Online Alışveriş Dünyasına Işınlanmak! Online Akış Deneyiminin Sanal Mağaza Atmosferi, Satış Promosyonları ve İmpulsif Satın Alma İlişkisindeki Aracılık Rolü

Öz

Bu araştırmada, sanal mağaza atmosferi, satış promosyonları, akış deneyimi ve impulsif satın alma değişkenleri arasındaki ilişkilerin S-O-R paradigması çerçevesinde incelenmesi amaçlamıştır. Sanal mağaza atmosferi ve satış promosyonları dışsal uyaranlar, akış deneyimi organizma ve impulsif satın alma tüketici tepkisi olarak ele alınmıştır. Online anket yoluyla erişilen 407 tüketicinin yanıtları çerçevesinde teorik model değerlendirilmiştir. Elde edilen sonuçlar, tüm değişkenler arasında istatistiksel olarak anlamlı ilişkiler bulunduğunu ortaya koymuştur. Akış deneyiminin, hem sanal mağaza atmosferi-impulsif satın alma hem de satış promosyonları-impulsif satın alma arasında aracılık rolü bulunmaktadır. Online alışverişlerde tüketicilerin sanal mağaza atmosferi ve satış promosyonlarının etkisi ile akışı deneyimleyebildikleri ve bunun da impulsif satın alma ile sonuçlanabildiği görülmüştür. Elde edilen bu bulguların pazarlama literatürü ve pratiğine dönük katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Online Alışveriş
• Sanal Mağaza Atmosferi
• Akış Deneyimi
• Satın Alma
• Satış Promosyonları
• Impulsif Satın Alma

Teleporting to the World of Online Shopping! Online Flow Experience and its Mediating Role between Virtual Store Atmosphere, Sales Promotions and Impulsive Buying

Öz

In this research, it is aimed to examine the relationships between virtual store atmosphere, sales promotions, flow experience, and impulsive purchasing within the framework of the S-O-R paradigm. Virtual store atmosphere and sales promotions are considered external stimuli, flow experience as an organism, and impulsive purchasing as a consumer reaction. The theoretical model was evaluated within the framework of the answers of 407 consumers accessed via an online survey. The results obtained revealed that there were statistically significant relationships between all variables discussed. Flow experience has a mediating role both between virtual store atmosphere-impulsive buying, and sales promotions-impulsive buying. It has been observed that in online shopping, consumers can experience flow with the effect of virtual store atmosphere and sales promotions, and this can result in impulsive buying. It is thought that these findings will contribute to the marketing literature and practice.

Anahtar Kelimeler

• Flow Experience
• Impulsive Buying
• Online Shopping
• Purchase
• Sales Promotions

Kaynakça

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