İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi

Didem GEZMİŞOĞLU ŞEN, (Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İşletme Bölümü, İstanbul, Türkiye)
Gonca TELLİ (Doğuş Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, İstanbul, Türkiye)
İşletme Araştırmaları Dergisi
6 1
Yıl: 2021 Cilt: 13 Sayı: 3 Sayfa Aralığı: 2587 - 2606 Metin Dili: Türkçe DOI: 10.20491/isarder.2021.1279 İndeks Tarihi: 12-12-2021

İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi

Öz:
Amaç – Dijitalleşme ile başlayan tüketicilerin yaşam tarzlarındaki değişimler tüketicileri çevrimiçi alışverişe yönlendirmiştir. Çevrimiçi alışverişin tüketiciler tarafından yaygın bir şekilde kullanılmasıylabirlikte ikinci el alışverişin çevrimiçi platformlarda önemli bir seçenek haline geldiği görülmektedir. Budoğrultuda çalışmada, çevrimiçi ikinci el pazarlarda yenilikçilik, algılanan risk, ilgilenim, ikinci el satınalma motivasyonları ve ikinci el satın alma niyeti ile satın alma tarzları arasındaki ilişkiler araştırılmıştır. Yöntem – Araştırma çevrimiçi alışveriş yapan tüketiciler üzerinde gerçekleştirilmiştir. Araştırmadakolayda örnekleme yöntemi kullanılmıştır. Veriler, çevrimiçi anket yöntemiyle toplanmıştır. Veri toplamasüreci sonunda eksik/hatalı dolduran kişiler çıkarılmış olup 689 adet anket ile çözümlemeye geçilmiştir.Çözümlemeler IBM SPSS 22 paket programı kullanılarak analiz edilmiştir.Bulgular – Yapılan analizlerden elde edilen bulgulara göre, hedonik satın alma ile ilgilenim, yenilikçilik,algılanan risk, ikinci el sosyal motivasyon ve ikinci el lüks motivasyonu arasında pozitif ilişkiler olduğusonucuna ulaşılmıştır. Kompulsif satın alma ile ilgilenim, yenilikçilik, ikinci el sosyal motivasyon ve ikinciel lüks motivasyonu arasında da pozitif ilişkiler olduğu sonuçlarına ulaşılmıştır. Tartışma – İkinci el konusunda hizmet veren alışveriş siteleri çevrimiçi ortamda gelişen yeni pazardinamikleri ile ortaya çıkan yapılardır. Bu yüzden bu tarz alışverişlerle ilgili satın alma davranışlarınınyenilikçilik, algılanan risk, ilgilenim, ikinci el satın alma motivasyonları ve ikinci el satın alma niyeti gibitüketici davranışlarının anlaşılması hem e-ticaret hem de alışveriş yapan tüketicilerin özelliklerininbilinmesi açısından detaylandırılmaktadır.
Anahtar Kelime:

The Effect of Involvement, Innovativeness and Perceived Risk on Consumers Purchasing Style in Second Hand Online Markets

Öz:
Purpose– Changes in the lifestyles of consumers starting with digitalization have led consumers to shoponline. With the widespread use of online shopping by consumers, second-hand shopping appears to havebecome an important option on online platforms. Accordingly, the study investigated the relationshipsbetween innovativeness, perceived risk, involment, motivations for second-hand purchasing and second hand purchasing intentions and purchasing styles in online second-hand markets. Design/methodology/approach- The research was carried out on consumers who shop online. Snowballsampling method was used in the research. The data was collected through online surveying. At the end ofthe data collection process, people who filled in incomplete/incorrectly were removed and 689questionnaires were started to analyze. IBM SPSS 22 package program were used for the analyses. Findings- According to the findings obtained as a result of the analyses, it was concluded that there arepositive relationships between interest in hedonic purchasing, involvement, perceived risk, second-handsocial motivation and second-hand luxury motivation. It has been concluded that there are also positiverelationships between compulsive purchasing, involvement, second-hand social motivation and second hand luxury motivation. Discussion- Second-hand shopping sites are the structures that emerge with new market dynamicsdeveloping online. Therefore, the understanding of consumer behaviors such as innovativeness, perceivedrisk, involvement, second-hand purchasing motivations and second-hand purchasing intentions ofpurchasing in relation to such purchases is detailed in terms of knowing the characteristics of both e commerce and shoppers.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA GEZMİŞOĞLU ŞEN D, TELLİ G (2021). İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. , 2587 - 2606. 10.20491/isarder.2021.1279
Chicago GEZMİŞOĞLU ŞEN DİDEM,TELLİ Gonca İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. (2021): 2587 - 2606. 10.20491/isarder.2021.1279
MLA GEZMİŞOĞLU ŞEN DİDEM,TELLİ Gonca İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. , 2021, ss.2587 - 2606. 10.20491/isarder.2021.1279
AMA GEZMİŞOĞLU ŞEN D,TELLİ G İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. . 2021; 2587 - 2606. 10.20491/isarder.2021.1279
Vancouver GEZMİŞOĞLU ŞEN D,TELLİ G İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. . 2021; 2587 - 2606. 10.20491/isarder.2021.1279
IEEE GEZMİŞOĞLU ŞEN D,TELLİ G "İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi." , ss.2587 - 2606, 2021. 10.20491/isarder.2021.1279
ISNAD GEZMİŞOĞLU ŞEN, DİDEM - TELLİ, Gonca. "İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi". (2021), 2587-2606. https://doi.org/10.20491/isarder.2021.1279
APA GEZMİŞOĞLU ŞEN D, TELLİ G (2021). İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. İşletme Araştırmaları Dergisi, 13(3), 2587 - 2606. 10.20491/isarder.2021.1279
Chicago GEZMİŞOĞLU ŞEN DİDEM,TELLİ Gonca İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. İşletme Araştırmaları Dergisi 13, no.3 (2021): 2587 - 2606. 10.20491/isarder.2021.1279
MLA GEZMİŞOĞLU ŞEN DİDEM,TELLİ Gonca İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. İşletme Araştırmaları Dergisi, vol.13, no.3, 2021, ss.2587 - 2606. 10.20491/isarder.2021.1279
AMA GEZMİŞOĞLU ŞEN D,TELLİ G İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. İşletme Araştırmaları Dergisi. 2021; 13(3): 2587 - 2606. 10.20491/isarder.2021.1279
Vancouver GEZMİŞOĞLU ŞEN D,TELLİ G İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi. İşletme Araştırmaları Dergisi. 2021; 13(3): 2587 - 2606. 10.20491/isarder.2021.1279
IEEE GEZMİŞOĞLU ŞEN D,TELLİ G "İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi." İşletme Araştırmaları Dergisi, 13, ss.2587 - 2606, 2021. 10.20491/isarder.2021.1279
ISNAD GEZMİŞOĞLU ŞEN, DİDEM - TELLİ, Gonca. "İkinci El Çevrimiçi Pazarlarda İlgilenim, Yenilikçilik ve Algılanan Riskin Tüketicilerin Satın Alma Tarzına Etkisi". İşletme Araştırmaları Dergisi 13/3 (2021), 2587-2606. https://doi.org/10.20491/isarder.2021.1279
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Muhsin Yazıcıoğlu Caddesi No:51/C

06530 Çankaya / ANKARA +90 (312) 298 92 00

trdizin@tubitak.gov.tr

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