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.

___

  • Aldridge, N., Fowles, J. (2012). Cause-Related Marketing and Customer Donations in an Online Marketplace.
  • International Journal of Nonprofit and Voluntary Sector Marketing, 18 (1), 52-59.
  • Batson, C. D. (1987). Prosocial Motivation: Is It Ever Truly Altruistic? Leonard Berkowitz (Ed.), Advances in Experimental Social Psychology içinde (s. 65-122). San Diego, CA: Academic Press.
  • Batson, C. D. (1990). How Social an Animal? The Human Capacity for Caring. American Psychologist, 45 (3), 336-346.
  • Bennett, R., Ali-Choudhury, R. (2009). Second-Gift Behaviour of First-Time Donors to Charity: An Empirical Study. International Journal of Nonprofit and Voluntary Sector Marketing, 14 (3), 161-180.
  • Bentler, P. M., Bonett, D. G. (1980). Significance Tests and Goodness of Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88 (3), 588-606.
  • Bierhoff, H. W. (1987). Donor and Recipient: Social Development, Social Interaction and Evolutionary Processes.
  • European Journal of Social Psychology, 17 (1), 113-130.
  • Brown, M., Cudeck, R. (1993). Alternative Ways of Assessing Model Fit. Bollen, K. A., Long, J. S. (Ed.), Testing Structural Equation Models içinde (s. 136-162). Newbury: Sage.
  • Burks, D. J., Youll, L. K., Durtschi, J. P. (2012). The Empathy-Altruism Association and Its Relevance to Health Care Professions. Social Behavior and Personality, 40 (3), 395-400.
  • Çarkoğlu, A. (2006). Türkiye'de Bireysel Bağışlar ve Vakıf Uygulamalarında Eğilimler. D. Aydın, M. Çizakça, F. Gökşen (Ed.), Türkiye'de Hayırseverlik: Vatandaşlar, Vakıflar ve Sosyal Adalet içinde (s. 81-159). İstanbul: TÜSEV Yayınları.
  • Charities Aid Foundation (2014). World Giving Index: A Global View of Giving Trends. United Kingdom.
  • Chiang, K. P., Dholakia, R. R., Westin, S. (2005). e-Search: A Conceptual Framework of Online Consumer Behavior. Web Systems Design and Online Consumer Behavior, 1-18.
  • Choi N. H., Lee C. W., Hwang Y. Y. (2005) The Study of Influence Factors on External Information Search Effort in Online Shopping Malls. J Korean Academy Marketing Science, 15 (3), 93-116.
  • Chung, H., Zhao, X. (2004). Effects of Perceived Interactivity on Web Site Preference and Memory: Role of Personal Motivation. Journal of Computer-Mediated Communication, 10 (1).
  • Collett, J. L., Morrissey, C. A. (2007). The Social Psychology of Generosity: The State of Current Interdisciplinary Research. https://generosityresearch.nd.edu/assets/17634/social_psychology_of_generosity_final.pdf.
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13 (3), 319-340 Davis, M. H. (1983). Measuring Individual Differences in Empathy: Evidence for a Multidimensional Approach.
  • Journal of Personality and Social Psychology, 44 (1), 113-126.
  • Dongyoung, S., Cunhyeong, C., Byung-Kwan, L. (2007). The Moderating Effects of Expectation on the Patterns of the Interactivity-Attitude Relationship. Journal of Advertising, 36 (3), 109-119. Drollinger, T. (1997). A Multidisciplinary Model of Monetary Donations to Charitable Organizations.
  • (Yayımlanmamış doktora tezi). Purdue Üniversitesi.
  • Drollinger, T. (2010). A Theoretical Examination of Giving and Volunteering Utilizing Research Exchange Theory. Journal of Nonprofit & Public Sector Marketing, 22 (1), 55-66.
  • Eisenberg, N., Miller, P. A. (1987). The Relation of Empathy to Prosocial and Related Behaviors. Pshychological Bulletin, 101 (1), 91-119.
  • Esteban-Millat, I., Martínez-López, F. J., Luna, D., Rodríguez-Ardura, I. (2014). The Concept of Flow in Online Consumer Behavior. Handbook of Strategic e-Business Management içinde (s. 371-402). Berlin Heidelberg: Springer.
  • Fornell, C., L arcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
  • Gefen, D. (2000). E-commerce: The Role of Familiarity and Trust. Omega, 28 (6), 725-737.
  • Gefen, D., Karahanna, E., Straub, D. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27 (1), 51-90.
  • Gefen, D., Straub, D. W., Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4 (7), 1-70.
  • Giving USA (2015). Annual Report on Philanthrophy fort the Year 2014. Lily Family School of Philanthrophy, Indianapolis, USA.
  • Grace, D., Griffin, D. (2006). Exploring Conspicuousness in the Context of Donation Behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 11 (2), 147-154.
  • Grace, D., Griffin, D. (2009). Conspicuous Donation Behaviour: Scale Development and Validation. Journal of Consumer Behaviour, 8 (1), 14-25.
  • Green, C. L., Webb, D. J. (1997). Factors Influencing Monetary Donations to Charitable Organizations. Journal of Nonprofit & Public Sector Marketing, 5 (3), 19-40.
  • Grobman, G. M. (2000). E-shopping for charity - Where do you fit in? International Journal of Nonprofit and Voluntary Sector Marketing, 5 (2), 174-178.
  • Hu, L., Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes ın Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling 6 (1), 1-55.
  • Huang, P., Lurie, N. H., Mitra, S. (2009). Searching for Experience on The Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods. Journal of Marketing, 73 (2), 55-69.
  • Kim, J. B. (2012). An Empirical Study on Consumer First Purchase Intention in Online Shopping: Integrating Initial Trust and TAM. Electronic Commerce Research, 12 (2), 125-150.
  • Klein, L. R. (1998). Evaluating The Potential of Interactive Media Through a New Lens: Search Versus Experience Goods. Journal of Business Research, 41 (3), 195-203.
