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A Qualitative Analysis to Research Consumers' Purchasing Intention from Online Shopping Platforms

Yıl 2024, Cilt: 8 Sayı: 2, 666 - 694, 24.05.2024
https://doi.org/10.25295/fsecon.1441690

Öz

This article aims to examine in-depth the elements that affect consumers' intentions to purchase from online shopping platforms, as well as the underlying causes for these elements. One of the study's objectives is to examine in-depth the fundamental motivations and perceptions that direct consumers' purchasing intentions, as well as the emotions that are affected by them. The study method was chosen as qualitative analysis, and the sample included 25 participants who experienced online shopping. Descriptive content analysis was performed by analyzing the participant data with the MAXQDA analysis program. Nine distinct codes were discovered upon examination of the research outcomes. The acquired data, along with their analysis and figures, are presented separately. Following the investigation, a model was developed that illustrates the elements influencing consumers' intents to make purchases from online retailers as well as the underlying causes of these elements. Convenience and cost are the two amazing aspects that the model indicates have an impact on customers. It was determined that the time factor is the fundamental component for these factors. One of the study's findings is that consumers' ability to make comparisons is evaluated based on the time factor. Another finding is that it is supported in terms of price and convenience based on the opinions of other customers and the trust factor. While the literature generally focuses on quantitative research, this study examines consumers' online shopping motivations, perceptions, and emotions in depth. In this respect, the originality of the study is revealed. To businesses, it is recommended that consumers reduce their time costs and focus on the trust they can create in consumers by providing opportunities for comparison and feedback.

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Tüketicilerin Online Alışveriş Platformlarından Satın Alma Niyetlerine Yönelik Nitel Bir Araştırma

Yıl 2024, Cilt: 8 Sayı: 2, 666 - 694, 24.05.2024
https://doi.org/10.25295/fsecon.1441690

Öz

Çalışma online alışveriş platformlarından tüketicilerin satın alma niyetlerinin hangi faktörlerden etkilendiği ve bu faktörlerin altında yatan nedenleri derinlemesine analiz etmeyi amaçlamaktadır. Tüketicilerin satın alma niyetlerini yönlendiren temel motivasyon ve algıların yanı sıra etkilendikleri duyguların da kapsamlı şekilde araştırılması çalışmanın amaçlarındandır. Çalışma yöntemi nitel analiz olarak belirlenmiş, çalışma örneklemi için online alışveriş platformlarından alışveriş yapma konusunda deneyimli 25 katılımcıyla gerçekleştirilmiştir. Katılımcılardan elde edilen veriler MAXQDA analiz programı aracılığıyla incelenerek betimsel içerik analizi gerçekleştirilmiştir. Çalışma bulguları incelendiğinde 9 farklı koda ulaşılmıştır. Elde edilen veriler; analizleri ve şekilleriyle ayrı ayrı sunulmuştur. Analizler sonucunda tüketicilerin online alışveriş platformlarından satın alma niyetlerini etkileyen faktörler ve bu faktörlerin altında yatan nedenleri gösterebilmek adına bir model oluşturulmuştur. Model üzerinden; tüketicilerin etkilendiği fenomen faktörlerin kolaylık ve fiyat faktörleri olduğu; bu faktörlerin altında yatan faktörün ise zaman faktörü olduğu sonucuna ulaşılmıştır. Tüketicilerin kıyas yapabilmesi zaman faktörüne bağlı olarak incelenmekte ve diğer tüketicilerin geri bildirimi ile güven faktörüne bağlı olarak kolaylık ve fiyat konusunda desteklendiği de çalışmanın sonuçlarındandır. Literatür genellikle nicel araştırmalara odaklanırken, bu çalışma tüketicilerin online alışveriş motivasyonlarını, algılarını ve duygularını derinlemesine incelemektedir. Bu açıdan çalışmanın özgünlüğü ortaya koyulmaktadır. İşletmelere; tüketicilerin zaman maliyetini düşürmesi, kıyaslama ve geri bildirim yapabilme fırsatlarının sunulması ile tüketicide oluşturabilecekleri güven üzerine odaklanmaları tavsiye edilmektedir.

Kaynakça

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Toplam 96 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme , İş Sistemleri (Diğer)
Bölüm Makaleler
Yazarlar

Muhammed Fatih Cevher 0000-0002-0992-8118

Yayımlanma Tarihi 24 Mayıs 2024
Gönderilme Tarihi 23 Şubat 2024
Kabul Tarihi 18 Nisan 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 8 Sayı: 2

Kaynak Göster

APA Cevher, M. F. (2024). Tüketicilerin Online Alışveriş Platformlarından Satın Alma Niyetlerine Yönelik Nitel Bir Araştırma. Fiscaoeconomia, 8(2), 666-694. https://doi.org/10.25295/fsecon.1441690

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