Ayşen COŞKUN, Taşkın DİRSEHAN, Selen ÖZTÜRK

Fırsat sitelerinde tüketici e-sadakatini etkileyen faktörlerin belirlenmesi

Günlük indirimler ile farklı bir çok ürün ve hizmette fırsatlar sunan internet siteleri internet perakendeciliğinde ülkemizde de yükselen bir trend olmakta ve oldukça yaygınlaşmaktadır. Yüzlerce çeşit ürünü indirimli fiyatlarla üyelerine sunan bu e-ticaret siteleri, hem tüketicileri hem de bu sektörde yer almak isteyen tedarikçi ve perakendecileri cezbetmektedir. Bu çalışmanın amacı, fırsat sitelerine yönelik tüketici sadakati üzerinde etkili olan faktörlerin belirlenmesidir. Çalışma kapsamında tüketicilerin site özelliklerine yönelik değerlendirmeleri alınmış, fırsat sitelerine bağlılık (e-sadakat) üzerinde hangi kriterlerin daha etkili olduğu araştırılmıştır. Tüketicilerin fırsat sitelerine ilişkin değerlendirmeleri ile e-sadakat oluşturup oluşturmayacaklarına ilişkin anlamlı bir tahmin yapılıp yapılamaya- cağını öğrenmek amacıyla ayırma analizi uygulanmıştır. Araştırma sonuçları doğrultusunda, düşük e-sadakati olanlar ile yüksek e-sadakati olanları ayırmada en önemli unsurların, kişiselleştirme, seçenekler ve karakter boyutları olduğu saptanmıştır.

Analyzing dimensions determining e-loyalty towards daily deal sites

Daily deal sites that offer various kinds of good and services have become a rising trend in online retailing and widespread in Turkey. Both consumers and retailers/wholesalers are attracted with the concept of these sites which basically offer numerous deals to the members. The purpose of this study is to determine the factors of consumers e-loyalty on daily deal sites. During the research, the evaluations of consumers for daily deal sites were obtained and the factors which influence customers e-loyalty the most were investigated. Discriminant analysis was used to understand whether the consumersevaluations can be the predictor of consumers e-loyalty. The results of the study reveal that according to the discriminant function, the most important factors to distinguish consumers between two groups (low e-loyalty and high e-loyalty) are customization, choices and character of the web site.

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Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi-Cover

ISSN: 1306-6730
Yayın Aralığı: Yılda 3 Sayı
Başlangıç: 2006
Yayıncı: Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi