ONLINE PERAKENDECİLİKTE TÜKETİCİ BAĞLILIĞINI ETKİLEYEN FAKTÖRLERE DAİR AMPİRİK BİR ÇALIŞMA

Öz

Çalışmanın amacı online perakendecilikte tüketici bağlılığını etkileyen faktörlerin belirlenmesidir. Bu amaçla faktör analizinden yararlanılmış ve üç faktör altında toplam 28 faktör belirlenmiştir. Tüketicilerin perakende sanal mağaza bağlılıkları aynı zamanda yıllık satın alma miktarı (TL), satın alma sayısı ve sipariş sıklığı gibi temel ölçütler yardımıyla da belirlenebilmektedir. Çalışmanın temel varsayımı bu ölçütlerin tüketicilerin perakende sanal mağaza bağlılık düzeylerine göre ayrıştırılmalarında etkili olduğudur. Varsayımın geçerliliği diskriminant analizi yardımıyla test edilmiş ve yıllık satın alma miktarının (TL) diğer ölçütlere göre tüketicilerin bağlılık düzeylerine göre ayrıştırılmalarında daha fazla etkili olduğu belirlenmiştir. Çalışmada ayrıca, perakende sanal mağaza özelliklerinin (tüketici memnuniyeti, website özellikleri ve online alışveriş kolaylıkları) düzeyi ile tüketicilerin perakende sanal mağaza bağlılık düzeyleri arasındaki ilişki Ki-Kare analiz yöntemiyle test edilmiş ve aralarında pozitif ilişki olduğu belirlenmiştir

Anahtar Kelimeler

• Online Perakendecilik, Sanal Mağaza, Tüketici Bağlılığı, Tüketici Memnuniyeti, E-Ticaret

AN EMPIRICAL STUDY OF THE FACTORS AFFECTING CONSUMER LOYALTY IN ONLINE RETAILING

Öz

The purpose of this study is to determine the factors affecting consumer loyalty in online retailing. For this purpose, factor analysis is utilized and a total of 28 factors under 3 main factors are identified. Consumers’ virtual retail store loyalty can be determined with the help of some basic criteria such as the annual purchase amount (TL), the number of purchase, and the frequency of order. The basic assumption of the study is that these criteria are effective in classifying consumers according to their levels of loyalty to the virtual retail store. The validity of this assumption has been tested through discriminant analysis and it is decided that the annual amount of purchase (TL) is more effective than the other criteria in the classification of consumers according to their levels of loyalty. In addition, the relationship between the characteristics of the virtual retail store (consumer satisfaction, website features, online shopping facilities) and consumers’ levels of loyalty to the virtual retail store has been tested with Chisquare analysis method and was determined that there was a positive relationship between them

Anahtar Kelimeler

• Online Retailing, Virtual Store, Consumer Loyalty, Consumer Satisfaction, E-Commerce

Kaynakça

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