PERAKENDECİLİKTE DRONE TABANLI TESLİMAT HİZMETİ İÇİN OLUMLU AĞIZDAN AĞIZA İLETİŞİM NİYETİNİ ETKİLEYEN FAKTÖRLER

Son zamanlarda popülaritesi artan ve çeşitli alanlarda sonsuz potansiyel sağlayan drone'lar, eğlenceli bir hobi olmanın yanı sıra faydalı bir ticari araçtır. Bu çalışma, drone tabanlı teslimat hizmetleri için güven, hız ve problem farkındalığının olumlu ağızdan ağza iletişim niyeti üzerindeki doğrudan etkilerini analiz etmeyi amaçlamıştır. Ayrıca, drone tabanlı teslimat hizmetinin olumlu ağızdan ağıza iletişim niyeti üzerindeki etkisi ve tüketicilerin drone tabanlı teslimat hizmeti için olumlu ağızdan ağıza iletişim niyetlerinin cinsiyete ve jenerasyonlara göre önemli ölçüde farklılaşıp farklılaşmadığı da analiz edilmiştir. Çalışma için 433 katılımcıya online anket yöntemi kullanılarak ulaşılmıştır. Elde edilen verileri analiz etmek için birçok farklı istatistiksel analiz kullanılmıştır. Kontrol değişkenlerine göre tüketicilerin ağızdan ağıza iletişim niyetlerindeki farklılıkları test etmek için tek örneklem t testi, bağımsız grup t testi ve ANOVA kullanılmıştır. Çalışma sonucunda drone tabanlı teslimat hizmetinin olumlu ağızdan ağıza iletişim niyeti üzerindeki olumlu etkisinin anlamlı olduğu sonucuna varılmıştır. Ayrıca drone tabanlı teslimat hizmeti için güven, hız ve problem farkındalığının olumlu ağızdan ağıza iletişim niyeti üzerinde doğrudan anlamlı ve olumlu etkileri olduğu sonucuna varılmıştır. Bununla birlikte, tüketicilerin olumlu ağızdan ağıza iletişim niyetlerinde cinsiyete ve jenerasyonlara göre anlamlı bir farklılık bulunamamıştır. Araştırmanın sonuçları tartışılmış ve önerilerde bulunulmuştur.

Anahtar Kelimeler:

Drone tabanlı teslimat, Algılanan hız, Algılanan güven, Problem farkındalığı, WOM iletişim niyeti

FACTORS AFFECTING POSITIVE WORD-OF-MOUTH COMMUNICATION INTENTION FOR DRONE-BASED DELIVERY SERVICE IN RETAILING

Drones, which have recently grown in popularity and provide endless potential in a variety of fields, are a useful commercial tool in addition to being a fun hobby. This study aimed to analyze the direct effects of perceived trust, perceived speed, and problem awareness on positive word-of-mouth communication intention for drone-based delivery services. In addition, the effect of drone-based delivery service on positive word-of-mouth communication intention and whether consumers' positive word-of-mouth communication intentions for drone-based delivery service differ significantly by gender and generation were also analyzed. The online survey method was used to reach 433 people for the study. Many different statistical analyzes were used to analyze the obtained data. One-sample t-test, independent-group t-test and ANOVA were used to test the differences in consumers' WOM communication intentions according to control variables. As a result of the study, it was concluded that the positive effect of the drone-based delivery service on positive word-of-mouth communication intention was significant. It has also been concluded that perceived trust, perceived speed, and problem awareness have direct significant and positive effects on positive word of mouth communication intention for drone-based delivery services. However, no significant difference was found in the positive word of mouth communication intentions of consumers according to gender and generations. The results of the study were discussed and recommendations were provided.

Keywords:

Drone-based delivery, Perceived speed, Perceived trust, Problem awareness, WOM communication intention Drone-based delivery, Perceived speed, Perceived trust, Problem awareness, WOM communication intention,

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