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

Yıl 2017, Cilt: 24 Sayı: 2, 543 - 561, 18.08.2017

Selen Öztürk , Abdullah Okumuş

https://doi.org/10.18657/yonveek.306002

Cited By: 1

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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