ÇEVRİMİÇİ ALIŞVERİŞTE TÜKETİCİ KAFA KARIŞIKLIĞI SONUÇLARININ DEĞERLENDİRİLMESİ

Yıl 2022, Cilt: 15 Sayı: 2, 505 - 542, 30.05.2022

Rozerin Şahin Hatice Aydın

Öz

Ürün veya marka çeşitliliğinin fazla olması karşısında bireyler, zorlanabilmekte ve satın alma karar süreçleri etkilenebilmektedir. Bu doğrultuda, karşımıza tüketici kafa karışıklığı kavramı çıkmaktadır. Tüketici kafa karışıklığı; bireylerin satın alma süreçlerinde benzerlik taşıyan ürün ve markalar ile karşılaşması, kararlarında belirsizlik yaşaması ve aşırı miktarda bilgi yüküne maruz kalması ile ortaya çıkan bilişsel, duygusal ve davranışsal zorlanma durumudur. Söz konusu zorlama, çevrimiçi alışveriş karar davranışını ve sürecini etkilemektedir. Önemli etkilerinden dolayı bu çalışmanın amacı, çevrimiçi alışverişte tüketici kafa karışıklığı sonuçlarını incelemektir. Çalışmada, çevrimiçi alışveriş yapan tüketicilere çevrimiçi anket uygulanmıştır. 453 kişiye anket uygulanmış ve elenen hatalı anketler sonucunda 395 adet anket istatistiki analize dâhil edilmiştir. Araştırma sonucuna göre; benzerliğe dayalı kafa karışıklığının karar erteleme ve algılanan risk üzerinde pozitif, güven ve memnuniyet üzerinde negatif etkisi bulunmaktadır. Belirsizliğe dayalı kafa karışıklığının karar erteleme ve algılanan risk üzerinde pozitif etkisi bulunurken, güven ve memnuniyet üzerinde etkisi bulunmamaktadır. Aşırı yüklemeye dayalı kafa karışıklığının karar erteleme üzerinde pozitif etkisi bulunurken güven, memnuniyet ve algılanan risk üzerinde etkisinin bulunmadığı tespit edilmiştir. Karar ertelemenin negatif ağızdan ağıza iletişim üzerinde pozitif ve yeniden satın alma niyeti üzerinde negatif etkisi bulunmaktadır. Güvenin negatif ağızdan ağıza iletişimde etkisi bulunmazken yeniden satın alma niyeti üzerinde pozitif etkisi bulunmaktadır. Memnuniyetin negatif ağızdan ağıza iletişim üzerinde negatif, yeniden satın alma niyeti üzerinde pozitif ve algılanan riskin negatif ağızdan ağıza iletişim üzerinde pozitif etkisi bulunurken yeniden satın alma niyeti üzerinde etkisinin olmadığı tespit edilmiştir.

Anahtar Kelimeler

Çevrimiçi Alışveriş, Benzerliğe Dayalı Kafa Karışıklığı, Belirsizliğe Dayalı Kafa Karışıklığı, Aşırı Yüklemeye Dayalı Kafa Karışıklığı, Tüketici Davranışı

EVALUATION OF CONSUMER CONFUSION RESULTS IN ONLINE SHOPPING

Öz

Although the large variety of products or brands is an abundance of alternatives, sometimes individuals are struggling in the face of this abundance, and purchasing decision processes are affected. In this direction, the concept of consumer confusion arises. Consumer confusion refers to cognitive, emotional, and behavioral difficulties that arise when individuals are exposed to similar, ambiguous, and excessive information, product, and brand load in their purchasing processes. This coercion affects the online shopping decision behavior and process. This study aims to examine the consequences of consumer confusion in online shopping. Because of its significant implications, online surveys were applied to consumers who shopped online in this study. A questionnaire was applied to 453 people and 395 questionnaires were included in the statistical analysis as a result of the erroneous questionnaires eliminated. According to the research results, similarity confusion has a positive effect on decision postponement and perceived risk, and a negative effect on confidence and satisfaction. While uncertainty confusion positively affects decision delay and perceived risk, it does not affect trust and satisfaction. It was determined that overload confusion had a positive effect on decision postponement, while it did not affect trust, satisfaction, and perceived risk. Decision postponement has a positive effect on negative word-of-mouth communication and a negative effect on re-purchase intentions. While studies do not affect negative word-of-mouth communication, it has a positive effect on the intention to buy again. It has been determined that satisfaction hurts negative word-of-mouth communication and positive effect on re-purchasing intentions. Finally, it was determined that the perceived risk had a positive effect on negative mouth-to-mouth communication, while it did not affect the intention to buy again.

Anahtar Kelimeler

Online Shopping, Similarity Confusion, Uncertainty Confusion, Overload Confusion, Consumer Behavior

Kaynakça

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