The Effect of Courier Services on Consumer Perceptions in Online Shopping

Yıl 2020, Cilt: 15 Sayı: 23, 2011 - 2030, 31.03.2020

Mertcan Taşçıoğlu

https://doi.org/10.26466/opus.681809

Cited By: 1

Öz

Today, the importance of online shopping is gradually increasing, while the shopping habits of consumers are changing, a significant increase is observed in the number of people who shop online. In parallel, the number of companies that open online stores is increasing, and the services offered by companies are diversified. In this context, the courier services offered have also become important for consumers and have become an important factor in the purchase decision. Issues such as the variety of courier services offered in online shopping, the possibility of choosing the courier company to which the order will be sent, and the speed of cargo reaching to the consumer are among the primary factors that consumers pay attention to when choosing the online stores where they shop. In this study, using the scenario-based experiment method, the time of collecting the shipping fee, the shipping time of the parcel and the choice of the shipping company were manipulated and the effects on the intention of online shopping, online consumer satisfaction and perceived service quality were examined. The results show that the payment of the parcel at the time of purchase, the delivery of the product within three working days and the possibility of choosing the shipping company increases the online shopping intention, online consumer satisfaction and perceived service quality.

Anahtar Kelimeler

Courier Services, Online Shopping, Consumer Satisfaction, Shopping Intention, Perceived Service Quality

Online Alışverişlerde Kargo Hizmetlerinin Tüketici Algılarına Etkisi

Öz

Günümüzde online alışverişlerin önemi giderek artmakta, tüketicilerin alışveriş alışkanlıkları değişirken alışverişlerini online mağazalardan yapanların sayısında da önemli bir artış gözlenmektedir. Bununla parallel olarak online mağaza açan şirketlerin sayısı da giderek çoğalmakta ve şirketlerin sundukları hizmetler de çeşitlenmektedir. Bu bağlamda sunulan kargo hizmetleri de tüketiciler için önemli hale gelmiş, satın alma kararında önemli bir etken haline gelmiştir. Özellikle online alışverişlerde sunulan kargo hizmetlerinin çeşitliliği, siparişin gönderileceği kargo şirketini seçebilme imkanı, kargonun tüketiciye ulaşma hızı gibi konular tüketicilerin alışveriş yaptıkları online mağazaları seçerken dikkat ettikleri unsurların başında gelmektedir. Bu çalışmada senaryo bazlı deney yöntemi kullanılarak kargo ücretinin tahsil zamanı, kargonun ulaşma süresi ve kargo şirketini seçme imkanı manipüle edilerek online alışveriş niyeti, online tüketici tatmini ve algılanan hizmet kalitesi üzerindeki etkileri incelenmiştir. Sonuçlar kargo ücretinin satın alma sırasında ödenmesinin, ürün tesliminin üç iş günü içinde yapılmasının ve kargo şirketini seçebilme imkanı olmasının online alışveriş niyetini, online tüketici tatminini ve algılanan hizmet kalitesini artırdığını göstermektedir.

Anahtar Kelimeler

Kargo Hizmetleri, Online Alışveriş, Tüketici Tatmini, Alışveriş Niyeti, Algılanan Hizmet Kalitesi

Kaynakça

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