Cilt 6 Sayı 3 (2021): Turkish Journal of Marketing
Makaleler

Web sitesi özelliklerinin anlık çevrimiçi satın alma davranışı üzerindeki etkisinin araştırılmasına yönelik bir çalışma

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  • Sara Narimanfar,
  • Peyman Ghafari Ashtiani
Sara Narimanfar
Uzman, E-ticaret Yönetimi, İslami Azad Üniversitesi, Arak, İran
Peyman Ghafari Ashtiani
Doç. Dr., İslam Azad Üniversitesi, Arak, İran

Yayınlanmış 24.12.2021

Telif Hakkı (c) 2021 Sara Narimanfar- Peyman Ghafari Ashtiani

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Web sitesi özelliklerinin anlık çevrimiçi satın alma davranışı üzerindeki etkisinin araştırılmasına yönelik bir çalışma. (2021). Turkish Journal of Marketing, 6(3), 175-191. https://doi.org/10.30685/tujom.v6i3.130

Öz

E-ticaret, özellikle çevrimiçi alışveriş için kullanılan iş ilişkilerinde birçok teslimata yol açmıştır. E-ticaretin e-alışverişi artırmak için büyümesi göz önüne alındığında, son yıllarda bu alanda araştırmacılar araştırılabilir. Bu makale, web sitesi özelliklerinin çevrimiçi anlık satın alma davranışı (OIBB) üzerindeki etkisini araştırmayı amaçlamaktadır. İran'ın Arak kentindeki DigiKala web sitesinden en az bir kez anlık çevrimiçi alışveriş yapan Digi Kala web sitesi kullanıcıları üzerinde bir anket çalışması yapılmıştır. Verilerin toplanmasında göreli tabakalı örnekleme tekniği kullanılmıştır. Veriler istatistiksel olarak analiz edildi. Sonuçlar şunları göstermektedir: Tüm araştırma hipotezleri doğrulanmıştır. Araştırmanın istatistiksel örneklemi için araştırma değişkenleri arasında hizmet kalitesi ve görsel çekicilik, çevrimiçi anlık alışveriş davranışını etkilemektedir.

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