The Affect of Viral Marketing Factors on Impulse Purchasing Behavior within the Scope of International Electronic Commerce Applications

In the new economy process, rapid progress in the field of information technologies adds a new dimension to global competition, and enables businesses to better understand and meet consumer needs using computers and the Internet. Today, one of the electronic marketing tools used in international marketing is viralmarketing. Viral is one of the most important ways of spreading the online promotion campaigns and brand to the masses. Viral methods which are applied to create awareness for reasonable costs and especially to increase the ratio of shoppers to total traffic among visitors to the E-commerce site, i.e., conversion rates, are one of the most attractive online marketing practices. Viral marketing is therefore an important part of the strategic planning of international electronic commerce companies in particular. This study was conducted to investigate the impact of viral marketing on the impulse (instant) purchasing behavior of customers of international companies engaged in e-commerce in the electronics industry. The purpose of this study is to examine whether informativeness, entertainment, irritation (annoyance), and source credibility, which are online viral marketing factors, influence impulse consumer purchasing behavior. Within the scope of the study, a quantitative research was conducted on the students of Istanbul Aydin University, and data was collected from 226 students through a structured questionnaire. The variables of the research were analyzed using SPSS statistical analysis program. Firstly, frequency distributions related to demographic data were presented. Then Means and Standard Deviations were found with respect to the variables. And then, the Cronbach's Alpha reliability test, Multicollinearity by utilizing Variance Inflation Factor (VIF), Simple Regression Analysis, and Analysis of Variance (ANOVA) were carried out. Pursuant to the findings of the study, the majority of the respondents are Turkish and foreign students with a master's and bachelor's degree. Findings show that there is a positive and meaningful relationship between informativeness and impulse purchasing behavior; between entertainment and impulse purchasing behavior; and between source credibility and impulse purchasing behavior. In addition, current research reveals that there is no positive relationship between irritation and consumer impulse purchasing behavior. According to these results, it is important for electronics companies engaged in electronic commerce on the international platform to send informative, entertaining and non-irritating viral messages to the customer and to gain corporate reputation.

Uluslararası Elektronik Ticaret Uygulamaları Kapsamında Viral Pazarlama Faktörlerinin Dürtüsel Satın Alma Davranışı Üzerine Etkisi

Yeni ekonomi sürecinde, bilişim teknolojileri alanında hızla kaydedilen gelişmeler küresel rekabete yeni bir boyut kazandırmakta ve işletmelerin bilgisayar ve internet kullanarak tüketici ihtiyaçlarını daha iyi anlamalarını ve karşılamalarını sağlamaktadır. Günümüzde, uluslararası pazarlamada kullanılan elektronik pazarlama araçlarından biri de viral pazarlamadır. Viral, çevrimiçi tanıtım kampanyalarını ve markayı kitlelere yaymanın en önemli yollarından biridir. Makul maliyetler konusunda farkındalık yaratmak ve özellikle de E-ticaret sitesi ziyaretçileri arasında alışveriş yapanların toplam trafiğe oranını, yani dönüşüm oranını artırmak için uygulanan viral yöntemler, en cazip çevrimiçi pazarlama uygulamalarından biridir. Bu nedenle viral pazarlama, özellikle uluslararası elektronik ticaret şirketlerinin stratejik planlamasının önemli bir parçasıdır. Bu çalışma viral pazarlamanın, elektronik endüstrisindeki e-ticaret yapan uluslararası şirketlerin müşterilerinin dürtüsel (anlık) satın alma davranışı üzerindeki etkisini araştırmak üzere gerçekleştirilmiştir. Çalışmanın amacı, çevrimiçi viral pazarlama faktörleri olan bilgilendirebilirlik, eğlence, iritasyon (rahatsız etme) ve kaynak güvenilirliğinin dürtüsel tüketici satın alma davranışını etkileyip etkilemediğinin incelenmesidir. Çalışma kapsamında İstanbul Aydın Üniversitesi öğrencileri üzerinde nicel bir araştırma gerçekleştirilerek, yapılandırılmış bir anket aracılığıyla 226 öğrenciden veriler toplanmıştır. Araştırmanın değişkenleri SPSS istatistiksel analiz programı kullanılarak analiz edilmiştir. Öncelikle, demografik verilere ilişkin frekans dağılımları ortaya konmuştur.Ardından değişkenlerin Ortalama ve Standart Sapmaları bulunmuştur. Daha sonra ise Cronbach's Alpha güvenilirlik testi, Varyans Artış Faktöründen (VIF) yararlanarak Çoklu Doğrusallık, Basit Regresyon Analizi ve Varyans Analizi (ANOVA) yapılmıştır. Araştırmanın bulgularına göre,katılımcıların çoğu yüksek lisans ve lisans derecesine sahip Türk ve yabancı öğrencilerden oluşmaktadır. Bulgular, bilgilendirebilirlik ve dürtüsel satın alma davranışı arasında; eğlence ve dürtüsel satın alma davranışı arasındave kaynak güvenilirliği ve dürtüsel satın alma davranışı arasında pozitif ve anlamlı bir ilişki olduğunu göstermektedir. Araştırma ayrıca, iritasyon ile tüketici dürtüsel satın alma davranışı arasında pozitif bir ilişki olmadığını ortaya koymaktadır. Bu sonuçlara göre, uluslararası platformda elektronik ticaret yapan elektronik işletmeleri için müşteriye bilgilendirici, eğlenceli ve irite etmeyen viral mesajların gönderilmesi ve kurumsal itibarın kazanılması önem arz etmektedir.

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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