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

Yıl 2023, Cilt: 19 Sayı: 2, 348 - 370, 22.06.2023

Cüneyd İkbal Sarıoğlu

https://doi.org/10.17130/ijmeb.1210803

Cited By: 2

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

• Akbar, S. & James, P. T. (2014). Consumers’ attitudes towards online shopping influence employees of crazy domains to shop online. Journal of Management and Marketing Research, 14, 1.
• Akpinar, E. & Berger, J. (2017). Valuable virality. Journal of Marketing Research, 54(2), 318-330.
• Albayrak, T., Karasakal, S., Kocabulut, Ö. & Dursun, A. (2020). Customer loyalty towards travel agency websites: The role of trust and hedonic value. Journal of Quality Assurance in Hospitality & Tourism, 21(1), 50-77.
• Alghizzawi, M. (2019). The role of digital marketing in consumer behaviour: A survey. International Journal of Information Technology and Language Studies, 3(1), 24-31.
• Almohaimmeed, B. M. (2019). The effects of social media marketing antecedents on social media marketing, brand loyalty and purchase intention: A customer perspective. Journal of Business and Retail Management Research, 13(4), 146-157.
• Anderson, R. E. & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology -& Marketing, 20(2), 123-138.
• Aruna, S. & William, A.J. (2015). A study on consumer behaviour towards online shopping in Coimbatore district. International Journal of Research in Business Management, 3(7), 51-62.
• Ateş, V. (2018a). Online alışveriş sitesi kullanıcı algılarının müşteri güven ve sadakatine etkilerinin incelenmesi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(1), 109-132.
• Ateş, V. (2018b). Online müşteri sadakatini etkileyen müşteri algılarının incelenmesi: Gazi Üniversitesi örneği. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (32), 353-362.
• Baker, A. M., Donthu, N. & Kumar, V. (2016). Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225-239.
• Balakrishnan, B. K., Dahnil, M. I. & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social andBehavioural Sciences, 148, 177-185.
• Being, F. A. & Khan, M. F. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision, 22(3), 264-275.
• Bhattacharya, S., Gaurav, K. & Ghosh, S. (2019). Viral marketing on social networks: An epidemiological perspective. Physica A: Statistical Mechanics and its Applications, 525, 478-490.
• Biçer, D. F. & Erciş, A. (2020). Sosyal medyada viral pazarlama (elektronik ağızdan ağıza) faaliyetlerinin tüketici satın alım niyetine etkileri. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(3), 1555-1575.
• Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behaviour, 61, 103-113.
• Buerke, A., Straatmann, T., Lin-Hi, N. & Müller, K. (2017). Consumer awareness and sustainabilityfocused value orientation as motivating factors of responsible consumer behaviour. Review of Managerial Science, 11(4), 959-991.
• Çekerol, G. S. & Şekerci, U. (2021). Viral marketing as an alternative marketing strategy: A review of applied viral marketing advertisements and model recommendations for the food industry. Journal of Current Research on Social Sciences, 11(2), 167-186.
• Çelebi, S. (2019). Elektronik perakendecilikte tüketicilerin satış sonrası hizmet algılarının elektronik ağızdan ağıza iletişim davranışı ve yeniden satın alma niyeti ile olan ilişkisi üzerine bir pilot araştırma (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü.
• Chang, H., Yau, H. & Wen-Ying, Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Journal of Total Quality Management and Business Excellence, 20(4), 423–443.
• Chee, J. & Yazdanifard, R. (2021). The influence of customer perception in selection of Korean restaurant in Malaysia. International Journal of Management, Accounting and Economics, 8(2).
• Chen, J., Teng, L., Yu, Y. & Yu, X. (2016). The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence. Journal of Business Research, 69(2), 467-475.
• Chen, S. (2012). The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators. Journal of Retailing and Consumer Services, 19, 202–210.
• Chen, Y. & Chang, J. (2011). A quality-centred view of customer e-satisfaction and e-loyalty in online shopping. Advances in Information Sciences and Service Sciences (AISS), 3(9), 91–97.
• Cheng, F. F., Wu, C. S. & Chen, Y. C. (2020). Creating customer loyalty in online brand communities. Computers in Human Behaviour, 107, 105752.