  • Klein, L. R., Ford, G. T. (2003). Consumer Search for Information in The Digital Age: An Empirical St udy of Prepurchase Search for Automobiles. Journal of Interactive Marketing, 17 (3), 29-49.
  • Kotler, P., Armstrong, G. (1996). Principles of Marketing (7. Baskı). Englewood Cliffs, NJ: Prentice-Hall.
  • Kotler, P., Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33 (1), 10-15.
  • Kotler, P., Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, 35 (3), 3-12.
  • Kottasz, R. (2004). Differences in the Donor Behavior Characteristics of Young Affluent Males and Females : Empirical Evidence from Britain. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 15 (2), 181-203.
  • Lee, L., Piliavin, J. A., Call, V. R.A. (1999). Giving Time, Money, and Blood: Similarities and Differences. Social Psychology Quarterly, 62 (3), 276-290.
  • Lee, S., Winterich, K. P., Ross, W. T. (2014). I'm Moral, But I Won't Help You: The Distinct Roles of Empathy and Justice in Donations, Journal of Consumer Research, 41 (3), 678-696.
  • Liu, C., Marchewka, J. T., Lu, J., Yu, C. S. (2005). Beyond Concern-A Privacy-Trust-Behavioral Intention Model of Electronic Commerce. Information & Management, 42 (2), 289-304.
  • Lynch Jr, J. G., Ariely, D. (2000). Wine online: Search costs affect competition on price, quality, and distribution. Marketing science, 19(1), 83-103.
  • MacKenzie, S. B., Podsakoff, P. M., Podsakoff, N. P. (2011). Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS quarterly, 35(2), 293-334.
  • McCloskey, D. W. (2006). The Importance of Ease of Use, Usefulness, and Trust to Online Consumers: An Examination of the Technology Acceptance Model with Older Consumers. Journal of Organizational and End User Computing, 18 (3), 47.
  • McMillan, S. J., Jang-Sun H. (2002). Measures of Perceived Interactivity: An Explosion of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising. 29 (3), 29-42.
  • Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.
  • Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with The Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
  • Peloza, J., Hassay, D. N. (2007). A Typology of Charity Support Behaviors: Toward a Holistic View of Helping.
  • Journal of Nonprofit & Public Sector Marketing, 17 (1/2), 135-151.
  • Piliavin, J. A. (2009). Altruism and Helping: The Evolution of a Field: The 2008 Cooley-Mead Presentation. Social Psychology Quarterly, 72 (3), 209-225.
  • Piliavin, J. A., Charng, H. W. (1990). Altruism: A Review of Recent Theory and Research? Annual Review of Sociology, 16, 27-65.
  • Porter, M. E. (2001). Strategy and The Internet. Harvard Business Review, Mart. Proença, J. F., Pereira I. V. (2008). Exploring the Consumption of Charity-Linked Products. International Review on Public and Nonprofit Marketing, 5 (1), 53-69.
  • Richins, M. L. (1994). Special Possessions and the Expression of Material Values. Journal of Consumer Research, 21 (3), 522-533.
  • Riegelsberger, J., Sasse, M. A., McCarthy, J. D. (2005). The Mechanics of Trust: A Framework for Research and Design. International Journal of Human Computer Studies, 62, 759-781.
  • Sargeant, A. (1999). Charitable Giving: Towards a Model of Donor Behaviour. Journal of Marketing Management, 15 (4), 215-238.
  • Sargeant, A., Ford, J. B., West, D. C. (2006). Perceptual Determinants of Nonprofit Giving Behavior. Journal of Business Research, 59 (2), 155-165.
  • Sargeant, A., Woodliffe, L. (2008). Individual Giving Behavior. Adrian Sargeant, Walter Wymer (Ed.), The Routledge Companion to Nonprofit Marketing içinde (s. 117-151). New York: Routledge. Fundraising. International Journal of Nonprofit and Voluntary Sector Marketing , 18 (2), 141-148.
  • Schlegelmilch, B. B., Diamantopoulos, A., Love, A. (1997). Characteristics Affecting Charitable Donations: Empirical Evidence from Britain. Journal of Marketing Practice: Applied Marketing Science, 3 (1), 14-28.
  • Sherry, J. F. (1983). Gift Giving in Anthropological Perspective. Journal of Consumer Research , 10 (2), 157-168.
  • Smith D. N., Sivakumar, K. (2004). Flow and Internet Shopping Behavior: A Conceptual Model and Research Propositions. Journal of Business Research, 57 (10), 1199-208.
  • Stevens, J. (1996). Applied Multivariate Statistics for The Social Sciences. New Jersey: Lawrence Erlbaum.
  • Tabachnick, B. G., Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson Education.
  • Tiltay, M. A. (2014). Bir Tüketici Davranışı Olarak Bireysel Bağış: Bağış Motivasyonlarının Doğrudan ve Dolaylı Bağış Üzerindeki Etkisi. (Yayınlanmamış doktora tezi). Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir.
  • Türkiye İstatistik Kurumu (2014). Hane Halkı Bilişim Teknolojileri Kullanım İstatistikleri. https://www.tuik.gov.tr.
  • Türkiye Üçüncü Sektör Vakfı (2011). Türkiye'de Sivil Toplum: Bir Dönüm Noktası Uluslararası Sivil Toplum Endeksi Projesi Türkiye Ülke Raporu II. İstanbul: TÜSEV Yayınları.
  • Verhaert, G. A., Van den Poel, D. (2011). Empathy as Added Value in Predicting Donation Behavior. Journal of Business Research, 64 (2), 1288-1295.
  • Vrechopoulos, A. P., O'Keefe, R. M., Doukidis, G. I., Siomkos, G. J. (2004). Virtual Store Layout: An Experimental Comparison in the Context of Grocery Retail. Journal of Retailing, 80 (1), 13-22
  • http://www.internetworldstats.com
  • http://www.lsvdukkan.com
  • http://www.red.org
Business and Management Studies: An International Journal-Cover
  • ISSN: 2148-2586
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2013
  • Yayıncı: ACC Publishing
Sayıdaki Diğer Makaleler

