The Comparison of Online Retailing Models Based on Consumer Trust And Loyalty

Öz

The main purpose of this research is to investigate the roles of personal, context and business related factors on consumers’ trust and loyalty in Internet shopping. In this research, the relationship between Turkish consumers’ trust and loyalty in Internet shopping is examined through digital based business models. For this purpose, research data gathered via face to face survey from 921 participants who make purchases from the Internet. According to research results, for the first group which consist of pure-play e-tailers’s customers, organization reputation, familiarity with Internet shopping, privacy/security and disposition to trust were the factors that affect trust the most. For the second group, customers of brick-and-click retailers’ websites, the factors that affect consumer trust the most were as follows: familiarity with Internet shopping, privacy/security, Internet experience and customization. For both groups, satisfaction and trust were found to be strong predictors of loyalty and trust seemed to affect perceived risk in a favorable manner. 

Anahtar Kelimeler

• Trust,Multi-Channel Retailing,E-retailing,Structural Equation Modeling,Multiple‑Samples Analysis

Çevrimiçi Tabanlı Perakende Modellerinin Tüketici Güveni ve Bağlılığı açısından Kıyaslanması

Öz

Çalışmanın temel amacı, tüketicilerin internetten alışverişe yönelik güven ve bağlılığı üzerinde kişisel, ortam ve işletme kaynaklı etkenlerin rolünün araştırılmasıdır. Bu çalışmada, Türk tüketicisinin internetten alışverişe duyduğu güven ve bağlılık ilişkisi, dijital temelli farklı iş modelleri açısından incelenmiştir. Bu amaçlar doğrultusunda, İnternetten elektronik ürün alışverişi yapan tüketiciler ile gerçekleştirilen yüzyüze anket çalışması sonucu 921 kullanılabilir anket elde edilmiştir. Araştırma sonuçlarına göre, sadece sanal mağaza müşterilerinden oluşan grupta güveni etkileyen unsurların sırasıyla itibar, internetten alışverişe aşinalık, gizlilik/güvenlik ve güvenme eğilimi olduğu saptanmıştır. Çoklu kanal perakendecilerinin internet mağaza müşterilerinden oluşan grupta ise sırasıyla güven üzerinde; internetten alışverişe aşinalık, gizlilik/güvenlik, internet deneyimi ve kişiselleştirme etkilidir. Her iki grupta tüketici bağlılığı üzerinde tatminin ve güvenin güçlü bir etkisi olduğu; güvenin tüketici risk algılamasını yüksek oranda azalttığı görülmüştür. 

Anahtar Kelimeler

• Güven,Çok Kanallı Perakendecilik,E-perakendecilik,Yapısal Eşitlik Modellemesi,Çoklu Grup Analizi

Kaynakça

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