İNTERNET ORTAMINDAKİ ALIŞVERİŞ DENEYİMİNİN İNTERNETTEN SATIN ALMA NİYETİNE ETKİSİ VE BİR UYGULAMA

Yıl 2016, Cilt: 18 Sayı: 4, 677 - 692, 20.03.2017

Burcu Mucan , Mustafa Tanyeri

Öz

Günümüzde firmaların büyük bir bölümü çok kanallı stratejiyi benimseyerek mağaza kanallarının yanına internet ortamından satışın da eklenmesiyle müşteriye ulaşma çabasına girmişlerdir. Tüketicilerin satın alma kararlarını verirken internet ortamında yaşadıkları alışveriş deneyiminin internet üzerinden satın alma kararına olan etkisi bu çalışmanın araştırma konusunu oluşturmaktadır. Bu amaçla internet alışveriş kanalında marka imajının marka güvenine ve marka uyumluluğuna olan etkisi ile birlikte marka güveninin ve markanın uyumluluğunun satın alma niyetine olan etkileri araştırma kapsamında incelenmiştir. İnternet alışveriş kanalını kullanan tüketicilerin beklentilerinin öğrenilmesi açısından bu çalışmanın faydalı olacağı düşünülmektedir. 

Anahtar Kelimeler: Küreselleşme, İnternet, Perakendecilik, Satın Alma Niyeti, Yapısal Eşitlik Modeli.

THE EFFECT OF INTERNET SHOPPING EXPERIENCES ON PURCHASE INTENTION ON INTERNET AND AN APPLICATION

Öz

Nowadays, a great majority of companies have adopted multichannel strategy and have been trying to reach the customers through internet sales in addition to store channels. The topic of this study is the effect of the internet shopping experiences of customers on their decisions on internet shopping. With this aim, the effect of brand image on brand reliability and brand congruity has been studied as well as the effect of brand reliability and brand congruity on purchase intention. It is obvious that this study will be beneficial in terms of determining the expectations of the customers who use the internet shopping channel.

Keywords: Globalization, Internet, Retailing, Purchase Intention, Structural Equation Modeling.

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