ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ

Asuman Bihter Civelek; Azra Bayraktar

doi:10.24889/ifede.839815

ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ

Öz

Online alışveriş yapan tüketicilerin düzenleyici odaklar teorisine göre analiz edildiği bu çalışmada tüketici motivasyonları ayrıntılı bir şekilde incelenmiş ve bu motivasyonların güven ve algılanan değer üzerinden davranışsal niyete olan etkisine bakılmıştır. Düzenleyici odaklar teorisine göre motivasyonların temelinde yönelimci ve kaçınmacı olmak üzere iki odak yer almaktadır. Araştırma sonucunda online alışveriş yapan bireylerin yönelimci düzenleyici odağa sahip oldukları görülmüştür. Hedonik motivasyon ile hareket eden bu bireyleri online alışverişe yönlendiren davranışsal niyetleri üzerinden algıladıkları değer ve güvenin anlamlı olumlu etkisinin olduğu sonucuna varılmıştır. Dolayısıyla online perakendecilerin, müşterilerini iyi tanıyarak onların sahip oldukları motivasyonlara göre stratejiler geliştirmeleri önemli olmaktadır.

Anahtar Kelimeler

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Asuman Bihter Civelek ^*
0000-0001-8000-3954
Türkiye

Azra Bayraktar Bu kişi benim
0000-0001-8215-6110
Türkiye

Yayımlanma Tarihi

29 Ocak 2021

Gönderilme Tarihi

31 Ekim 2019

Kabul Tarihi

23 Ekim 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 21 Sayı: 2

DOI

https://doi.org/10.24889/ifede.839815

IZ

https://izlik.org/JA87GA22CD

Kaynak Göster

RIS / Bibtex

APA

Civelek, A. B., & Bayraktar, A. (2021). ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 21(2), 371-393. https://doi.org/10.24889/ifede.839815

AMA

1.Civelek AB, Bayraktar A. ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2021;21(2):371-393. doi:10.24889/ifede.839815

Chicago

Civelek, Asuman Bihter, ve Azra Bayraktar. 2021. “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 21 (2): 371-93. https://doi.org/10.24889/ifede.839815.

EndNote

Civelek AB, Bayraktar A (01 Ocak 2021) ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 21 2 371–393.

IEEE

[1]A. B. Civelek ve A. Bayraktar, “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, c. 21, sy 2, ss. 371–393, Oca. 2021, doi: 10.24889/ifede.839815.

ISNAD

Civelek, Asuman Bihter - Bayraktar, Azra. “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 21/2 (01 Ocak 2021): 371-393. https://doi.org/10.24889/ifede.839815.

JAMA

1.Civelek AB, Bayraktar A. ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2021;21:371–393.

MLA

Civelek, Asuman Bihter, ve Azra Bayraktar. “ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, c. 21, sy 2, Ocak 2021, ss. 371-93, doi:10.24889/ifede.839815.

Vancouver

1.Asuman Bihter Civelek, Azra Bayraktar. ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 01 Ocak 2021;21(2):371-93. doi:10.24889/ifede.839815