Year 2020, Volume , Issue 20, Pages 203 - 228 2020-10-23

Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI
DETERMINING THE EXPERIENCES OF Z GENERATION CONSUMERS FOR ON-LINE SHOPPING: AN APPLICATION IN ANKARA

Berrin Arzu EREN [1] , Leyla GÖDEKMERDAN ÖNDER [2]


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.
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.
  • ADIGÜZEL, O., BATUR, H.Z. ve EKŞILI, N. (2014), “Kuşakların değişen yüzü ve Y kuşağı ile ortaya çıkan yeni çalışma tarzı: Mobil yakalılar”, Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1 (19), ss.165-182.
  • ANDERSON, R.E. ve SRINIVASAN, S.S. (2003), ‘’E-satisfaction and e-loyalty: a contingency framework’’, Psychology and Marketing, 20(2), ss.123-138.
  • ANDERSON, E.W. ve SULLIVAN, M.B. (1993), ‘’The antecedents and consequences of customer satisfaction for firms’’, Marketing Science, 12 (2), ss.125-143.
  • BOWEN, J.T. ve CHEN, S.L. (2001), ‘’The relationship between customer loyalty and customer satisfaction’’, International Journal of Contemporary Hospitality Management, 13(5), ss.213-217.
  • BOSHOFF, C. (1997), ‘’An experimental study of service recovery options’’, International Journal of Service Industry Management, 8 (2), ss.110-130.
  • BOSHOFF, C. (2005), ‘’An instrument to measure satisfaction with transaction-specific service recovery’’, Managing Service Quality, 15 (5), ss.410-425.
  • BRAKUS, J.J., SCHMITT, B.H. ve ZARANTANELLO, L. (2009), ‘’ Brand experience: What is it? How is it measured? Does it affect loyalty?‘’, Journal of Marketing, 73 (3), ss.52-68.
  • BROWN, M., POPE, N. ve VOGES, K. (2003), "Buying or browsing? An exploration of shopping orientations and on-line purchase intention", European Journal of Marketing, 37 (11-12), ss.1666-1685.
  • COLGATE, M.ve NORRIS, M. (2001), ’’Developing a comprehensive picture of service failure’’, International Journal of Service Industry Management, 12 (3), ss.215-233.
  • COOPER, R. B. ve ZMUD, R. W. (1990), ‘’Information technology implementation research: A technological diffusion approach’’, Management Science, Vol.36 No.2, pp.123-139.
  • CRONIN, J.J., BRADY, M.K. ve HULT, G.T.M. (2000), ‘’ Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments’’, Journal of Retailing, 72 (2), ss.193-218.
  • CYR, D. ve BONANNI, C. (2005), ‘’Gender and website design in e-business’’, Int. J. Electronic Business, 3 (6), ss.565-582.
  • CYR, D., KINDRA, G. S. ve DASH, S. (2008), ‘’Web site design, trust, satisfaction and e-loyalty: The Indian experience’’, On-line Information Review, 32(6), ss.773–790.
  • ÇOKLUK, Ö., ŞEKERCIOĞLU, G. ve BÜYÜKÖZTÜRK, Ş. (2012), ‘’Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve Lisrel Uygulamaları’’, Ankara, Pegem Akademi.
  • Deloitte (2020), ‘’E-Ticaretin Gelişimi, Sınırların Aşılması ve Yeni Normlar’’ http://www.tubisad.org.tr/tr/images/pdf/dd-tusiad-eticaret-raporu-2019.pdf (06.03.2020)
  • DEVARAJ, S., FAN, M. ve KOHLI, R. (2003), "E-Loyalty: Elusive ideal or competitive edge?", Communications of the ACM, 46 (9), ss. 184-191.
  • DHAMORE, V.G., PATIL, H.D. ve GHORPADE, Y.M. (2019), ‘’ E-service quality, e-satisfaction, e-loyalty and e-wom in on-line shopping’’, International Journal of Advance and Innovative Research, 6 (1), ss.24-31.
  • DigitalAge (2019), ‘’İlk on-line Alışveriş Deneyimi: Micheal Aldrish’’ https://digitalage.com.tr/ilk-on-line-alisveris-deneyimi-michael-aldrich/ (09.03.2020).
  • Dijital Türkiye (2020), ‘’Dijital Türkiye e-ticaret Rapor’’ https://www.fundalina.com/2020-yili-global-dijital-raporu/ (24.03.2020)
  • FIELD, A. (2009), ‘’Discovering Statistics Using SPSS’’, London, SAGE.
  • FORNELL, C. ve LARCKER, D. (1981), ‘’Evaluating structural equation models with unobservable variables and measurement error’’, Journal of Marketing Research, Vol.18 No.1, pp.39-50.
  • FORNELL, C. ve WERNERFELT, B. (1988), ‘’A model for customer complaint management’’, Marketing Science, 7, ss.271-286.
  • FOUCAULT, B. ve SCHEUFELE, D. (2002), "Web vs. campus store? Why students buy textbooks on-line", Journal of Consumer Marketing, 19 (4-5), ss.409-424.
  • 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)
  • JIN, B. ve STERNQUIST, B. (2004), ‘’Shopping is truly a joy’’, The Service Industries Journal, 24 (6), ss.1-18.
  • 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.
  • OLIVER, R. L. (1997), ‘’A behavioral perspective on the consumer’’, New York, Irwin/McGraw-Hill.
  • OLIVER, R.L. (1999), ‘’Whence customer loyalty?’’, Journal of Marketing, 63, ss.33-44.
