TÜKETİCİLERİN ONLİNE ALIŞVERİŞLERİNDE YAŞAM TARZI DEĞİŞKENLERİ, MEMNUNİYET DÜZEYLERİ, BENLİK SAYGILARI VE ALGILADIKLARI KULLANIM KOLAYLIKLARI ARASINDAKİ İLİŞKİLER *

Günümüz web ortamında tüketicilerin hazır giyim ürünü satın almalarına etki edebilecek birçok faktör söz konusu olabilmektedir. Daha önce gerçekleştirilen birçok çalışmada bu faktörler ayrı ayrı incelenmiştir. Araştırma ile daha evvel gerçekleştirilen araştırmalardan farklı olarak tüketicilerin webten hazır giyim ürünü satın alırken; yaşam tarzları, memnuniyet düzeyleri ve benlik saygıları ile algıladıkları kullanım kolaylıklarının birbirleri ile olan ilişki düzeylerinin belirlenmesi amaçlanmıştır. Bu amaç ile araştırmada webten farklı sitelerden hazır giyim ürünü satın alan 390 tüketiciye elektronik anket yöntemi uygulanmış ve ilgili sonuçlar yapısal eşitlik modellemesi ile yorumlanmıştır. Araştırma sonuçları genel olarak değerlendirildiğinde; tüketicilerin kendilerine özgü olmalarının memnuniyetleri üzerindeki etkisinde web sitelerine yönelik algıladıkları kullanım kolaylıkları tam aracılık etkisi ortaya koymuştur. Tüketicilerin kendilerine özgü olmalarının benlik saygıları üzerindeki etkisinde algılanan kullanım kolaylığı kısmi aracılık etkisi göstermiştir. Tüketicilerin çeşitlilik aramalarının memnuniyetleri ve benlik saygıları üzerindeki etkisinde algıladıkları kullanım kolaylıkları kısmi aracılık etkisine sahip olmuştur. Ayrıca tüketicilerin fikir liderliği yapmalarının memnuniyet düzeyleri ve benlik saygıları üzerindeki etkisinde de web sitelerine yönelik algıladıkları kullanım kolaylıkları yine kısmi aracılık etkisi göstermiştir.

Relationships Between Lifestyle Variables, Satisfaction Levels, Self- Esteemes and Perceived Ease of Use in Consumers Online Shopping

In today's web environment, many factors may affect consumers' purchase of ready-made clothing products. In many previous studies, these factors were examined separately. Unlike the previous researches, while consumers purchase ready-made clothing from the web; It was aimed to determine the level of relationship between each other, their lifestyles, satisfaction levels, and self-esteem and their ease of use. For this purpose, the electronic survey method was applied to 390 consumers who buy ready-to-wear products from different sites on the web, and the related results were interpreted with structural equation modeling. When the research results are evaluated in general; The ease of use perceived for the websites has revealed a full mediation effect in the effect of consumers on their satisfaction. The perceived ease of use has shown a partial mediating effect on the impact of consumers' uniqueness on self-esteem. The ease of use perceived by consumers in the impact of diversity searches on their satisfaction and self-esteem has had a partial mediating effect. Also, the ease of use perceived towards the websites also showed a partial mediating effect on the satisfaction levels of consumers and their self-esteem.

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