E-ticaret sitelerinde müşteri deneyiminin, tekrar ziyaret niyeti ve satın alma niyeti ile ilişkisinin incelenmesi: amazon.com.tr sitesi örneğinde bir uygulama
Küçük Resim Yok
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmada e-ticaret sitelerinde müşteri deneyiminin, tekrar ziyaret niyeti ve satın alma niyeti ile ilişkisinin amazon.com.tr sitesi örneğinde incelenmesi amaçlanmıştır. Bunun yanında müşteri deneyimi, tekrar ziyaret niyeti ve satın alma niyetinin demografik özelliklere göre farklılık gösterip göstermediği de incelenmiştir. Araştırma kapsamında veri toplamak maksadıyla hazırlanan anket formu internet üzerinden paylaşılmıştır. Ankete cevap veren toplam 358 katılımcıdan elde edilen veriler ile t-testi, ANOVA testi ve regresyon analizleri yapılmıştır. Analizler sonucunda satın alma niyetinin gelir durumuna göre anlamlı farklılık gösterdiği bulunmuştur. Bunun yanında müşteri deneyiminin satın alma niyeti ve tekrar ziyaret niyeti üzerinde, ayrıca satın alma niyetinin tekrar ziyaret niyeti üzerinde anlamlı etkilerinin olduğu tespit edilmiştir.
In this study, it is aimed to examine the relationship between customer experience and re-visit intention, and purchase intention in e-commerce sites in the example of amazon.com.tr. In addition, it was examined whether the customer experience, re-visit intention and purchase intention differ according to demographic characteristics. The questionnaire form prepared to collect data within the scope of the research was shared on the internet. T-test, ANOVA test and regression analysis were performed with the data obtained from 358 participants who answered the questionnaire. As a result of the analysis, it was found that the purchase intention significantly differs according to the income level. In addition, it has been determined that customer experience has significant effects on purchase intention and re-visit intention, as well as purchase intention on re-visit intention.
In this study, it is aimed to examine the relationship between customer experience and re-visit intention, and purchase intention in e-commerce sites in the example of amazon.com.tr. In addition, it was examined whether the customer experience, re-visit intention and purchase intention differ according to demographic characteristics. The questionnaire form prepared to collect data within the scope of the research was shared on the internet. T-test, ANOVA test and regression analysis were performed with the data obtained from 358 participants who answered the questionnaire. As a result of the analysis, it was found that the purchase intention significantly differs according to the income level. In addition, it has been determined that customer experience has significant effects on purchase intention and re-visit intention, as well as purchase intention on re-visit intention.
Açıklama
Sosyal Bilimler Enstitüsü, Dijital Ekonomi ve Pazarlama Ana Bilim Dalı
Anahtar Kelimeler
Ekonomi, Economics
