Fiyat imajından çevrim içi perakendeci sadakatine: Güven ve tüketici sugrofobisinin rolü

Öz

Bu çalışma, işlemlerde kandırılma veya aldatılma korkusu olarak tanımlanan ve tüketici davranışları üzerinde önemli etkileri olan ancak yeterince araştırılmamış bir kavram olan sugrofobiyi tanıtmaktadır. Sugrofobi, bireyin hem kendi kararlarından hem de karşı tarafın niyetlerinden kaynaklanan sömürü algısına karşı hissettiği duygusal rahatsızlığı ifade eder ve kişileri gelecekte pişmanlık veya utanç yaşamamak için koruyucu davranışlara yönlendirir. Bu araştırmada 600 tüketiciden veri toplanmıştır. Araştırma hipotezleri K-Ortalamalar Kümeleme Analizi ve YEM kullanılarak analiz edilmiştir. Sonuç olarak; yüksek sugrofobiklerin daha şüpheci olsalar da, güven geliştirdikleri perakendecilere karşı daha güçlü bir sadakat sergiledikleri bulunmuştur. Düşük sugrofobikler ise daha az şüpheci olup fiyat imajına dayalı sadakat geliştirmektedirler. Bulgular, yüksek sugrofobikler için güvenin sadakatin ana belirleyicisi olduğunu, düşük sugrofobikler için ise fiyat imajı ve güvenin birlikte etkili olduğunu ortaya koymuştur.

Anahtar Kelimeler

• Anahtar Kelimeler: Sugrofobi
• tüketici güveni
• fiyat algısı
• müşteri sadakati
• çevrimiçi perakendecilik

Etik Beyan

Galatasaray Üniversitesi Etik Kurulu, 07.05.2025 tarihinde gerçekleştirdiği toplantıda, E-65364513-650-97937 protokol kodu ile sunulan başvuru dilekçesini incelemiş ve “Çevrimiçi Perakendecilikte Tüketici Davranışı” başlıklı araştırma önerisini değerlendirmiştir. Kurul, başvuru dosyasında belirtilen kapsam çerçevesinde çalışmanın yürütülmesinde etik ve bilimsel açıdan herhangi bir sakınca bulunmadığına karar vermiş ve başvuruyu onaylamıştır.

From price image to online retailer loyalty: The role of trust and consumer sugrophobia

Öz

This study introduces and explores sugrophobia, which is the fear of being deceived or exploited in transactions, as a key but underexplored concept influencing online shopping behavior. Sugrophobia reflects emotional discomfort stemming from self-blame and suspicion, motivating self-protective behavior. Data is collected from 600 consumers. The research hypotheses were analyzed by K-Means Cluster Analysis and SEM. As a result it was found that high sugrophobes display greater scepticism but also exhibit stronger loyalty once trust is established. Conversely, low sugrophobes are less sceptical and more responsive to price promotions. The findings reveal that trust is the primary driver of loyalty for high sugrophobes, whereas price image and trust jointly influence loyalty among low sugrophobes.

Anahtar Kelimeler

• Sugrophobia
• consumer trust
• price perception
• consumer loyalty
• online retailing

Etik Beyan

The Ethics Committee of Galatasaray University in its meeting held on 07.05.2025 has reviewed and discussed the application letter submitted with the protocol code E-65364513-650-97937 to conduct the research proposal entitled "Consumer Behavior in Online Retailing”.  The Committee decided that there is no ethical and scientific problem in conducting the study within the scope specified in the application file, and the application is approved.

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