ÇEVRİMİÇİ ALIŞVERİŞLERDE WEB ATMOSFERİNİN DUYGULAR VE TEKRAR SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Yıl 2020, Cilt: 9 Sayı: 18, 120 - 132, 04.01.2021

Aysel Erciş , Tuğba Yıldız , Oğuz Han Aykut

Öz

Online alışveriş yapan tüketicilerin tekrar satın alma niyetlerine etki eden faktörleri belirlemeyi amaç edinen bu çalışmada; bilgi vericilik, eğlence, bilgi içeriğinin etkinliği olmak üzere üç boyutuyla ele alınan web atmosferinin olumlu ve olumsuz duygular üzerindeki etkisi ele alınmıştır. Ayrıca duyguların tekrar satın alma niyeti üzerindeki etki de araştırılmıştır. Araştırmanın ana kütlesini Erzincan’da yaşayan 18 yaş ve üzeri online alışveriş yapan tüketiciler oluşturmaktadır. Elde edilen sonuçlara göre web atmosferi boyutlarından bilgi vericilik ve bilgi içeriğinin etkinliği hem olumlu hem de olumsuz duyguları etkilemektedir. Bununla birlikte duyguların tekrar satın alma niyeti üzerinde etkisi olduğu görülmüştür.

Anahtar Kelimeler

Web Atmosferi, Online Alışveriş, Duygular, Tekrar Satın Alma Niyeti

Kaynakça

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