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DETERMINANTS OF REPEAT ONLINE GROCERY BUYING INTENTION AND A PROPOSED MODEL

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

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

Kaynakça

  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Baş, T. ve Akturan, U. (2013). Nitel Araştırma Yöntemleri. İstanbul: Seçkin Yayıncılık.
  • Barwise, T. P. (1984). Mass Attitudes and Routine Choice Behaviour. Yayınlanmamış doktora tezi, London Business School.
  • Bloch, P. H., Sherrell, D. L. ve Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-26.
  • Candan, B. ve Kurtuluş, K. (2003). Internet Kullanıcılarının Gıda, Temizlik ve Kişisel Bakım Ürünlerinde Sanal Alış-Veriş Yapma Nedenlerini Belirlemeye Yönelik Pilot Bir Araştırma. İktisadi ve İdari Bilimler Dergisi, 17(1-2), 307-321.
  • Choi, Y. M. (2013). A Structural Equation Model of the Determinants of Repeat Purchase Behaviour of Online Grocery Shoppers in the UK. Yayınlanmamış doktora tezi.
  • Çakır, V. (2007). Tüketici İlgilenimini Ölçmek. Selçuk İletişim, 4(4), 163-180.
  • Deloitte (2013). Perakende Sektörü Değerlendirmesi. Url:http://www2.deloitte. com/tr/tr/pages/mergers-and-acquisitions/articles/retail-sector-update- 2013-article.html (30.07.2016)
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Reading, MA: Addison Wesley.
  • Fox, M. A. ve Kempiak, M. (2006). Online Grocery Shopping: Consumer Motives, Concerns, and Business Models. First Monday, 7(9).
  • Hand, C., Dall’Olmo Riley, F., Harris, P., Singh, J. ve Rettie, R. (2009). Online Grocery Shopping: The Influence of Situational Factors. European Journal of Marketing, 43(9/10), 1205-1219.
  • Hansen, T. (2006). Determinants of Consumers’ Repeat Online Buying of Groceries. The International Review of Retail, Distribution and Consumer Research, 16(1), 93-114.
  • Higie, R. A. ve Feick, L. F. (1989). Enduring Involvement: Conceptual and Methodological Issues. Advances in Consumer Research, 16, 690-696.
  • Houston, M. J. ve Rothschild, M. L. (1978). Conceptual and Methodological Perspectives in Involvement. Jain, S. (Der.): Research Frontiers in Marketing: Dialogues and Directions. Chicago, American Marketing Association, 184-187.
  • Huang, Y. ve Oppewal, H. (2006). Why Consumers Hesitate to Shop Online? International Journal of Retail & Distribution Management, 34(4/5), 334-353.
  • İlhan, B. Y. ve İşcioğlu, T.E. (2015). Effect of Women’s Labor Market Status on Online Grocery Shopping, the Case of Turkey. Eurasian Business Review, 5(2), 371-396.
  • Kandemir, D., Atakan S. S., Demirci, C. (2013). İlgilenim Kavramı ve Türkçe İlgilenim Ölçeklerinin Değerlendirilmesi: Tüketici İlgilenimi, Sürekli İlgilenim ve Satın Alma Kararı İlgilenimi. İktisat, İşletme ve Finans, 28(330), 21-48.
  • Kapferer J.N. ve Laurent, G. (1984). Marketing Analysis on the Basis of Consumers’ Degree of Involvement. Esomar Annual Conference Proceedings, Roma, September: 223-245.
  • Kapferer, J.N. ve Laurent,G. (1985). Consumers’ Involvement Profile: New Empirical Results. Advances in Consumer Research, 12, 290–295.
  • Kassarjian, H. H. ve Kassarjian, W. W. (1979). Attitudes Under Low Commitment Conditions. Eds. Maloney, J. ve Silverman, B., Attitude Research Plays for High Stakes. American Marketing Association: 3-15.
  • Knox, S., Walker, D. ve Marshall, C. (1994). Measuring Consumer Involvement with Grocery Brands: Model Validation and Scale Reliability Test Procedures, Journal of Marketing Management, 10(1-3), 137-152.
  • Laczniak, R. N., Muehling, D. D. ve Grossbart, S. (1989). Manipulating Message Involvement in Advertising Research. Journal of Advertising,18(2), 28–38.
  • Michaelidou, N. ve Dibb, S. (2008). Consumer Involvement: A New Perspective, Marketing Review, 8(1), 83-99.
  • Mintel (2009). Online Grocery Retailing-UK. London: Mintel International Group
  • Mittal, B. (1989). Measuring Purchase-Decision Involvement. Psychology and Marketing, 6(2), 147-62.
  • Mittal, B. ve Lee, M.S. (1988). Seperating Brand Choice Involvement from Product Involvement via Consumer Involvement Profiles. Advances in Consumer Research, 15, 43-49.
  • Morganosky, M. A. ve Cude, B.J. (2002). Consumer Demand for Online Food Retailing: Is It Really a Supply Side Issue? International Journal of Retail & Distribution Management, 30(10), 451–458.
  • Mortimer, G., Hasan S., F., Andrews, L., L. ve Martin, J. (2016). Online Grocery Shopping: The Impact of Shopping Frequency on Perceived Risk. The International Review of Retail, Distribution and Consumer Research, 26(2), 202-223.
  • Ramus, K. ve Nielsen, N.A. (2005). Online Grocery Retailing: What Do Consumers Think? Internet Research, 15(3), 335-352.
  • Ring, L. J. ve Tigert, D.J. (2001). Viewpoint: The Decline and Fall of Internet Grocery Retailers. International Journal of Retail and Distribution Management, 29(6), 266–273.
  • Rogers, E. M. (1983). Diffusion of Innovations. New York: The Free Press.
  • Rose, S., Clark, M., Samouel, P. ve Hair, N. (2012). Online Customer Experience in E-Retailing: An Empirical Model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322.
  • Rothschild, M. L. (1984). Perspectives on Involvement: Current Problems and Future Directions. Advances in Consumer Research, 11, 216–217.
  • Sayılı, M. ve Büyükköroğlu, A. M. (2013). E-ticaret Yoluyla Gıda Maddeleri Satın Almaya Yönelik Tüketicilerin Tutumunu Etkileyen Faktörlerin Analizi. Tarım Bilimleri Dergisi, 18, 246-255.
  • Steimen, H. C. (2014). Why 2014 Will Finally Be the Year of the Online Grocer? The Management Blog.
  • Tek, Ö. B. (2014). Türkiye’de Sanal Marketler ve E-ticaret. Url: http://www.ortakalan.com.tr/makale/turkiye%E2%80%99de-sanal- marketler-ve-e-ticaret-55 (25.07.2016)
  • Venkatesh, V. ve Davis, F.D. (2000). A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
  • Yavuz, E. (2014). Online Gıda Satışı 1 Milyar Lirayı Aştı. Ekonomist Online.
  • Url:http://www.ekonomist.com.tr/online-gida-satisi-1-milyar-lirayi-asti- haberler/6373.aspx (30.07.2016)
  • Zaichkowsky, L. J.(1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.
  • Zanoli, R. ve Naspetti, S. (2002). Consumer Motivations in the Purchase of Organic Food: A Means-End Approach. British Food Journal, 104(8), 643- 653.

