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İNTERNET ORTAMINDAKİ ALIŞVERİŞ DENEYİMİNİN İNTERNETTEN SATIN ALMA NİYETİNE ETKİSİ VE BİR UYGULAMA

Year 2016, Volume: 18 Issue: 4, 677 - 692, 20.03.2017

Burcu Mucan Mustafa Tanyeri

Abstract

Günümüzde firmaların büyük bir bölümü çok kanallı stratejiyi benimseyerek mağaza kanallarının yanına internet ortamından satışın da eklenmesiyle müşteriye ulaşma çabasına girmişlerdir. Tüketicilerin satın alma kararlarını verirken internet ortamında yaşadıkları alışveriş deneyiminin internet üzerinden satın alma kararına olan etkisi bu çalışmanın araştırma konusunu oluşturmaktadır. Bu amaçla internet alışveriş kanalında marka imajının marka güvenine ve marka uyumluluğuna olan etkisi ile birlikte marka güveninin ve markanın uyumluluğunun satın alma niyetine olan etkileri araştırma kapsamında incelenmiştir. İnternet alışveriş kanalını kullanan tüketicilerin beklentilerinin öğrenilmesi açısından bu çalışmanın faydalı olacağı düşünülmektedir. 

Anahtar Kelimeler: Küreselleşme, İnternet, Perakendecilik, Satın Alma Niyeti, Yapısal Eşitlik Modeli.

References

  • Becerra, P.E. ve Korgaonkar, K.P. (2011). Effects Of Beliefs On Consumers’ Online Intentions. European Journal Of Marketing. 45 (6): 936-962.
  • Carlson, J. ve O’Cass, A. (2011). Managing Web Site Performance Taking Account Of The Contingency Role Of Branding In Multichannel Retailing. Journal Of Consumer Marketing. 28 (7): 524–531.
  • Clow, E.K., Baack, D. (2016). Bütünleşik Reklam, Tutundurma Ve Pazarlama İletişimi, Çev. Ed. Gülay Öztürk, 7.Basım, Nobel Yayın.
  • Deveraj, S., Fan ve M. Kohli, R.(2006). Examination Of Internet Channel Preference: Using The Structure-Conduct-Outcome Framework. Decision Support Systems. 42 (1): 1089–1103.
  • Dikici, M. (2008). İnsanlığa Dayatılan Küreselleşme. İstanbul: Koridor Yayıncılık.
  • Gefen, D., Karahanna, E. ve Straub, W. (2003). Inexperience And Experience With Online Stores: The Importance Of TAM And Trust. IEEE Transactions On Engineering Management. 50 (3): 307-320.
  • Grant, R., Clarke, J.R. ve Kyriazis, E. (2007). A Review Of Factors Affecting Online, Consumer Search Behaviour From An Information Value Perspective. 23 (5/6): 519-533.
  • Ha, H. (2006). The Effects of Consumer Risk Perception on Pre-purchase Information in Online Auctions: Brand, Word-of-Mouth, and Customized Information, Journal of Computer-Mediated Communication 8 (1): 1-20.
  • Ha, Y., ve Perks, H. (2005). Effects Of Consumer Perceptions Of Brand Experience On The Web: Brand Familiarity, Satisfaction And Brand Trust, Journal of Consumer Behaviour. 4 (6): 438–452.
  • Internetworldstats (2012). “Internet Penetration In Europe” http://www.internetworldstats.com/stats.htm, (21.04.2014).
  • Konuş, U., Verhoef, C.P. ve Neslin, A.S. (2008). Multichannel Shopper Segments And Their Covariates. Journal Of Retailing. 84 (4): 398-413.
  • Kotler, P., Armstrong, G. (2016). Principles of Marketing. 16th ed. Global Edition. Pearson.
  • Koufaris, M, Sosa, W. (2002). Customer Trust Online: Examining The Role Of The Experience With The Web Site. CIS Working Paper Series. May 2002 (5).
  • Kwon, W. ve Lennon, J.S.(2009). Reciprocal Effects Between Multichannel Retailers’ Offline And Online Brand Images. Journal Of Retailing. 85 (3): 376-390.
  • McLean, G., Wilson, A. (2016). Evolving The Online Customer Experience. Is There A Role For Online Customer Support?. Computers in Human Behavior 60, 602-610.
  • Poloian, G.L. (2009). Multichannel Retailing. New York: Fairchild Boks.
  • Ritzer, G. (2010). Küresel Dünya. Çev. Melih Pakdemir. İstanbul: Ayrıntı Yayınları.
  • Rose, S., Clark, M., Samouel, P. ve Hair, N. (2012). Online Customer Experience In E-Retailing: An Empirical Model Of Antecedents And Outcomes. Journal Of Retailing. 12 (1): 23-56.
  • Rose, S., Hair, N.ve Clark, M.(2011). Online Customer Experience: A Review Of The Business To Consumer Online Purchase Context. International Journal Of Management Reviews.13 (1): 24-39.
  • Shobeiri, S., Mazaheri, E., & Laroche, M. (2015). Creating The Right Customer Experience Online: The Influence Of Culture. Journal of Marketing Communications, 1-21.
  • Trevinal, A. M., & Stenger, T. (2014). Toward A Conceptualisation Of The Online Shopping Experience. Journal Of Retailing And Consumer Services, 21, 314-326.
  • TÜİK (2013). Hane Halkı Bilişim Teknolojileri Kullanım Araştırması, http://www.tuik.gov.tr/PreTablo.do?alt_id=1028, (21.04.2014).
  • TÜİK (2013). İnternet Üzerinden Sipariş Verdiği Ya da Satın Aldığı Mal ve Hizmet Türleri, http://www.tuik.gov.tr/ PreHaberBultenleri.do?id=13569, (21.04.2014).
  • Wang, S., Beatty, E.S. ve Mothersbaugh, L.D. (2009). Congruity’s Role In Webstie Attitude Formation. Journal Of Business Research. 62 (1): 609–615.

