BAĞIŞ AMAÇLI ONLİNE ÜRÜN SATIN ALMA: BAĞIŞ MOTİVASYONLARI VE ONLİNE SATIN ALMA UNSURLARININ SATIN ALMA NİYETİ ÜZERİNDEKİ ROLÜ

Kâr amaçsız örgütler finansal k aynak sağlamak amacıyla online alışveriş siteleri aracılığıyla ürün ve hizmet sunmaktadırlar. Bu ürün ve hizmetleri satın alan tüketiciler hem bağışta bulunmakta hem de gereksinimlerini karşılamaktadırlar. Bu çalışmada bağış motivasyonlarının ve online satın alma unsurlarının satın alma niyeti üzerindeki rolü incelenmiştir. Lösemili Çocuklar Vakfı'nın online mağazası lsvdukkan.com örnek alınarak yapılan çalışmada online satın alma unsurlarının (güven , kullanışlılık, interaktiflik) ve özgecilik motivasyonunun satın alma niyeti üzerinde etkili olduğu bulunmuştur. Araştırma sonuçları kar amaçsız örgütlerin online mağazalarının etkili satış stratejilerinin oluşturulmasında katkı sağlayabilecektir.

ONLINE PRODUCT PURCHASE WITH DONATION PURPOSES: THE ROLE OF DONATION MOTIVATIONS AND ONLINE PURCHASE ELEMENTS ON PURCHASE INTENTION

Nonprofit organizations provide products and services via online shopping websites in order to procure financial sources. The consumers that purchase these products and services both mak e donations and fulfill their needs. This study examines the role of donation motivati ons and online purchase elements on purchase intention. The study, which has been conducted via tak ing the online store of the Foundation for Children with Leuk emia, lsvduk k an.com, has found out that the online purchase elements (trust, usefulness, interac tivity) and altruismmotivation are effective on purchase intention. The results of the study will be able to create effective sale strategies for the online stores of nonprofit organizations.

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http://www.internetworldstats.com

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http://www.red.org

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