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ONLİNE MÜŞTERİ DENEYİMİNİN GÜVENE ETKİSİ: ONLİNE ALIŞVERİŞ YAPAN TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

THE IMPACT OF ONLINE CUSTOMER EXPERIENCE ON TRUST: A RESEARCH ON CONSUMER SHOPPING ONLINE

Journal Name:

  • The Journal of Academic Social Science Studies

Publication Year:

  • 2014
DOI: 
http://dx.doi.org/10.9761/JASSS2481

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The advances in computer technology has greatly simplifies daily life. The internet has become an important tool to supply with the human needs that grows exponentially. In this way, many advantages has emerged in the way that people can shop whenever they want and be able to buy at more affordable price by disintermediating. But it is also observed that shoppers, who markets especially on the internet, have trust issues. These problems have been eliminated as a result of experience or give rise to larger prejudice. In this study, it has been investigated that whether the experience of online shoppers affects the trust or not. The target population of the study includes online shoppers that live in Erzurum and are at the age of 18 and over and in total, 460 questionnaires have been distributed by using convenience sampling method. The 440 questionnaires have been evaluated by eliminating the incomplete questionnaires. The data analysis have been performed by using SPSS 20.0 software package. As a result of the regression analysis it has been determined that the antecedents of the online customer experience for CES (interactive speed, telepresence, challenge, skill) have a significant and positive impact on cognitive-experiential state. Likewise, the antecedents of the online customer experience for AES (perceived control, aesthetics, perceived benefits) have a significant and positive impact on the affective-experiential state. In addition to this, cognitive-experiential state (flow) and affective-experiential state have significant and positive effects on trust (integrity, ability, benevolence). All research hypotheses have been accepted.
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Abstract (Original Language): 
Bilgisayar teknolojilerindeki gelişme, günlük hayatı büyük ölçüde kolaylaştırmıştır. İnternet, gereksinimleri katlanarak büyüyen insan ihtiyaçlarının karşılanmasında önemli bir aracı konumuna gelmiştir. Bu sayede insanların istedikleri her an alışveriş yapabilmeleri ve aracılar ortadan kalktığı için daha uygun maliyetle satın alım yapabilmeleri gibi birçok avantaj ortaya çıkmıştır. Fakat özellikle internet üzerinden alışveriş yapan bireylerin güven problemi yaşadığı da gözlemlenmektedir. Bu problemler yaşanan deneyimler sonucu ortadan kalkmakta ya da daha büyük bir önyargıya sebebiyet vermektedir. Bu çalışmada online alışveriş yapan bireylerin yaşadığı deneyimlerin güveni etkileyip etkilemediği araştırılmıştır. Erzurum ilinde yaşayan ve online alışveriş yapan 18 yaş ve üstü bireyler araştırmanın evrenini oluşturmakta olup, kolayda örnekleme yöntemi ile toplam 460 anket formu dağıtılmıştır. Eksik doldurulan anketlerin elenmesi sonucu toplam 440 anket değerlendirmeye alınmıştır. Verilerin analizi için SPSS 20.0 paket programından yararlanılmıştır. Yapılan regresyon analizi neticesinde, BDD için online müşteri deneyimi öncüllerinin (etkileşim hızı, televarlık, zorluk, beceri) bilişsel-deneyimsel durum üzerinde anlamlı ve pozitif etkiye sahip olduğu belirlenmiştir. Aynı şekilde, DDD için online müşteri deneyimi öncüllerinin (algılanan kontrol, estetik, algılanan fayda) duyuşsal-deneyimsel durum üzerinde anlamlı ve pozitif etkiye sahip olduğu belirlenmiştir. Ayrıca, bilişsel-deneyimsel durum (akış) ve duyuşsal-deneyimsel durumun güven (dürüstlük, yetenek, yardımseverlik) üzerinde anlamlı ve pozitif etkiye sahip olduğu sonucuna ulaşılmıştır. Araştırma kapsamında kurulan tüm hipotezler kabul edilmiştir.
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