THE ROLE OF ONLINE SALES PROMOTIONS AND E-SERVICE QUALITY IN CONSUMERS’ ONLINE PURCHASING BEHAVIOR

Yıl 2023, Cilt: 14 Sayı: 27, 146 - 182, 26.06.2023

Eren Temel , Esma Durukal , Ceren Aksu , Asya Semiz

https://doi.org/10.36543/kauiibfd.2023.006

Öz

The main objective of this study is to statistically examine the role of online sales promotions and e-service quality in consumers’ online purchasing behavior. Within this framework, data was collected from 494 consumers through an online survey questionnaire based on a quantitative research method, and analyzed using structural equation modeling. The findings of the study indicate that online sales promotions and e-service quality have a significant impact on consumers' online purchasing behavior. Furthermore, it was revealed that e-service quality has a greater influence compared to online sales promotions. The economic and savings dimension of online sales promotions was found to be positively and significantly related to online purchasing behavior, whereas the dimensions of entertainment and excitement and exploration did not show a significant relationship. Regarding e-service quality, the dimensions of efficiency, fulfillment, and contact demonstrated positive and significant relationships with online purchasing behavior, whereas system availability, privacy, responsiveness, and compensation dimensions did not exhibit a significant relationship.

Anahtar Kelimeler

Online Sales Promotions, E-Sevices Quality, Online Purchasing Behavior

TÜKETİCİLERİN ONLİNE SATIN ALMA DAVRANIŞINDA ONLİNE SATIŞ PROMOSYONLARI VE E-HİZMET KALİTESİNİN ROLÜ

Öz

Bu çalışmanın temel amacı, tüketicilerin online satın alma davranışlarında online satış promosyonlarının ve e-hizmet kalitesinin rolünün istatistiksel olarak incelenmesidir. Bu kapsamda, nicel araştırma yöntemine dayalı olarak 494 tüketiciden online anket soru formu aracılığıyla veriler toplanmış ve yapısal eşitlik modelinde analiz edilmiştir. Araştırmada elde edilen bulgulara göre tüketicilerin online satın alma davranışında online satış promosyonu ve e-hizmet kalitesinin etkili olduğu anlaşılmıştır. Diğer yandan, ehizmet kalitesinin online satış promosyonuna kıyasla daha fazla etkiye sahip olduğu ortaya çıkmıştır. Online satış promosyonlarının ekonomi ve tasarruf boyutu online satın alma davranışıyla pozitif ve anlamlı şekilde ilişkili bulunurken, eğlence ve heyecan ve keşfetme boyutları ile online satın alma davranışı arasında anlamlı bir ilişki ortaya çıkmamıştır. E-hizmet kalitesinin etkinlik, yerine getirme ve iletişim boyutları ile online satın alma davranışı arasında ilişkiler pozitif ve anlamıyken, sistem kullanılabilirliği, gizlilik, duyarlılık ve telafi boyutlarında anlamlı ilişki bulunmamaktadır.

Anahtar Kelimeler

Online satış promosyonları, e-hizmet kalitesi, online satın alma davranışları

Kaynakça

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