Araştırma Makalesi
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ALGILANAN RİSK VE E-GÜVENSİZLİĞİN WEBROOMING NİYETİ VE WEBROOMING DAVRANIŞI ÜZERİNDEKİ ETKİSİNİN GEREKÇELİ EYLEM TEORİSİ ÇERÇEVESİNDE İNCELENMESİ

Yıl 2021, Cilt: 8 Sayı: 1, 53 - 63, 30.03.2021

Buket Bora Semiz

https://doi.org/10.17261/Pressacademia.2021.1386

Öz

Amaç - Bu çalışmanın amacı, algılanan risk ve e- güvensizliğin, webrooming niyeti ve webrooming davranışı üzerindeki etkilerini gerekçeli eylem teorisi çerçevesinde incelemektir.
Yöntem- 15 Ocak-15 Şubat 2021 tarihleri arasında çevrimiçi anketler vasıtasıyla kolayda örnekleme yöntemi ile 211 katılımcıdan veri toplanmıştır. Elde edilen veriler en küçük kısmi kareler yöntemi ile yapısal eşitlik modellemesi kullanılarak analiz edilmiştir.
Bulgular- Araştırmanın bulgularına göre, çevrimiçi alışverişin algılanan riski ve çevrimiçi bilgi aramanın algılanan riskinin e- güvensizlik üzerinde etkili olduğu; e-güvensizliğin ise webrooming niyeti üzerinde etkili olduğu ve webrooming niyetinin de webrooming davranışı üzerinde etkili olduğu sonucuna ulaşılmıştır.
Sonuç- Tüketicilerin teslimat, finansal ve psikolojik olarak algıladıkları riskler ile ürünün kalitesini anlayamamaktan kaynaklanan algıladıkları riskler webrooming davranışında bulunmalarını sağlamaktadır.

Anahtar Kelimeler

Webrooming davranışı webrooming niyeti Gerekçeli Eylem Teorisi algılanan risk e-güvensizlik