• Chinomona, R. & Sandada, M. (2013). Customer satisfaction, trust and loyalty as predictors of customer intention to re-purchase South African retailing industry. Mediterranean Journal of Social Sciences, 4(14), 437-437.
• Chiu, Y. L., Chen, L. J., Du, J. & Hsu, Y. T. (2018). Studying the relationship between the perceived value of online group-buying websites and customer loyalty: The moderating role of referral rewards. Journal of Business & Industrial Marketing, 33(5), 665-679.
• Choi, D. & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & Behaviour, 7(1), 11-24.
• Choshaly, S. H. & Mirabolghasemi, M. (2020). The role of viral marketing strategies in predicting purchasing intention of eco-labelled products. Journal of Islamic Marketing, 1759-0833
• Coleman, L.J., Bahnan, N., Kelkar, M. & Curry, N. (2011). Walking the walk: How the theory of reasoned action explains adult and student intentions to go green. Journal of Applied Business Research (JABR), 27(3), 107-116.
• Datta, P., Chowdhury, D. & Chakraborty, B. (2005). Viral marketing: New form of word-of-mouth through the Internet [Electronic version]. The Business Review, Cambridge, 3(2), 69-75.
• Dehghani, M. & Tumer, M. (2015). Research on the effectiveness of Facebook advertising in enhancing purchase intention of consumers. Computers in Human Behaviour, 49, 597-600.
• Dharmesti, M. D. D. & Nugroho, S. S. (2013). The antecedents of online customer satisfaction and customer loyalty. Journal of Business and Retail Management Research, 7(2), 1-12.
• Dülek, B. & Aydın, İ. (2020). Effect of social media marketing on e-wom, brand loyalty, and purchase intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271-288.
• Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78-93.
• Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M. & Bell, S. J. (2015). Why recommend a brand faceto-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120-128.
• Ercis, A., Yildiz, T. & Deveci, F. G. (2018). The effect of inertia and satisfaction on consumer loyalty in online shopping sites. Journal of Management Marketing and Logistics, 5(3), 214-225.
• Ertemel, A. V., Civelek, M. E., Eroğlu Pektaş, G. Ö. & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PloS one, 16(7), e0254685.
• Fam, K. S., Brito, P. Q., Gadekar, M., Richard, J. E., Jargal, U. & Liu, W. (2019). Consumer attitude towards sales promotion techniques: A multi-country study. Asia Pacific Journal of Marketing and Logistics, 31(2), 437-463.
• Fard, M. H. & Marvi, R. (2019). Viral marketing and purchase intentions of mobile applications users. International Journal of Emerging Markets, 15(2), 287-301.
• Gautam, V. & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872-888.
• Hendrayati, H. & Pamungkas, P. (2020). Viral marketing and e-word of mouth communication in social media marketing. In 3rd Global Conference on Business, Management, and Entrepreneurship (GCBME 2018) (pp. 41-48). Atlantis Press.
• Hutter, K., Hautz, J., Dennhardt, S. & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342– 351.
• Kadyan, A. & Aswal, C. (2014). New buzz in marketing: Go viral. International Journal of Innovative Research & Development, 3(1), 294-297.
• Kaplan, A. M. & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/ viral marketing dance. Business Horizons, 54(3), 253-263.
• Karaoğlan, S. & Durukan, T. (2020). Dijital pazarlama çağında çevrimiçi alışverişin fayda ve risk algısı. İşletme Araştırmaları Dergisi, 12(2), 1072-1082.
• Kaya, İ. & Özen, H. (2012). Geleneksel mağazalar ile internetten alışverişte değer algısı ve satınalma niyeti: Bir karşılaştırma. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 41(1), 13-30.
• Keh, H. T. & Xie, Y. (2009). Corporate reputation and customer behavioural intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.
• Kim, J., Jin, B. & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247.
• Klopper, H. B. (2002). Viral marketing: A powerful, but dangerous marketing tool. South African Journal of Information Management, 4(2), 1-6.
• Kölemenoğlu, C. (2018). B2c elektronik ticaret sitelerinde müşterilerin net fayda algılarını etkileyen faktörler (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Ticaret Üniversitesi, Dış Ticaret Enstitüsü.
