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YENİLİĞE AÇIKLIK DEĞERLERİNİN İNTERNET ÜZERİNDEN ALIŞVERİŞ DAVRANIŞI ÜZERİNDEKİ ETKİSİ

The Effects of Openness to Change Values on Online Buying Behavior

Journal Name:

  • Yönetim ve Ekonomi Araştırmaları Dergisi

Publication Year:

  • 2007

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Predicting the type of consumer who is likely to show online buying behavior is very important for companys which would like to gain competitive advantage. The purpose of this research is to determine the relative impact of personal value priorities on attitude toward online shopping and actual behavior of online shopping (including both search and purchase). 352 university students have been attended to the study. Students have been divided into two groups according to their openness to change versus conservation value priorities. According to the study results, there is no significant difference between two groups according to their attitudes toward online shopping and searching products online. Consumers who emphasize openness to change value domains more than conservation value domains indicate more online buying behavior. Moreover, there is a positive relationship between attitude toward online shopping and the actual behavior of online shopping (including both search and purchase).
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Abstract (Original Language): 
Rekabetçi üstünlük kazanmak işletmeler için, internetten alışveriş yapan müşterilerin kişilik özelliklerinin belirlenmesi önemlidir. Bu çalışmanın amacı, müşterilerin kişisel değer önceliklerinin, internet üzerinden alışverişe karşı tutum ve internetten alışveriş davranışları üzerindeki etkisinin belirlenmesidir. 352 üniversite öğrencisi ile görgül bir çalışma yapılmıştır. Öğrenciler yeniliğe açıklık–muhafazacı yaklaşım değerlerine verdikleri önceliklere göre iki gruba ayrılmıştır. Araştırmanın sonuçlarına göre yeniliğe açıklık değerleri öncelikli olanlarla muhafazacı yaklaşım değerleri öncelikli olanların internete karşı tutumları ve internetten araştırma yapma davranışları arasında anlamlı bir farklılık bulunmamıştır. Ancak, yeniliğe açıklık değerleri öncelikli olanlar, muhafazacı yaklaşım değerleri öncelikli olanlardan daha fazla internet üzerinden alışveriş yapmaktadırlar. Ayrıca, internetten alışverişe karşı olumlu tutum arttıkça internetten araştırma yapma ve internet üzerinden alışveriş yapma davranışları artmaktadır.
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  • Turkish

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