THE PERCEIVED BENEFIT, PERCEIVED QUALITY, ATTITUDE, AND ONLINE PURCHASE BEHAVIOR FOR CONSUMERS WEBSITES: EXAMPLE OF TECHNOLOGICAL PRODUCTS

Öz

Technologically affordable websites are important commercial and social environments where many consumers follow the product, have a dialogue with the seller, exchange information, and ultimately purchase products. In these environments, it is aimed to reveal the benefits, quality, attitude, and online purchasing behaviors perceived by the consumers towards the website. In the research, data were collected from 517 consumers by using an electronic survey method. Structural equation modeling was applied to the research factors along with validity and reliability analysis using SPSS and AMOS package programs. In the research findings, 403 out of 517 consumers stated that they purchased technological products from the web. The data on the application were evaluated over 403 consumers. In the study, it was concluded that consumers' perceived benefit and quality levels perceived had a positive effect on their attitudes towards the website. Also, it has been revealed with the research results that consumers' attitudes towards websites have a positive effect on their online buying behavior.

Anahtar Kelimeler

• Perceived Benefit
• Perceived Quality
• Attitude
• Purchase

TÜKETİCİLERİN WEB-SİTELERİNE YÖNELİK ALGILANAN FAYDA, ALGILANAN KALİTE, TUTUM VE ONLİNE SATINALMA DAVRANIŞLARI: TEKNOLOJİK ÜRÜNLER ÖRNEĞİ

Öz

Teknolojik ürün satın alınabilen web siteleri birçok tüketicinin ürün takip ettiği, satıcı ile diyaloga girdiği, bilgi alışverişinde bulunduğu ve nihayetinde ürün satın aldığı önemli ticari ve sosyal ortamlardır. Bu ortamlarda tüketicilerin web sitesine yönelik algıladıkları fayda, kalite, tutum ve online satın alma davranışlarının ortaya koyulması amaçlanmaktadır. Araştırmada 517 tüketiciden elektronik anket yöntemi ile veri toplanmıştır. Araştırma faktörlerine SPSS ve AMOS paket programları kullanılarak geçerlik ve güvenirlik analizleri ile birlikte yapısal eşitlik modellemesi uygulanmıştır. Araştırma bulgularında 517 tüketiciden 403 tanesi webten teknolojik ürün satın aldıklarını ifade etmişlerdir. Uygulamaya ilişkin veriler 403 tüketici üzerinden değerlendirilmiştir. Araştırmada tüketicilerin algıladıkları fayda ile algıladıkları kalite düzeylerinin web sitesine yönelik tutumları üzerinde pozitif etkisi olduğu sonucuna ulaşılmıştır. Ayrıca tüketicilerin web sitelerine yönelik tutumlarının online satın alma davranışları üzerinde yine pozitif etkisinin olduğu araştırma sonuçları ile ortaya koyulmuştur.

Anahtar Kelimeler

• Algılanan Fayda
• Algılanan Kalite
• Tutum
• Satın alma

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