ÖZET Doğayla ilgili olumsuz gelişmelerin günlük hayatta kendini hissettirmeye başlamasıyla birlikte, çevrenin korunması konusunda toplumda bazı kaygılar baş göstermiş ve bazı hassasiyetler oluşmaya başlamıştır. Çevresel hassasiyetler,... more
ÖZET Doğayla ilgili olumsuz gelişmelerin günlük hayatta kendini hissettirmeye başlamasıyla birlikte, çevrenin korunması konusunda toplumda bazı kaygılar baş göstermiş ve bazı hassasiyetler oluşmaya başlamıştır. Çevresel hassasiyetler, tüketici boyutunda da kendini göstererek, hacmi ciddi boyutlara ulaşan yeşil tüketicilerin ortaya çıkmasını sağlamıştır. Gün geçtikçe büyüyen bu tüketici segmentinin varlığı karşısında işletmeler, tüketicilerdeki artan yeşil bilince yönelik mal ve hizmetler içeren pazarlama stratejileri geliştirme gereksinimi duymuştur. Bu çalışmayla, tüketime konu olan malların ömrünün tüketicilerce nasıl algılandığı araştırılmakta ve durum sürdürülebilir tüketim açısından değerlendirilmektedir. ABSTRACT New concerns have arisen and sensitivity began to emerge about protection of environment with the beginning of felt in daily life of nature related adverse events. The expansion of environmental sensitivities has resulted with a new type and remarkably huge volume of new consumer called as green consumers. With emerge of these new consumers segment, businesses had been forced to develop new marketing strategies that care the green consciousness. This study investigates the perception of consumers about life span of consumer goods in terms of sustainability of consumption.
Research Interests:
In today’s digital world, the Internet is having vigorous and transformational effects on consumer’s behavior. Over the past ten years, consumers all over the world have increasingly used the Internet as an efficient medium in their... more
In today’s digital world, the Internet is having vigorous and transformational effects on consumer’s behavior.
Over the past ten years, consumers all over the world have increasingly used the Internet as an efficient medium
in their shopping experience. Online retailers are trying to influence consumers shopping attitude and behavior
by creating renewed shopping experiences in order to sustain their business under the catastrophic destructive
competition among online and offline retailers. In the catastrophic destructive rivalry environment, it is vital for
retailers to understand online consumers’ beliefs, attitudes, shopping intentions and behavior toward online
shopping. Therefore, this study was designated to clarify consumers’ online shopping intentions within the
online shopping environment. This study extends the technology acceptance model (TAM) and consumer
perceived value theory.
In the data gathering process, we used convenience sampling and face-to-face interviews techniques. The 400
valid questionnaires were gathered from the Internet shoppers who voluntarily participated with in our research
in Osmaniye, Turkey. In order to test the research model, we used Partial Least Squares (PLS-PM) analysis
method. The analysis results provide strong support for the research model. Particularly, perceived usefulness,
hedonic value, and online shopping satisfaction dimensions have statistically positive effect on online shopping
intentions. The findings suggest that perceived usefulness and positive online shopping attitude plays a
significant role in increasing both perceived utilitarian and hedonic online shopping value. In addition, online
shopping satisfaction and hedonic value have a significant effect on consumer online shopping intentions.
Finally, analysis results give some useful insights into the consumers’ online shopping intentions.
Keywords: online shopping, online shopping intentions, technology acceptance model, online shopping
utilitarian and hedonic value
Over the past ten years, consumers all over the world have increasingly used the Internet as an efficient medium
in their shopping experience. Online retailers are trying to influence consumers shopping attitude and behavior
by creating renewed shopping experiences in order to sustain their business under the catastrophic destructive
competition among online and offline retailers. In the catastrophic destructive rivalry environment, it is vital for
retailers to understand online consumers’ beliefs, attitudes, shopping intentions and behavior toward online
shopping. Therefore, this study was designated to clarify consumers’ online shopping intentions within the
online shopping environment. This study extends the technology acceptance model (TAM) and consumer
perceived value theory.
In the data gathering process, we used convenience sampling and face-to-face interviews techniques. The 400
valid questionnaires were gathered from the Internet shoppers who voluntarily participated with in our research
in Osmaniye, Turkey. In order to test the research model, we used Partial Least Squares (PLS-PM) analysis
method. The analysis results provide strong support for the research model. Particularly, perceived usefulness,
hedonic value, and online shopping satisfaction dimensions have statistically positive effect on online shopping
intentions. The findings suggest that perceived usefulness and positive online shopping attitude plays a
significant role in increasing both perceived utilitarian and hedonic online shopping value. In addition, online
shopping satisfaction and hedonic value have a significant effect on consumer online shopping intentions.
Finally, analysis results give some useful insights into the consumers’ online shopping intentions.
Keywords: online shopping, online shopping intentions, technology acceptance model, online shopping
utilitarian and hedonic value