İktisat Politikası Araştırmaları Dergisi

GÖNDERBİLGİ
EnglishTürkçe

Araştırma Makalesi


DOI :10.26650/JEPR1296365   IUP :10.26650/JEPR1296365    Tam Metin (PDF)

Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi

Tuğçenur Ekinci Furtana, Hasan Özkazanç

Günümüzde teknolojik gelişmelerin bir sonucu olarak sanal ortamda alışveriş yapma hızı giderek artmaktadır. Sosyal medya ortamında şirketler rekabet avantajı elde etmek için teknolojik gelişmeleri takip ederek uyumlaştırma çalışmaları yapmaktadır. Tüketici talepleri ve ihtiyaçları bu araştırmanın odak noktası olup satışlarının, tüketici ihtiyaç ve beklentileri karşılandıkça artması beklenmektedir. Bu araştırmanın amacı, tüketicilerin e-ticaret yoluyla alışveriş yaparken güven duygusu oluşturarak tüketici kararı üzerindeki etkisini ortaya çıkarmaktır. Araştırmada nicel araştırma yöntemlerinden biri kullanılmış ve bu konuda hazırlanan anket Sosyal medya hesabı olan 409 katılımcıya uygulanmıştır. Araştırma verileri, IBM SPSS 22.0 kullanılarak analiz edilmiştir. Elde edilen verilere güvenilirlik analizi, betimleyici istatistik analizleri, bağımsız örnek t testi, anova testi, korelasyon ve basit doğrusal regresyon uygulanmıştır. E-ticarette platform güvenirliliği, marka güveni, marka bağlılığı ve satın alma niyeti pozitif ve anlamlı bir ilişki olduğu tespit edilmiştir.

Anahtar Kelimeler: E-ticaret, Sosyal medya, Güven, Marka, Tüketici kararı
JEL Classification : M31 , D12 , F19
DOI :10.26650/JEPR1296365   IUP :10.26650/JEPR1296365    Tam Metin (PDF)

The Effect of Trust in Social Media and E-Commerce Companies on Consumer Decision

Tuğçenur Ekinci Furtana, Hasan Özkazanç

Today, due to technological developments, the speed at which shopping takes place in the virtual environment is increasing. In the social media environment, companies follow technological developments and carry out harmonisation studies in order to gain a competitive advantage. By focusing on consumer demands and needs, this research shows how sales are expected to increase as consumer needs and expectations are met. This research also aims to reveal the effect on consumer decisions as a sense of trust is created in consumers while shopping via e-commerce. This study uses a quantitative research method, and the questionnaire prepared for this purpose was applied to 409 participants with social media accounts. Research data were analysed using IBM SPSS 22.0. Reliability analysis, descriptive statistical analysis, independent sample t test, anova test, correlation and simple linear regression were applied to the obtained data. The results of this analysis showed that there is a positive and significant relationship between platform reliability, brand trust, brand loyalty and purchase intention in e-commerce.

Anahtar Kelimeler: E-Commerce, Social media, Trust, Brand, Consumer decision
JEL Classification : M31 , D12 , F19

GENİŞLETİLMİŞ ÖZET


As a result of globalization, an increase has been observed in the development of technology, in consumers becoming more conscious, and in greater competition between companies. Companies are working hard to reach a higher level and to gain competitive advantage by making greater use of developing technology. With rapidly developing and changing technology, the demands of consumers are both increasing and becoming more varied in their nature. Thus, creating a fast and secure shopping environment for consumers is inevitable in today's conditions. Electronic commerce, which has started to be used as a new shopping model, provides great convenience to consumers. It is more appropriate for businesses to use e-commerce to meet the needs and demands of consumers, rather than to continue their sales with traditional methods.

The aim of this research is to measure consumer behavior based on the sense of trust of consumers shopping via e-commerce. This research is very important in terms of determining factors for both consumers and businesses. By addressing the important points that affect and ensure consumer trust valuable contributions to e-commerce businesses and to future studies in this field can be made. This research was carried out on 409 participants who have social media accounts in Turkey. As a result of the necessary research and in accordance with the research model, the hypotheses of the research were determined as follows.

H1: Platform reliability significantly affects brand loyalty.

