Geleneksel Mağazalar ile İnternetten Alışverişte Değer Algısı ve Satınalma Niyeti: Bir Karşılaştırma
Günümüzde geleneksel dağıtım kanalları, internetten alışverişin getirdiği bazı tehditlerle karşı karşıya görünmektedirler. Müşterilerin değer algılarının bu iki kanal arasında anlamlı derecede farklılık gösterebilme ihtimali, tüketicilerin alışverişlerini birinden diğerine kaydırma ihtimalini de beraberinde getirmektedir. Temelde, geleneksel mağazalar ve sanal mağazaların tüketicilerinin değer algılamaları itibariyle ele alındığı bu çalışmada, özelde, değer algılamasının satın alma niyeti üzerindeki etkisinin geleneksel alışveriş kanalında ve internet kanalında farklılaşıp farklılaşmadığı incelenmiştir.
Bu temel amaç doğrultusunda İstanbul ilinde yaşayan, mağazalardan ve sanal mağazalardan teknolojik ürün satın alan müşterilerden veri toplanmıştır. Elde edilen sonuçlar, değer algılamasının satın alma niyetini her iki kanalda da pozitif yönde etkilediğini ve bu etkinin internet kanalında geleneksel kanala oranla daha fazla olduğunu işaret etmektedir.
Anahtar Sözcükler: Değer algılaması, satın alma niyeti, yapısal eşitlik modeli
Value perception and buying intentions: a comparison between traditional and internet shopping
Traditional distribution channels are faced with the threats brought by the advantages of shopping on the Internet. The possibility of differences of value perception between the two alternatives, may cause a shift of shopping preference for buyers. In this study, customers of both channels are compared according to their value perceptions. Besides, this study tries to understand if the effects of value perception on consumers' buying intentions differ between the traditional buying channel and Internet channel.
In order to obtain data and test the differences, questionnaires were applied to consumers buying technology products from traditional stores and Internet stores in Istanbul. The results show that value perception positively effects the buying intentions of consumers in both channels. But, this effect was relatively high on Internet channel compared to the traditional channel.
Keywords: Value perception, buying intention, structural equation modeling
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