TÜKETİCİ MOBİL ÖZ YETERLİLİĞİNİN VE ÇEVRİMİÇİ TÜKETİCİ YORUMLARININ ÇEVRİMİÇİ SATIN ALMA NİYETİ İLE İLİŞKİSİ

Yıl 2023, Cilt: 24 Sayı: 4, 287 - 309, 27.12.2023

Kevser Ezgi Kaynar , Aslıhan Yavuzalp Marangoz

https://doi.org/10.53443/anadoluibfd.1275956

Öz

Bu çalışmanın amacı, tüketici mobil öz yeterliliğinin ve çevrimiçi tüketici yorumlarının çevrimiçi satın alma niyetine olan etkisini belirlemektir. Yapılan bu çalışma ile çevrimiçi tüketici yorumlarının çevrimiçi satın alma niyetine olan etkisinde mobil öz yeterliliğin düzenleyici rolü araştırılmaktadır. Araştırma kapsamında kolayda örneklem yöntemiyle çevrimiçi olarak 450 katılımcıya ulaşılmıştır. Elde edilen verilerin geçerlilik ve güvenilirlikleri, açıklayıcı ve doğrulayıcı faktör analizi yardımıyla test edilmiştir. Araştırma hipotezlerinin test edilebilmesi amacıyla yapısal eşitlik modeli analizi uygulanmıştır. Analizler sonucunda, tüketici mobil öz yeterliliğinin ve çevrimiçi tüketici yorumlarının, çevrimiçi satın alma niyeti üzerindeki anlamlı etkisi ortaya konulmuştur. Buna ek olarak, çevrimiçi tüketici yorumlarına kıyasla, tüketici mobil öz yeterliliğin çevrimiçi satın alma niyeti üzerindeki etkisinin daha fazla olduğu görülmüştür. Çalışmanın bulgularına göre, çevrimiçi tüketici yorumlarının çevrimiçi satın alma niyeti üzerindeki etkisinde, tüketici mobil öz yeterliliğin düzenleyici rolüne ilişkin anlamlı bir etkisinin bulunmadığı tespit edilmiştir. Araştırmadan elde edilen bulguların literatüre katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Mobil Öz Yeterlilik, Çevrimiçi Tüketici Yorumları, Çevrimiçi Satın Alma Niyeti

THE RELATIONSHIP OF CONSUMER MOBILE SELF EFFICACY AND ONLINE CONSUMER REVIEWS WITH ONLINE PURCHASE INTENTION

Öz

The aim of this study is to determine the effect of consumer mobile self-efficacy and online consumer reviews on online purchase intention. With this study, moderator role of mobile self-efficacy in the effect of online consumer reviews on online purchase intention was investigated. For the research, 450 participants were reached with the convenience sampling method. The validity and reliability of the obtained data were tested with explanatory and confirmatory factor analysis. Structural equation model analysis was applied for research hypotheses. The significant effect of mobile self-efficacy and online consumer reviews on purchase intention was revealed. Compared to consumer reviews, the effect of mobile self-efficacy on purchase intention was found to be greater. According to the findings of the study, it was determined that there was no significant effect on the moderating role of consumer mobile self-efficacy in the effect of online consumer reviews on online purchasing intention. The results of the study are considered to contribute to the literature.

Anahtar Kelimeler

Mobile Self-Efficacy, Online Consumer Reviews, Online Purchase Intention

Kaynakça

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