DETERMINANTS OF REPEAT ONLINE GROCERY BUYING INTENTION AND A PROPOSED MODEL

Yıl 2018, Cilt: 11 Sayı: 21, 99 - 124, 01.06.2018

Tutku Eker İşcioğlu

Öz

Online shops are the platforms that consumers continuously prefer for the purchase of books, clothes, accessories, electronical devices etc. However, the preference of online grocery retailers for fast moving consumer goods has increased with less momentum and even there is less repeat online grocery buying intention. Previous research tested many constructs that affect repeat buying behavior. Perceived physical effort, perceived time pressure, shopping enjoyment, perceived online grocery risk, perceived complexity, post-purchase satisfaction and attitude towards online grocery buying are examples of such constructs. This study aims to identify new constructs that would affect repeat online grocery buying intention and propose a more explanatory model. The findings of interviews held with 38 respondents reveal that perceived monetary utility, enduring involvement and trust might also affect repeat buying behavior

Anahtar Kelimeler

Online grocery shopping, fast moving consumer goods, buying intention, enduring involvement, trust

SANAL MARKET ALIŞVERİŞİ NİYETİNİN SÜREKLİLİĞİNİ ETKİLEYEN UNSURLAR VE BİR MODEL ÖNERİSİ

Öz

Sanal marketler tüketicilerin kitap, giyim, aksesuar, elektronik eşya gibi ürün gruplarının satın alımında sürekli tercih ettikleri platformlardır. Ne var ki, hızlı tüketim mallarının sanal marketler üzerinden tercih edilme oranının daha yavaş artış gösterdiği, hatta sanal market alışverişi niyetinin süreklilik arz etmediği görülmektedir. Daha önceki araştırmalarda sürekliliği etkileyen birçok kavram test edilmiştir. Algılanan fiziksel çaba, algılanan zaman darlığı, market alışverişinden duyulan keyif, algılanan sanal market riski, algılanan karmaşıklık, alım sonrası memnuniyet ve sanal market alışverişi tutumu bu kavramlara örnek gösterilebilir. Bu çalışmada, sanal market alışverişi niyetinin sürekliliğini etkileyecek yeni kavramlar tespit edilerek daha açıklayıcı bir model önerilmesi amaçlanmıştır. Toplam 38 katılımcı ile gerçekleştirilen mülakatlar sonucunda elde edilen bulgular, algılanan maddi fayda, sürekli ilgilenim ve e-perakendeciye duyulan güven unsurlarının da sürekliliği etkileyebileceğini göstermiştir

Anahtar Kelimeler

Sanal market alışverişi, hızlı tüketim malları, satın alma niyeti, sürekli ilgilenim, güven

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