Yıl 2017, Cilt 9, Sayı 18, Sayfalar 251 - 270 2017-03-31

ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR

Çağatan TAŞKIN [1] , Özlem ÖZDEMİR [2]

316 452

Online alışverişin giderek yaygınlaştığı ve tüketicilere pek çok farklı fayda sunduğu günümüzde, yoğun bir rekabet söz konusudur. Türkiye’de online alışveriş pek çok sektörü içermekle beraber, önde gelen giyim sektörüdür. Farklı pazar bölümlerini hedef alan çeşitli online giyim siteleri pazar paylarını arttırmak için etkin stratejiler oluşturmaya çalışmaktadır. Bunun için de tüketici satın alma davranışını, özellikle de planlanmadan yapılan satın alma davranışı olarak tanımlanan itkisel satın alma davranışının öncülleri arasındaki ilişkilerin tespit edilmesi önemlidir. Bu çalışmanın amacı, online giyim sektöründe itkisel satın alma davranışı ve öncülleri arasındaki ilişkileri tespit etmek ve strateji önerilerinde bulunmaktır. Araştırma modelinin testi için yapısal eşitlik modelleme kullanılmıştır. Elde edilen araştırma bulgularına göre, “seçenek çeşitliliği”, “fiyat niteliği” ve “kullanım kolaylığı” itkisel satın alma üzerinde istatistiksel olarak anlamlı bir etkisi vardır. 

