Elektronik ticaret sitelerinde değer ve hizmet algılarının müşteri sadakatine etkisi; tatmin ve güvenin aracılık rolü
Küçük Resim Yok
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küreselleşmenin ve teknolojikleşmenin etkisiyle 20.yüzyıl boyunca ticaret dinamikleri köklü değişimlere uğraşmıştır. Dünya savaşları sonrası küresel ticaretin artması uluslararası ticareti geliştirmiştir. Elektronik icatların artışıyla birlikte 20.yüzyılın sonu itibariyle elektronik ticaret kavramı ortaya çıkmıştır. Hane halkının dijitalleşmeye entegre olma ve teknolojik cihazların kullanım oranları yükseldikçe, elektronik ticareti tercih eden tüketici sayısı da her geçen yıl katlanarak artmaya başlamıştır. Neticesinde rekabetçi ortamda tüketici beklentilerini karşılamak daha önemli bir hal almıştır. Pazarlama literatüründe elektronik ticaret işletmeleri için tüketici beklentilerine yönelik modeller incelendiğinde hizmet kalitesinin ve değer algısı; elektronik tatmin ve elektronik güven aracılığıyla elektronik sadakati etkileyen faktörler olduğu sonucuna ulaşılmaktadır. Çalışmada Smart PLS ve SPSS programları kullanılarak, yapısal eşitlik analiz yöntemi uygulanmıştır. Sonuçlara göre; değer algısı e-tatmini ve e-tatmin aracılığıyla e-sadakati; hizmet kalitesi hem e-güveni, hem e-tatmini, hem de bu iki kavramın aracılık rolü ile e-sadakati anlamlı etkilemektedir. E-tatmin ve e-güven de e-sadakati anlamlı etkilemektedir.
With the effect of globalization and digitalization, trade dynamics have been undergoing radical changes throughout the 20th century. Increase in global trade after the world wars developed international trade and the concept of electronic commerce emerged with the increase of electronic inventions towards the end of the 20th century. As the rate of integration of households to digitalization and the usage rate of technological devices increases, the number of consumers who prefer electronic commerce has started to increase exponentially with each passing yea, thus the number of businesses operating in this market also increased, and in this competitive environment, meeting consumer expectations has become more important. After reviewing the marketing literature for the model regarding to meet consumer expectations for electronic commerce companies; service quality and value perception have been determined as factors affecting electronic loyalty through electronic satisfaction and electronic trust. Structural equation analysis method has been applied by using Smart PLS and SPSS programmes for the study. According to the results; value perception has a significant effect on e-satisfaction and e-loyalty through e-satisfaction; service quality has a significat effect on both e-satisfaction and e-trust and e-loyalty with mediations of e-satisfaction and e-trust. E-satisfaction and e-trust also has a significant effect on e-loyalty.
With the effect of globalization and digitalization, trade dynamics have been undergoing radical changes throughout the 20th century. Increase in global trade after the world wars developed international trade and the concept of electronic commerce emerged with the increase of electronic inventions towards the end of the 20th century. As the rate of integration of households to digitalization and the usage rate of technological devices increases, the number of consumers who prefer electronic commerce has started to increase exponentially with each passing yea, thus the number of businesses operating in this market also increased, and in this competitive environment, meeting consumer expectations has become more important. After reviewing the marketing literature for the model regarding to meet consumer expectations for electronic commerce companies; service quality and value perception have been determined as factors affecting electronic loyalty through electronic satisfaction and electronic trust. Structural equation analysis method has been applied by using Smart PLS and SPSS programmes for the study. According to the results; value perception has a significant effect on e-satisfaction and e-loyalty through e-satisfaction; service quality has a significat effect on both e-satisfaction and e-trust and e-loyalty with mediations of e-satisfaction and e-trust. E-satisfaction and e-trust also has a significant effect on e-loyalty.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
