ONLINE ALIŞVERİŞÇİLER: ATALET VE MEMNUNİYETİN ONLINE ALIŞVERIŞ SADAKATİNE ETKİSİ

Amaç- Bilgi ve iletişim teknolojilerinde meydana gelen köklü değişikliklerin önemli bir yansıması olarak online alışveriş tüketicilerin günlük yaşamlarının, işletmelerin ise faaliyetlerinin vazgeçilmez bir parçası haline gelmiştir. Bu bağlamda çalışmanın amacı, online alışveriş yapan tüketicilerin sadakatinin, tüketici ataleti ve tüketici memnuniyetleri konseptleri ile açıklamaktır.Yöntem- Bu amaca ulaşmak için, çevrimiçi alışveriş tüketicilerinden yüz yüze anket yöntemiyle veriler toplanmıştır. Öngörülen hipotezlerin test edilmesi için; SPSS ve faktör ve çoklu regresyon analizi ile toplam 137 anket analiz edilmiştir.Bulgular- Sonuçlar hem müşterinin memnuniyeti hem de ataletinin çevrimiçi alışveriş sadakati üzerinde önemli bir etkiye sahip olduğunu ortaya koymuştur.Sonuç- Bu bağlamda çalışma kapsamında elde edilecek sonuçların, Türk online alışverişçilerin sadakatlerinde etkili olan unsurlara farklı bir bakış açısı sunacağı düşünülmektedir.

ONLINE SHOPPERS: EFFECTS OF INERTIA AND SATISFACTION ON ONLINE SHOPPING LOYALTY

Purpose- Online shopping, which is an important reflection of the fundamental changes that have taken place in information and communication technologies, has become an indispensable part of daily life of consumers and businesses. In this context, aim of this study is to evaluate the loyalty of online consumers with consumer inertia and consumer satisfaction concepts.Methodology- In order to achieve this goal, data were collected by using face to face survey method from online shopping consumers. A total of 137 questionnaires were analyzed through SPSS and factor and multiple regression analysis to test hypotheses.Findings- The results revealed that both customers’ satisfaction and inertia have a significant effect on online shopping loyalty.Conclusion- This study contributes to present a different perspective to the factors that influence the loyalty of Turkish online shoppers.

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