Online itkisel satın alma, itkisel satın alma, itkisel satın alma öncülleri, giyim sektörü
  • Amos, Clinton - Holmes, Gary R. - Keneson, William C. (2014), “A Meta – Analysis of Consumer Impulse Buying”, Journal of Retailingand Consumer Services, Vol. 21, Iss. 2, (86 – 97).
  • Aytekin, Pınar - Ay, Canan (2015), “Hedonik Tüketim ve Anlık Satın Alma İlişkisi”, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt. 8, Sayı. 1, (141 – 156).
  • Bei, Lien-Ti - Chen, Etta Y. L - Widdows, Richard (2004), “Consumers’ Online Information Search Behavior and the Phenomenon of Search vs. Experience Products”, Journal of Family and Economic Issues, Vol. 25, Iss. 4, (449 – 467).
  • Bhuvaneswari, V. - Krishnan, Jayasree (2015), “A Review of Literature on Impulse Buying Behaviour of Consumers in Brick &Mortar and Click only Stores”, International Journal of Management Research and Social Science, Vol. 2, Iss. 3, (84 – 90).
  • Bigné-Alcañiz, Enrique - Ruiz-Mafé, Carla - Aldás-Manzano, Joaquin - Sanz-Blas, Silvia (2008), “Influence of Online Shopping Information Dependency and Innovativeness on Internet Shopping Adoption", Online Information Review, Vol. 32, Iss. 5, (648 – 667).
  • Chang, Chia-Chi - Tseng, Ai-Hua (2014), “The Post-purchase Communication Strategies for Supporting Online Impulse Buying”, Computers in Human Behavior, Vol. 39, October, (393–403).
  • Chavosha, Alireza - Halimi, Anahita Bagherzad - Namdar, Javad (2011), “The Contribution of Product and Consumer Characteristics to Consumer’s Impulse Purchasing Behaviour in Singapore”, 2011 International Conference on SocialScienceandHumanity IPEDR, IACSIT Press, Singapore, Vol. 5, (248 – 252).
  • Chen, Tsai (2008), “Online Impulse Buying and Product Involvement”, Communications of the IBIMA, Vol. 5, (74 – 81).
  • Cho, Yoon C. - Sagynov, Esen (2015), “Exploring Factors That Affect Usefulness, Ease Of Use, Trust, and Purchase Intention in the Online Environment”, International Journal of Management & Information Systems, Vol. 19, Number. 1, (21 – 35).
  • Chomvilailuk, Rojanasak - Butcher, Ken (2014), “Social Effects on Unplanned In-store Buying”, Procedia – Social and Behavioral Sciences, Vol. 148, August, (127 – 136).
  • Coley, Amanda - Burgess, Brigitte (2003), “Gender Differences in Cognitive and Affective Impulse Buying”, Journal of Fashion Marketing and Management: An International Journal, Vol. 7, Iss. 3, (282 – 295).
  • Dawson, Sandy - Kim, Minjeong (2010), “Cues on Apparel Websites that Trigger Impulse Purchases”, Journal of Fashion Marketing and Management, Vol. 14, Iss. 2, (230-246).
  • Dittmar, Helga - Beattie, Jane - Friese, Susanne (1995), “Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases”, Journal of Economic Psychology, Vol. 16, Iss. 3, (491 – 511).
  • Eroglu, Sevgin A. - Machleit, Karen A. - Davis, Lenita M. (2001), “Atmospheric Qualities of Online Retailing A Conceptual Model and Implications”, Journal of Business Research, Vol. 54, Iss. 2, (177 – 184).
  • EticaretMag (2013), “Türkiye’de İnternette Alışveriş Alışkanlıkları ve İstatistikleri”, http://eticaretmag.com/internetten-alisveris-aliskanliklari-istastistikleri/, (12.02.2016).
  • FikriMühim (2015), “FikriMühim Türkiye’nin İnternet Kullanım Alışkanlıklarını Araştırdı”, https://www.fikrimuhim.com/Binary/Images/Upload/internet-arastirmasi/FM_DA-tu%CC%88mu%CC%88.pdf, (12.02.2016).
  • Floh, Arne - Madlberger, Maria (2013), “The Role of Atmospheric Cues in Online Impulse-Buying Behavior”, Electronic Commerce Research and Applications, Vol. 12, Iss. 6, (425 – 439).
  • Goldsmith, Ronald E. - Goldsmith, Elizabeth B. (2002), “Buying Apparel over the Internet”, Journal of Product & Brand Management, Vol. 11, Iss. 2, (89 – 102).
  • Hansen, Kare - Olsen, Svein Ottar (2006), “Impulsive Buying Behaviour: The Role of Impulse Buying Tendencies and Convenience Orientation”, ANZMAC 2007 Conference, University of Otago, New Zealand, December 3, Vol. 5, (2199 – 2206).
  • Hodge, Rebecca (2004), Factors Influencing Impulse Buying During an Online Purchase Transaction, Master Thesis, University of Waterloo Management Sciences, Canada.
  • Huang, Lan-Ying - Hsieh, Y. (2011), “What Drives Consumer Impulse Buying? Evidence from a Retail Setting in Taiwan”, Journal of International Management Studies, Vol. 6, Iss. 1, (1 – 8).
  • Iqbal, Anam - Akhtar, Shahzad ve Lodhi, Rab Nawaz (2014), “Determinants of Impulsive Buying for Clothing in Pakistan”, British Journal of Marketing Studies, European Centre for Research Training and Development, UK, Vol. 2, No. 8, (33 – 44).
  • Kacen, Jacqueline J. - Lee, Julie Anne (2002), “The Influence of Culture on Consumer Impulsive Buying Behavior”, Journal of Consumer Psychology, Lawrence Erlbaum Associates, Vol. 12, Iss. 2, (163 – 176).
  • Kim, Jiyoeng - Forsythe, Sandra (2007), “Hedonic Usage of Product Virtualization Technologies in Online Apparel Shopping”, International Journal of Retail & Distribution Management, Vol. 35, Iss. 6, (502 – 514).
  • Kim, Minjoeng - Kim, Jung-Hwan - Lennon, Sharron J. (2011), “E-Service Attributes Available on Men's and Women's Apparel Web Sites”, Managing Service Quality: An International Journal, Vol. 21, Iss. 1, (25 – 45).
  • Kim, Soyoung - Stoel, Leslie (2004), “Apparel Retailers: Website Quality Dimensions and Satisfaction”, Journal of Retailing and Consumer Services, Vol. 11, Iss. 2, (109 – 117).
  • Koç, Erdoğan - Boz, Hakan (2014), “Psychoneurobiochemistry of Tourism Marketing”, Tourism Management, Vol. 44, October, (140 – 148).
  • Kollat, David T. - Willett, Ronald P. (1969), “Is Impulse Purchasing Really a Useful Concept for Marketing Decisions?”, Journal of Marketing, Vol. 33, (79 – 83).
  • LaCour, J. (2013), “How Proper Marketing Tactics Can Attract More Impulse Buyers”, DMN3: Digital & Direct Marketing Agency, , http://www.dmn3.com/dmn3-blog/how-proper-marketing-tactics-can-attract-more-impulse-buyers, (09.02.2016)
  • Lee, Eun-Jung - Park, Jung Kun (2009), “Online Service Personalization for Apparel Shopping”, Journal of Retailing and Consumer Services, Vol. 16, Iss. 2, (83 – 91).
  • Lepkowska-White, Elzbieta (2004), “Online Store Perceptions: How to turn Browsers into Buyers?”, Journal of Marketing Theory and Practice, Vol. 12, No. 3, (36 – 47).
  • Liu, Yong - Li, Hongxiu - Hu, Feng (2013), “Website Attributes in Urging Online Impulse Purchase: An Empirical Investigation on Consumer Perceptions”, Decision Support Systems, Vol. 55, Iss. 3, (829 – 837).
  • Madhavaram, Sreedhar Rao - Laverie, Debra A. (2004), "Exploring Impulse Purchasing on the Internet", Advances in Consumer Research, Vol. 31, Iss. 1, (59 – 66).
  • Ozen, Hilal - Engizek, Nil (2014), “Shopping Online Without Thinking: Being Emotional or Rational?”, Asia Pacific Journal of Marketing and Logistics, Vol. 26, Iss. 1, (78 – 93).
  • Park, Eun Joo - Kim, Eun Young - Funches, Venessa Martin - Foxx William (2012), “Apparel Product Attributes, Web Browsing and E-Impulse Buying on Shopping Websites”, Journal of Business Research, Vol. 65, Iss. 11, (1583 – 1589).
  • Piron, Francis (1991), “Defining Impulse Purchasing”, Advances in Consumer Research, Vol. 18, (509 – 514).
  • Rackspace: The Open CloudCompany (2012), “The Mobile Effect - TheImpact of Smartphones andTablets on ImpulseBuying”, A Rackspace Market Study& Analysis Report, UK, (1 – 10).
  • Rezaei, Sajad - Ali, Faizan - Amin, Muslim - Jayashree, Sreenivasan (2016), “Online Impulse Buying of Tourism Products”, Journal of Hospitality and Tourism Technology, Vol. 7, Iss. 1, (60 – 83).
  • Rook, Dennis W. (1987), “The Buying Impulse”, The Journal of Consumer Research, Vol. 14, Iss. 2, (189 – 199).
  • Sharma, Piyush - Sivakumaran, Bharadhwaj - Marshall, Roger (2010), “Impulse Buying and Variety Seeking: A Trait-correlates Perspective”, Journal of Business Research, Vol. 63, Iss. 3, (276–283).
  • Shen, Kathy Ning - Khalifa, Mohamed (2012), “System Design Effects on Online Impulse Buying”, Internet Research, Vol. 22, Iss. 4, (396 – 425).
  • Şimşek, Ömer Faruk (2007), Yapısal Eşitlik Modellemesine Giriş, Ekinoks Yayınevi, Ankara.
  • Tinne, Wahida Shahan (2010), “Impulse Purchasing: A Literature Overview”, ASA University Review, Vol. 4, Iss. 2, (65 – 73).
  • Turkyilmaz, Ceyda Aysuna - Erdem, Şakir - Uslu, Aypar (2015), “The Effects of Personality Traits and Website Quality on Online Impulse Buying”, Procedia – Socialand Behavioral Sciences, Vol. 175, February, (98 – 105).
  • Türkiye İstatistik Kurumu (2014), “Hane Halkı Bilişim Teknolojileri Kullanım Araştırması, 2014”, http://www.tuik.gov.tr/PreHaberBultenleri.do?id=16198, (12.02.2016).
  • Verhagen, Tibert - Dolen, Willemjin van (2011), “The Influence of Online Store Beliefs on Consumer Online Impulse Buying: A model and Empirical Application”, Information & Management, Vol. 48, Iss. 8, (320 – 327).
  • Yang, Kiseol - Young, Allison P. (2009), “The Effects of Customized Site Features on Internet Apparel Shopping”, Journal of Fashion Marketing and Management: An International Journal, Vol. 13, Iss. 1, (128 – 139).
Konular
Dergi Bölümü Araştırma Makaleleri
Yazarlar