H2: Customer trust significantly affects brand loyalty.

H3: Brand loyalty significantly affects purchase intention.

H4: There are differences between socio-demographic factors and platform reliability.

H4a: There is a difference between gender and platform reliability.

H4b: There is a difference between marital status and platform reliability.

H4c: There is a significant relationship between age and platform reliability.

H4d: There is a difference between educational status and platform reliability.

H5: There are differences between socio-demographic factors and customer trust.

H5a: There is a difference between gender and customer trust.

H5b: There is a difference between marital status and customer trust.

H5c: There is a difference between age and customer confidence.

H5d: There is a difference between educational background and customer confidence.

H6: There are differences between socio-demographic factors and brand loyalty.

H6a: There is a difference between gender and brand loyalty.

H6b: There is a difference between marital status and brand loyalty.

H6c: There is a difference between age and brand loyalty.

H6d: There is a difference between educational status and brand loyalty.

H7: There are differences between socio-demographic factors and purchase intention.

H7a: There is a difference between gender and purchase intention.

H7b: There is a difference between marital status and purchase intention.

H7c: There is a difference between age and purchase intention.

H7d: There is a difference between educational background and purchase intention.

While conducting research on the relevant literature, scales consisting of 20 statements were found. In addition, questions that collect information about the demographic characteristics of the survey were found. These scale expressions were used in the research conducted by Uçan in 2020. The survey questions prepared in this research were arranged by the researcher in accordance with the purpose of the research. Thus, only the dimensions of platform reliability, brand trust, brand loyalty and purchase intention were included in the research. When the data were examined, it was determined that there was a positive and significant relationship between platform reliability, brand trust, brand loyalty and purchase intention.

Platform reliability was found to affect brand loyalty significantly (p=0.000) and H1 hypothesis was accepted.

Customer trust was found to affect brand loyalty significantly (p=0.000) and H2 hypothesis was accepted.

Brand loyalty was found to have a significant effect on purchase intention (p=0.000) and H3 hypothesis was accepted.

No differences were found between socio-demographic factors and platform reliability, and H4 was rejected.

No differences were found between socio-demographic factors and customer trust, and H5 was rejected.

No differences were found between socio-demographic factors and brand loyalty, and H6 was rejected.

No difference was found between gender and purchase intention, and H7a was rejected.

No difference was found between marital status and purchase intention and H7b was rejected.

A difference was found between age and purchase intention and H7c was accepted.

A difference was found between education level and purchase intention and H7d was accepted.

Trade, which is as old as the history of humanity, is the activity of making a profit in return for a certain commodity. Ways of conducting trade have been shaped by people from past to present. E-commerce, which has developed in recent years, is a shopping method that allows us to shop over the internet by moving commerce to the electronic environment.

Electronic commerce plays an important role in making shopping easier, safer and more profitable. Businesses want to increase productivity by providing online shopping.

Businesses that open websites for online shopping aim to reach wider audiences with electronic commerce in addition to their traditional shopping. In this study, the effect of online shopping trust on consumer behavior in e-commerce was examined.

In the study different hypotheses were proposed which considered socio-demographic factors, platform reliability, customer trust, brand loyalty and purchase intention. According to the results of the analysis, all four hypotheses tested were accepted. It was determined that there is a positive significant relationship between platform reliability, customer trust, brand loyalty and purchase intention.

An examination of the results of the survey in the light of demographic characteristics revealed that the number of female participants was quite high. In addition, the marital status of the majority of the participants was single, and the level of education was associate degree / undergraduate. As a result of the analysis obtained by correlation modeling and simple linear regression, the data belonging to the structure, platform reliability, customer trust, brand loyalty and purchase intention scales reached the desired values and it was concluded that they were reliable. It was determined that there is a significant and positive relationship between the hypotheses of the research.

New concepts and hypotheses can guide future studies and create areas of investigation. In addition, research can be initiated to encourage consumers who avoid shopping to shop online.


