Serkan SOYAK

Türk Müzisyenlerin Online Satın Alma Niyetleri Üzerine Ampirik Bir Araştırma: Mydukkan.com Örneği

E-ticaretin günümüzde en çok tercih edilen alışveriş yöntemlerinden biri olması, ağızdan ağıza iletişim, güven ve satın alma niyetinin online ortamdaki önemini her geçen gün artırmaktadır. Bu çalışma, kapsamlı bir literatür taramasına dayanarak oluşturulan kavramsal bir model yardımıyla online satın alma niyeti, güven ve elektronik ağızdan ağıza iletişim arasındaki ilişkileri Türk müzisyenlerden oluşan bir örneklem üzerinde incelemeyi amaçlamaktadır. Türkiye'de faaliyet gösteren müzik enstrümanı e-perakendecisi mydukkan.com'dan alışveriş yapmış 113 Türk müzisyenden online anket yöntemi ile veri toplanmıştır. Veriler SPSS AMOS 22 programı kullanılarak Yapısal Eşitlik Modellemesi yöntemiyle analiz edilmiştir. Sonuçlara göre araştırma modeli iyi uyum indekslerine sahip, güvenilir ve geçerli bir araştırma modeli olarak değerlendirilmiştir. Araştırmada, e-perakendeciye duyulan güvenin, online satın alma niyeti üzerinde olumlu ve anlamlı bir etkiye sahip olduğu; elektronik ağızdan ağıza iletişimin ise hem güven hem de online satın alma niyeti üzerinde önemli bir etkisinin bulunmadığı sonucuna ulaşılmıştır.

Anahtar Kelimeler:

e-ticaret, online alışveriş, güven, online satın alma niyeti, elektronik ağızdan ağıza iletişim, e-perakendecilik

An Empirical Research on Turkish Musicians' Intention to Purchase Online: The Case of Mydukkan.com

The fact that e-commerce is one of the most preferred shopping methods nowadays increases the importance of word of mouth, trust, and purchase intention in the online environment. This study aims to investigate the relationships between online purchase intention, trust, and electronic word of mouth (eWOM) by creating a conceptual model, with a sample of Turkish musicians in the online shopping context. Using the online survey method, data were collected from 113 Turkish musicians shopped on mydukkan.com which is an online musical instrument e-retailer operates in Turkey. The data were analyzed by Structural Equation Modeling on SPSS AMOS 22. According to the results, the research model was evaluated as a reliable and valid model with good fit indices. It was found that trust in the e-retailer has a positive effect on intention to purchase online; while eWOM has no significant effect on both trust and intention to purchase online.

Keywords:

e-commerce, online shopping, trust, intention to purchase online, electronic word of mouth, e-retailing,

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