Mehmet İsmail YAĞCI, Mohamad EL-HASSAN, Ümit DOĞRUL

Tüketicilerin Online Alışverişe Karşı Tutumlarını ve Online Alışveriş Yapma Niyetlerini Etkileyen Faktörler: Türkiye – Slovenya Karşılaştırması

İnternetin hava yolu işletmeleri açısından artan önemi online bilet almaya karşı tüketicilerin tutum ve niyetlerini etkileyen faktörleri ortaya çıkarmayı gerektirmektedir. Bu çalışmanın amacı, Türkiye ve Slovenya’daki tüketicilerin online uçak bileti satın almalarına karşı tutum ve niyetlerini etkileyen önemli faktörleri ortaya koymaktır. Araştırmada önce açıklayıcı faktör analizi ile online bilet alma davranışını etkileyen faktörler belirlenmiş daha sonra araştırma hipotezleri çoklu doğrusal regresyon analizi ile test edilmiştir. Analiz sonucunda; güvenlik ve alışveriş keyfi boyutlarının hem Slovenya’ da hem de Türkiye’ de online alış verişe karşı tutumu olumlu yönde etkilediği belirlenmiştir. Her iki ülkede de gizlilik ve zaman kazanma boyutları tutumu etkilememektedir. Ayrıca, güvenlik ve kullanım kolaylığı boyutlarının Slovenya’ da ve Türkiye’ de online alışveriş yapma niyetini olumlu yönde etkilediği ortaya çıkmıştır. Gizlilik boyutunun her iki ülkede de online alışveriş yapma niyetini etkilemediği belirlenmiştir. Zaman kazanma boyutunun Slovenya’ da, kullanım kolaylığı boyutunun ise Türkiye’ de online alışveriş yapma niyeti üzerinde olumlu etkisi olduğu ortaya konmuştur.

Anahtar Kelimeler:

Online alışveriş, Online Alışverişi Etkileyen Faktörler, Satın alma tutumu, Satın Alma Niyeti

The Factors that Influences the Attitudes of Consumers in Onlıne Shopping and Their Purchase Intention: Turkey – Slovenia Comparison

Internet airline companies should give importance for the increasing number of online flight ticket by trying to understand the online factors that influence on consumers attitudes and intentions. The purpose of this study is to show the important factors that has impact on consumer’s attitudes and intentions toward online purchasing of airline tickets in Turkey and Slovenia. Factor analysis test has been used, in order to expose the online factors that influence consumer attitude and intention. Then multiple linear regression analysis to test the research hypotheses. Findings of this study show that, enjoyment of shopping, and security and trust, are two common online factors, which have an influence on the attitudes of both Slovenian and Turkish. Privacy and saving time factors have neither an impact on the attitudes of Turkish online consumers nor an impact on the attitudes of Slovenian online consumers. On the other hand, security and trust, ease of use, are two common online factors, which have an influence on the intentions of Slovenian and Turkish. Whereas, results prove that no impact of the privacy of the website on both Turkish and Slovenian consumer’s intentions. While, saving time factor has an impact on the intentions of Slovenian, but it has not impact on Turkish intentions.

Keywords:

Factors affecting online shopping, Online shopping, purchase attitude, purchase intention,

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