ÇEVRİMİÇİ İKİNCİ EL ALIŞVERİŞ MOTİVASYONLARININ TÜKETİCİLERİN TUTUM VE YENİDEN SATIN ALMA NİYETLERİNE ETKİSİ

Yıl 2024, Cilt: 5 Sayı: 10, 120 - 131

Muhammed Taha Beyhan , Bulut Dülek , Reha Saydan

https://doi.org/10.51727/tbj.1553290

Öz

Bu çalışmada çevrimiçi ikinci el alışveriş motivasyonlarının tüketicilerin tutum ve yeniden satın alma niyetleri üzerine etkisi araştırılmaktadır. Araştırma amacı doğrultusunda çevrimiçi anket metoduyla 336 kullanıcıya ulaşılmıştır. Araştırma hipotezlerini test edebilmek amacıyla regresyon analizinden yararlanılmıştır. Çalışmanın bulgularına göre çevrimiçi ikinci el alışveriş motivasyonlarını oluşturan fiyat odaklılık, pazarlık gücü, muhalif odaklılık, kullanım kolaylığı ve güvence alt boyutlarının tutum ve yeniden satın alma niyeti üzerinde pozitif ve doğrudan etkileri bulunmuştur. Çalışma uygulayıcılara yönelik önerilerin sunulması ile nihayete erdirilmiştir.

Anahtar Kelimeler

Çevrimiçi İkinci El Alışveriş, Tutum, Yeniden Satın Alma Niyeti.

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