The Effect of the Virtual Store Atmosphere on E-Satisfaction, E-Stickiness and E-Loyalty: An Application in the Clothing Industry

Yıl 2021, Cilt: 35 Sayı: 4, 1643 - 1668, 17.12.2021

Kenan Güllü , Kumru Uyar , Sinem Sargın

https://doi.org/10.48070/erciyesakademi.1024469

Cited By: 2

Öz

The increase in internet usage with the development of technology has not only affected the lives of individuals but also the way companies operate. As a result of these developments in the world, the concept of e-retailing has emerged. Virtual stores have started to give importance to the design of virtual store atmosphere in order to make a difference against competitors, to stand out and to create a sense of satisfaction in consumers. Thus, the aim of this study is to investigate the effect of virtual store atmosphere on e-satisfaction, e-stickiness and e-loyalty in the clothing industry. Accordingly, online surveys were conducted on 399 consumers selected through convenience sampling method. The data obtained were analyzed through Structural Equation Modeling. The findings of the study show that the dimensions of "front of store design, interior decoration of the store, layout and visual presentations" among the dimensions of virtual store atmosphere are effective on e-satisfaction; however, it shows that the "people and payment" dimension is not effective on e-satisfaction. Besides, the research results reveal that e-satisfaction has an effect on e-stickiness and e-loyalty, but e-stickiness does not have a significant effect on e-loyalty.

Anahtar Kelimeler

Virtual store atmosphere, E-satisfaction, E-stickiness, E-loyalty, Structural equation modeling

Sanal Mağaza Atmosferinin E-Memnuniyet, E-Yapışkanlık ve E-Sadakat Üzerindeki Etkisi: Giyim Sektöründe Bir Uygulama

Öz

Teknolojinin gelişmesiyle birlikte internet kullanımının artması, bireylerin yaşamlarını etkilemekle kalmayıp, firmaların da işleyiş biçimlerini etkilemiştir. Dünyada yaşanan bu gelişmeler sonucunda e-perakendecilik kavramı ortaya çıkmıştır. Sanal mağazalar rakiplere karşı fark yaratmak, öne çıkabilmek ve tüketicilerde memnuniyet duygusu yaratmak adına sanal mağaza atmosferi tasarımına gereken önemi vermeye başlamışlardır. Bu çalışmanın amacı giyim sektöründe sanal mağaza atmosferinin E-memnuniyet, e-yapışkanlık ve e-sadakat üzerindeki etkisini araştırmaktır. Bu doğrultuda, kolayda örnekleme yöntemiyle seçilen 399 tüketici üzerinde çevrimiçi anket uygulaması gerçekleştirilmiştir. Elde edilen veriler Yapısal Eşitlik Modellemesi aracılığıyla analiz edilmiştir. Araştırmanın bulguları, sanal mağaza atmosferi boyutlarından “mağaza önü tasarımı, mağazanın iç dekorasyonu, yerleşim düzeni ve görsel sunumlar” boyutlarının e-memnuniyet üzerinde etkili olduğunu; fakat “insan ve ödeme” boyutunun e-memnuniyet üzerinde etkili olmadığını göstermektedir. Bununla birlikte, araştırma sonuçları, e-memnuniyetin e-yapışkanlık ve e-sadakat üzerinde etkili olduğunu fakat e-yapışkanlığın e-sadakat üzerinde anlamlı bir etkisinin bulunmadığını ortaya koymaktadır.

Anahtar Kelimeler

Sanal mağaza atmosferi, E-memnuniyet, E-yapışkanlık, E-sadakat, Yapısal eşitlik modellemesi

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