The Role of Marketing Mix Elements In Online Purchase Intention

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dc.contributor.authorÇınar, Dilaysu
dc.contributor.authorAltunay, Serkan
dc.date.accessioned2025-03-09T10:57:43Z
dc.date.available2025-03-09T10:57:43Z
dc.date.issued2024
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractThe main purpose of this study is to examine the effects of digital marketing mix elements on consumers’ online purchasing intention. In addition, the study examined whether online purchasing intentions vary according to the demographic characteristics of the participants. This study was conducted in Istanbul, Türkiye, and the population of the research consists of consumers who are 18 years of age and older and who have done or are doing online shopping at least once in a certain period of their lives. The convenience sampling technique was used in the research. The data for the research was obtained through a survey administered to 404 participants. The data from the study were analyzed using SPSS 26.0 and AMOS 24 programs. As a result of the research, it was revealed that physical evidence, process, product, promotion and human mix elements positively affect online purchasing intention. © 2024, Ebru Bagci. All rights reserved.
dc.identifier.endpage50
dc.identifier.issn2791-9099
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85200987701
dc.identifier.scopusqualityN/A
dc.identifier.startpage34
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4969
dc.identifier.volume4
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEbru Bagci
dc.relation.ispartofRomaya Journal: Researches on Multidisciplinary Approaches
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250310
dc.subjectDigital marketing mix
dc.subjectonline consumer behavior
dc.subjectonline purchase intention
dc.titleThe Role of Marketing Mix Elements In Online Purchase Intention
dc.title.alternativeOnline Satin Alma Niyetinde Pazarlama Karması Unsurlarının Rolü
dc.typeArticle

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