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İnternet ve Tuğla-Harç Mağazalarına İlişkin Müşteri Düşünceleri ve Değişen Müşteri Davranışları

Consumers Attitudes towards Internet and Brick and Mortar Store Channels Switching Behavior

Journal Name:

  • Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Dergisi

Publication Year:

  • 2014

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The purpose of this study is to examine the role of consumers’ behavioral attitude and intention toward channel switching behavior in regards to Internet and brick and mortar store channels in Malaysia. The survey instrument administered to the Malaysian consumers from regions of Klang Valley and Penang. A total of 497 completed surveys were obtained. Partial least squares (PLS) based structural equation modeling (SEM) technique was used to analyze data. A total of 497 completed surveys were obtained. Findings showed that compatibility and complexity were significant in predicting attitude in regard to switching channel from Internet to brick and mortar store. Relative advantage and compatibility were relevant in predicting attitude in brick and mortar store channel. Attitude also significantly affected channel switching intention regarding to both channels. Our findings reveal that gender and intention significantly affect channel switching behavior.
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Abstract (Original Language): 
Bu çalışma Malezya’da internette faaliyet gösteren tuğla harç mağazalarına ilişkin müşteri düşüncelerini ve müşterilerin değişen kanal eğilimlerini analiz etmeyi amaçlamaktadır. Çalışmaya ilişkin veriler Klang Vadisi ve Penang Bölgesi’nde 497 kişinin katılımıyla gerçekleştirilen anketlerin neticesinde elde edilmiştir. Çalışmada yapısal bağlamda PLS Modeli ve data analizi bağlamında ise SEM Modeli kullanılmıştır. Yapılan 497 anketin neticesinde, çalışmanın verileri, uygunluk ve zorluk bağlamında internetten tuğla ve harç mağazalara doğru değişen bir eğilim olduğunu göstermiştir. Bulgular benzer şekilde cinsiyet ve niyetin de müşterilerin kanal değiştirmesinde etkin unsurlar olduğunu ortaya koymuştur.
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  • 2
137
166
  • Turkish

JEL Codes:

REFERENCES

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