Arş. Grv. Selen Öztürk, Arş. Grv. Selim Şerbetci, Şevket Necmettin Gürcan

Tüketim Değerlerinin Satın Alma Niyeti ve Bağlılık Üzerindeki Rolü: Fırsat Sitelerine Yönelik Bir Araştırma

Öz Günümüzde yeni iletişim teknolojilerinin ve İnternetmecrasının yaygın olarak kullanılmasıyla birlikte tüketicilerinalışveriş yapma biçimleri önemli bir değişimeuğramıştır. İnternetten alışveriş ve e-ticarete dair yeniiş modelleri, hem perakendeciler hem de tedarikçiler tarafındanolduğu kadar tüketicilerden de yüksek orandatalep görmektedir. Bu noktada tüketicilerin, İnternettengünlük indirimli alışveriş fırsatları sunan fırsat sitelerindenyapılan alışverişe atfettikleri değerin, boyutlaritibariyle, tüketici davranışları üzerindeki etkisinin incelenmesiçalışmanın amacını oluşturmaktadır. Tüketimdeğerlerinin, fırsat sitelerinden satın alma niyeti ve fırsatsitelerine duyulan bağlılık üzerindeki etki düzeylerinibelirlemek amacıyla 316 kişi ile İnternet üzerinden anketçalışması gerçekleştirilmiştir. Çalışmanın sonuçlarıdoğrultusunda tüketicilerin satın alma niyeti üzerindetüketim değeri boyutları arasından en etkili olanın “duygusaldeğer” ve onu takiben “parasal fiyat”, “itibar” ve“sosyal değer” boyutları olduğu ortaya çıkarken; fırsatsitelerine duyulan bağlılık üzerinde ise en etkili boyutun“itibar” ve takiben “duygusal değer”, “parasal fiyat” ve“sosyal değer” olduğu saptanmıştır.

Anahtar Kelimeler:

Tüketim Değerleri, Fırsat Siteleri

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