• Kotler, P. & Armstrong, G. (2011). Principles of Marketing. New Jersey.
• Külter Demirgüneş, B. (2016). İnternet alışverişlerinde hedonik ve faydacı değer algılarının davranışsal sonuçları: E-sadakat ve ağızdan ağıza iletişim. Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(3), 246-269.
• Larson, R. J. (2009). The Rise of Viral Marketing through the New Media of Social Media: An Analysis and Implications for Consumer Behavior. Liberty University.
• Laudon, K. C. & Traver, C. G. (2017). E-commerce 2017: Business, technology, society. Pearson.
• Liang, C. J., Chen, H. J. & Wang, W. H. (2008). Does online relationship marketing enhance customer retention and cross-buying?. The Service Industries Journal, 28(6), 769-787.
• Ligery, F. & Swastika, P. (2020). Viral marketing, e-wom and customer loyalty. International Journal of Management, 11(8), 616-625.
• Liu, H. H. & Wang, Y. N. (2019). Interrelationships between viral marketing and purchase intention via customer-based brand equity. Journal of Business and Management Sciences, 7(2), 72-83.
• Marangoz, M. (2007). Ağızdan ağıza iletişimin müşterilerin satın alma davranışlarına etkileri: Cep telefonu pazarına yönelik bir araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(2), 395-412.
• Miller, R. & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11(1), 1-9.
• Mohr, I. (2017). Managing buzz marketing in the digital age. Journal of Marketing Development and Competitiveness, 11(2), 10-16.
• Mustikasari, A. & Widaningsih, S. (2019). The influence of viral marketing toward brand awareness and purchase decision. In 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) (pp. 647-650). Atlantis Press.
• Nurlaela, S., Sumarwan, U. & Najib, M. (2019). Determinants of online journey and its influence on online customer satisfaction associated with online customer loyalty. International Journal of Electronic Marketing and Retailing, 10(3), 230-243.
• Onurlubaş, E. & Dinçer, D. (2016). Tüketicilerin ağızdan ağıza ve viral pazarlama algılarına etki eden faktörlerin analizi. Gümüshane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7(17), 184-202.
• Öztamur, D. & Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: As a new marketing strategy tool for the firm performance perspective. Procedia-Social and behavioural sciences, 150, 511-520.
• Öztürk, D. (2019). Viral pazarlamanin tüketici davranişlarina etkisi üzerine bir araştirma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 12(2), 23-34.
• Pandey, S. & Srivastava, S. (2016). Antecedents of customer purchase intention. IOSR Journal of Business and Management, 18(10), 55-82.
• Pitta, D., Franzak, F. & Fowler, D. (2006). A strategic approach to building online customer loyalty: Integrating customer profitability tiers. Journal of Consumer Marketing, 23(7), 421-429.
• Porral, C. C., Fernández, V. A. M., Boga, Ó. J. & Mangin, J. P. L. (2015). Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos de gestión, 15(1), 93-118.
• Pratminingsih, S. A., Lipuringtyas, C. & Rimenta, T. (2013). Factors influencing customer loyalty toward online shopping. International Journal of Trade, Economics and Finance, 4(3), 104-110.
• Puriwat, W. & Tripopsakul, S. (2021). The role of viral marketing in social media on brand recognition and preference. Emerging Science Journal, 5(6), 855-867.
• Rafiq, M., Fulford, H. & Lu, X. (2013). Building customer loyalty in online retailing: The role of relationship quality. Journal of Marketing Management, 29(3-4), 494-517.
• Rayport, J. (1996). The virus of marketing. Fast Company, 6(1996), 68.
• Rollins, B., Anitsal, I., Anitsal, M. M. & Meral, M. (2014). Viral marketing: Techniques and implementation. Entrepreneurial Executive, 19(1), 1-17.
• Roy, S. K., Butaney, G., Sekhon, H. & Butaney, B. (2014). Word-of-mouth and viral marketing activity of the online consumer: The role of loyalty chain stages theory. Journal of Strategic Marketing, 22(6), 494-512.
• Saadeghvaziri, F. & Hosseini, H.K. (2011). Mobile advertising: An investigation of factors creating positive attitude in Iranian customers. African Journal of Business Management, 5(2), 394-404.
