Dijital Pazarlama Çağında Çevrimiçi Alışverişin Fayda ve Risk Algısı (Benefit and Risk Perception of Online Shopping at Digital Marketing Era)

Karaoğlan, Serhat; Durukan, Tülin

doi:10.20491/isarder.2020.896

Cited by 5 publications

(2 citation statements)

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“…The first part consists of six sections consisting of gender, marital status, age, educational status, monthly income, occupation. In the second part of the study [24], the researchers utilized a mobile shopping scale with nineteen questions. This scale was derived from a doctoral thesis titled "Developing and Implementing a Scale on the Perceived Benefit of Mobile Shopping in the Age of Digital Marketing".…”

Section: Research Methods and Data Collectionmentioning

confidence: 99%

Brand recognition action in mobile shopping

Basal,

Gayretlı

2023

E3S Web of Conf.

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Depending on the development in technology, consumer expectations are also changing. Depending on the changing demands and needs, both the consumers and the virtual environment quickly go to meet these situations. As smart phones make our lives easier, by using mobile internet as a part of the shopping process, the concept of time and space allows the consumer to purchase and access every song, product and service. This mobile shopping is done through mobile applications on phones, thanks to the internet. The brand, which offers great convenience in the decision-making of the consumer in the shopping process, is also perceptually dependent on the consumer's awareness of the brand. The brand, which includes all of the marketing mix activities and makes the business different, shows the power of its awareness as long as it exists in the mind of the consumer. The aim of this study is to examine the effect of consumers using mobile internet on the awareness of a brand. For this purpose, the factors affecting the brand awareness of consumers shopping via mobile internet in Ankara have been comprehensively discussed. The hypotheses created as a result of a comprehensive review of the literature were tried to be examined with the Anova test and regression analysis. The questionnaire form, which was created on the Google form with five-point Likert type scale questions, was applied to consumers who made mobile shopping on the internet. As a result of the analysis of the models, scales and hypotheses used, it was concluded that consumers know their brands and shop according to their awareness.

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Section: Research Methods and Data Collectionmentioning

confidence: 99%

Brand recognition action in mobile shopping

Basal,

Gayretlı

2023

E3S Web of Conf.

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“…Research into the feeling of security during online shopping and customer satisfaction and customer loyalty has been shown to play a significant role in the perception of consumers; one of the most important factors when deciding on shopping and online shopping sites is a perception of lack of security (Eid, 2011;Chen, 2012). According to Karaoğlan & Durukan (2020), the time spent on the internet, and thus familiarity with it, increases the benefit perceived from online shopping. Kölemenoğlu (2018), on the other hand, showed that the satisfaction formed in shopping positively affects the consumer's perception of benefits.…”

Section: Purchasing Behaviourmentioning

confidence: 99%

The Effect of Customer Perceptions Concerning Online Shopping, Viral Marketing and Customer Loyalty on Purchasing Behavi̇our

Sarıoğlu

2023

ijmeb

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ABSTRACT Businesses are in fierce competition in the online environment so wish to ensure customer loyalty. Understanding the factors that affect people and can change consumer purchasing behaviour is of great importance. This study included 1318 people, aged 18 years and older, living in the province of Istanbul. Multiple linear regression analysis was performed using the relationship between continuous variables and Pearson's correlation analysis to investigate consumer perception of word of mouth and viral marketing, and online customer loyalty and customer perception to understand the impact on consumer purchasing behaviour. The results showed that the perception of security and value did not affected purchasing behaviour, when examining sub-dimensions, but customer relationships and benefits did. The analysis of the sub-dimensions concluded that the perception of trust in the environment had no effect on purchasing behaviour. However, other dimensions did have an effect on purchasing behaviour after regression analysis. These were customer loyalty, online perception, and word-of-mouth marketing (WOM). Notably, viral marketing did not affect purchasing behaviour. This research was limited to the sample chosen, and analysis was made only quantitatively.

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Online Retail Food Shopping During the Covid-19 Pandemic Period

Karaoğlan

Hamşioğlu

2022

Mehmet Akif Ersoy Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

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This study was conducted to measure consumer attitudes towards online retail food shopping and the impact of the Covid-19 pandemic on these attitudes. Therefore, data were collected from 390 volunteers through an online survey in the first half of 2021, when the pandemic was intense. Effects of perceived convenience, risk, price advantage and trust factors on purchase intention were studied. For this, a structural equation model was performed. Then, the moderator effect of pandemic anxiety was examined. Finally, consumers were grouped according to the number and amount of online shopping. The differences between the means of the groups regarding the factors in the model were examined. According to the results, perceived convenience, price advantage, and trust factors have positive and significant on purchase intention; perceived risk factor has a negative and significant effect. It has been found that pandemic anxiety moderates the relationship between risk and price with purchase intention. It is seen that the light online shoppers differ from the moderate and heavy online shoppers in the convenience, risk and trust perception, and purchase intention. Moderate and heavy online shoppers differ only in the trust factor. There was no statistically significant difference between the three groups regarding perceived price advantage and pandemic anxiety.

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Dijital Pazarlama Çağında Çevrimiçi Alışverişin Fayda ve Risk Algısı (Benefit and Risk Perception of Online Shopping at Digital Marketing Era)

Cited by 5 publications

References 0 publications

Brand recognition action in mobile shopping

Brand recognition action in mobile shopping

The Effect of Customer Perceptions Concerning Online Shopping, Viral Marketing and Customer Loyalty on Purchasing Behavi̇our

Online Retail Food Shopping During the Covid-19 Pandemic Period

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