Kaynakça

  • Akıncı, S. ve Kıymalıoğlu, A. (2014). Planlı Davranış Teorisi. içinde Pazarlama Teorileri, Ed: M. İ. Yağcı ve S. Çabuk, İstanbul: MediaCat Yayınları.
  • Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, New Jersey: Prentice-Hall.
  • Arora, S., and Sahney, S. (2017). Webrooming behaviour: a conceptual framework. International Journal of Retail & Distribution Management.
  • Arora, S., and Sahney, S. (2018). Consumer’s webrooming conduct: an explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics.
  • Aw, E. C. X. (2019). Understanding the webrooming phenomenon. International Journal of Retail & Distribution Management. 47(10), 1074-1092.
  • Aw, E. C. X. (2020). Understanding consumers’ paths to webrooming: A complexity approach. Journal of Retailing and Consumer Services, 53, 101991.
  • Aw, E. C. X., Basha, N. K., Ng, S. I. and Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 102328.
  • Balasubramanian, S., Raghunathan, R. and Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12-30.
  • Bauer, R. (1967). Consumer Behavior and Risk Taking in Risk Taking and Information Handling in Consumer Behavior. Edited by: Donald F. Cox, Harvard University Press, USA. Bell, D., Cuthbertson, R. ve Koskinen, S., 2000.
  • Bauer, H. H., Barnes, S. J., Reichardt, T., and Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181–192.
  • Bhatnagar, A., Mirsa, S. and R.H. Rao (2000). On Risk, Convenience and Internet Shopping Behavior. Communications of the ACM, 43(11), 98-105.
  • Bosman, J. (2011). Book shopping in stores, then buying online. The New York Times. 4th December.
  • Brynjolfsson, E., Hu, Y. J., and Rahman, M. S. (2013). Competing in the age of omnichannel retailing (pp. 1-7). Cambridge, MA: MIT.
  • Chang, Y. S., and Fang, S. R. (2013). Antecedents and distinctions between online trust and distrust: predicting high-and low-risk internet behaviors. Journal of Electronic Commerce Research, 14, 149-166.
  • Choi, H-S. and Yang, S-B. (2016). An Empirical Study on Influencing Factors of Switching Intention from Online Shopping to Webrooming. Intell Information System, 22(1), 19-41.
  • Chou, S.Y., Shen, G.C., Chiu, H.C. and Chou, Y.T. (2016). Multichannel service providers’ strategy: understanding customers’ switching and free-riding behavior, Journal of Business Research, 69 (6), 2226-2232.
  • Cohen, J. (1992). Statistical power analysis. Current directions in psychological science, 1(3), 98-101.
  • Compeau, D. R. and Higgins, C. A. (1995). Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2): 189-211.
  • Deloitte, 2014. https://www2.deloitte.com/tr/tr/pages/consumer-business/articles/understanding-consumer-behavior-shopping-trends.html, Erişim Tarihi: 10.02.2021.
  • Deloitte, 2017. Thanks Giving Pulse Survey. https://bit.ly/2IOKEg6, Erişim Tarihi: 10.02.2021.
  • Dholakia U.M., Kahn B.E., Reeves R, Ridfleisch A, Stewart D. and Taylor, E. 2010. Consumer behavior in multichannel, multimedia retailing environment. Journal of Interactive Marketing 24(2): 86–95.
  • Diamantopoulos, A. and Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British journal of management, 17(4), 263-282.
  • Fernandez, N. V., Perez, M. J. S. and Vázquez-Casielles, R., (2018). Webroomers versus showroomers: Are they the same? Journal of Business Research, 92, 300–320.
  • Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley.
  • Flavian, C., Gurrea, R. and Orus. C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15 (5):459–476.
  • Fornell C., and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. J Mark Res, 18(1), 39–50.
  • Forsythe, S.M. and Shi, B. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Business Research, 56 (11), 867- 875.
  • Forsythe, S., Liu, C., Shannon, D. and Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.
  • Gensler, S., Verhoef, P.C. and Böhm, M., 2012. Understanding consumers’ multichannel choices across the different stages of the buying process. Marketing Letters, 23 (4), 987–1003.
  • Gold, A. H., Malhotra, A., and Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214.
