Tüketicilerin Çevrim İçi İtkisel Satın Alma Davranışlarında Elektronik Hizmet Kalite Boyutlarının ve Hedonik Gezinmenin Etkisi

Year 2020, Volume: 4 Issue: 3, 993 - 1013, 30.09.2020

Mehmet Ozan Karahan

https://doi.org/10.29023/alanyaakademik.691747

Abstract

Araştırmanın temel amacı elektronik hizmet kalite boyutları, itkisel satın alma dürtüsü ve hedonik gezinme değişkenlerinin çevrim içi itkisel satın alma davranışı üzerindeki etkilerinin incelenmesidir. Araştırmanın ana kütlesini Türkiye’deki 18 yaşından büyük bireyler oluşturmaktadır. Araştırmada ilişkisel araştırma modelinden yararlanılmıştır. Verilerin analizi ve öne sürülen araştırma hipotezlerinin testi için yapısal eşitlik modellemesi kullanılmıştır. Toplam 338 geçerli veri ile gerçekleştirilen analizler sonucunda elektronik hizmet kalite boyutlarından tasarım ve güvenlik/gizliliğin bireylerin itkisel satın alma dürtüsünü olumlu yönde etkilediği görülmektedir. Aynı şekilde, internette hedonik gezinme, bireylerin itkisel satın alma dürtüsü ve çevrim içi itkisel satın alma davranışını olumlu yönde etkilerken, itkisel satın alma dürtüsü de çevrim içi itkisel satın alma davranışını olumlu yönde etkilemektedir.

Keywords

Çevrim içi İtkisel Satın Alma, Elektronik Hizmet Kalite Boyutları, İnternette Hedonik Gezinme, İtkisel Satın Alma Dürtüsü

The Effect of Electronic Service Quality Dimensions and Hedonic Browsing on Online Impulsive Buying Behavior of Consumers

Abstract

The main purpose of the study is to evaluate the effects of electronic service quality dimensions, urge to buy impulsively and hedonic browsing variables on online impulse buying behavior. The data were collected using a structured questionnaire from 18 years and older consumers. A total of 338 valid data obtained. As a result of the analysis, it is seen that design and security / privacy of electronic service quality dimensions have a positive effect on urge to buy impulsively. Likewise, hedonic browsing on the internet positively affects both the urge to buy impulsively and online impulsive buying behavior. Finally, urge to buy impulsively positively affects the online impulse buying behavior.

Keywords

Online Impulsive Buying, Service Quality Dimensions, Hedonic Browsing, Urge to Buy Impulsively

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