Tüketicileri E-alışverişe yönlendiren faktörleri belirlemeye yönelik bir pilot araştırma

İnternet, günümüzde yeni müşterilere ulaşmak, eski müşterilere daha yüksek katmadeğer sunmak vb. açılardan çok önemli bir kanal haline gelmiş bulunmaktadır. Öyle kibugün, internet kullanıcılarının neredeyse yarısı internet üzerinden alışverişfaaliyetlerinde bulunmaktadır. Ürün ve hizmet arzedenler açısından önemli bir iletişimve dağıtım kanalı haline gelen bu mecrayla alakalı olarak tüketiciler çok çeşitligörüşlere sahip bulunmaktadır. Bu çok çeşitli görüşler bazı ana başlıklar altındatoplanabilirse internet üzerinden ürün ve hizmet arzedenler ve tüketiciler açısından bazıfaydaların üretilmesi olanaklı görünmektedir. Bu çalışma ile Çukurova Bölgesiüniversitelerinden seçilen 165 kişilik bir örneklemden e-alışverişe yönelik verilertoplanmış ve analiz edilmiştir. Yapılan Faktör Analizi sonuçlarına göre e-alışverişitercih eden tüketicilerin görüşleri beş (5) ana başlık altında toplanabilmektedir:Alışveriş Rahatlığı, Web Sitesinin Fonksiyonelliği ve Güvenilirliği, E-MağazaAtmosferi, Reklam Aracılığı ile Erişim, E-alışveriş Sitesinin Tüketici Odaklı Olması.

A study for investigation of factors leading consumers to e-marketing

The Internet has now become a significant channel enabling access to new costumers aswell as offering higher values to previous costumers. It has become so important thatnowadays almost half the Internet users carry out their shopping over the Internet.Customers have various views concerning this channel, which, for the suppliers ofgoods and services, is a significant communication source and a channel of distribution.If the numerous uses of the Internet could be grouped under some major categories, itwould then become likely to offer far more benefits for consumers as well as those whomarket goods and services over the Internet. In this study, sample data (n=165) on e- shopping has been collected from the universities located in Çukurova region and thedata has been analyzed. Based on the findings from the factor analysis, the views ofconsumers who prefer e-shopping has been identified and it has been categorized underfive main headings: Shopping Comfort, Functionality and Reliability of Web Site, E- Store Atmosphere, Reaching via Advertisement, Customer Orientation of Web Site.

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