TIKLAYIN, BIRAKIN, TEKRAR GELİN: PSİKOLOJİK TETİKLEYİCİLERİN ÇEVRİMİÇİ ALIŞVERİŞ SEPETİ TERK ETME VE GERİ DÖNÜŞ DAVRANIŞINA

Öz

Bu çalışma, algılanan değer, risk, fiyat adaletsizliği, işlem zorluğu, duygusal kararsızlık ve ödeme tereddüdü gibi psikolojik tetikleyicilerin çevrimiçi alışveriş sepeti terk etme davranışına ve Zeigarnik etkisinin çevrimiçi satın alma davranışına etkilerini incelemiştir. Zeigarnik etkisi, tamamlanmamış görevlerin zihinde kalıcılığını artırarak satın alma motivasyonunu güçlendiren bir fenomendir. S-O-R teorisi temelinde geliştirilen model, psikolojik faktörlerin tüketici karar mekanizmalarındaki karmaşıklığını ortaya koymuştur. Bulgular, psikolojik tetikleyicilerin çevrimiçi alışveriş sepeti terk etme davranışı üzerinde anlamlı etkilerinin olduğunu göstermektedir. Zeigarnik etkisinin tamamlanmamış alışverişlerin tüketici zihninde kalıcılığını sağlayarak satın alma motivasyonunu güçlendirdiğini ve sepet terk etme ve çevrimiçi satın alma sürecinde düzenleyici bir rol oynadığını ortaya koymaktadır. Bu sonuçlar, çevrimiçi alışverişte tüketici davranışını anlamada ve etkili pazarlama stratejileri geliştirmede önemli teorik ve uygulamalı katkılar sunmaktadır.

Anahtar Kelimeler

• Psikolojik Tetikleyiciler
• Çevrimiçi Alışveriş Sepeti Terketme
• Zeigarnik
• Çevrimiçi Satınalma Davranışı

CLICK, LEAVE, COME BACK: THE IMPACT OF PSYCHOLOGICAL TRIGGERS ON ONLINE CART ABANDONMENT AND RETURN BEHAVIOR

Abstract

This study examined the effects of psychological triggers such as perceived value, risk, price unfairness, transaction inconvenience, emotional ambivalence and hesitation at check-out on online shopping cart abandonment behavior and the Zeigarnik effect on the online purchasing behavior. The Zeigarnik effect is a phenomenon that strengthens purchasing motivation by increasing the retention of incomplete tasks in mind. The model developed on the basis of S-O-R theory has revealed the complexity of psychological factors in consumer decision-making process. The findings show that psychological triggers have significant effects on online shopping cart abandonment behavior. The findings indicate that the Zeigarnik effect enhances purchasing motivation by maintaining the salience of incomplete purchases in the consumer's memory, thereby exerting a regulatory influence on both shopping cart abandonment and subsequent online purchasing behavior. These results provide important theoretical and practical contributions in understanding consumer behavior in online shopping and developing effective marketing strategies.

Keywords

• Psychological Triggers
• Online Shopping Cart Abandonment
• Zeigarnik
• Online Buying Behavior

Kaynakça

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