MUTLULUĞUN ÇEVRİM İÇİ ALIŞVERİŞTE MÜŞTERİLERİN TEKRAR SATIN ALMA NİYETLERİNE ETKİSİ

Yıl 2023, Cilt: 19 Sayı: 4, 862 - 882, 29.12.2023

Zübeyir Çelik Bulut Dülek

https://doi.org/10.17130/ijmeb.1191299

Öz

İlgili literatür incelendiğinde, mutluluğun alışveriş öncesi tüketici davranışları üzerindeki etkisine ilişkin bir araştırma boşluğu olduğu görülecektir. Bu çalışma, bu araştırma boşluğunu doldurmak için yapılmıştır. Bu çalışmanın amacı, mutluluğun müşterilerin çevrim içi alışveriş yaptıklarında tekrar satın alma niyetlerini nasıl etkilediğini araştırmaktır. Ayrıca, bu çalışmada algılanan çevrim içi alışveriş zevki ve faydasına odaklanılarak mutluluğun çevrim içi tekrar satın alma niyeti üzerindeki dolaylı etkisi araştırılmaktadır. Veriler, çevrim içi anket yoluyla 296 katılımcıdan toplanmıştır. Araştırma hipotezlerini test etmek için regresyon ve Process Macro analizi kullanılmıştır. Araştırmanın bulgularına göre, mutluluğun algılanan çevrim içi alışveriş zevki, algılanan çevrim içi alışveriş faydası ve çevrim içi tekrar satın alma niyeti üzerinde olumlu ve anlamlı bir doğrudan etkisi vardır. Buna ek olarak, algılanan çevrim içi alışveriş zevki ve algılanan çevrim içi alışveriş faydası, çevrim içi tekrar satın alma niyeti üzerinde olumlu ve anlamlı bir doğrudan etkiye sahiptir. Dahası, algılanan çevrim içi alışveriş zevki ve algılanan çevrim içi alışveriş faydası, mutluluğun çevrim içi tekrar satın alma niyeti üzerindeki dolaylı etkisine aracılık etmektedir. Çalışmada öneriler sunulmuştur. Uygulayıcılar, alışveriş öncesi mutluluğun, algılanan çevrim içi alışveriş zevkinin ve algılanan çevrim içi alışveriş faydasının tüketicileri çevrim içi alışverişe yönlendirebileceğini dikkate almalıdır.

Anahtar Kelimeler

Mutluluk, Algılanan Çevrim İçi Alışveriş Zevki, Algılanan Çevrim İçi Alışveriş Faydası, Çevrim İçi Tekrar Satın Alma Niyeti, Çevrim İçi Alışveriş

THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING

Öz

When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers’ repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.

Anahtar Kelimeler

Happiness, Perceived Online Shopping Enjoyment, Perceived Online Shopping Usefulness, Online Repurchase Intention, Online Shopping

Kaynakça

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