Yazar: Çağatan TAŞKIN
Kurum: ULUDAĞ ÜNİVERSİTESİ

Yazar: Özlem ÖZDEMİR
Kurum: ULUDAĞ ÜNİVERSİTESİ

Bibtex @araştırma makalesi { makusobed302955, journal = {Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1309-1387}, eissn = {1309-1387}, address = {Mehmet Akif Ersoy Üniversitesi}, year = {2017}, volume = {9}, pages = {251 - 270}, doi = {10.20875/makusobed.302955}, title = {ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR}, key = {cite}, author = {ÖZDEMİR, Özlem and TAŞKIN, Çağatan} }
APA TAŞKIN, Ç , ÖZDEMİR, Ö . (2017). ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9 (18), 251-270. DOI: 10.20875/makusobed.302955
MLA TAŞKIN, Ç , ÖZDEMİR, Ö . "ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR". Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9 (2017): 251-270 <http://dergipark.gov.tr/makusobed/issue/28358/302955>
Chicago TAŞKIN, Ç , ÖZDEMİR, Ö . "ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR". Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9 (2017): 251-270
RIS TY - JOUR T1 - ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR AU - Çağatan TAŞKIN , Özlem ÖZDEMİR Y1 - 2017 PY - 2017 N1 - doi: 10.20875/makusobed.302955 DO - 10.20875/makusobed.302955 T2 - Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 251 EP - 270 VL - 9 IS - 18 SN - 1309-1387-1309-1387 M3 - doi: 10.20875/makusobed.302955 UR - http://dx.doi.org/10.20875/makusobed.302955 Y2 - 2017 ER -
EndNote %0 Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR %A Çağatan TAŞKIN , Özlem ÖZDEMİR %T ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR %D 2017 %J Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1309-1387-1309-1387 %V 9 %N 18 %R doi: 10.20875/makusobed.302955 %U 10.20875/makusobed.302955
ISNAD TAŞKIN, Çağatan , ÖZDEMİR, Özlem . "ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA - A RESEARCH ON THE ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR". Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9 / 18 (Mart 2017): 251-270. http://dx.doi.org/10.20875/makusobed.302955