E-Atmosferin Plansız Satın Alma Davranışı Üzerindeki Etkisinde Alışveriş Keyfinin Aracılık Rolü: Tüketicilerin Atmosfer Duyarlılıklarına Göre Bir Karşılaştıma

Year 2019, Volume: 19 Issue: 2, 347 - 368, 17.06.2019

Ece Bayramoğlu Kübra Tuğçe Özata Oylum Korkut Altuna , F. Müge Arslan

https://doi.org/10.18037/ausbd.579157

Cited By: 6

Abstract

Günümüzde e-ticaretin gelişmesi ve tüketiciler için e-ticaret sitelerinin oldukça yoğun olarak tercih

edilen bir kanal haline d.nüşmesi ile birlikte, bu alana olan akademik ilgi de artmıştır. Literatür

incelendiğinde, e-alışveriş davranışları ve e-tüketiciler üzerine yürütülen çalışmalar arasında e-ticaret

sitesine ilişkin çeşitli unsurların e-alışveriş davranışı üzerindeki etkilerinin farklı perspektiflerden ele

alındığı g.rülmektedir. Bu çalışmanın amacı, e-atmosferin plansız satın alma davranışı ve alışveriş

keyfi üzerindeki etkilerinin incelenmesi ve bu ilişkide alışveriş keyfinin aracılık etkisinin e-tüketicilerin

atmosfer duyarlılık düzeylerine göre test edilmesidir.

Araştırma kapsamında kolayda örnekleme yöntemi kullanılarak 234 cevaplayıcı üzerinde çevrimiçi

anket yapılmıştır. Araştırma sonucunda alışveriş keyfi değişkeninin e-atmosferin plansız satın alma

davranışı üzerindeki etkisinde tüm örneklem için ve farklı atmosfer duyarlılığı seviyelerine

(düşük/yüksek) sahip gruplar için tam aracılık rolü üstlendiği tespit edilmiştir.

Keywords

E-Atmosfer, E-Atmosferik Unsurlar, Alışveriş Keyfi, Plansız Satın Alma

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