Research Article
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DETERMINING THE EXPERIENCES OF Z GENERATION CONSUMERS FOR ON-LINE SHOPPING: AN APPLICATION IN ANKARA

Year 2020, Issue: 20, 203 - 228, 23.10.2020
https://doi.org/10.29029/busbed.737505

Abstract

The behavior of individuals while purchasing products and services has
started to change with the access of the internet to a large part of the population
independent of the socio-cultural and economic dynamics. It is seen obviously
that the shopping experience in many developed and developing countries of the
world has shifted to online shopping for various reasons. Determining the
premises regarding the online shopping satisfaction and whether the satisfaction
is a premise of loyalty or not were examined within the scope of this study. The
application part of the research was performed with the participation of Z
generation consumers since the share of the Z generation in the total population
tends to increase and this generation will become the active consumer of the
future by gaining individual economic power in a very short time. Participants
consist of the individuals aged 18-20 living in Ankara. The online questionnaire
was used for the data collection and the obtained data were analyzed with SPSS
20 and Smart-PLS programs. In addition to descriptive analysis, Explanatory
Factor Analysis, correlation, and multiple connection analyses were performed
in the research and then Structural Equation Modeling was applied to test
hypotheses. The results of the research show that the order delivery of the
company, providing convenience for purchasing, the importance given to privacy
and the promotions offered by the company have an impact on satisfaction and
there is a positive relationship between the level of customer satisfaction and
customer loyalty.

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Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI

Year 2020, Issue: 20, 203 - 228, 23.10.2020
https://doi.org/10.29029/busbed.737505

Abstract

İnternetin sosyo-kültürel ve ekonomik dinamiklerden bağımsız nüfusun
büyük bölümünün erişim alanına girmesi ile birlikte bireylerin ürün ve hizmetleri
satın alma davranışları da değişmeye başlamıştır. Bugün dünyanın pek çok
gelişmiş ve gelişmekte olan ülkesinde çeşitli sebeplerden ötürü alışveriş
deneyiminin de on-line alışverişe kaydığı görülmektedir. Buradan hareketle
çalışmada bireylerin on-line alışverişe ilişkin tatmin kararının öncüllerinin
belirlenmesi ve tatminin sadakatin öncülü olup olmadığı araştırılmıştır. Z
kuşağının toplam nüfus içindeki payının artma eğiliminde olması ve bu kuşağın
yakın zamanda bireysel ekonomik güce kavuşarak geleceğin aktif tüketicileri
olması sebebiyle araştırmanın uygulama kısmı Z kuşağı tüketicilerin katılımı ile
gerçekleştirilmiştir. Katılımcılar Ankara’da yaşayan 18-20 yaş arası bireylerden
oluşmaktadır. Veri toplama aracı olarak on-line anket kullanılmış ve elde edilen
veri SPSS 20 ve Smart-PLS programı ile analiz edilmiştir. Araştımada betimsel
analizin yanı sıra açıklayıcı faktör analizi, korelasyon ve çoklu bağlantı analizleri
yapılmış ve ardından hipoezlerin test edilmesi için yapısal eşitlik modellemesi
uygulanmıştır. Araştırma sonuçları göstermektedir ki on-line alışveriş yapılan
firmanın alışveriş sonrası sipariş teslimatı, satın alma kolaylığı sunması, gizliliğe
verdiği önem ve firma tarafından sunulan promosyonlar tatmin üzerinde etkili
olup, ulaşılan tatmin ile müşteri sadakati arasında pozitif bir ilişki
bulunmaktadır.

References

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  • GEORGE, D. ve MALLERY, M. (2010), ‘’SPSS for Windows Step by Step: A Simple Guide and Reference 17.0 Update’’, Boston, Pearson.
  • GIAO, H.N.K., VUONG, B.N. ve QUAN, T.N. (2020), ‘’The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from on-line shopping in Vietnam’’, Uncertain Supply Chain Management, 8, ss.351–370.
  • GREMLER, David D. (1995), ‘’The effect of satisfaction, switching costs, andinterpersonal bonds on service loyalty’’, unpublished doctoral dissertation, Arizona State University.
  • GRIGOROUDIS, E., LITOS, C., MOUSTAKIS, V. A., POLITIS, Y. ve TSIRONIS, L. (2008), ‘’The assessment of user-perceived web quality: Application of a satisfaction benchmarking approach’’, European Journal of Operational Research, 187(3), ss.1346-1357.
  • HSU, C. L., CHANG, K. C. ve CHEN, M. C. (2012), ‘’The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators’’, Information Systems and E-Business Management, 10 (4), ss.549-570.
  • İstanbul Valiliği (2019), ‘’İstanbul’da değişen kuşaklar’’ http://www.istanbul.gov.tr/istanbul-nufusunun-yuzde-30u-z-kusagi (12.03.2020)
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  • KAU, A. ve LOH, E.W. (2006), ‘’The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants’’, Journal of Services Marketing, 20 (2), ss.101-111.
  • KIM, Jin ve Swinney (2009), ‘’ The role of etail quality, e-satisfaction and e-trust in on-line loyalty development process’’, Journal of Retailing and Consumer Services, 16 (4), ss.239-247.
  • KUMAR, A., SAINI, M. ve HANS, P. (2019), ‘’Factors influencing on-line shopping behavior of university students’’, Int. J. Syst. Assur. Eng. Manag., 10 (4), ss.861–865.
  • LAM, S.Y., SHALKAR, V., ERRAMILLI, M.K. ve MURTHY, B. (2004), ‘’Customer Value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context’’, Journal of the Academy of Marketing Science, 32 (3), ss.293-311.
  • LEVESQUE, T.J. ve MCDOUGALl, G.H.G. (2000), ‘’Service problems and recovery strategies: an experiment’’, Canadian Journal of Administrative Sciences, 17 (1), ss.20-37.
  • LIN, H. F. (2007), ‘’The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context’’, Total Quality Management and Business Excellence, 18(4), ss.363-378. LOIACONO, E.T., RICHARD T. W. ve DALE L. G. (2002), “WEBQUAL: A measure of website quality’’, Marketing Educator’s Conference: Marketing Theory and Applications, 13, ed. K. Evans and L. Scheer, ss. 432-37.
  • MATHWICK, C., NARESH, M. ve EDWARD R. (2001), “Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment”, Journal of Retailing, 77 (1), ss.39-56.
  • MATOS, C.A., HENRIQUE, J.L. ve ROSA F. (2009), ‘’The different roles of switching costs on the satisfaction‐loyalty relationship’’, International Journal of Bank Marketing, 7 (7), ss.506-523.
  • MERTLER, CRAIG A. ve VANNATTA, Rachel A. (2001), ‘’Advanced and Multivariate Statistical Methods’’, Los Angeles, CA, Pyrczak Publishing.
  • MONTOYA-WEISS, M.M., GLEN B. V., ve DHRUV G. (2003), “Determinants of on-line channel use and overall satisfaction with a relational, multichannel service provider”, Journal of the Academy of Marketing Science, 31 (4), ss.448-58.
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  • OLIVER, R.L. (1999), ‘’Whence customer loyalty?’’, Journal of Marketing, 63, ss.33-44.
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There are 67 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Berrin Arzu EREN 0000-0003-0839-5302

Leyla GÖDEKMERDAN ÖNDER 0000-0003-1969-8843

Publication Date October 23, 2020
Published in Issue Year 2020Issue: 20

Cite

APA EREN, B. A., & GÖDEKMERDAN ÖNDER, L. (2020). Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(20), 203-228. https://doi.org/10.29029/busbed.737505