SANAL MARKET ALIŞVERİŞİ NİYETİNİN SÜREKLİLİĞİNİ ETKİLEYEN UNSURLAR VE BİR MODEL ÖNERİSİ

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

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

Kaynakça

  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Baş, T. ve Akturan, U. (2013). Nitel Araştırma Yöntemleri. İstanbul: Seçkin Yayıncılık.
  • Barwise, T. P. (1984). Mass Attitudes and Routine Choice Behaviour. Yayınlanmamış doktora tezi, London Business School.
  • Bloch, P. H., Sherrell, D. L. ve Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-26.
  • Candan, B. ve Kurtuluş, K. (2003). Internet Kullanıcılarının Gıda, Temizlik ve Kişisel Bakım Ürünlerinde Sanal Alış-Veriş Yapma Nedenlerini Belirlemeye Yönelik Pilot Bir Araştırma. İktisadi ve İdari Bilimler Dergisi, 17(1-2), 307-321.
  • Choi, Y. M. (2013). A Structural Equation Model of the Determinants of Repeat Purchase Behaviour of Online Grocery Shoppers in the UK. Yayınlanmamış doktora tezi.
  • Çakır, V. (2007). Tüketici İlgilenimini Ölçmek. Selçuk İletişim, 4(4), 163-180.
  • Deloitte (2013). Perakende Sektörü Değerlendirmesi. Url:http://www2.deloitte. com/tr/tr/pages/mergers-and-acquisitions/articles/retail-sector-update- 2013-article.html (30.07.2016)
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Reading, MA: Addison Wesley.
  • Fox, M. A. ve Kempiak, M. (2006). Online Grocery Shopping: Consumer Motives, Concerns, and Business Models. First Monday, 7(9).
  • Hand, C., Dall’Olmo Riley, F., Harris, P., Singh, J. ve Rettie, R. (2009). Online Grocery Shopping: The Influence of Situational Factors. European Journal of Marketing, 43(9/10), 1205-1219.
  • Hansen, T. (2006). Determinants of Consumers’ Repeat Online Buying of Groceries. The International Review of Retail, Distribution and Consumer Research, 16(1), 93-114.
  • Higie, R. A. ve Feick, L. F. (1989). Enduring Involvement: Conceptual and Methodological Issues. Advances in Consumer Research, 16, 690-696.
  • Houston, M. J. ve Rothschild, M. L. (1978). Conceptual and Methodological Perspectives in Involvement. Jain, S. (Der.): Research Frontiers in Marketing: Dialogues and Directions. Chicago, American Marketing Association, 184-187.
  • Huang, Y. ve Oppewal, H. (2006). Why Consumers Hesitate to Shop Online? International Journal of Retail & Distribution Management, 34(4/5), 334-353.
  • İlhan, B. Y. ve İşcioğlu, T.E. (2015). Effect of Women’s Labor Market Status on Online Grocery Shopping, the Case of Turkey. Eurasian Business Review, 5(2), 371-396.
  • Kandemir, D., Atakan S. S., Demirci, C. (2013). İlgilenim Kavramı ve Türkçe İlgilenim Ölçeklerinin Değerlendirilmesi: Tüketici İlgilenimi, Sürekli İlgilenim ve Satın Alma Kararı İlgilenimi. İktisat, İşletme ve Finans, 28(330), 21-48.
  • Kapferer J.N. ve Laurent, G. (1984). Marketing Analysis on the Basis of Consumers’ Degree of Involvement. Esomar Annual Conference Proceedings, Roma, September: 223-245.
  • Kapferer, J.N. ve Laurent,G. (1985). Consumers’ Involvement Profile: New Empirical Results. Advances in Consumer Research, 12, 290–295.
  • Kassarjian, H. H. ve Kassarjian, W. W. (1979). Attitudes Under Low Commitment Conditions. Eds. Maloney, J. ve Silverman, B., Attitude Research Plays for High Stakes. American Marketing Association: 3-15.
