Çevrimiçi ürün iadeleri: Markaların stratejik avantajları Üzerine bir araştırma

Yıl 2025, Cilt: 16 Sayı: 1, 1 - 13, 24.03.2025

Yavuz Selim Gülmez , Ahmet Kayaoğlu , Mehmet Zekerya Çelik

Öz

Bu çalışmanın amacı, önceden belirlenmiş değişkenler aracılığıyla çevrimiçi pazaryerlerinden giyim alışverişi yapan tüketicilerin ürün iade davranışlarını incelemektir. Bu amacın gerçekleştirilmesine yönelik olarak bir anket formu oluşturulmuş ve bireylerin demografik özelliklerine ilişkin bir bölüm ile araştırma ölçeklerine ilişkin bölümler anket formuna yerleştirilmiştir. Anket formunda; motivasyon ve esneklik, ürün iade davranışı ve güven, memnuniyet, sadakat ve itibar değişkenlerine ilişkin soru ifadelerine yer verilmiştir. Araştırmada veriler kolayda örnekleme yöntemiyle ve çevrimiçi anket aracılığıyla ile toplanmıştır. Verilerin analiz edilmesinde; açıklayıcı faktör analizi, çoklu doğrusal regresyon, çoklu korelasyon ve betimsel istatistiklerden yararlanılmıştır. Araştırma bulgularına göre; motivasyon ve esneklik değişkenleri ürün iade davranışını pozitif ve anlamlı bir şekilde etkilemekte, güven, memnuniyet, sadakat ve itibar değişkenleri ile ürün iade davranışı arasında ise pozitif ve anlamlı bir ilişki bulunmaktadır. Bu bağlamda, genel olarak ürün iade davranışının olumsuz yönlerine odaklanan çalışmalardan farklı olarak, bu çalışmada ürün iade davranışının markalar açısından olumlu sonuçlarına odaklanılmakta ve kanıtlarla desteklenmektedir.

Anahtar Kelimeler

Ürün iade davranışı, çevrimiçi pazar yerleri, giyim

Online product returns: A study on the strategic advantages of brands

Öz

This study examines the product return behaviors of consumers who shop for clothing from online marketplaces through predetermined variables. To achieve this aim, a survey form was created, including a section on the demographic characteristics of individuals and sections related to the research scales. The survey form includes items related to the variables of motivation and flexibility, product return behavior, and trust, satisfaction, loyalty, and reputation. Data were collected through convenience sampling and an online survey methods. Explanatory factor analysis, multiple linear regression, multiple correlation, and descriptive statistics were used to analyze the data. According to the research findings, the variables of motivation and flexibility positively and significantly affect product return behavior, and there is a positive and significant relationship between the variables of trust, satisfaction, loyalty, and reputation and product return behavior. In this context, unlike studies that generally focus on the negative aspects of product return behavior, this study focuses on the positive outcomes of product return behavior for brands and supports these findings with evidence.

Anahtar Kelimeler

Product return behavior, online marketplaces, clothing

Kaynakça

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