THE EFFECT OF INTERNET SHOPPING EXPERIENCES ON PURCHASE INTENTION ON INTERNET AND AN APPLICATION

Year 2016, Volume: 18 Issue: 4, 677 - 692, 20.03.2017

Burcu Mucan Mustafa Tanyeri

Abstract

Nowadays, a great majority of companies have adopted multichannel strategy and have been trying to reach the customers through internet sales in addition to store channels. The topic of this study is the effect of the internet shopping experiences of customers on their decisions on internet shopping. With this aim, the effect of brand image on brand reliability and brand congruity has been studied as well as the effect of brand reliability and brand congruity on purchase intention. It is obvious that this study will be beneficial in terms of determining the expectations of the customers who use the internet shopping channel.

Keywords: Globalization, Internet, Retailing, Purchase Intention, Structural Equation Modeling.

References

  • Becerra, P.E. ve Korgaonkar, K.P. (2011). Effects Of Beliefs On Consumers’ Online Intentions. European Journal Of Marketing. 45 (6): 936-962.
  • Carlson, J. ve O’Cass, A. (2011). Managing Web Site Performance Taking Account Of The Contingency Role Of Branding In Multichannel Retailing. Journal Of Consumer Marketing. 28 (7): 524–531.
  • Clow, E.K., Baack, D. (2016). Bütünleşik Reklam, Tutundurma Ve Pazarlama İletişimi, Çev. Ed. Gülay Öztürk, 7.Basım, Nobel Yayın.
  • Deveraj, S., Fan ve M. Kohli, R.(2006). Examination Of Internet Channel Preference: Using The Structure-Conduct-Outcome Framework. Decision Support Systems. 42 (1): 1089–1103.
  • Dikici, M. (2008). İnsanlığa Dayatılan Küreselleşme. İstanbul: Koridor Yayıncılık.
  • Gefen, D., Karahanna, E. ve Straub, W. (2003). Inexperience And Experience With Online Stores: The Importance Of TAM And Trust. IEEE Transactions On Engineering Management. 50 (3): 307-320.
  • Grant, R., Clarke, J.R. ve Kyriazis, E. (2007). A Review Of Factors Affecting Online, Consumer Search Behaviour From An Information Value Perspective. 23 (5/6): 519-533.
  • Ha, H. (2006). The Effects of Consumer Risk Perception on Pre-purchase Information in Online Auctions: Brand, Word-of-Mouth, and Customized Information, Journal of Computer-Mediated Communication 8 (1): 1-20.
  • Ha, Y., ve Perks, H. (2005). Effects Of Consumer Perceptions Of Brand Experience On The Web: Brand Familiarity, Satisfaction And Brand Trust, Journal of Consumer Behaviour. 4 (6): 438–452.
  • Internetworldstats (2012). “Internet Penetration In Europe” http://www.internetworldstats.com/stats.htm, (21.04.2014).
