Çevrimiçi mağaza atmosferinin tüketici satın alma niyeti üzerine etkisi

Çevrimiçi mağaza atmosferi, site tasarımında kullanılan elemanların belirli bir müşteri çıktısı elde etmek için bilinçli olarak bir araya getirilmesi olarak ifade edilir. Mağaza atmosferi elemanları müşterinin satın alma kararını doğrudan etkileyebilir, müşteriyi hedonik yönden tatmin ederek siteye yönelik olumlu niyetler oluşturmasını sağlayabilir. E-perakendeci açısından rekabet avantajı elde etmek, müşteriyi sitede tutmak ve müşterinin siteye yönelik nihai kararını şekillendirebilmekte atmosfer önemli bir pazarlama elemanıdır. Bu çalışmanın amacı, düşük görev ilgili çevrimiçi atmosfer elemanlarından ürün dışı resimler, üye ortaklar, site ödülleri ve güvenlik rozetlerinin müşterinin siteye yönelik yakınlaşma niyetinin oluşmasındaki etkisini incelemektir. E-perakende simülasyonu oluşturularak tamamlanan deneysel araştırmadan elde edilen veriler SPSS 25.0 paket programında çoklu regresyon analizi uygulanarak değerlendirilmiştir. Analiz sonucunda üye ortaklar ve ürün dışı resimler atmosfer elemanlarının bireyin nihai kararını şekillendirmesinde bir etkisinin olmadığı bulunmuştur. Bununla birlikte site ödülleri ve güvenlik rozetlerinin memnuniyet ve harekete geçmeyi pozitif yönde etkilediği ve yakınlaşma niyetinin memnuniyet ve harekete geçmeden olumlu yönde etkilendiği bulunmuştur.

The effect of online store atmosphere on consumers purchase intention

The online store atmosphere is expressed as the conscious combination of elements used in website design to achieve a certain customer output. Atmospherics can directly affect the customer's purchase decision, enable the customer to create positive intentions towards the website by satisfying the customer hedonically. Also, as an important marketing tool webstore Atmosphere elements help to gain competitive advantage and to keep the customer on the Website. The aim is to examine the effect of the low task relevant e-atmospherics, pictures other than merchandise, security badges, website awards and affiliations, to the customer's approach intention to the website. The data obtained from created e-retail simulation, was analyzed by multiple regression analysis. Results showed that the pictures other than merchandise and affiliations have no effect on approach intention of customers, website awards and security badges have positive impact on pleasure and arousal, and appraoch intentions have positively affected by pleasure and arousal.

Keywords:

Online Atmosphere, E-Retailing SOR Paradigm, Webmospher,

PDF

___

Arslan, B. (2016). Sanal mağaza atmosferi unsurlarının anlık satın almaya etkisi. Bitlis Eren Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(1), 117–136.

Babin, B. (1995). Consumer self-regulation in a retail environment. Journal of Retailing, 71(1), 47–70. https://doi.org/10.1016/0022-4359(95)90012-8

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376

Ballantine, P. W. (2005). Effects of interactivity and product information on consumer satisfaction in an online retail setting. International Journal of Retail & Distribution Management, 33(6), 461–471. https://doi.org/10.1108/09590550510600870

Breugelmans, E., & Campo, K. (2011). Effectiveness of in-store displays in a virtual store environment. Journal of Retailing, 87(1), 75–89. https://doi.org/10.1016/j.jretai.2010.09.003

Burns, A. C., & Bush, R. F. (2015). Pazarlama araştırması (F. Demirci Orel, Ed.; 7th ed.). Nobel Akademik Yayıncılık.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535. https://doi.org/10.1016/S0022-4359(01)00056-2

Churchill, G. A. A. (1992). Basic marketing research (2nd ed.). Dryden Press.

Cop, R., & Sezer, N. (2015). E-mağaza atmosferine tüketicinin bakışı ve bir araştırma. Sosyal Ekonomik Araştırmalar Dergisi, 15(30), 138–162. https://doi.org/10.30976/susead.302179

Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65–77. https://doi.org/10.1080/00913367.2001.10673646

Dailey, L. (2004). Navigational web atmospherics. Journal of Business Research, 57(7), 795–803. https://doi.org/10.1016/S0148-2963(02)00364-8

Donovan, R., & Rossiter, J. R. (1982). Store atmosphere an environmental psychology approach. Journal of Retailing, 58(1), 34–57.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148- 2963(99)00087-9

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139– 150. https://doi.org/10.1002/mar.10064

Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1). https://doi.org/10.1016/j.im.2005.01.002

Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Education.

Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018

Hsiao, M. H. (2009). Shopping mode choice: Physical store shopping versus e-shopping. Transportation Research Part E: Logistics and Transportation Review, 45(1), 86–95. https://doi.org/10.1016/j.tre.2008.06.002

Hunter, G. R., & Mukerji, G. B. (2011). The role of atmospherics in influencing consumer behaviour in the online environment. International Journal of Business and Social Science, 2(9).

Katawetawaraks, C., & Wang, C. L. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 1(2), 66–74. https://doi.org/10.14707/ajbr.110012

Kim, H., & Lennon, S. J. (2010). E‐atmosphere, emotional, cognitive, and behavioral responses. Journal of Fashion Marketing and Management: An International Journal, 14(3), 412–428. https://doi.org/10.1108/13612021011061861

Kim, J. H., & Lennon, S. (2012). Music and amount of information: Do they matter in an online apparel setting? The International Review of Retail, Distribution and Consumer Research, 22(1), 55–82. https://doi.org/10.1080/09593969.2011.634073

Koo, D. M., & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377–388. https://doi.org/10.1016/j.chb.2009.11.009

Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson Education Limited.

Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information & Management, 39(6), 431–444. https://doi.org/10.1016/S0378-7206(01)00129-X

Liu, K. P. A. C. L. C. (2000). Design quality of websites for electronic commerce: Fortune 1000 webmasters’ evaluations. Electronic Markets, 10(2), 120–129. https://doi.org/10.1080/10196780050138173

Lu, L., Chang, H., & Yu, S. (2013). Online shoppers’ perceptions of e‐retailers’ ethics, cultural orientation, and loyalty. Internet Research, 23(1), 47–68. https://doi.org/10.1108/10662241311295773

Lynch, J. G., & Ariely, D. (2000). Wine online: Search costs affect competition on price, quality, and distribution. Marketing Science, 19(1). https://doi.org/10.1287/mksc.19.1.83.15183

Manganari, E. E., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of Marketing, 43(9), 1140–1153. https://doi.org/10.1108/03090560910976401

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F. (2008). Effects of design factors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(4), 237–249. https://doi.org/10.1016/j.jretconser.2007.03.004

Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology and Marketing, 22(9), 695–719. https://doi.org/10.1002/mar.20080

Pelet, J. É., & Papadopoulou, P. (2012). The effect of colors of e-commerce websites on consumer mood, memorization and buying intention. European Journal of Information Systems, 21(4), 438–467. https://doi.org/10.1057/ejis.2012.17

Pereira, H. G., Salgueiro, M. de F., & Rita, P. (2016). Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism. Journal of Retailing and Consumer Services, 30, 279–291. https://doi.org/10.1016/j.jretconser.2016.01.003

Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457–465. https://doi.org/10.1016/S0378- 7206(01)00112-4

Richard, M. O. (2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632–1642. https://doi.org/10.1016/j.jbusres.2004.07.009

Siomkos, G., Vrechopoulos, A., & Manganari, E. (n.d.). Web-atmospheric effects on online consumer behavior: a review of literature. Proceedings of IADIS International Conference E-Commerce, Barcelona, Spain 9-11 December.

van der Heijden, H., & Verhagen, T. (2004). Online store image: Conceptual foundations and empirical measurement. Information & Management, 41(5), 609–617. https://doi.org/10.1016/j.im.2003.07.001

Vrechopoulos, A. P. (2010). Who controls store atmosphere customization in electronic retailing? International Journal of Retail and Distribution Management, 38(7), 518–537. https://doi.org/10.1108/09590551011052115

Wang, S., Beatty, S. E., & Foxx, W. (2004). Signaling the trustworthiness of small online retailers. Journal of Interactive Marketing, 18(1), 53–69. https://doi.org/10.1002/dir.10071

Wang, Y. J., Minor, M. S., & Wei, J. (2011). Aesthetics and the online shopping environment: Understanding consumer responses. Journal of Retailing, 87(1), 46–58. https://doi.org/10.1016/j.jretai.2010.09.002

Wu, W. Y., Lee, C. L., Fu, C. S., & Wang, H. C. (2013). How can online store layout design and atmosphere influence consumer shopping intention on a website? International Journal of Retail & Distribution Management, 42(1), 4–24. https://doi.org/10.1108/IJRDM-01-2013-0035