Çevrimiçi ortamda tüketici sadakati

Öz

İnternet sitelerine müşteri sadakatinin önemi uzun süreden beri bilinen bir konudur. Araştırmacılar, e-sadakatin önşartlarıyla ilgili bazı modeller geliştirmişlerdir. Bu çalışmada, adı geçen modellerden Srinivasan, Anderson, Ponnavolu’nun 8C modeli (2002) seçilmiş ve uyarlamalar yapılmıştır. Ayrıca modele yeni bir değişken (Masraf Azaltması) eklenerek 9C Modeli oluşturulmuştur. Bunun yapılmasındaki amaç, e-sadakat ve ön şartları arasındaki ilişkiyi gözlemlemektir.
Bu amaç için 328 kişinin katılımıyla gerçekleştirilen anket çalışmasından derlenen veriler, tanımlayıcı, güvenilirlik, kümeleme analizleri ve ANOVA analizleri kullanılarak test edilmiş ve sonuçlara ulaşılmıştır.
Genel olarak tüketicilerin çevrimiçi sadakat eğilimleri düşük bulunmuştur, aynı zamanda tüketiciler 3 ayrı grupta toparlanabilecek sadakat eğilimleri göstermişler, bunlar “Sadık Dostlar”, “Rasyonel Savunucular” ve “Bağımsız Yer Değiştiriciler” olarak belirlenmiştir. 8C modelinden işleme dışında, tüm faktörlerin sadakat üzerinde etkili olduğu bulunmuştur. Modele yeni eklenen masraf boyutunun, alışveriş sitesine müşteri sadakakatinin başlamasında önemli bir yere sahip olduğu görülmüştür.

Anahtar Kelimeler

• çevrimiçi müşteri sadakati,e-pazarlama,e-ticaret,e-sadakat

Consumer loyalty in online environment

Öz

The importance of customer loyalty to websites has been known for a long time. Researchers have developed some models of antecedents for e-loyalty. Within the scope of this study, the research of Srinivasan, Anderson, and Ponnavolu’s 8C's Model (2002) is chosen and modified by adding a new C (Cost Reduction) as a variable. So we came up to 9C's Model. The aim of this article was to examine the relation between e-loyalty and its antecedents.
For this purpose, the data has been collected via an online survey from 328 participants, and has been tested through descriptive, reliability, cluster analyses, and ANOVA analyses aiming to reach findings.
Generally, overall online loyalty tendency of the people has been found to be low, at the same time consumers show different loyalty tendencies which can be summarized in three groups, "Loyal Friends", "Rational Advocates", "Independent Switchers". Except cultivation from the 8C's model, all antecedents were found effective on loyalty. It was observed that the newly introduced cost had an important place in the initiation of customer loyalty to the shopping site.

Anahtar Kelimeler

• Online Customer Loyalty,e-marketing,e-commerce,e-loyalty

Kaynakça

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