THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR
Yıl: 2023 Cilt: 19 Sayı: 2 Sayfa Aralığı: 348 - 370 Metin Dili: İngilizce DOI: 10.17130/ijmeb.1210803 İndeks Tarihi: 05-07-2023
THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR
Öz: It is of great importance for businesses that are in fierce competition in the online environment to understand the factors that will ensure loyalty in their customers, which can also change the purchasing behaviour of potential consumers who are in communication with existing customers. In this study, data were collected through a questionnaire from 1318 people in the age groups of 18 years and older living in the province of Istanbul. Pearson Correlation analysis was used to assess the relationship between continuous variables including online customer loyalty and customer perception and multiple linear regression analysis was performed to examine the effect of word-of-mouth and perceptions of viral marketing on consumer purchasing behaviour. The results showed, that online customer perception of online shopping, customer loyalty, and word-of-mouth marketing affect purchasing behaviour. However, there was no identified effect of viral marketing on purchasing behaviour. In terms of sub-dimensions, there was an effect of utility and customer relationship dimensions on purchasing behaviour. The analysis of sub-dimensions also found that the perception of trust in the environment did not affect purchasing behaviour. Other sub-dimensions affect purchasing behaviour. There were limitations of this study including non-generalisability beyond the study sample and the quantitative nature of the analysis.
Anahtar Kelime: ÇEVRİM İÇİ MÜŞTERİ ALGISI, MÜŞTERİ SADAKATİ VE VİRAL PAZARLAMA ALGILARININ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ
Öz: Çevrim içi ortamda kıyasıya rekabet içinde olan işletmelerin, müşterilerinde sadakati sağlayacak ve onların diğer kişileri etkileyerek tüketicilerin satın alma davranışlarını değiştirebilecek faktörleri anlamaları büyük önem taşımaktadır. Yapılan çalışmada, İstanbul ilinde yaşayan 18 yaş ve üstü yaş gruplarında yer alan 1318 kişiden anket aracılığıyla veri toplanmıştır. Sürekli değişkenler arasındaki ilişki için Pearson Korelasyon analizi, Çevrim içi müşteri sadakat ve müşteri algısı ve ağızdan ağıza ve viral pazarlama algısının tüketici satın alma davranışı üzerindeki etkisini incelemek için çoklu doğrusal regresyon analizi yapılmıştır. Çalışmanın bulgularına göre, alt boyutlar açısından, yarar ve müşteri ilişkileri boyutlarının satın alma davranışı üzerinde etkisi ortaya çıkmıştır. Alt boyutlar üzerinden yapılan analizde de çevredeki güven algısının satın alma davranışını etkilemediği ortaya çıkmıştır. Diğer alt boyutlar ise satın alma davranışını etkilemektedir. Yapılan regresyon analizi sonucunda, Çevrim içi müşteri algısı, müşteri sadakati ve ağızdan ağıza pazarlamanın satın alma davranışını etkilediği bulunmuştur. Ancak, viral pazarlamanın satın alma davranışı üzerinde etkisi görülmemiştir. Bu çalışma, sadece seçilen örneklemle sınırlıdır ve analizler sadece nicel olarak yapılmıştır.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | SARIOĞLU C (2023). THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. , 348 - 370. 10.17130/ijmeb.1210803 |
| Chicago | SARIOĞLU CÜNEYD İKBAL THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. (2023): 348 - 370. 10.17130/ijmeb.1210803 |
| MLA | SARIOĞLU CÜNEYD İKBAL THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. , 2023, ss.348 - 370. 10.17130/ijmeb.1210803 |
| AMA | SARIOĞLU C THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. . 2023; 348 - 370. 10.17130/ijmeb.1210803 |
| Vancouver | SARIOĞLU C THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. . 2023; 348 - 370. 10.17130/ijmeb.1210803 |
| IEEE | SARIOĞLU C "THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR." , ss.348 - 370, 2023. 10.17130/ijmeb.1210803 |
| ISNAD | SARIOĞLU, CÜNEYD İKBAL. "THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR". (2023), 348-370. https://doi.org/10.17130/ijmeb.1210803 |
| APA | SARIOĞLU C (2023). THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. Uluslararası Yönetim İktisat ve İşletme Dergisi, 19(2), 348 - 370. 10.17130/ijmeb.1210803 |
| Chicago | SARIOĞLU CÜNEYD İKBAL THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. Uluslararası Yönetim İktisat ve İşletme Dergisi 19, no.2 (2023): 348 - 370. 10.17130/ijmeb.1210803 |
| MLA | SARIOĞLU CÜNEYD İKBAL THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. Uluslararası Yönetim İktisat ve İşletme Dergisi, vol.19, no.2, 2023, ss.348 - 370. 10.17130/ijmeb.1210803 |
| AMA | SARIOĞLU C THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. Uluslararası Yönetim İktisat ve İşletme Dergisi. 2023; 19(2): 348 - 370. 10.17130/ijmeb.1210803 |
| Vancouver | SARIOĞLU C THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR. Uluslararası Yönetim İktisat ve İşletme Dergisi. 2023; 19(2): 348 - 370. 10.17130/ijmeb.1210803 |
| IEEE | SARIOĞLU C "THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR." Uluslararası Yönetim İktisat ve İşletme Dergisi, 19, ss.348 - 370, 2023. 10.17130/ijmeb.1210803 |
| ISNAD | SARIOĞLU, CÜNEYD İKBAL. "THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVIOUR". Uluslararası Yönetim İktisat ve İşletme Dergisi 19/2 (2023), 348-370. https://doi.org/10.17130/ijmeb.1210803 |