PDF Görünüm

Referanslar

  • Akçacı, T., & Kurt, F. B. (2020). Online Süpermarket Alışverişinde Tüketici Faktörü. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(20), 414 - 433. google scholar
  • Aksoy, R. (2006). Bir Pazarlama Değeri Olarak Güven ve Tüketicilerin Elektronik Pazarlara Yönelik Güven Tutumları. ZKÜ Sosyal Bilimler Dergisi, 2(4), 79 - 90. google scholar
  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2002). Modern Pazarlama. İstanbul: Değişim Yayınları. google scholar
  • Arıkan, E., & Erçetin, C. (2015). Elektronik Ticarette Tüketicilerin Satın Alma Davranış ve Tercihlerini Etkileyen Unsurlar: E-Ticaret Siteleri Üzerine Bir Çalışma. İstanbul: Doğuş Üniversitesi Sosyal Bilimler Enstitüsü google scholar
  • Aslan, R., & Menteş, Ü. G. (2022). Elektronik Ticarette Güvenin Tüketici Sadakati Üzerine Etkisi. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(1), 506 - 527. google scholar
  • Aydınhan, E., & Erat, S. (2019). Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi. 6(UWE 2019 Özel Sayısı), 123 - 140. google scholar
  • Aydın, S., & Derer, E. (2015). E-Ticarette Güven Unsurunun Müşterilerin Satın Alma Davranışlarına Olan Etkisi: Süleyman Demirel Üniversitesi Öğrencileri Üzerine Bir Araştırma. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (21), 127 - 150. google scholar
  • Chellappa, R. K., & Pavlou, P. A. (2002). Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management, 15(5/6), 358-368. google scholar
  • Civelek, M. E., & Ertemel, A. V. (2018). The Effect of E-Commerce Web Site Security on Purchase Intention. Beykoz Akademi Dergisi, 6(2), 81-89. google scholar
  • Connolly, R., & Bannister, F. (2008). Factors influencing Irish consumers’ trust in internet shopping. Management Research News, 31(5), 339-358. google scholar
  • Dal, N. E., & Şahin, Ö. (2018). Elektronik Ticarette Güven Oluşturan Faktörlerin Satınalma Niyeti ile İlişkisi: Trendyol Alışveriş Sitesi Müşterileri ile Bir Araştırma. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 5(12), 240 - 259. google scholar
  • Dawley, L. (2009). Social Network Knowledge Construction: Emerging Virtual World Pedagogy. On the Horizon, 17(2), 109-121. google scholar
  • Elmas, P. (2009). Ticaretin Yeni Şekli E-Ticaret! Peki Hakkında Ne Biliyoruz?. İzmir Ticaret Odası Ar&Ge Bülten, 13-19. google scholar
  • Fidan, H. (2015). Bilgi Ekonomisinde Güven ve Elektronik Ticaret Güven Bileşenleri. 1st International Congress on Applied Sciences, 556-567. google scholar
  • Hacıefendioğlu, Ş. (2010). Sosyal Paylaşım Sitelerinde Üye Bağlılığı Üzerine Bir Araştırma. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (KOSBED), 0(20), 56-71. google scholar
  • Hazar, M. (2011). Sosyal medya bağımlılığı-bir alan araştırması. İletişim Kuram ve Araştırma Dergisi, 0(32), 151175. google scholar
  • Hermogeno, D. L. (2019). E-Commerce: History and Impact on the Business and Consumers. google scholar
  • Kantsperger, R., & Kunz, W. H. (2010). Consumer trust in service companies: a multiple mediating analysis. Managing Service Quality: An International Journal, 20(1), 4-25. google scholar
  • Karabulut, M. (1989). Tüketici Davranışı. İstanbul: İstanbul Üniversitesi İşletme Fakültesi. google scholar
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564. google scholar
  • Marangoz, M, (2018). İnternette Pazarlama. İstanbul: Beta Yayınları. google scholar
  • Özbay, A., & Devrim, J. (2000). e-Ticaret Rehberi, 7’den 77’ye Yeni Başlayan Herkes İçin. İstanbul: Hayat Yayınları. google scholar
  • Solomon, M. R., Hogg, M. K., Askegaard, S., & Bamossy, G. J., (2019). Consumer Behaviour: A European Perspective. Pearson Education Limited. google scholar
  • Sönmezay, M., & Özdemir, E. (2020). E-Ticarette Tüketici Güvenini Etkileyen Faktörler ve Tüketicilerin Çevrim İçi Satın Alma Niyeti Üzerine Güvenin Etkisi. İşletme Araştırmaları Dergisi, 12(4), 4252-4268. google scholar
  • Şimşek, A. (2016). Elektronik Ticaret Sitesi Kullanıcılarının Güven Tutumlarının İncelenmesi: Uşak İlinde Ampirik Bir Çalışma. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 18(30), 1-12. google scholar
  • Uçan, Ö. C. (2020). The Role Of Reliability, Trust And Brand Loyalty On E-Commerce Purchase Intention. google scholar
  • Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü. google scholar
  • Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. O’Reilly Media google scholar

