İnternet üzerinden satın alma niyetinin belirleyicileri

İnternetin kullanılmaya başlamasından beri 10 yıldan uzun bir süre geçmiş olmasına karşın, seyahat ürünü satın almalarında internetin kullanımı açısından ülkeler arasında belirgin farklılıklar olduğu göze çarpmaktadır. Portekiz gibi bazı ülkelerde, seyahat ürünü satın almalarının sadece küçük bir oranı internet üzerinden yapılmaktadır. Bu çalışma, seyahat ürününü internet üzerinden satın alma niyetinin belirleyicilerini değerlendirerek, satın almalarda internet kullanımının daha iyi anlaşılmasına katkıda bulunmayı amaçlamaktadır. Bu niyeti hangi faktörlerin etkilediğine ilişkin göreceli avantaj, karmaşıklık, kapsam (involvement) ve e-ticaret uyum sürecindeki aşama gibi birçok faktör değerlendirmeye alınmıştır. Kruskal Wallis ve lojistik regresyon analizleri sonucunda göreceli avantaj, kapsam ve e-ticarete uyum sürecindeki aşamanın internet üzerinden seyahat satın alma niyetinin önemli belirleyicileri olduğu, karmaşıklığın ise belirleyici etkisinin olmadığı ortaya çıkmıştır.
Anahtar Kelimeler:

internet

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