Research Article
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The Effects of Web Attractiveness, Web Quality and Hedonic Shopping Value on Online Purchase Decision

Year 2022, Volume: 2 Issue: 1, 56 - 69, 27.04.2022

Eda Yaşa Özeltürkay , Gizem Koçak , Hazal Ezgi Özbek , Mısra Ozakın Gizem Arık

Abstract

Nowadays, it is known that many people prefer online shopping through websites or other online platforms. It will be beneficial to understand the quality, attractiveness of websites which are the meeting point of consumers and businesses providing online shopping services., and the hedonic (experience-oriented) shopping value effects on the online purchasing decision for online service improvements and developments. This study was designed to investigate the effects of web attractiveness, web quality and hedonic shopping value on online purchasing decision. The research data were obtained from 227 participants online through a questionnaire which is one of the primary data collection methods. Multiple regression analysis was performed on the variables using the SPSS 21 package program. According to the results of the research, it has been observed that the hedonic shopping value has a significant effect on purchasing. In addition, it was concluded that time-based customer value and web quality had a significant effect on hedonic shopping value, but web attractiveness had no effect on hedonic shopping value.

Keywords

Web Attractiveness Web Quality Hedonic Shopping Value Online Purchase Decision

References

  • AlShawabkeh, A., Nuseir, M. T., & Aljumah, A. (2021). Impacts of social media on the buying intention of the consumers in Edinburgh, UK. International Journal of Procurement Management, 14(4), 470-486
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
  • Büyüköztürk, Ş., Kılıç-Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2020). Bilimsel araştırma yöntemleri.Ankara:Pegem Akademi.
  • Cai, S., & Xu, Y. (2011). Designing not just for pleasure: effects of web site aesthetics on consumer shopping value. International Journal of Electronic Commerce, 15(4), 159-188. Doğrul, Ü. (2012). Elektronik Alışveriş Davranışında Faydacı Ve Hedonik Güdülerin Etkisi. Sosyal ve Beşeri Bilimler Dergisi, 4(1), 321-331.
  • Gehrke, D., & Turban, E. (1999, January). Determinants of successful website design: relative importance and recommendations for effectiveness. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (pp. 8-pp). IEEE.
  • Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101.
  • Iyzico (2022). 2020 Online Alışveriş Raporu, https://www.iyzico.com/blog/iyzico-2020-online-alisveris-raporu/ (Erişim Tarihi: 15.02.2022).
  • Kang, S. J., Kim, J. Y., & Park, Y. K. (2011). The effects of the attractiveness of an internet shopping mall and flow on affective commitment. Journal of Distribution Science, 9(4), 29-42.
  • Kim, S., & Lee, Y. (2006). Global online marketplace: a cross‐cultural comparison of website quality. International Journal of Consumer Studies, 30(6), 533-543.
  • King, D. N., & King, D. N. (2004). Introduction to e-commerce. Prentice Hall.
  • Kotler, P. and Amstrong, G., (2010), Principles of Marketing 13 Edition, Pearson Prentice Hall, New Jersey. KPMG.(2021). https://home.kpmg/tr/tr/home/gorusler/2021/11/e-ticaretin-yukselisi.html (Erişim tarihi:17/02/2022).
  • Lee, Z. C., & Yurchisin, J. (2011). The impact of website attractiveness, consumer-website identification, and website trustworthiness on purchase intention. International Journal of Electronic Customer Relationship Management, 5(3-4), 272-287.
  • Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 proceedings, 74.
  • Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & management, 39(6), 431-444.
  • Liao, C., Palvia, P., & Lin, H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483.
  • Miyatake, K., Nemoto, T., Nakaharai, S., & Hayashi, K. (2016). Reduction in consumers’ purchasing cost by online shopping. Transportation Research Procedia, 12, 656-666.
  • Noble, S. M., Griffith, D. A., & Adjei, M. T. (2006). Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives. Journal of retailing, 82(3), 177-188.
  • OECD. Unpacking E-commerce Business Models, Trends and Policies. Organisation for Economic Co-operation and Development; 2019. (https://www.oecd.org/publications/unpacking-e-commerce-23561431-en.htm )(Erişim tarihi:17/02/2022).
  • Pebrianti, W. E. N. N. Y. (2016). Web attractiveness, hedonic shopping value and online buying decision. International Journal of Economics and Management, 10(1), 123-134.
  • Pine, B.J., II and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre & Every Business a Stage, Harvard Business School Press, Boston
  • Ramzy, O., Ogden, D. T., & Ogden, J. R. (2011). The status of the egyptian networked economy after facebook revolution and recommendations for improvement. World Journal of Social Sciences, 1(5), 98-108.
  • Saygılı, M. (2014). Faydacı ve hazcı alışveriş motivasyonlarının online satın alma niyeti üzerine etkisi (Master's thesis, Sakarya Üniversitesi).
  • Statista, (2022a). https://www.statista.com/topics/871/online-shopping/#dossier-chapter1 (Erişim tarihi:15/02/2022).
  • Statista, (2022b). https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/ (Erişim tarihi:15/02/2022).
  • Statista. (2022c). https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/ (Erişim tarihi:15/02/2022).
  • Statista. (2022d). https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/ (Erişim tarihi:15/02/2022).
  • Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
  • Tu, Q., Vonderembse, M. A., & Ragu-Nathan, T. S. (2001). The impact of time-based manufacturing practices on mass customization and value to customer. Journal of Operations management, 19(2), 201-217.
  • TÜİK. (2020). https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020-33679 (Erişim tarihi:15/02/2022).
  • Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: the effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics, and Business, 8(1), 395-40
  • WTO.(2017).https://www.wto.org/english/thewto_e/minist_e/mc11_e/briefing_notes_e/bfecom_e.htm (Erişim tarihi:17/02/2022).

WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ

Year 2022, Volume: 2 Issue: 1, 56 - 69, 27.04.2022

Eda Yaşa Özeltürkay , Gizem Koçak , Hazal Ezgi Özbek , Mısra Ozakın Gizem Arık

Abstract

Günümüzde pek çok insanın web siteleri veya diğer online platformlar aracılığıyla çevrimiçi alışverişi tercih ettiği bilinmektedir. Bu doğrultuda, tüketiciler ve çevrimiçi alışveriş hizmeti sunan işletmelerin buluşma noktası olan web sitelerinin kalitesi ve çekiciliği gibi nitelikleri ile tüketim kavramının altında yatan güdüden biri olan hedonik (deneyim odaklı) alışveriş arasındaki ilişkiyi anlamak hizmet iyileştirmeleri ve geliştirmeleri açısından faydalı olacaktır. Bu çalışma web çekiciliği, web kalitesi ve hedonik alışveriş değerinin çevrimiçi satın alma kararına etkisini araştırmak amacıyla tasarlanmıştır. Araştırma verileri, birincil veri toplama yöntemlerinden biri olan anket formu aracılığıyla online olarak 227 katılımcıdan elde edilmiştir. Değişkenler üzerinde SPSS 21 paket programı kulllanılarak çoklu regresyon analizi yapılmıştır. Araştırma sonuçlarına göre; hedonik alışveriş değerinin satın alma üzerinde anlamlı bir etkisi olduğu gözlemlenmiştir. Bunlara ek olarak, zaman temelli müşteri değeri ve web kalitesinin hedonik alışveriş değeri üzerinde anlamlı bir etkileri olduğu ancak web çekiciliğinin hedonik alışveriş değeri üzerine etkisi olmadığı sonucuna ulaşılmıştır.