  • Gupta, S., Lehmann, D. R. and Stuart, J. A. (2004). Valuing customers. Journal of marketing research, 41(1), 7-18.
  • Ha, S. and Stoel, L. (2009). Consumer e-shopping acceptance: antecedents in a technology acceptance model. Journal of Business Research, 62 (5), 565-571.
  • Hair, Joseph F. and Ringle, C. M. (2011). PLS-SEM: Indeed a Silver Bullet. The Journal of Marketing Theory and Pratice, 19, s. 139-152.
  • Hair, Joseph F., G. Tomas M. Hult, Christian M. Ringle and Marko Sarstedt (2014). A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM), Los Angeles: Sage.
  • Hassanein, K. and Head, M. (2005). The impact of infusing social presence in the web interface: an investigation across product types. International Journal of Electronic Commerce, 10 (2), 31-55.
  • Hassanein, K., Head, M. and Ju, C. (2009). A cross-cultural comparison of the impact of social presence on website trust, usefulness and enjoyment. International Journal of Electronic Business, 7 (6), 625-641.
  • Henseler, J., Hubona, G., and Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems.
  • Hong, I.B. and Cha, H.S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33 (6), 927-939.
  • Kim, D. J, Ferrin, D. L. and R.H. Rao (2008). A Trust Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk and Their Antecedents. Decision Support Systems, 44 (2), 544-564.
  • Kline, R. (2011). Principles and Practice of Structural Equation Modeling, Guilford Press, New York.
  • Kramer, R. M. (1999). Trust and distrust in organizations: emerging perspectives, enduring questions. Annual Review of Psychology, 50, 569-598.
  • Lee, M. K. and Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
  • Lee, K.S. and Tan, S. J. (2003). E-retailing Versus Physical Retailing: A Theoretical Model and Empirical Test of Consumer Choice. Journal of Business Research, 56(11), 877–885.
  • Lewicki, R. J. (2006). Trust and distrust. In: Schneider, A. K., &Honeyman, C. (Eds.) The negotiator’s fieldbook. Washington: American Bar Association, Section of Dispute Resolution. 191-202.
  • Manss, R., Kurze, K., and Bornschein, R. (2020). What drives competitive webrooming? The roles of channel and retailer aspects. The International Review of Retail, Distribution and Consumer Research, 30(3), 233-265.
  • McKnight, D.H., Kacmar, C.J. and Choudhury, V. (2004). Dispositional trust and distrust distinctions in predicting high-and low-risk internet expert advice site perceptions. E-Service Journal, 3 (2), 35-55.
  • Ogonowski, A., Montandon, A., Botha, E. and Reyneke, M. (2014). Should new online stores invest in social presence elements? The effect of social presence on initial trust formation. Journal of Retailing and Consumer Services, 21 (4), 482-491.
  • Olivero, N. and Lunt, P. (2004). Privacy versus willingness to disclose in e-commerce exchanges: the effect of risk awareness on the relative role of trust and control. Journal of Economic Psychology, 25 (2), 243-262.
  • Schröder, H., and Zaharia, S. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. Journal of Retailing and Consumer Services, 15(6), 452-468.
  • Shankar, A., and Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: a moderated-mediation approach. Journal of Retailing and Consumer Services, 58, 102306.
  • Tan, S. J. (1999). Strategies for Reducing Consumers’ Risk Aversion in Internet shopping. The Journal of Consumer Marketing, 16(2), 163–178.
  • Tan, F.B. and Sutherland, P. (2004). Online consumer trust: a multi-dimensional model. Journal of Electronic Commerce in Organizations, 2 (3), 40-58.
  • Taylor, J. W. (1974). The Role of Risk in Consumer Behavior. Journal of Marketing,38 (2), 54-60.
  • Uygun, M., Özçifçi, V. and Divanoğlu, S. U. (2011). Tüketicilerin online alışveriş davranışını etkileyen faktörler. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 373-385.
  • Verhoef, P. C., S. A. Neslin, and B. Vroomen (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing 24 (2):129–148.
  • Wolny, J. and Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317-326.
  • Yıldız, E. (2020). SmartPLS ile Yapısal Eşitlik Modellemesi. Seçkin Yayıncılık

