Effect of product portfolio on perceived value and brand loyalty of omni-channel users in B2C web sites
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Dosyalar
Tarih
2021
Yazarlar
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Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
ABSTRACT The purpose of this research is to examine the factors (product portfolio, perceived value, and brand loyalty) that affect the traditional and online shopping decisions of omnichannel users. This research was a descriptive cross-sectional study, in which quantitative data gathered with a five-point Likert scale were used. To analyze the collected data and test the hypotheses in theoretical model, Structural Equation Modeling which is a multivariable statistical technique was used. First, the scale reliability and validity of the questionnaires using the Likert type ordinal scales were determined, and then it was tested whether the hypotheses constituting the model were statistically significant. As a result of this research, the factors affecting the online shopping experience of omni-channel users were found to be statistically significant in the literature. These findings have been an informative study for make the retailers understand how to manage their omni-channel strategies regarding of their customers’ online perspectives. The scientific contribution of this study is the scientific verification of the relationship between the dimensions and the factors affecting the omni-channel customers in the literature. Keywords: Omni-channel, Product Portfolio, Perceived Value, Brand Loyalty, Ecommerce ÖZET Bu araştırmanın amacı bütüncül kanallı kullanıcıların fiziksel ve/veya internet sitesinden alışveriş kararlarını etkileyen faktörlerin (ürün portföyü, algınan değer ve marka sadakati) incelenmesidir. Bu araştırma tanımlayıcı kesitsel bir araştırma olup beşli Likert ölçeği ile toplanan nicel veriler kullanılmıştır. Toplanan veriler analiz edilerek, teorik olarak ortaya konulan modelin hipotezlerinin sınanmasında çok değişkenli istatistiksel bir teknik olan “Yapısal Eşitlik Modeli” kullanılmıştır. Öncelikle Likert tipi ordinal ölçeklerin kullanıldığı anket sorularının ölçek güvenilirliği ve geçerliliği belirlenmiş, sonrasında da modeli oluşturan hipotezlerin istatistiksel olarak anlamlı olup olmadığı test edilmiştir. Araştırma sonucunda literatürde çoklu kanal kullanıcılarının online alışveriş deneyimlerini etkileyen faktörler istatistiksel olarak anlamlı bulunmuştur. Bu bulgular perakendeciler için bütüncül kanal yönetiminde internet taraflı deneyiminin müşteriler nezdinde nasıl stratejik planlama yapmaları konusunda bilgilendirici bir çalışma olmuştur. Bu araştırmanın bilimsel katkısı ise literatürde özellikle bütüncül kanal müşterilerini etkileyen faktörler ile ilgili boyutların birbirleriyle ilişkilerinin bilimsel olarak doğrulanmasıdır. Anahtar Kelimeler: Bütüncül Kanal, Ürün Portföyü, Algınan Değer, Marka Sadakati,Eticaret TABLE OF CONTENTS ACKNOWLEDGMENT . ii ABSTRACT. iv ÖZET . v TABLE OF CONTENTS . vi LIST OF FIGURES. ix LIST OF TABLES. x APPENDIX. xi LIST OF ABBREVATIONS. xii 1. INTRODUCTION . 1 2. LITEARTURE REVIEW . 5 2. 1 Definition and Concept of Electronic Commerce (E-Commerce). 5 2. 2 Historical Perspective of Electronic Commerce . 6 2. 3 Electronic Trade Models. 8 2. 3. 1 B2C- Business to Consumer. 8 2. 3. 2 C2C- Consumer-to-consumer e-commerce . 9 2. 3. 3 B2B- Business-to-business e-commerce. 9 2. 3. 4 B2G- Business-to-government e-commerce . 10 2. 3. 5 P2P- Peer-to-peer e-commerce . 10 2. 3. 6 Mobile e-commerce . 10 2. 3. 7 B2E-Business-to-employee e-commerce . 11 2. 4 E-Business and E-Commerce. 11 2. 5 Payment Methods in Electronic Trade . 12 2. 5. 1 Online Payment Systems for E-Commerce . 13 2. 5. 1. 1. 1 Credit cards . 13 2. 5. 1. 1. 2 Debit cards . 14 2. 5. 1. 1. 3 Mediating services . 14 2. 5. 1. 1. 4 Mobile payment and telephony account systems. 15 2. 5. 1. 1. 4. 1 Mobile payments. 15 2. 5. 1. 1. 4. 2 Telephony systems. 15 2. 5. 1. 1. 5 Payment via online banking . 16 2. 5. 1. 2 Electronic currency systems . 16 2. 5. 1. 2. 1 Smart card systems. 16 2. 5. 1. 2. 2 Online cash systems. 16 2. 6 Decentralization and Blockchain. 17 2. 7 Cross-Border E-Commerce (Cbec) . 19 2. 8 The importance of international e-Commerce. 20 2. 8. 1 Main issues for international shoppers. 21 2. 8. 1. 1 Environmentally friendly packaging and distribution. 21 2. 8. 1. 2 Return policies and procedures . 21 2. 8. 1. 3 Additional charges. 21 2. 9 Global E-commerce and E-commerce in Turkey. 22 2. 9. 1 Reaching New Customers: Old Generations & Emerging Markets. 24 2. 9. 2 E-commerce trends in Turkey . 27 2. 9. 2. 3 E-commerce Comparison . 30 2. 10 Omni-Channel . 31 2. 10. 1 Omni-Channel Trends and User Behaviors. 33 2. 10. 2 Omni-Channel Channel Visibility . 35 2. 10. 3 Omni-Channel Framework. 37 3. CONCEPTUAL FRAMEWORK. 39 3. 1 Product Portfolio . 39 3. 1. 1 The Importance of Portfolio Diversification for the Businesses. 41 3. 2 Perceived Value. 44 3. 2. 1 Perceived Value in Online Shopping and The Role of Servicescape . 45 3. 2. 1. 2 Perceived Value From The Perspective Of Omni-channel . 47 3. 3 Brand Loyalty. 50 3. 4 Product Portfolio and Brand loyalty . 52 3. 5 Product Portfolio and Perceived Value. 52 3. 6 Perceived Value and Brand Loyalty . 53 4. RESEARCH METHOD AND MEASUREMENT . 54 4. 1 Analysis Method. 54 4. 2 Population and Sample. 54 4. 3 Survey and Scale Development. 54 4. 4 Research Model and Hypotheses . 54 5. ANALYSIS RESULTS. 55 5. 1 Demographic Data. 56 5. 1. 1 Education Status. 56 5. 1. 2 Gender . 56 5. 2 Scale Verification . 57 5. 3 Confirmatory Factor Analysis. 59 5. 4 Reliability and Correlation Analysis. 60 5. 5 Hypothesis Tests and Structural Model Analysis. 61 6. CONCLUSION . 64 REFERENCES. 66 APPENDIX. 78
Açıklama
Tez (Yüksek Lisans) -- İstanbul Ticaret Üniversitesi -- Kaynakça var.
