Araştırma Makalesi
BibTex RIS Kaynak Göster

VALUE CONSCIOUSNESS AND PRICE-QUALITY RELATIONSHIP OF PRICING PERCEPTION’S PLACE IN PURCHASING ONLINE

Yıl 2017, Cilt: 6 Sayı: 1, 53 - 63, 30.06.2017

İsmail Dülgeroğlu

Öz








Pricing is an important marketing instrument and perception of price by consumers effects
directly marketing outputs. Previous studies show factorial structures of price perception but
the insufficient amount of analysis indicates the effects of price perception dimensions on
purchasing online. The aim of this study is to identify the effect of value consciousness and price
quality relationship on purchasing on the internet. Data was collected by face to face
questionnaire method in Kırklareli. The sampling method is convenience sampling. Structural
equation modeling was used to analyze. According to results value, consciousness and price
quality relationship have a positive relationship with purchasing on the internet. 




Anahtar Kelimeler

Price perception Value consciousness Price-quality relationship Purchasing online Consumer

Kaynakça

  • Anuwichanont, J. (2011). The Impact of Price Perception on Customer Loyalty in the Airline Context, Journal of Business & Economics Research (JBER), 9 (9), 37-50.
  • Chang, S.S. - Chang, C.C. - Su, W.G. (2015). Quality or Sacrifice? The Influence of Decision Task and Product Characteristics on the Dual Role of Price, Psychological Reports, 117 (1), 72-88.
  • Dutta, S. - Biswas, A. (2005). Effects of Low Price Guarantees on Consumer Post-purchase Search Intention: The Moderating Roles of Value Consciousness and Penalty Level, Journal of Retailing, 81 (4), 283-291.
  • Ene, S. - Özkaya, B. (2013). A Study Regarding the Attitudes that are Effective on the Price Perception of Consumers that Shop from the Retail Stores, Mediterranean Journal of Social Sciences, 4 (11), 451.
  • Gabler, C.B. - Landers, V.M. - Reynolds, K.E. (2017). Purchase Decision Regret: Negative Consequences of the Steadily Increasing Discount Strategy, Journal of Business Research, in Press, 1-8, http://dx.doi.org/10.1016/j.jbusres.2017.01.002, Erişim Tarihi: 24.06.2017.
  • Geçti, F. - Zengin, H. (2012). Fiyat Algılamasının Boyutları Arasındaki İlişkilerin İncelenmesi: Akıllı Telefon Tüketicilerine Yönelik Bir Araştırma, Sakarya İktisat Dergisi, 1 (4), 37-74.
  • Hair Jr., J.F. - Sarstedt, M. - Hopkins, L. - Kuppelwieser, V.G. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM), European Business Review, 26 (2), 106–121.
  • Han, H. - Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry, Journal of Hospitality & Tourism Research, 33 (4), 487-510.
  • Jiang, P. - Rosenbloom, B. (2005). Customer Intention to Return Online: Price Perception, Attribute-level Performance, and Satisfaction Unfolding over Time, European Journal of Marketing, 39 (1/2), 150-174.
  • Kurtuluş, K. - Okumuş, A. (2006). Fiyat Algılamasının Boyutları Arasındaki İlişkilerin Yapısal Eşitlik Modeli ile İncelenmesi, Yönetim, 17 (17), 3-17.
  • Lichtenstein, D.R. - Burton, S. (1990). An Assessment of the Moderating Effects of Market Mavenism and Value Consciousness on Price-quality Perception Accuracy, NA-Advances in Consumer Research, 17, 53-59.
  • Lichtenstein, D.R. - Ridgway, N.M. - Netemeyer, R.G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, 234-245.
  • Lin, H-F, (2007). Predicting Consumer Intentions to Shop Online: An Empirical Test of Competing Theories, Electronic Commerce Research and Applications, 6, 433-442.
  • Lowry, P.B. - Gaskin, J. (2014). Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It, IEEE Transactions on Professional Communication, 57 (2), 123-146.
  • Oh, H. (2000). The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions, Journal of Hospitality & Tourism Research, 24, 136-162.
  • Ringle, C.M. - Wende, S. - Will, A. (2005). SmartPLS 2.0.M3. Hamburg: SmartPLS, http://www.smartpls.de.

