güvenliği becerisi, bilişim teknolojileri becerisi ve üçüncü kişi önerileri yapılarının tüketici güvenini anlamlı şekilde açıklamadığı görülmüştür. Bunların yanı sıra, algılanan bekleme sürecinin müşterilerin özel alışveriş sitelerinden yeniden alışveriş yapma niyeti üzerinde etkili olduğu ve benzer şekilde tüketici güveni ile ilişkili olduğu belirlenmiştir.

Anahtar Kelimeler

• Tüketici Güveni,Güvenin Belirleyicileri,Özel Alışveriş Siteleri,E-Ticaret

EXAMINING THE ANTECEDENTS OF CONSUMER TRUST IN PRIVATE SHOPPING REPURCHASE INTENTIONS

Öz

With the advances in Internet technology, private shopping sites have emerged as a popular way of shopping. However, because private shopping does not allow immediate enjoyment of purchases as traditional retailers do, earning customers’ trust for private shopping sites are especially important in attracting return customers. Previous studies revealed the factors that build multidimensional consumer trust, however this study examines antecedents of consumer trust for private shopping and makes a systematic analysis of the relationships between consumer trust, customers’ perceived waiting and repurchase intention. Ability, integrity, and benevolence of private shopping sites were selected as the three theoretical antecedents of trust. A total of 323 eligible questionnaires were collected and analyzed using structural equation modeling. It was found that the most influential factors in consumer trust were perceived reputation and concern to customers, privacy protection and followed by professional ability, whereas information system security maintenance ability, information technology ability and third-party guarantees and recommendations did not exhibit significant impacts. Furthermore, perceived waiting was found to be a significant factor affecting customers’ decision to return, as correlated with their trust in an online business.

Anahtar Kelimeler

• Consumer Trust,Antecedents of Trust,Private Shopping,Electronic Commerce

Kaynakça

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