Fırsat Sitelerinden Tekrar Satın Alma Kararını Etkileyen Faktörlerin Araştırılması

Fırsat siteleri, işletmelerin ürün ve hizmetlerini, müşterilerine indirimli kuponlar halinde sunmalarını sağlayan sanal ortamlar olarak tanımlanabilir. Fırsat sitelerinin çeşitliliği ve sayısının artması ile birlikte müşteriler artık aynı ürün/hizmeti alternatif bir web sitesinden edinebilmektedirler. Oysaki firmaların varlıklarını sürdürmelerinde var olan müşteriyi korumak yeni bir müşteri edinmeye göre daha önemli ve az maliyetlidir. Bu çalışmanın amacı, fırsat sitelerinden alışveriş yapan müşterilerin ilgili web sitesinden tekrar alışveriş yapmaya karar vermelerinde etkili olan faktörlerin araştırılmasıdır. Bunun için, memnuniyet, algılanan fayda, algılanan kullanım kolaylığı, sübjektif normlar, algılanan saygınlık ve güven faktörlerini içeren bir araştırma modeli oluşturulmuştur. Araştırma modeli, fırsat sitelerinin aktif kullanıcılarından toplanan anketler kullanılarak test edilmiştir. Analiz için yapısal eşitlik modellemesi kullanılmıştır. Sonuçlara göre güven ve memnuniyet faktörleri tekrar satın alma kararını etkilemektedir. Memnuniyet ise güven, algılanan fayda ve algılanan kullanım kalaylığı tarafından açıklanmaktadır. Sübjektif normların algılanan fayda üzerinde anlamlı bir etkisi bulunmasına rağmen tekrar satın alma niyeti üzerindeki etkisi anlamlı bulunmamıştır. Çalışmanın sonucunda, çalışmanın sonuçları ve ileride yapılabilecek çalışmalar üzerinde durulmuştur.

Anahtar Kelimeler:

Fırsat sitesi, tekrar satın alma niyeti; güven; memnuniyet; algılanan fayda, algılanan kullanım kolaylığı; algılanan saygınlık

Examining the Factors Affecting the Decision to Repurchase Intention from Group-Buying Websites

Group-buying websites are the virtual environments that the firms can sell products or services to their customers using coupons that offer price discounts. For the continuity of the firms, maintaining current customers is more important and cost effective than finding new customers. A research model is developed to identify the determinants of reuse intention of group-buying websites. To do this, the research model is constructed including the variables-satisfaction, perceived usefulness, perceived ease of use, subjective norms, perceived reputation and trust. The measurement and structural model are tested using the data, collected from the actual users of group-buying websites. In the analysis, LISREL 8.54 software is used. According to the results, trust and satisfaction are the predictors of repurchase intention. Satisfaction is explained with the variables trust, perceived usefulness and perceived ease of use. Although subjective norm has a significant effect on perceived usefulness its effect is found to be insignificant on repurchase intention. At the conclusion, the results and possible future studies are discussed.

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