Elektronik Ticarette Tersine Lojistik Faaliyetlerinin Yeniden Satın Alma Niyetine Etkisi ve Algılanan Risk Değişkeninin Aracılık Rolü: Hazır Giyim Sektöründe Bir Araştırma

Bilgi ve iletişim teknolojilerinin ve internet kullanımın artması tüketicilerin elektronik ticareti kullanma oranlarının da artmasına neden olmuştur. Bu makalenin amacı tüketicilerin elektronik ticareti kullanarak satın aldıkları hazır giyim ürünlerine yönelik gerçekleştirdikleri iade işlemlerinde firmalar tarafından sağlanan hizmetin ve bu süreçte algıladıkları riskin tüketicileri yeniden satın alma noktasında nasıl etkilediğini ortaya çıkarmaktır. Bu doğrultuda tüketicilerden çevrimiçi olarak 363 adet anket formu toplanmış ve toplanan veriler SPSS 26 ve AMOS 24 paket programları ile analizleri gerçekleştirilmiştir. İlk olarak SPSS programı ile güvenilirlik ve açıklayıcı faktör analizi (AFA) test edilmiş daha sonra yapısal eşitlik modeline uygun olarak AMOS programı ile doğrulayıcı faktör analizi (DFA) ve hipotez testleri gerçekleştirilmiştir. Hipotez testinin analiz sonuçlarına göre toplam 10 hipotezin 5 tanesi desteklenmiş geriye kalan 5 tane hipotezin ise desteklenmediği ortaya çıkmıştır. Sonuç olarak tersine lojistik alt bileşenlerinden hizmet alımının ve aracı değişken algılanan riskin yeniden satın alma niyetine etkisinin olduğu tespit edilmiştir. Ayrıca algılanan riskin, hizmet alımı ve yeniden satın alma niyeti arasında aracılık rolü olduğu sonucuna varılmıştır.

Anahtar Kelimeler:

Elektronik Ticaret, Tersine Lojistik, Algılanan Risk, Yapısal Eşitlik Modeli

The Effect of Reverse Logistics on Re-Purchasing Intention in Electronic Commerce and the Mediating Role of the Perceived Risk Variable: A Research in the Apparel Sector

The increase in the use of information and communication technologies and the internet has led to an increase in the use of electronic commerce by consumers. The purpose of this article is to reveal how the service provided by the companies and the risk perceived by the consumers in the return process of the ready-to-wear products purchased by the consumers using electronic commerce affect the consumers at the point of repurchase. In this direction, 363 questionnaire forms were collected from consumers online and the collected data were analyzed with SPSS 26 and AMOS 24 package programs. First, reliability and explanatory factor analysis (EFA) were tested with SPSS program, then confirmatory factor analysis (CFA) and hypothesis tests were performed with AMOS program in accordance with the structural equation model. According to the analysis results of the hypothesis test, 5 of the 10 hypotheses were supported and the remaining 5 hypotheses were not supported. As a result, it has been determined that service procurement, one of the subcomponents of reverse logistics, and the mediating variable perceived risk have an effect on repurchase intention. It is also concluded that perceived risk has a mediating role between service purchase and repurchase intention.

Keywords:

Electronic Commerce, Reverse Logistics, Perceived Risk, Structural Equation Modeling,

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