  • OLIVER, R.L.; RUST, R.T. ve VARKI, S. (1997), ‘’Customer delight: foundations, findings, and managerial insights’’, Journal of Retailing, 73 (3), ss.311-336.
  • PARK, C. ve JUN, J.-K. (2003), "A Cross-Cultural Comparison of Internet Buying Behavior", International Marketing Review, 20 (5), ss.534-554.
  • PARK, J., LEE, D. ve AHN, J. (2004), "Risk-focused e-commerce adoption model: A cross-country study", Journal of Global Information Management, 7, ss.6-30.
  • QUAN, N.H., CHI, N.T.K., NHUNG, D.T.H., NGAN, N.T.K.ve PHONG, L.T. (2020), ‘’The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction’’, Management Science Letters, 10, ss.63–76.
  • RAMAYAH, T., YEAP, J. A. L., AHMAD, N. H., HALIM, H. A. ve RAHMAN, S. A. (2017), ‘’Testing a confirmatory model of facebook usage in SmartPLS using consistent PLS’’, International Journal of Business and Innovation, 3 (2), 01-14.
  • RAMAYAH, T., CHEAH, J., CHUAN, F., TING, H. ve MEMON, M. A. (2018), ‘’Partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0: An updated and practical guide to statistical analysis’’, Kuala Lumpur, Pearson Limited. REICHHELD, F.F.; MARKEY, R.G. ve HOPTON, C. (2000), ‘’The loyalty effect – the relationship between loyalty and profits’’, European Business Journal, 12 (3), ss.134-139.
  • RUST, R.T. ve ZAHORIK, A.J. (1993), ‘’Customer satisfaction, customer retention, and market share’’, Journal of Retailing, 69 (2), ss.193-215.
  • SARAÇ, S., EGE, F., MIMAN, M. ve AKTAŞ, M.A. (2015), ‘’ E-ticaret sitelerinin tasarımında ergonometrinin önemi’’, Süleyman Demirel Üniversitesi Mühendislik Bilimleri ve Tasarım Dergisi, 3 (3), ss.355-364.
  • SAUNDERS, M., LEWIS, P. ve THORNHILL, A. (2003), ‘’Research Methods for Business Students’’, London, Financial Times Prentice-Hall.
  • SCHUMACKER, R.E. ve LOMAX, R.G. (1996), ‘'A Beginner’s Guide to Structural Equation Modeling’’, Lawrence Erlbaum Associates, New Jersey, Publishers.
  • SHANKAR, V., AMY K. S. ve ARVIND R. (2003), “Customer satisfaction and loyalty in on-line and offline environments”, International Journal of Research in Marketing, 20 (2), ss.153-75.
  • SREERAM, A., KESHARWANI, A. ve DESAI, S. (2017), ‘’Factors affecting satisfaction and loyalty in on-line grocery shopping: an integrated model’’, Journal of Indian Business Research, 9 (2), ss. 107-132.
  • STAFFORD, T. F., TURAN, A. ve RAISINGHANI, M. S., "International and cross-cultural influences on on-line shopping behavior", Journal of Global Information Management, 7 (2), ss. 70-87.
  • TABACHNICK, B. G. ve FIDELL, L. S. (2013), ‘’Using Multivariate Statistics’’, Boston, Pearson/Allyn ve Bacon.
  • TOUFAILY, E., RICARD, L. ve PERRIEN, J. (2013), ‘’Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model’’, Journal of Business Research, 66, ss.1436–1447.
  • Tüik (2019), ‘’Türkiye nüfusunun yaş gruplarına göre dağılımı’’, http://www.tuik.gov.tr/PreTablo.do?alt_id=1059 (07.03.2020)
  • Tüsiad (2018), ‘’TUSIAD Faaliyet Raporu 2017’’ https://tusiad.org/tr/faaliyet-raporlari/item/9911-tusiad-faaliyet-raporu-2017 (03.02.2020)
  • WAGNER, J. ve GABRIELLE R. (2001), “Satisfaction, trust and commitment in consumers’ relationship with on-line retailers”, European Advances in Consumer Research, 5, ss. 276- 81.
  • WALLACE, D. W., GIESE, J. L. ve JOHNSON, J. L. (2004), ‘’Customer retailer loyalty in the context of multiple channel strategies.’’, Journal of Retailing, 880(4),ss. 249–263.
  • WOLFINBARGER, M. ve MARY C. G. (2003), “EtailQ: dimensionalizing, measuring and predicting etail quality”, Journal of Retailing, 79 (3), ss.183-98.
  • YANG, B. ve LESTER, D. (2003), "Attitudes toward buying on-line", Cyberpsychology ve Behavior, 7 (1), ss.85-92.
  • YOO, B. ve NAVEEN D. (2001), “Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)”, Quarterly Journal of Electronic Commerce, 2 (1), ss.31-45.
  • ZEITHAML, V.A., BERRY, L ve PARASURAMAN, A. (1996), ‘’The behavioral consequences of service quality’’, Journal of Marketing, 60(April), 31–46.50.
  • ZEMPKE, R., RAINES, C. ve FILIPCZAK, B. (2013), ‘’Generations at Work: Managing the Clash of Boomers, Gen Xers, and Gen Yers in the Workplace’’, Newyork, Amacom (Second Edition).
  • ZHOU, L., DAI, L. ve ZHANG, D. (2007), ‘’ On-line shopping acceptance model : A critical survey of consumer factors in on-line shopping’’, Journal of Electronic Commerce Research, 8 (1), ss. 41-62.
Primary Language tr
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0003-0839-5302
Author: Berrin Arzu EREN (Primary Author)
Institution: UFUK ÜNİVERSİTESİ
Country: Turkey