Atıflar

Biçimlendirilmiş bir atıfı kopyalayıp yapıştırın veya seçtiğiniz biçimde dışa aktarmak için seçeneklerden birini kullanın


DIŞA AKTAR



APA

Ekinci Furtana, T., & Özkazanç, H. (2023). Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi. İktisat Politikası Araştırmaları Dergisi, 10(2), 605-628. https://doi.org/10.26650/JEPR1296365


AMA

Ekinci Furtana T, Özkazanç H. Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi. İktisat Politikası Araştırmaları Dergisi. 2023;10(2):605-628. https://doi.org/10.26650/JEPR1296365


ABNT

Ekinci Furtana, T.; Özkazanç, H. Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi. İktisat Politikası Araştırmaları Dergisi, [Publisher Location], v. 10, n. 2, p. 605-628, 2023.


Chicago: Author-Date Style

Ekinci Furtana, Tuğçenur, and Hasan Özkazanç. 2023. “Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi.” İktisat Politikası Araştırmaları Dergisi 10, no. 2: 605-628. https://doi.org/10.26650/JEPR1296365


Chicago: Humanities Style

Ekinci Furtana, Tuğçenur, and Hasan Özkazanç. “Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi.” İktisat Politikası Araştırmaları Dergisi 10, no. 2 (Dec. 2024): 605-628. https://doi.org/10.26650/JEPR1296365


Harvard: Australian Style

Ekinci Furtana, T & Özkazanç, H 2023, 'Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi', İktisat Politikası Araştırmaları Dergisi, vol. 10, no. 2, pp. 605-628, viewed 4 Dec. 2024, https://doi.org/10.26650/JEPR1296365


Harvard: Author-Date Style

Ekinci Furtana, T. and Özkazanç, H. (2023) ‘Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi’, İktisat Politikası Araştırmaları Dergisi, 10(2), pp. 605-628. https://doi.org/10.26650/JEPR1296365 (4 Dec. 2024).


MLA

Ekinci Furtana, Tuğçenur, and Hasan Özkazanç. “Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi.” İktisat Politikası Araştırmaları Dergisi, vol. 10, no. 2, 2023, pp. 605-628. [Database Container], https://doi.org/10.26650/JEPR1296365


Vancouver

Ekinci Furtana T, Özkazanç H. Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi. İktisat Politikası Araştırmaları Dergisi [Internet]. 4 Dec. 2024 [cited 4 Dec. 2024];10(2):605-628. Available from: https://doi.org/10.26650/JEPR1296365 doi: 10.26650/JEPR1296365


ISNAD

Ekinci Furtana, Tuğçenur - Özkazanç, Hasan. “Sosyal Medya ve E-Ticaret Şirketlerine Olan Güvenin Tüketici Kararına Etkisi”. İktisat Politikası Araştırmaları Dergisi 10/2 (Dec. 2024): 605-628. https://doi.org/10.26650/JEPR1296365



ZAMAN ÇİZELGESİ


Gönderim12.05.2023
Kabul27.07.2023
Çevrimiçi Yayınlanma02.08.2023

LİSANS


Attribution-NonCommercial (CC BY-NC)

This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.


PAYLAŞ




İstanbul Üniversitesi Yayınları, uluslararası yayıncılık standartları ve etiğine uygun olarak, yüksek kalitede bilimsel dergi ve kitapların yayınlanmasıyla giderek artan bilimsel bilginin yayılmasına katkıda bulunmayı amaçlamaktadır. İstanbul Üniversitesi Yayınları açık erişimli, ticari olmayan, bilimsel yayıncılığı takip etmektedir.