Web Sayfası Kullanım Kalitesi, Yeniden Satın Alma Niyeti ve Canlı Destek İlişkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma

Amaç – Bu çalışmada web sayfası kullanım kalitesi, canlı destek ve yeniden satın alma niyeti arasındaki ilişkinin tespit edilmesi amaçlanmaktadır. Yöntem – Araştırmanın amacı kapsamında interneti kullanan ve internetten alışveriş yapan 346 kişi üzerinde anket çalışması yürütülmüştür. Anketin doldurulması için basılı olarak birebir ve online dağıtım kanalları kullanılarak uygulama yapılmıştır. Elde edilen veriler SPSS paket programı ile analiz edilmiştir. Faktör analizi ve güvenirlilik analizi yapılmıştır. Değişkenler arasındaki ilişkilerin incelenmesinde korelasyon analizi; hipotezlerin test edilmesinde regresyon analizi yapılmıştır. Araştırma sonuçlarına göre bu kavramlar arasındaki ilişkiler incelenmiştir. Web sayfası kullanım kalitesi, canlı destek algılanan yarar ve yeniden satın alma niyeti arasındaki ilişki teorik bir model geliştirilerek test edilmiştir. Bulgular – Araştırma Sonuçlarına göre web sayfası kullanım kalitesi kullanım kolaylığı ve tepki süresi boyutları canlı destek algılanan yarar boyutunu pozitif yönde etkilemektedir. Web sayfası kullanım kalitesi verimlilik boyutu ile canlı destek algılanan yarar boyutu arasında olumlu bir ilişki bulunamamaktadır. Canlı destek algılanan yarar boyutu, yeniden satın alma niyeti boyutlarını pozitif yönde etkilemektedir. Web sayfası kullanım kalitesi boyutlarından kullanım kolaylığı boyutu dışındaki web sayfası kullanım kalitesi boyutları, yeniden satın alma niyeti boyutlarını olumlu olarak etkilemektedir. Tartışma – Online ortamda rekabetin giderek artması işletmelerin müşterilerin aklında farkındalık yaratacak çözümler aramalarına neden olmaktadır. Bu çalışma işletmelerin varlıklarını devam ettirmede en önemli unsur olan kar elde etmek için baş unsurlardan biri olan mevcut müşteriyi elde tutma ve yeniden satın alma niyetine etki etmek için online ortamda hangi unsurlara dikkat etmesi gerektiğini istatistiksel olarak doğrulayarak ortaya koymaktadır.

Web Page Quality, Intention of Re-purchasing and Live Support Relationship: A Researching on the Online Shopping Sites

Purpose – The purpose of this study is to determine the relationship between web page usage quality, live support and intention to repurchase. Design/methodology/approach – With the purpose of the study, 346 internet users who also shop online are surveyed. The questionnaire were distributed via both one-to-one interview in print questionnaires and online distribution channels. The obtained data were analyzed with SPSS package program. Factor analysis and reliability analysis were made. To examine relationships between variables, correlation analysis and to test hypotheses, regression analysis were performed. Based on the results of the research, relationships among these concepts were examined. The relationship between web page usage quality, live support perceived benefit and intention to repurchase were tested by developing a theoretical model. Findings – Results of the research show that the quality of web page usage, ease of use and reaction time positively affect the perceived benefit of live support. There is no positive relationship between the quality of web page use and the perceived benefit of live support. The perceived benefit dimension of live support affects positively the repurchase intention dimensions. Fields of web page use quality, except the easiness of web page use, positively affect the repurchase intentions. Discussion – Increasing competition in the online environment leads businesses to look for creative solutions that take awareness of their customers. This study statistically analyzes which elements businesses should pay attention in the online environment to keep the current customer and to influence their intention of repurchase, which is one of the main elements to make a profit, which is the most important factor for maintenance of businesses.

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