BİR PAZARLAMA DEĞERİ OLARAK GÜVEN VE TÜKETİCİLERİN ELEKTRONİK PAZARLARA YÖNELİK GÜVEN TUTUMLARI

Dünyadaki internet kullanıcılarının oranı 2005 yılı itibariyle dünya nüfusunun % 15’i olup, hızla artmaya devam etmektedir. İnternet tüketicilerin günün herhangi bir saatinde ve dünyanın herhangi bir yerindeki ürün ve hizmeti satın almasını olanaklı kılmakta, mesafe ve zaman engelini ortadan kaldırmakta veya aşındırmaktadır. E-pazarlarda, tüketicilerle uzun dönemli ve başarılı ilişkiler geliştirme ve korumanın temel yolu güven inşa etmektir. Güven tutumları, tüketicilerin elektronik pazarlara yönelik gelecekteki davranışları ve bağlılıklarını geniş ölçüde etkileyecektir. Bu çalışmada, Zonguldak’ta yaşayan tüketicilerin örnek elektronik pazarlara ve pazarlama uygulamalarına yönelik güven tutumları incelenmiştir. Sonuç olarak, tüketicilerin elektronik pazarlarda bulunmak ve dolaşmaktan hoşlandıkları, fakat kredi kartı bilgilerinin verilmesi gibi yüksek risk algıladıkları işlemleri yapmak konusunda olumsuz tutuma sahip oldukları tespit edilmiştir.

Anahtar Kelimeler:

Elektronik Pazarlar, Güven, Tutum

TRUST AS A MARKETING VALUE AND TRUST ATTITUDES OF THE CONSUM- ERS TOWARDS ELECTRONIC MARKETS

The ratio of worldwide internet users was 15% as of 2005 and has been increasing. Internet makes possible to shop at any time of the day from any part of the world overcoming the constraints set by geographical location and time differences. In e-markets, in order to create successful and long-term relationships with consumers, a well-build trust is required. Trust will largely affect the loyalty and attitudes of the consumers in e-markets.In this study, trust attitudes of the consumers sample , who live in Zonguldak, towards e-markets is analyzed. We found that although consumers enjoy surfing in the internet, they are reluctant in making transactions perceived as highly risky such as providing their credit card information

Keywords:

Electronic Markets, Trust, Attitude,

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