TÜRKİYE MOBİLYA SEKTÖRÜNE YÖNELİK ÖLÇEK VE İLİŞKİ ANALİZİ

A. Bahattin DALGAKIRAN, YÜCEL ÖZTÜRKOĞLU

TÜKETİM KÜLTÜRÜNÜN GELİŞİM SÜRECİ VE TELEVİZYON PROGRAMLARININ KİŞİLERİN TÜKETİM DAVRANIŞI ÜZERİNDEKİ ROLÜ: BİR ODAK GRUP ÇALIŞMASI

Hazan YILMAZ, Aslı Elif AYDIN

EMPIRICAL ANALYSIS OF CRISIS MANAGEMENT PRACTICES IN TOURISM ENTERPRISES IN TERMS OF ORGANIZATIONAL LEARNING

GÜLSEL ÇİFTCİ, DERMAN KÜÇÜKALTAN, SÜLEYMAN AHMET MENTEŞ

BORSA İSTANBUL'DAKİ TÜRK FUTBOL KULÜPLERİ WEB SİTELERİNİN İNGİLTERE'DEKİ RAKİPLERİYLE YATIRIMCI İLİŞKİLERİ AÇISINDAN ANALİZİ

FATİH TEMİZEL, Ulvi ÇOBAN

PERFORMANCE EVALUATION AND DISTRESS PREDICTION FOR EFFECTIVE RISK MANAGEMENT IN FINANCE SECTOR: AN INTEGRATED DECISION MAKING PROCEDURE

HASAN SELİM, ŞEBNEM YILMAZ BALAMAN

DOĞAL GAZ DAĞITIM SEKTÖRÜ MÜŞTERİ MEMNUNİYETİ DİNAMİKLERİNİN BELİRLENMESİ

NACİYE GÜLİZ UĞUR, Merve TÜRKMEN BARUTÇU, Emre UĞUR

POLİTİK PAZARLAMA ARACI OLARAK SEÇMENLERİN POLİTİK GÜVEN ALGILARININ İNCELENMESİ ÜZERİNE BİR SAHA ARAŞTIRMASI

AHMET TAN

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

Muhammet Ali TİLTAY, BEHÇET YALIN ÖZKARA

ANALİZİANALYSIS OF THE RESEARCH AND DEVELOPMENT EFFICIENCIES OF EUROPEAN UNION COUNTRIES

YELİZ EKİNCİ, MELİS ALMULA KARADAYI

HASTA DANIŞMANLARININ ÖRGÜTSEL DESTEKVE ÖRGÜTSEL SİNİZM DÜZEYLERİNİN İNCELENMESİ

ABDULLAH SOYSAL, FEDAYİ YAĞAR, PINAR ÖKE