Berrin Arzu EREN, Leyla GÖDEKMERDAN ÖNDER

Z KUŞAĞI TÜKETİCİLERİN ON-LINE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI

İnternetin sosyo-kültürel ve ekonomik dinamiklerden bağımsız nüfusun büyük bölümünün erişim alanına girmesi ile birlikte bireylerin ürün ve hizmetleri satın alma davranışları da değişmeye başlamıştır. Bugün dünyanın pek çok gelişmiş ve gelişmekte olan ülkesinde çeşitli sebeplerden ötürü alışveriş deneyiminin de on-line alışverişe kaydığı görülmektedir. Buradan hareketle çalışmada bireylerin on-line alışverişe ilişkin tatmin kararının öncüllerinin belirlenmesi ve tatminin sadakatin öncülü olup olmadığı araştırılmıştır. Z kuşağının toplam nüfus içindeki payının artma eğiliminde olması ve bu kuşağın yakın zamanda bireysel ekonomik güce kavuşarak geleceğin aktif tüketicileri olması sebebiyle araştırmanın uygulama kısmı Z kuşağı tüketicilerin katılımı ile gerçekleştirilmiştir. Katılımcılar Ankara’da yaşayan 18-20 yaş arası bireylerden oluşmaktadır. Veri toplama aracı olarak on-line anket kullanılmış ve elde edilen veri SPSS 20 ve Smart-PLS programı ile analiz edilmiştir. Araştımada betimsel analizin yanı sıra açıklayıcı faktör analizi, korelasyon ve çoklu bağlantı analizleri yapılmış ve ardından hipoezlerin test edilmesi için yapısal eşitlik modellemesi uygulanmıştır. Araştırma sonuçları göstermektedir ki on-line alışveriş yapılan firmanın alışveriş sonrası sipariş teslimatı, satın alma kolaylığı sunması, gizliliğe verdiği önem ve firma tarafından sunulan promosyonlar tatmin üzerinde etkili olup, ulaşılan tatmin ile müşteri sadakati arasında pozitif bir ilişki bulunmaktadır.

DETERMINING THE EXPERIENCES OF Z GENERATION CONSUMERS FOR ON-LINE SHOPPING: AN APPLICATION IN ANKARA

The behavior of individuals while purchasing products and services has started to change with the access of the internet to a large part of the population independent of the socio-cultural and economic dynamics. It is seen obviously that the shopping experience in many developed and developing countries of the world has shifted to online shopping for various reasons. Determining the premises regarding the online shopping satisfaction and whether the satisfaction is a premise of loyalty or not were examined within the scope of this study. The application part of the research was performed with the participation of Z generation consumers since the share of the Z generation in the total population tends to increase and this generation will become the active consumer of the future by gaining individual economic power in a very short time. Participants consist of the individuals aged 18-20 living in Ankara. The online questionnaire was used for the data collection and the obtained data were analyzed with SPSS 20 and Smart-PLS programs. In addition to descriptive analysis, Explanatory Factor Analysis, correlation, and multiple connection analyses were performed in the research and then Structural Equation Modeling was applied to test hypotheses. The results of the research show that the order delivery of the company, providing convenience for purchasing, the importance given to privacy and the promotions offered by the company have an impact on satisfaction and there is a positive relationship between the level of customer satisfaction and customer loyalty.

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