Ahmet KUBAŞ, Rasim YILMAZ, Aytaç GÜT, Sevi BALOĞLU

159135

Tekirdağ İlinde Bulunan Tüketicilerin İnternet Üzerinden Satınalma Yaklaşımlarının Analizi

İnternetin global bir iletişim aracı haline gelmesi ve firmaların sanal mağazaların avantajlarını benimsemesiyle birlikte elektronik ticaret gün geçtikçe daha da önem kazanmaya başlamıştır. Çevrimiçi alışveriş, firmalara olduğu kadar tüketicilere de bazı avantajlar sunmaktadır. İnternetten satın almada tüketiciler için en önemli avantajlar zaman ve mekan sınırlamalarının olmamasıdır. Elektronik ticaret hacmi artmasına karşın, tüketicilerin internetten satın almayı benimseme oranı beklenilenden daha düşüktür. Bu noktada, tüketicilerin internetten satın alma niyetini etkileyen faktörlerin belirlenmesi için konunun daha derinden incelenmesine ihtiyaç vardır. Bu araştırmada, tüketicilerin internetten satın almaya karşı tutumları ve internetten satın almalarını etkileyen unsurlar analiz edilmiştir. Araştırma kapsamında Tekirdağ ilinde yaşayan ve daha önce internetten alışveriş yapan tüketiciler incelenmiştir. Araştırma kapsamında Tekirdağ ilindeki tüketicilerin internetten satın alma niyetini etkileyen iki unsur bulunduğu saptanmıştır. Bunlar kullanışlılık ve kolaylık ile algılanan eğlencedir. Ayrıca algılanan eğlence ile kullanışlılık ve kolaylığın birbirini doğrudan ve pozitif olarak etkilediği de araştırma bulguları arasındadır.
Anahtar Kelimeler:

e-ticaret, çevrimiçi satın alma, Tekirdağ, satınalma davranışı

Analsis of Consumers’ Who Have Been Located in Tekirdağ, Intention To Purchase from Internet

Since internet becomes a global communication medium and firms has realized the advantages of online shops, electronic commerce has been gaining more importance day by day. Online shopping provides several advantages to consumers as well as to firms. Absence of time and place limitations are most important advantages for customers in terms of purchasing from internet. In spite of electronic commerce volume increases, the rate of customers’ adoption of purchasing from internet is less than expected. Therefore, there is a need for deeply examination of customers’ intention to purchase from internet. İn this study, customers’ purchase from internet attitudes and factors affects customers’ purchase from internet are analyzed. Within the scope of the research, customers who not only live in Tekirdağ but also has shop online are analyzed. Within the scope of the research, it has been found that there are two factors affecting intention to purchase from internet of customers in the province of Tekirdağ. These factors are “perceived usefulness and easiness” and “perceived enjoyment”. Moreover, it has been found that these two factors affect each other directly and positively.
Keywords:

e-commerce, online purchasing; Tekirdağ, purchasing behavior,

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Sosyal Bilimler Araştırma Dergisi-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Yayıncı: Denta Florya ADSM Limited Company
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