Online Alışverişte Müşterilerin Tekrar Satın Alma Niyetlerinin Öncülleri: Hizmet Kalitesi, İmaj, Algılanan Değer ve Müşteri Tatmininin, Tekrar Satın Alma Niyeti Üzerindeki Etkisi

Müşterilerin bir ürünü satın almasına etki eden unsurlar satın alma öncülleri olarak adlandırılmaktadır. Markalar için bir müşterinin bir ürünü satın alma sebebini anlamak hayati önemdedir. E-ticaret günümüzde önemli bir ivme kazanmıştır. Özellikle Covid-19 vakasının tüm dünyayı sarmasıyla da daha da kullanılır hale gelmiştir. Artık tüketiciler temassız teslimat özelliği, kapıya kadar getirmesi gibi özellikleri sayesinde, kalabalık ortama girmemek için e- ticaretten alışverişe daha fazla yönelim göstermektedirler. E-ticaret sadece modern bir ticaret faaliyeti değil, aynı zamanda kritik bir pazarlama iletişimi aracıdır. Eldeki çalışma ile de e-ticaret sitelerinden alışverişte müşterileri satın alma davranışına iten nedenler olarak görülebilecek olan “tekrar satın alma öncülleri” belirlenmeye çalışılmıştır. Bu amaç doğrultusunda, 456 kişiye anket formu elektronik ortamda uygulanmıştır. Anket yöntemi ile toplanılan verilerin güvenilirlik ve geçerlilik analizi gerçekleştirilerek, çalışmanın modeli AMOS 23.0’da doğrulayıcı faktör analizi ve yol analizi yöntemiyle test edilmiştir. Araştırma bulgularına göre hizmet kalitesi, algılanan değer ve tatminin online alışverişte tekrar satın alma niyeti üzerinde etkili olduğu; ancak online alışveriş sitesinin imajının, alışveriş sitesinden tekrar satın alma niyeti üzerinde doğrudan bir etkisinin olmadığı görülmüştür.

The Antecedents of Customers' Repurchase Intentions in Online Shopping: The Effect of Service Quality, Image, Perceived Value and Customer Satisfaction on the Repurchase Intention

The factors that affect the customers' purchase of a product are called purchasing predecessors. Understanding why a customer purchases a product is vital for brands. E-commerce has gained significant momentum today. It has become even more used, especially as the Covid-19 case spread all over the world. Now, consumers have turned more towards shopping from e-commerce in order not to enter a crowded environment, thanks to its features such as contactless delivery and bringing it to the door. E-commerce is not only a modern business activity, but also a critical marketing communication tool. With the study in hand, it has been tried to determine the “antecedents of repurchase” that can be seen as the reasons that push customers to buy behavior when shopping from e-commerce sites. For this purpose, a questionnaire form was applied to 456 people electronically. The reliability and validity analysis of the data collected by the survey method was performed, and the model of the study was tested in AMOS 23.0 with confirmatory factor analysis and path analysis method. According to the research findings, it was found that service quality, value and satisfaction have an effect on re-purchase intention in online shopping; however, image has been observed that it has no direct effect on repeat purchasing intention from the shopping site.

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