THE EFFECTS OF CONSUMERS’ DECISION MAKING STYLES ON ONLINE SHOPPING CART ABANDONMENT

Yıl 2020, Cilt: 29 Sayı: 3, 70 - 90, 26.10.2020

Esra Öztürk , Ayşe Şahin

https://doi.org/10.35379/cusosbil.626470

Cited By: 1

Öz

In recent years, socio-economic developments have led consumers to attach
more importance to buy online shopping especially apparel products. Moreover,
in terms of marketers, it has become tempting to investigate the consumers'
online buying behaviors. In this research, the effects of consumers’ decision
making styles on consumers’ shopping cart abandonment was investigated via
analysis of questionnaires administered to 402 convenience sampling
respondents. As a result, there is significant negative relationship between
online shopping cart abandonment and price consciousness, impulsiveness,
confused by over-choice, brand consciousness dimensions of consumer decision
making styles. Moreover it was found that frequency of online buying and gender
other factors affect shopping cart abandonment. 
One of the most remarkable findings in this research is found that there
is a moderation effect of current purchase intention between frequency of
online buying and shopping cart abandonment. 

Anahtar Kelimeler

online shopping, consumer decision-making styles, shopping cart abandonment

TÜKETİCİLERİN KARAR VERME TARZLARININ SANAL ALIŞVERİŞ SEPETİNİ TERK ETMELERİNE ETKİSİ

Öz

Son yıllardaki
sosyo-ekonomik gelişmeler tüketicilerin özellikle kıyafet sektöründe daha çok
online alışveriş yapmalarına sebep olurken, online satın alma davranışlarının araştırılması
pazarlamacılar açısından cazip hale gelmiştir. Tüketicilerin karar verme
tarzlarının sanal alışveriş sepetini terk etmelerine etkisinin araştırıldığı bu
çalışmada, 402 kişiye kolayda örnekleme yöntemi kullanılarak anketler
uygulanmıştır. Sonuç olarak çeşit karmaşası yaşayan, düşünmeden alışveriş yapan,
fiyat odaklı ve marka odaklı tüketicilerin sanal alışveriş sepetini daha çok
terk ettikleri saptanmıştır. Online satın alma sıklığı ve cinsiyetin de sanal
alışveriş sepetini terk etme üzerinde anlamlı bir etkisi bulunmaktadır. Düzenleyici
değişken olarak anında satın alma niyeti yükseldikçe, tüketicilerin online
satın alma sıklıkları ile sanal alışveriş sepetinden vazgeçmeleri arasındaki
negatif yönlü ilişkinin daha kuvvetli olduğu bulunmuştur.

Anahtar Kelimeler

Online alışveriş, tüketici karar tarzları, alışveriş sepetini terk etme

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