THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVİOUR

Öz

ABSTRACT Businesses are in fierce competition in the online environment so wish to ensure customer loyalty. Understanding the factors that affect people and can change consumer purchasing behaviour is of great importance. This study included 1318 people, aged 18 years and older, living in the province of Istanbul. Multiple linear regression analysis was performed using the relationship between continuous variables and Pearson's correlation analysis to investigate consumer perception of word of mouth and viral marketing, and online customer loyalty and customer perception to understand the impact on consumer purchasing behaviour. The results showed that the perception of security and value did not affected purchasing behaviour, when examining sub-dimensions, but customer relationships and benefits did. The analysis of the sub-dimensions concluded that the perception of trust in the environment had no effect on purchasing behaviour. However, other dimensions did have an effect on purchasing behaviour after regression analysis. These were customer loyalty, online perception, and word-of-mouth marketing (WOM). Notably, viral marketing did not affect purchasing behaviour. This research was limited to the sample chosen, and analysis was made only quantitatively.

Anahtar Kelimeler

• Online Customer Perceptions,
• Customer Loyalty,
• Viral Marketing,
• Purchasing Behavior.

ONLİNE MÜŞTERİ ALGISI, MÜŞTERİ SADAKATİ VE VİRAL PAZARLAMA ALGILARININ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ

Öz

Online ortamda kıyasıya rekabet içinde olan işletmelerin, müşterilerinde sadakati sağlayacak ve onların diğer kişileri etkileyerek tüketicilerin satın alma davranışlarını değiştirebilecek faktörleri anlamaları büyük önem taşımaktadır. Yapılan çalışmada, İstanbul ilinde yaşayan 18 yaş ve üstü yaş gruplarında yer alan 1318 kişiden anket aracılığıyla veri toplanmıştır. Sürekli değişkenler arasındaki ilişki için Pearson Korelasyon analizi, online müşteri sadakat ve müşteri algısı ve ağızdan ağıza ve viral pazarlama algısının tüketici satın alma davranışı üzerindeki etkisini incelemek için çoklu doğrusal regresyon analizi yapılmıştır. Çalışmanın bulgularına göre, alt boyutlar açısından, yarar ve müşteri ilişkileri boyutlarının satın alma davranışı üzerinde etkisi ortaya çıkmıştır. Alt boyutlar üzerinden yapılan analizde de çevredeki güven algısının satın alma davranışını etkilemediği ortaya çıkmıştır. Diğer alt boyutlar ise satın alma davranışını etkilemektedir. Yapılan regresyon analizi sonucunda, online müşteri algısı, müşteri sadakati ve ağızdan ağıza pazarlamanın satın alma davranışını etkilediği bulunmuştur. Ancak, viral pazarlamanın satın alma davranışı üzerinde etkisi görülmemiştir. Bu çalışma, sadece seçilen örneklemle sınırlıdır ve analizler sadece nicel olarak yapılmıştır.

Anahtar Kelimeler

• Online Müşteri Algısı,
• Müşteri Sadakati,
• Viral Pazarlama,
• Satın Alma Davranışı.

Kaynakça

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