Tüketicilerin Online Alışveriş Davranışını Etkileyen Faktörler

Öz

Anahtar Kelimeler

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Tüketicilerin Online Alışveriş Davranışını Etkileyen Faktörler

Öz

Her geçen gün çeşitli online faaliyetlerle ilgilenen kişi sayısı artmaktadır. Dolayısıyla, online tüketici davranışı, pazarlama bilimindeki en önemli araştırma alanlarından biri kabul edilmektedir. Ancak, sosyo-teknik ve karmaşık bir konu olduğundan ve birçok faktörü içerdiğinden, sınırlı bir bilginin varlığı dikkat çekmektedir. Bu araştırmanın amacı, bazı önemli kuramlara dayalı olarak online tüketici davranışını etkileyen faktörleri incelemektir. Araştırmada, Aksaray’daki tüketicilerden amaca yönelik oluşturulmuş bir anketle veri toplanmıştır. Veriler Standart Çoklu Regresyon ile analiz edilmiştir. Bulgular, hem teknoloji yönlü hem de tüketici yönlü değişkenlerin online tüketici davranışı açısından önemli olduğunu ortaya koymuştur

Anahtar Kelimeler

• “E-Ticaret”, “Online Tüketici Davranışı”, “Online Tüketici

Kaynakça

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