  • Knox, S., Walker, D. ve Marshall, C. (1994). Measuring Consumer Involvement with Grocery Brands: Model Validation and Scale Reliability Test Procedures, Journal of Marketing Management, 10(1-3), 137-152.
  • Laczniak, R. N., Muehling, D. D. ve Grossbart, S. (1989). Manipulating Message Involvement in Advertising Research. Journal of Advertising,18(2), 28–38.
  • Michaelidou, N. ve Dibb, S. (2008). Consumer Involvement: A New Perspective, Marketing Review, 8(1), 83-99.
  • Mintel (2009). Online Grocery Retailing-UK. London: Mintel International Group
  • Mittal, B. (1989). Measuring Purchase-Decision Involvement. Psychology and Marketing, 6(2), 147-62.
  • Mittal, B. ve Lee, M.S. (1988). Seperating Brand Choice Involvement from Product Involvement via Consumer Involvement Profiles. Advances in Consumer Research, 15, 43-49.
  • Morganosky, M. A. ve Cude, B.J. (2002). Consumer Demand for Online Food Retailing: Is It Really a Supply Side Issue? International Journal of Retail & Distribution Management, 30(10), 451–458.
  • Mortimer, G., Hasan S., F., Andrews, L., L. ve Martin, J. (2016). Online Grocery Shopping: The Impact of Shopping Frequency on Perceived Risk. The International Review of Retail, Distribution and Consumer Research, 26(2), 202-223.
  • Ramus, K. ve Nielsen, N.A. (2005). Online Grocery Retailing: What Do Consumers Think? Internet Research, 15(3), 335-352.
  • Ring, L. J. ve Tigert, D.J. (2001). Viewpoint: The Decline and Fall of Internet Grocery Retailers. International Journal of Retail and Distribution Management, 29(6), 266–273.
  • Rogers, E. M. (1983). Diffusion of Innovations. New York: The Free Press.
  • Rose, S., Clark, M., Samouel, P. ve Hair, N. (2012). Online Customer Experience in E-Retailing: An Empirical Model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322.
  • Rothschild, M. L. (1984). Perspectives on Involvement: Current Problems and Future Directions. Advances in Consumer Research, 11, 216–217.
  • Sayılı, M. ve Büyükköroğlu, A. M. (2013). E-ticaret Yoluyla Gıda Maddeleri Satın Almaya Yönelik Tüketicilerin Tutumunu Etkileyen Faktörlerin Analizi. Tarım Bilimleri Dergisi, 18, 246-255.
  • Steimen, H. C. (2014). Why 2014 Will Finally Be the Year of the Online Grocer? The Management Blog.
  • Tek, Ö. B. (2014). Türkiye’de Sanal Marketler ve E-ticaret. Url: http://www.ortakalan.com.tr/makale/turkiye%E2%80%99de-sanal- marketler-ve-e-ticaret-55 (25.07.2016)
  • Venkatesh, V. ve Davis, F.D. (2000). A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
  • Yavuz, E. (2014). Online Gıda Satışı 1 Milyar Lirayı Aştı. Ekonomist Online.
  • Url:http://www.ekonomist.com.tr/online-gida-satisi-1-milyar-lirayi-asti- haberler/6373.aspx (30.07.2016)
  • Zaichkowsky, L. J.(1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.
  • Zanoli, R. ve Naspetti, S. (2002). Consumer Motivations in the Purchase of Organic Food: A Means-End Approach. British Food Journal, 104(8), 643- 653.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Tutku Eker İşcioğlu Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 11 Sayı: 21

Kaynak Göster

APA İşcioğlu, T. E. (2018). SANAL MARKET ALIŞVERİŞİ NİYETİNİN SÜREKLİLİĞİNİ ETKİLEYEN UNSURLAR VE BİR MODEL ÖNERİSİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 11(21), 99-124.