SON TÜKETİCİLERİN DEĞER BİLİNCİ VE FİYAT-KALİTE İLİŞKİLERİNİN İNTERNET ÜZERİNDEN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: KIRKLARELİ İLİNDE BİR ARAŞTIRMA

Yıl 2017, Cilt: 6 Sayı: 1, 53 - 63, 30.06.2017

İsmail Dülgeroğlu

Öz








Fiyatlama önemli bir pazarlama enstrümanıdır ve fiyatın tüketici tarafından algılanması
pazarlama çıktılarını doğrudan etkiler. Bilimsel literatürdeki çalışmalarda fiyat algılaması
boyutları faktör yapıları ile ortaya konmasına rağmen satın almaya etkisi yeterince analiz
edilmemiştir. Bu çalışmanın amacı fiyatlama algısının boyutlarından olan değer bilinci ve fiyat
kalite ilişkisinin internetten satın alma ile ilişkisini ortaya koymaktır. Kırklareli’nde yüz yüze
anket yöntemi ile veri toplanmıştır. Örnekleme yöntemi kolayda örneklemedir. Yapısal eşitlik
modellemesi analizi ile değer bilinci ve fiyat kalite ilişkisinin internetten satın almaya etkileri
ortaya konmuştur. Analiz sonuçlarına göre değer bilinci ve fiyat kalite ilişkisi internetten satın
alma davranışı ile pozitif ilişki göstermektedir. 




Anahtar Kelimeler

Fiyat algısı Değer bilinci Fiyat kalite ilişkisi İnternetten satın alma Son tüketici

Kaynakça

  • Anuwichanont, J. (2011). The Impact of Price Perception on Customer Loyalty in the Airline Context, Journal of Business & Economics Research (JBER), 9 (9), 37-50.
  • Chang, S.S. - Chang, C.C. - Su, W.G. (2015). Quality or Sacrifice? The Influence of Decision Task and Product Characteristics on the Dual Role of Price, Psychological Reports, 117 (1), 72-88.
  • Dutta, S. - Biswas, A. (2005). Effects of Low Price Guarantees on Consumer Post-purchase Search Intention: The Moderating Roles of Value Consciousness and Penalty Level, Journal of Retailing, 81 (4), 283-291.
  • Ene, S. - Özkaya, B. (2013). A Study Regarding the Attitudes that are Effective on the Price Perception of Consumers that Shop from the Retail Stores, Mediterranean Journal of Social Sciences, 4 (11), 451.
  • Gabler, C.B. - Landers, V.M. - Reynolds, K.E. (2017). Purchase Decision Regret: Negative Consequences of the Steadily Increasing Discount Strategy, Journal of Business Research, in Press, 1-8, http://dx.doi.org/10.1016/j.jbusres.2017.01.002, Erişim Tarihi: 24.06.2017.
  • Geçti, F. - Zengin, H. (2012). Fiyat Algılamasının Boyutları Arasındaki İlişkilerin İncelenmesi: Akıllı Telefon Tüketicilerine Yönelik Bir Araştırma, Sakarya İktisat Dergisi, 1 (4), 37-74.
  • Hair Jr., J.F. - Sarstedt, M. - Hopkins, L. - Kuppelwieser, V.G. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM), European Business Review, 26 (2), 106–121.
  • Han, H. - Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry, Journal of Hospitality & Tourism Research, 33 (4), 487-510.
  • Jiang, P. - Rosenbloom, B. (2005). Customer Intention to Return Online: Price Perception, Attribute-level Performance, and Satisfaction Unfolding over Time, European Journal of Marketing, 39 (1/2), 150-174.
  • Kurtuluş, K. - Okumuş, A. (2006). Fiyat Algılamasının Boyutları Arasındaki İlişkilerin Yapısal Eşitlik Modeli ile İncelenmesi, Yönetim, 17 (17), 3-17.
  • Lichtenstein, D.R. - Burton, S. (1990). An Assessment of the Moderating Effects of Market Mavenism and Value Consciousness on Price-quality Perception Accuracy, NA-Advances in Consumer Research, 17, 53-59.
  • Lichtenstein, D.R. - Ridgway, N.M. - Netemeyer, R.G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, 234-245.
  • Lin, H-F, (2007). Predicting Consumer Intentions to Shop Online: An Empirical Test of Competing Theories, Electronic Commerce Research and Applications, 6, 433-442.
  • Lowry, P.B. - Gaskin, J. (2014). Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It, IEEE Transactions on Professional Communication, 57 (2), 123-146.
  • Oh, H. (2000). The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions, Journal of Hospitality & Tourism Research, 24, 136-162.
  • Ringle, C.M. - Wende, S. - Will, A. (2005). SmartPLS 2.0.M3. Hamburg: SmartPLS, http://www.smartpls.de.
Toplam 16 adet kaynakça vardır.

Ayrıntılar

Konular Ekonomi
Bölüm Makaleler
Yazarlar

İsmail Dülgeroğlu

Yayımlanma Tarihi 30 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 6 Sayı: 1

Kaynak Göster

APA Dülgeroğlu, İ. (2017). SON TÜKETİCİLERİN DEĞER BİLİNCİ VE FİYAT-KALİTE İLİŞKİLERİNİN İNTERNET ÜZERİNDEN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: KIRKLARELİ İLİNDE BİR ARAŞTIRMA. Kırklareli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 6(1), 53-63.