INVESTIGATION OF THE EFFECT OF PERCEIVED RISK and E-DISTRUST, WEBROOMING INTENTION AND WEBROOMING BEHAVIOR IN THE FRAMEWORK OF THEORY OF REASONED ACTION

Yıl 2021, Cilt: 8 Sayı: 1, 53 - 63, 30.03.2021

Buket Bora Semiz

https://doi.org/10.17261/Pressacademia.2021.1386

Öz

Purpose- The purpose of this study is to examine the effect of perceived risk and e-distrust on webrooming intention and webrooming behavior in the framework of the Theory of Reasoned Action.
Methodology- Data were collected from 211 participants by using the convenience sampling method via online surveys between January 15 - February 15, 2021. The data obtained were analyzed by using structural equation modeling with the partial least squares method.
Findings- According to the findings, the perceived risk of online shopping and the perceived risk of online search has effect on e-distrust and e-distrust has an effect on the webrooming intention and the webrooming intention has an effect on the webrooming behavior.
Conclusion- The risks that consumers perceive in terms of delivery, financial and psychological and the perceived risks arising from not understanding the quality of the product enable them to act in webrooming behavior.

Anahtar Kelimeler

Webrooming behavior webrooming intention Theory of Reasoned Action perceived risk e-distrust

Kaynakça

  • Akıncı, S. ve Kıymalıoğlu, A. (2014). Planlı Davranış Teorisi. içinde Pazarlama Teorileri, Ed: M. İ. Yağcı ve S. Çabuk, İstanbul: MediaCat Yayınları.
  • Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, New Jersey: Prentice-Hall.
  • Arora, S., and Sahney, S. (2017). Webrooming behaviour: a conceptual framework. International Journal of Retail & Distribution Management.
  • Arora, S., and Sahney, S. (2018). Consumer’s webrooming conduct: an explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics.
  • Aw, E. C. X. (2019). Understanding the webrooming phenomenon. International Journal of Retail & Distribution Management. 47(10), 1074-1092.
  • Aw, E. C. X. (2020). Understanding consumers’ paths to webrooming: A complexity approach. Journal of Retailing and Consumer Services, 53, 101991.
  • Aw, E. C. X., Basha, N. K., Ng, S. I. and Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 102328.
  • Balasubramanian, S., Raghunathan, R. and Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12-30.
  • Bauer, R. (1967). Consumer Behavior and Risk Taking in Risk Taking and Information Handling in Consumer Behavior. Edited by: Donald F. Cox, Harvard University Press, USA. Bell, D., Cuthbertson, R. ve Koskinen, S., 2000.
  • Bauer, H. H., Barnes, S. J., Reichardt, T., and Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181–192.
  • Bhatnagar, A., Mirsa, S. and R.H. Rao (2000). On Risk, Convenience and Internet Shopping Behavior. Communications of the ACM, 43(11), 98-105.
  • Bosman, J. (2011). Book shopping in stores, then buying online. The New York Times. 4th December.
  • Brynjolfsson, E., Hu, Y. J., and Rahman, M. S. (2013). Competing in the age of omnichannel retailing (pp. 1-7). Cambridge, MA: MIT.
  • Chang, Y. S., and Fang, S. R. (2013). Antecedents and distinctions between online trust and distrust: predicting high-and low-risk internet behaviors. Journal of Electronic Commerce Research, 14, 149-166.
  • Choi, H-S. and Yang, S-B. (2016). An Empirical Study on Influencing Factors of Switching Intention from Online Shopping to Webrooming. Intell Information System, 22(1), 19-41.
  • Chou, S.Y., Shen, G.C., Chiu, H.C. and Chou, Y.T. (2016). Multichannel service providers’ strategy: understanding customers’ switching and free-riding behavior, Journal of Business Research, 69 (6), 2226-2232.
  • Cohen, J. (1992). Statistical power analysis. Current directions in psychological science, 1(3), 98-101.
  • Compeau, D. R. and Higgins, C. A. (1995). Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2): 189-211.
  • Deloitte, 2014. https://www2.deloitte.com/tr/tr/pages/consumer-business/articles/understanding-consumer-behavior-shopping-trends.html, Erişim Tarihi: 10.02.2021.
  • Deloitte, 2017. Thanks Giving Pulse Survey. https://bit.ly/2IOKEg6, Erişim Tarihi: 10.02.2021.
  • Dholakia U.M., Kahn B.E., Reeves R, Ridfleisch A, Stewart D. and Taylor, E. 2010. Consumer behavior in multichannel, multimedia retailing environment. Journal of Interactive Marketing 24(2): 86–95.
  • Diamantopoulos, A. and Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British journal of management, 17(4), 263-282.
  • Fernandez, N. V., Perez, M. J. S. and Vázquez-Casielles, R., (2018). Webroomers versus showroomers: Are they the same? Journal of Business Research, 92, 300–320.
  • Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley.
  • Flavian, C., Gurrea, R. and Orus. C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15 (5):459–476.
  • Fornell C., and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. J Mark Res, 18(1), 39–50.
  • Forsythe, S.M. and Shi, B. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Business Research, 56 (11), 867- 875.
