TÜRK KULLANICILARIN ONLİNE ALIŞVERİŞLERİNE DEVAM ETME NİYETLERİNİN İNCELENMESİ: AMPİRİK BİR DEĞERLENDİRME

Online alışveriş, son birkaç on yıldır hem kurumsal hem de bireysel hayatımızda en önemli faaliyetlerden biri haline gelmiştir. Web sitelerini benimsemenin, daha da önemlisi sürekli kullanmanın sosyo-psikolojik, teknik ve bireysel öncüllerinin daha iyi anlaşılması, online alışveriş faaliyetlerinin finansal, organizasyonel, ekonomik ve teknik başarısı için kritik öneme sahiptir Bu çalışmada, bilişim sistemleri (BS) başarı modeli, BS devam modeli ve teknoloji kabul teorileri entegre edilerek Türk kullanıcıların online alışverişe ilişkin memnuniyetleri ve online alışverişi kullanmaya devam etme niyetlerini etkileyen faktörler araştırılmıştır. Online alışveriş kullanım devamlılığı, Türkiye'de gerçekleştirilen e-ticaret çalışmalarında geniş çapta araştırılmamıştır. Bu çalışma, yukarıda bahsedilen BS araştırma modellerini entegre bir şekilde ampirik olarak test ederek BS araştırma alanına katkıda bulunmaktadır. Çalışmanın ampirik modeli kısmi en küçük kareler yapısal eşitlik modellemesi tekniği kullanılarak test edilmiştir. Veriler, 313 online alışveriş kullanıcısından kolayda örnekleme tekniği kullanarak toplanmıştır. Araştırma sonuçları, algılanan kullanışlılık ve bilgi kalitesi değişkenlerinin kullanıcıların online alışveriş sitelerini kullanmaya devam etmeleri üzeri anlamlı ve güçlü etkileri olduğunu ortaya çıkarmıştır.

Anahtar Kelimeler:

Online alışverişin öncülleri, Kullanım devamlılığı, Yapısal eşitlik modellemesi

UNDERSTANDING ONLINE SHOPPING CONTINUANCE INTENTION OF TURKISH USERS: AN EMPIRICAL ASSESSMENT

Online shopping has become one of the most essential activities in our corporate as well as individual lives for the last couple of decades. Better understanding of socio-psychological, technical, and individual antecedents of adopting, more importantly continuously using websites have critical importance for the financial, organizational, economic, and technical success of online shopping activities. In this study, the factors affecting Turkish users’ satisfaction with online shopping and their intention to continue using online shopping have been investigated by integrating the information system success model (ISSM), information system continuance model (ISCM), and technology acceptance theories. Especially continuance intention of online shopping is not widely investigated construct among Turkish E-Commerce Studies. This study also contributes in Information Systems research domain by integrating and empirically testing variety of research frameworks mentioned above. The empirical model of this study has been tested by using the partial least squares structural equation modeling (PLS-SEM) technique. Data were collected using the convenience sampling technique from 313 online shopping users. The results revealed that perceived usefulness and information quality have significant and profound effects on users` continued use of online shopping websites.

Keywords:

Antecedents of online shopping behaviour, continuance of usage, structural equation modelling,

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