• Şahin, E. & Dündar, M. (2019). Sosyal ağ ve sosyal medya platformları üzerinde yürütülen viral pazarlama faaliyetlerinin tüketici davranışı üzerindeki etkisi: İstanbul ili örneği. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 22(1), 143-160.
• Satryo, A. P. & Megawati, L. (2022). The Influence of viral marketing and consumptive behaviour on purchase decisions for camille beauty skincare products (survey of instagram followers): Marketing Management. Primanomics: Jurnal Ekonomi & Bisnis, 20(3), 280-292.
• Savila, I. D., Wathoni, R. N. & Santoso, A. S. (2019). The role of multichannel integration, trust and offline-to-online customer loyalty towards re-purchase intention: An empirical study in online-tooffline (O2O) e-commerce. Procedia Computer Science, 161, 859-866.
• Sawaftah, D., Calıcıoglu, C. & Awadallah, R. (2020). The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus. Management Science Letters, 10(6), 1307-1320.
• See-To, E. W. & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behaviour, 31, 182-189.
• Sharma, R. R. & Kaur, B. (2019). E-mail viral marketing: Modeling the determinants of creation of “viral infection”. Management Decision. 58(1), 112-28.
• Shashikala, R. & Mahapatro, P. (2015). A study on analyzing the effectiveness of viral marketing in the era of mobile messenger apps with special reference to WhatsApp. International Journal of Research in Management, Social Sciences & Technology, 10(10), 2320-2793.
• Sheth, S. & Kim, J. (2017). Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions. GSTF Journal on Business Review (GBR), 5(1), 62-70.
• Subramani, M. R. & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300-307.
• Swaminathan, S., Anderson, R. & Song, L. (2018). Building loyalty in e-commerce: Impact of business and customer characteristics. Journal of Marketing Channels, 25(1-2), 22-35.
• Tandiono, J., Djojo, B. W., Candra, S. & Heriyati, P. (2020). Finding Customer Perception of Peer-toPeer (P2P) Lending Financial Technology in Pohon Dana. Binus Business Review, 11(1), 51-58.
• Taufik, E. R., Hasan, S., Titin, T., Singagerda, F. S. & Sinambela, E. A. (2022). Hospitals visit intention and visit decision: How the role of viral and word of mouth marketing? Frontiers in Public Health, 10.
• Urdea, A. M. & Constantin, C. P. (2021). Exploring the impact of customer experience on customer loyalty in e-commerce. In Proceedings of the International Conference on Business Excellence (pp. 672-682).
• Uyan, Ö. & Hamidi, F. A. (2020). The affect of viral marketing factors on impulse purchasing behaviour within the scope of international electronic commerce applications. Turkish Studies-Economics, Finance, Politics, 15(3), 1655-1673.
• Vakulenko, Y., Shams, P., Hellström, D. & Hjort, K. (2019). Online retail experience and customer satisfaction: The mediating role of last-mile delivery. The International Review of Retail, Distribution and Consumer Research, 29(3), 306-320.
• Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
• Xu, Y., Goedegebuure, R. & Van der Heijden, B. (2007). Customer perception, customer satisfaction, and customer loyalty within Chinese securities business: Towards a mediation model for predicting customer behavior. Journal of Relationship Marketing, 5(4), 79-104.
• Yadav, M. & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294- 1307.
• Yazıcı, G. (2014). İnternetten pazarlamada yeni bir boyut: Sosyal medyanın tüketicilerin marka tercihlerine etkisi üzerine bir araştırma (Yayımlanmamış Yüksek Lisans Tezi). Gazi Üniversitesi, Sosyal Bilimler Enstitüsü.
• Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing, 60(2), 31-46.
• Zernigah, K.I.&Sohail, K.(2012).Consumers’ attitudestowards viralmarketing in Pakistan. Management & Marketing Challenges for the Knowledge Society, 7(4), 645-662.
• Zhadko,İ.(2014).İnternet perakendeciliğinde güvenin satın alma niyeti üzerindeki etkisi(Yayımlanmamış Yüksek Lisans Tezi). Ankara Üniversitesi, Sosyal Bilimler Enstitüsü.