  • Konuş, U., Verhoef, C.P. ve Neslin, A.S. (2008). Multichannel Shopper Segments And Their Covariates. Journal Of Retailing. 84 (4): 398-413.
  • Kotler, P., Armstrong, G. (2016). Principles of Marketing. 16th ed. Global Edition. Pearson.
  • Koufaris, M, Sosa, W. (2002). Customer Trust Online: Examining The Role Of The Experience With The Web Site. CIS Working Paper Series. May 2002 (5).
  • Kwon, W. ve Lennon, J.S.(2009). Reciprocal Effects Between Multichannel Retailers’ Offline And Online Brand Images. Journal Of Retailing. 85 (3): 376-390.
  • McLean, G., Wilson, A. (2016). Evolving The Online Customer Experience. Is There A Role For Online Customer Support?. Computers in Human Behavior 60, 602-610.
  • Poloian, G.L. (2009). Multichannel Retailing. New York: Fairchild Boks.
  • Ritzer, G. (2010). Küresel Dünya. Çev. Melih Pakdemir. İstanbul: Ayrıntı Yayınları.
  • Rose, S., Clark, M., Samouel, P. ve Hair, N. (2012). Online Customer Experience In E-Retailing: An Empirical Model Of Antecedents And Outcomes. Journal Of Retailing. 12 (1): 23-56.
  • Rose, S., Hair, N.ve Clark, M.(2011). Online Customer Experience: A Review Of The Business To Consumer Online Purchase Context. International Journal Of Management Reviews.13 (1): 24-39.
  • Shobeiri, S., Mazaheri, E., & Laroche, M. (2015). Creating The Right Customer Experience Online: The Influence Of Culture. Journal of Marketing Communications, 1-21.
  • Trevinal, A. M., & Stenger, T. (2014). Toward A Conceptualisation Of The Online Shopping Experience. Journal Of Retailing And Consumer Services, 21, 314-326.
  • TÜİK (2013). Hane Halkı Bilişim Teknolojileri Kullanım Araştırması, http://www.tuik.gov.tr/PreTablo.do?alt_id=1028, (21.04.2014).
  • TÜİK (2013). İnternet Üzerinden Sipariş Verdiği Ya da Satın Aldığı Mal ve Hizmet Türleri, http://www.tuik.gov.tr/ PreHaberBultenleri.do?id=13569, (21.04.2014).
  • Wang, S., Beatty, E.S. ve Mothersbaugh, L.D. (2009). Congruity’s Role In Webstie Attitude Formation. Journal Of Business Research. 62 (1): 609–615.
There are 24 citations in total.

Details

Journal Section Articles
Authors

Burcu Mucan

Mustafa Tanyeri

Publication Date March 20, 2017
Submission Date December 10, 2014
Published in Issue Year 2016 Volume: 18 Issue: 4

Cite

APA Mucan, B., & Tanyeri, M. (2017). İNTERNET ORTAMINDAKİ ALIŞVERİŞ DENEYİMİNİN İNTERNETTEN SATIN ALMA NİYETİNE ETKİSİ VE BİR UYGULAMA. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(4), 677-692. https://doi.org/10.16953/deusbed.42623