Publication: ONLINE ALIŞVERİŞ YAPAN TÜKETİCİLERİN DÜZENLEYİCİ UYUMLARININ ALGILANAN DEĞER VE GÜVENE ETKİSİ
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Abstract
Online alışveriş yapan tüketicilerin düzenleyici odaklar teorisine göre analiz edildiği bu çalışmada tüketici motivasyonları ayrıntılı bir şekilde incelenmiş ve bu motivasyonların güven ve algılanan değer üzerinden davranışsal niyete olan etkisine bakılmıştır. Düzenleyici odaklar teorisine göre motivasyonların temelinde yönelimci ve kaçınmacı olmak üzere iki odak yer almaktadır. Araştırma sonucunda online alışveriş yapan bireylerin yönelimci düzenleyici odağa sahip oldukları görülmüştür. Hedonik motivasyon ile hareket eden bu bireyleri online alışverişe yönlendiren davranışsal niyetleri üzerinden algıladıkları değer ve güvenin anlamlı olumlu etkisinin olduğu sonucuna varılmıştır. Dolayısıyla online perakendecilerin, müşterilerini iyi tanıyarak onların sahip oldukları motivasyonlara göre stratejiler geliştirmeleri önemli olmaktadır.
This paper examines the roles of behavioral intentions of consumers who have promotion or_x000D_ prevention focus on online shopping through trust and perceived value. The regulatory focus_x000D_ suggests that individuals assign different aspects to the same decision based on their promotionfocused or prevention-focused regulatory orientation. As an important factor affecting people’s_x000D_ behavior regulatory focus can have a significant influence on consumers’ judgment and decision_x000D_ making. Although both of these focuses allow individuals to achieve their goals, their_x000D_ characteristics are distinct. The results have shown that online shoppers are more likely to have_x000D_ promotion orientation, driven by predominantly hedonic motivations. It was concluded that the_x000D_ perceived value and trust had a significant positive effect on the behavioral intentions that directed_x000D_ these individuals who act with hedonic motivation to online shopping. Therefore, it is important_x000D_ for online retailers to recognize their customers well and develop strategies according to their_x000D_ motivations.
This paper examines the roles of behavioral intentions of consumers who have promotion or_x000D_ prevention focus on online shopping through trust and perceived value. The regulatory focus_x000D_ suggests that individuals assign different aspects to the same decision based on their promotionfocused or prevention-focused regulatory orientation. As an important factor affecting people’s_x000D_ behavior regulatory focus can have a significant influence on consumers’ judgment and decision_x000D_ making. Although both of these focuses allow individuals to achieve their goals, their_x000D_ characteristics are distinct. The results have shown that online shoppers are more likely to have_x000D_ promotion orientation, driven by predominantly hedonic motivations. It was concluded that the_x000D_ perceived value and trust had a significant positive effect on the behavioral intentions that directed_x000D_ these individuals who act with hedonic motivation to online shopping. Therefore, it is important_x000D_ for online retailers to recognize their customers well and develop strategies according to their_x000D_ motivations.