Orcid: 0000-0003-1969-8843
Author: Leyla GÖDEKMERDAN ÖNDER
Institution: UFUK ÜNİVERSİTESİ
Country: Turkey


Dates

Publication Date : October 23, 2020

Bibtex @research article { busbed737505, journal = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1309-6672}, eissn = {2618-6322}, address = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Müdürlüğü 12100, Merkez Bingöl}, publisher = {Bingol University}, year = {2020}, volume = {}, pages = {203 - 228}, doi = {10.29029/busbed.737505}, title = {Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI}, key = {cite}, author = {Eren, Berrin Arzu and Gödekmerdan Önder, Leyla} }
APA Eren, B , Gödekmerdan Önder, L . (2020). Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , (20) , 203-228 . DOI: 10.29029/busbed.737505
MLA Eren, B , Gödekmerdan Önder, L . "Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI" . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 203-228 <http://busbed.bingol.edu.tr/en/pub/issue/57327/737505>
Chicago Eren, B , Gödekmerdan Önder, L . "Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 203-228
RIS TY - JOUR T1 - Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI AU - Berrin Arzu Eren , Leyla Gödekmerdan Önder Y1 - 2020 PY - 2020 N1 - doi: 10.29029/busbed.737505 DO - 10.29029/busbed.737505 T2 - Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 203 EP - 228 VL - IS - 20 SN - 1309-6672-2618-6322 M3 - doi: 10.29029/busbed.737505 UR - https://doi.org/10.29029/busbed.737505 Y2 - 2020 ER -
EndNote %0 Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI %A Berrin Arzu Eren , Leyla Gödekmerdan Önder %T Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI %D 2020 %J Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1309-6672-2618-6322 %V %N 20 %R doi: 10.29029/busbed.737505 %U 10.29029/busbed.737505
ISNAD Eren, Berrin Arzu , Gödekmerdan Önder, Leyla . "Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 20 (October 2020): 203-228 . https://doi.org/10.29029/busbed.737505
AMA Eren B , Gödekmerdan Önder L . Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (20): 203-228.
Vancouver Eren B , Gödekmerdan Önder L . Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (20): 203-228.
IEEE B. Eren and L. Gödekmerdan Önder , "Z KUŞAĞI TÜKETİCİLERİN ON-LİNE ALIŞVERİŞE YÖNELİK DENEYİMLERİNİN BELİRLENMESİ: ANKARA UYGULAMASI", Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 20, pp. 203-228, Oct. 2020, doi:10.29029/busbed.737505