Keywords

Web Çekiciliği Web Kalitesi Hedonik Alışveriş Çevrimiçi Satın Alma Kararı

References

  • AlShawabkeh, A., Nuseir, M. T., & Aljumah, A. (2021). Impacts of social media on the buying intention of the consumers in Edinburgh, UK. International Journal of Procurement Management, 14(4), 470-486
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
  • Büyüköztürk, Ş., Kılıç-Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2020). Bilimsel araştırma yöntemleri.Ankara:Pegem Akademi.
  • Cai, S., & Xu, Y. (2011). Designing not just for pleasure: effects of web site aesthetics on consumer shopping value. International Journal of Electronic Commerce, 15(4), 159-188. Doğrul, Ü. (2012). Elektronik Alışveriş Davranışında Faydacı Ve Hedonik Güdülerin Etkisi. Sosyal ve Beşeri Bilimler Dergisi, 4(1), 321-331.
  • Gehrke, D., & Turban, E. (1999, January). Determinants of successful website design: relative importance and recommendations for effectiveness. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (pp. 8-pp). IEEE.
  • Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101.
  • Iyzico (2022). 2020 Online Alışveriş Raporu, https://www.iyzico.com/blog/iyzico-2020-online-alisveris-raporu/ (Erişim Tarihi: 15.02.2022).
  • Kang, S. J., Kim, J. Y., & Park, Y. K. (2011). The effects of the attractiveness of an internet shopping mall and flow on affective commitment. Journal of Distribution Science, 9(4), 29-42.
  • Kim, S., & Lee, Y. (2006). Global online marketplace: a cross‐cultural comparison of website quality. International Journal of Consumer Studies, 30(6), 533-543.
  • King, D. N., & King, D. N. (2004). Introduction to e-commerce. Prentice Hall.
  • Kotler, P. and Amstrong, G., (2010), Principles of Marketing 13 Edition, Pearson Prentice Hall, New Jersey. KPMG.(2021). https://home.kpmg/tr/tr/home/gorusler/2021/11/e-ticaretin-yukselisi.html (Erişim tarihi:17/02/2022).
  • Lee, Z. C., & Yurchisin, J. (2011). The impact of website attractiveness, consumer-website identification, and website trustworthiness on purchase intention. International Journal of Electronic Customer Relationship Management, 5(3-4), 272-287.
  • Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 proceedings, 74.
  • Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & management, 39(6), 431-444.
  • Liao, C., Palvia, P., & Lin, H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483.
  • Miyatake, K., Nemoto, T., Nakaharai, S., & Hayashi, K. (2016). Reduction in consumers’ purchasing cost by online shopping. Transportation Research Procedia, 12, 656-666.
  • Noble, S. M., Griffith, D. A., & Adjei, M. T. (2006). Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives. Journal of retailing, 82(3), 177-188.
  • OECD. Unpacking E-commerce Business Models, Trends and Policies. Organisation for Economic Co-operation and Development; 2019. (https://www.oecd.org/publications/unpacking-e-commerce-23561431-en.htm )(Erişim tarihi:17/02/2022).
  • Pebrianti, W. E. N. N. Y. (2016). Web attractiveness, hedonic shopping value and online buying decision. International Journal of Economics and Management, 10(1), 123-134.
  • Pine, B.J., II and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre & Every Business a Stage, Harvard Business School Press, Boston
  • Ramzy, O., Ogden, D. T., & Ogden, J. R. (2011). The status of the egyptian networked economy after facebook revolution and recommendations for improvement. World Journal of Social Sciences, 1(5), 98-108.
  • Saygılı, M. (2014). Faydacı ve hazcı alışveriş motivasyonlarının online satın alma niyeti üzerine etkisi (Master's thesis, Sakarya Üniversitesi).
  • Statista, (2022a). https://www.statista.com/topics/871/online-shopping/#dossier-chapter1 (Erişim tarihi:15/02/2022).
  • Statista, (2022b). https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/ (Erişim tarihi:15/02/2022).
  • Statista. (2022c). https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/ (Erişim tarihi:15/02/2022).
  • Statista. (2022d). https://www.statista.com/statistics/273957/number-of-digital-buyers-in-the-united-states/ (Erişim tarihi:15/02/2022).
  • Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
  • Tu, Q., Vonderembse, M. A., & Ragu-Nathan, T. S. (2001). The impact of time-based manufacturing practices on mass customization and value to customer. Journal of Operations management, 19(2), 201-217.
  • TÜİK. (2020). https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020-33679 (Erişim tarihi:15/02/2022).
  • Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: the effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics, and Business, 8(1), 395-40
  • WTO.(2017).https://www.wto.org/english/thewto_e/minist_e/mc11_e/briefing_notes_e/bfecom_e.htm (Erişim tarihi:17/02/2022).
There are 32 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Eda Yaşa Özeltürkay 0000-0001-9248-1371

Gizem Koçak 0000-0002-8448-5046

Hazal Ezgi Özbek 0000-0003-3259-6817

Mısra Ozakın This is me 0000-0002-4982-6431

Gizem Arık This is me 0000-0002-1257-5181

Publication Date April 27, 2022
Submission Date March 25, 2022
Published in Issue Year 2022 Volume: 2 Issue: 1

Cite

APA Yaşa Özeltürkay, E., Koçak, G., Özbek, H. E., Ozakın, M., et al. (2022). WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ. Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi, 2(1), 56-69.
AMA Yaşa Özeltürkay E, Koçak G, Özbek HE, Ozakın M, Arık G. WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ. Tarsus University Faculty of Applied Sciences Journal. April 2022;2(1):56-69.
Chicago Yaşa Özeltürkay, Eda, Gizem Koçak, Hazal Ezgi Özbek, Mısra Ozakın, and Gizem Arık. “WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ”. Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi 2, no. 1 (April 2022): 56-69.
EndNote Yaşa Özeltürkay E, Koçak G, Özbek HE, Ozakın M, Arık G (April 1, 2022) WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ. Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi 2 1 56–69.
IEEE E. Yaşa Özeltürkay, G. Koçak, H. E. Özbek, M. Ozakın, and G. Arık, “WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ”, Tarsus University Faculty of Applied Sciences Journal, vol. 2, no. 1, pp. 56–69, 2022.
ISNAD Yaşa Özeltürkay, Eda et al. “WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ”. Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi 2/1 (April 2022), 56-69.
JAMA Yaşa Özeltürkay E, Koçak G, Özbek HE, Ozakın M, Arık G. WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ. Tarsus University Faculty of Applied Sciences Journal. 2022;2:56–69.
MLA Yaşa Özeltürkay, Eda et al. “WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ”. Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi, vol. 2, no. 1, 2022, pp. 56-69.
Vancouver Yaşa Özeltürkay E, Koçak G, Özbek HE, Ozakın M, Arık G. WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ. Tarsus University Faculty of Applied Sciences Journal. 2022;2(1):56-69.
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