  • Forsythe, S., Liu, C., Shannon, D. and Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.
  • Gensler, S., Verhoef, P.C. and Böhm, M., 2012. Understanding consumers’ multichannel choices across the different stages of the buying process. Marketing Letters, 23 (4), 987–1003.
  • Gold, A. H., Malhotra, A., and Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214.
  • Gupta, S., Lehmann, D. R. and Stuart, J. A. (2004). Valuing customers. Journal of marketing research, 41(1), 7-18.
  • Ha, S. and Stoel, L. (2009). Consumer e-shopping acceptance: antecedents in a technology acceptance model. Journal of Business Research, 62 (5), 565-571.
  • Hair, Joseph F. and Ringle, C. M. (2011). PLS-SEM: Indeed a Silver Bullet. The Journal of Marketing Theory and Pratice, 19, s. 139-152.
  • Hair, Joseph F., G. Tomas M. Hult, Christian M. Ringle and Marko Sarstedt (2014). A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM), Los Angeles: Sage.
  • Hassanein, K. and Head, M. (2005). The impact of infusing social presence in the web interface: an investigation across product types. International Journal of Electronic Commerce, 10 (2), 31-55.
  • Hassanein, K., Head, M. and Ju, C. (2009). A cross-cultural comparison of the impact of social presence on website trust, usefulness and enjoyment. International Journal of Electronic Business, 7 (6), 625-641.
  • Henseler, J., Hubona, G., and Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems.
  • Hong, I.B. and Cha, H.S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33 (6), 927-939.
  • Kim, D. J, Ferrin, D. L. and R.H. Rao (2008). A Trust Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk and Their Antecedents. Decision Support Systems, 44 (2), 544-564.
  • Kline, R. (2011). Principles and Practice of Structural Equation Modeling, Guilford Press, New York.
  • Kramer, R. M. (1999). Trust and distrust in organizations: emerging perspectives, enduring questions. Annual Review of Psychology, 50, 569-598.
  • Lee, M. K. and Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
  • Lee, K.S. and Tan, S. J. (2003). E-retailing Versus Physical Retailing: A Theoretical Model and Empirical Test of Consumer Choice. Journal of Business Research, 56(11), 877–885.
  • Lewicki, R. J. (2006). Trust and distrust. In: Schneider, A. K., &Honeyman, C. (Eds.) The negotiator’s fieldbook. Washington: American Bar Association, Section of Dispute Resolution. 191-202.
  • Manss, R., Kurze, K., and Bornschein, R. (2020). What drives competitive webrooming? The roles of channel and retailer aspects. The International Review of Retail, Distribution and Consumer Research, 30(3), 233-265.
  • McKnight, D.H., Kacmar, C.J. and Choudhury, V. (2004). Dispositional trust and distrust distinctions in predicting high-and low-risk internet expert advice site perceptions. E-Service Journal, 3 (2), 35-55.
  • Ogonowski, A., Montandon, A., Botha, E. and Reyneke, M. (2014). Should new online stores invest in social presence elements? The effect of social presence on initial trust formation. Journal of Retailing and Consumer Services, 21 (4), 482-491.
  • Olivero, N. and Lunt, P. (2004). Privacy versus willingness to disclose in e-commerce exchanges: the effect of risk awareness on the relative role of trust and control. Journal of Economic Psychology, 25 (2), 243-262.
  • Schröder, H., and Zaharia, S. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. Journal of Retailing and Consumer Services, 15(6), 452-468.
  • Shankar, A., and Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: a moderated-mediation approach. Journal of Retailing and Consumer Services, 58, 102306.
  • Tan, S. J. (1999). Strategies for Reducing Consumers’ Risk Aversion in Internet shopping. The Journal of Consumer Marketing, 16(2), 163–178.
  • Tan, F.B. and Sutherland, P. (2004). Online consumer trust: a multi-dimensional model. Journal of Electronic Commerce in Organizations, 2 (3), 40-58.
  • Taylor, J. W. (1974). The Role of Risk in Consumer Behavior. Journal of Marketing,38 (2), 54-60.
  • Uygun, M., Özçifçi, V. and Divanoğlu, S. U. (2011). Tüketicilerin online alışveriş davranışını etkileyen faktörler. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 373-385.
  • Verhoef, P. C., S. A. Neslin, and B. Vroomen (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing 24 (2):129–148.
  • Wolny, J. and Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317-326.
  • Yıldız, E. (2020). SmartPLS ile Yapısal Eşitlik Modellemesi. Seçkin Yayıncılık
Toplam 57 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Articles
Yazarlar

Buket Bora Semiz Bu kişi benim 0000-0002-5440-8496

Yayımlanma Tarihi 30 Mart 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 8 Sayı: 1

Kaynak Göster

APA Semiz, B. B. (2021). ALGILANAN RİSK VE E-GÜVENSİZLİĞİN WEBROOMING NİYETİ VE WEBROOMING DAVRANIŞI ÜZERİNDEKİ ETKİSİNİN GEREKÇELİ EYLEM TEORİSİ ÇERÇEVESİNDE İNCELENMESİ. Journal of Management Marketing and Logistics, 8(1), 53-63. https://doi.org/10.17261/Pressacademia.2021.1386

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