ÜRÜN ÇEŞİTLİLİĞİNİN GÜCÜ: ÇOK FAZLA SEÇENEK MÜŞTERİ DENEYİMİNİ NASIL ETKİLER?

Yıl 2023, Cilt: 6 Sayı: 4, 473 - 496, 20.10.2023

Selçuk Yasin Yıldız

https://doi.org/10.33723/rs.1353337

Öz

Online alışverişin yükselişi, tüketicilerin mal ve hizmet satın alma yöntemlerinde büyük değişimlere yol açmıştır. E-ticaret platformlarının çoğalması ve parmaklarımızın ucunda sürekli genişleyen geniş ürün yelpazesi ile tüketicilere daha önce hiç olmadığı kadar geniş ve çeşitli bir pazar sunulmaktadır. Online olarak sunulan çeşitli ürün kategorileri arasında, hazır giyim pazarı en dinamik ve etkili sektörlerden biri olarak öne çıkmaktadır. Hazır giyim sektörü, geniş stil, beden ve tasarım çeşitliliğiyle online alışverişi tüketiciler için giderek daha cazip hale getirmiştir. Sonuç olarak, çevrimiçi alışveriş platformları, farklı tercihlere sahip daha geniş bir kitleye hitap etmek için ürün tekliflerini genişletmeyi amaçlamaktadır. Bu genişleme önemli bir soruyu gündeme getirmiştir: Online hazır giyim alışverişinde mevcut olan geniş ürün çeşitliliği müşteri memnuniyetini ve sadakat niyetlerini nasıl etkilemektedir? Bu çalışmada, online alışverişte hazır giyim ürünleri için ürün çeşitliliği, müşteri memnuniyeti ve müşterilerin sadakat niyetleri arasındaki ilişkiyi incelemek amaçlanmıştır. Veriler çevrimiçi anket formu aracılığıyla toplanmış ve 471 geçerli anket yanıtı analiz edilmiştir. Veri analizinde kullanılan istatistiksel yöntemler arasında frekans dağılımı, aritmetik ortalama, ölçüm modeli ve yapısal model testi yer almaktadır. Araştırma sonuçları, çevrimiçi hazır giyim alışverişlerinde ürün çeşitliliğinin müşteri memnuniyeti ve sadakat niyeti üzerinde pozitif ve anlamlı bir etki oluşturduğunu göstermektedir. Bu sonuçlara göre, hazır giyim ürünleri için geniş bir yelpaze sunan çevrimiçi alışveriş platformlarının, müşteri memnuniyetini olumlu bir şekilde etkilediği görülmektedir. Araştırmaya katılanlar, bu tür platformların geniş bir ürün yelpazesi sunma imkânı sağladığına inanmaktadır. Bu bulgular, çevrimiçi alışveriş platformlarının ürün çeşitliliğini artırdıklarında müşteri memnuniyetini artırma potansiyeline sahip olduğunu göstermektedir. Bu bağlamda, çevrimiçi alışveriş platformlarının ürün çeşitliliği stratejilerine odaklanmalarının önemi vurgulanmaktadır.

Anahtar Kelimeler

Çevrim İçi Alışveriş, Ürün Çeşitliliği, Müşteri Memnuniyeti, Sadakat Niyeti

The Power of Product Variety: How Does Too Much Choice Affect the Customer Experience?

Öz

The rise of online shopping has led to significant shifts in consumers' methods of purchasing goods and services. The proliferation of e-commerce platforms and the constantly expanding range of products at our fingertips present consumers with a broader and more diverse market than ever before. Among the various product categories offered online, the ready-to-wear clothing market stands out as one of the most dynamic and influential sectors. With its extensive variety in styles, sizes, and designs, the apparel industry has increasingly made online shopping more appealing to consumers. Consequently, online shopping platforms aim to broaden their product offerings to appeal to a broader audience with diverse preferences. This expansion raises a critical question: How does the extensive product variety available in online ready-to-wear clothing shopping affect customer satisfaction and loyalty intentions? This study aims to examine the relationship between product variety for ready-to-wear clothing products in online shopping, customer satisfaction, and customer loyalty intentions. The data were collected through an online survey form, yielding 471 valid responses that were subsequently analyzed. Statistical methods employed for data analysis encompassed frequency distribution, arithmetic mean, measurement model, and structural model testing. The research results demonstrate product variety's positive and significant impact on customer satisfaction and loyalty intentions in online ready-to-wear clothing shopping. Accordingly, online shopping platforms offering a wide range of apparel products positively influence customer satisfaction. Participants in the study believe that such platforms provide the opportunity for an extensive array of products. These findings indicate the potential for online shopping platforms to increase customer satisfaction by enhancing product variety. In this context, the importance of focusing on product variety strategies of online shopping platforms is emphasized.

Anahtar Kelimeler

Online Shopping, Product Variety, Customer Satisfaction, Loyalty Intention

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