E-Perakende Başarı Faktörleri: Kaynaklar, Rekabetçilik ve Performans Arasındaki İlişkinin İncelenmesi Üzerine Bir Araştırma

21. yüzyılda perakendecilik ekonominin önemli bir parçasıdır. E-perakendeciler perakendeciliğin yenilikçi bir yönüdür. E-perakendeciler ile coğrafi sınırlar ortadan kaldırılabilir ve tüketicilere daha geniş bir hizmet yelpazesi sağlanabilir. Bu gelişmelere paralel olarak, e-perakende sektöründe rakiplerin sayısı artmakta ve sektör daha rekabetçi bir rekabet ortam haline gelmektedir. Güçlü olanın hayatta kalabileceği bu pazarda başarılı olmanın sırrı, geleneksel işletmelerden farklı şekilde iş yapış şekline gereksinimi olmasıdır. Maliyet yapılarının farklı olması ve tamamen teknoloji odaklı olması gibi nedenlerden dolayı e-perakendecilerin başarı faktörleri ayrı ayrı ele alınmalıdır. Bu çalışmada, e-perakendecilerin performansını etkileyen başarı faktörleri incelenmektedir. Araştırmada e-perakende performansı; örgütsel öğrenme, benzersizlik ve temel yeterliliklerle açıklanmıştır. Ayrıca internet pazarlamasına tüketici ilgisi ve rekabet yoğunluğu kontrol değişkenler olarak ele alınmaktadır. Araştırma modelinde, kaynaklar ile pazar gücü, pazar gücü ve performans arasında bir ilişki olduğu varsayılmaktadır. Araştırmanın verileri kolayda örneklem yoluyla seçilen üniversite öğrenci ve çalışanlarından çevrimiçi anket aracılığıyla toplanmıştır. Araştırma modeli yapısal eşitlik modellemesi ile test edilmiştir. Araştırma sonucunda örgütsel öğrenmenin ve temel yetkinliklerin pazar gücünü etkilediği tespit edilmiştir. Bu çalışmayla elde edilen özgün katkı e-perakendeciler için performansın belirleyicisinin sahip oldukları kaynaklar olduğunun gösterilmesidir. Araşttırmanın sınırlılıkları örneklemden dolayı geniş kitlelere genelleştirilememesidir. Ayrıca performans ölçümü için seçilen e-perakendecilerin premium fiyatlandırması kişisel tercihlere göre değişen öznel bir ifade olarak algılandığından objektif bir bulgu elde edilmesini güçleştirmiştir. Gelecekte yapılacak çalışmalarda e-perakendecilerin performansıyla ilgili fiyat tatminin kullanılmasıdır.

E-Tailer Success Factors: an Investigation of the Relationship Between Resources, Competitiveness and Performance

In the 21 century, retailing is an important part of the economy. E-tailers are an emerging innovativeaspect of retailing. With e-tailers, geographic boundaries are eliminated and a wider range of services can beprovided to consumers. Parallel to these developments, the number of competitors in the e-tailers sector isincreasing and the sector is in a more rigorous competitive environment. The secret to being successful in thismarket, where stronger can survive, is difference from traditional business at some point. The success factorsof e-tailers need to be handled separately for reasons such as cost structures being different and being totallytechnology-oriented. In this study, success factors that affect the performance of e-retailers are examined. Etailperformance in research; organizational learning is explained by inimatibility and core competencies. Inaddition, internet marketing involvement and competition intensity are considered as control variables. In theresearch model, it is assumed that there is a relationship between resources and market power, market powerand performance. The data of the research was collected through online questionnaire from the universitystudents and staff selected by easy sampling. The research model was tested with structural equation modeling.As a result of the research, it has been determined that organizational learning and basic competencies affectthe market power. The original contribution obtained with this study is to show that the determinants ofperformance for e-tailers are the resources they have. The limitations of the research are that it cannot begeneralized to large masses due to the sample. In addition, the premium pricing of e-tailers selected forperformance measurement made it difficult to obtain an objective finding, because it was perceived as asubjective expression that varies according to personal preferences. In future studies, it is recommended thatthe use of price satisfaction related to the performance of e-tailers.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