Cilt 6 Sayı 2 (2021): Turkish Journal of Marketing
Makaleler

Müşteri ara yüz özellikleri ile e-ağızdan ağıza pazarlama arasındaki ilişkide güvenlik ve gizliliğin aracılık rolü

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  • Pınar YÜRÜK-KAYAPINAR
Pınar YÜRÜK-KAYAPINAR
Dr. Öğr. Üyesi, Trakya Üniversitesi, Edirne, Türkiye

Yayınlanmış 24.08.2021

Anahtar Kelimeler

  • Müşteri Arayüz Özellikleri, Güvenlik ve Gizlilik, Elektronik Ağızdan Ağıza Pazarlama

Telif Hakkı (c) 2021 Pınar Yürük Kayapınar

Creative Commons License

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

Nasıl Atıf Yapılır

Müşteri ara yüz özellikleri ile e-ağızdan ağıza pazarlama arasındaki ilişkide güvenlik ve gizliliğin aracılık rolü. (2021). Turkish Journal of Marketing, 6(2), 125-142. https://doi.org/10.30685/tujom.v6i2.118

Öz

Teknolojideki son gelişmeler, tüketiciler ve işletmeler tarafından internet kullanımının artmasına neden olmuştur. Bu çalışma, müşteri arayüzü özellikleri, güvenlik ve gizlilik, elektronik ağızdan ağıza pazarlama ve çevrimiçi satın alma niyetleri arasındaki ilişkileri incelemektedir. Bu ilişkileri incelemek için, Edirne, Tekirdağ ve Kırklareli illerinden, kolayda örneklem yöntemi kullanılarak toplam 438 tüketiciye ulaşılmıştır. Araştırmanın amacına göre, e-ticaret siteleri üzerinden alışveriş yapan tüketiciler seçilmiş ve bu kişilerle yüz yüze görüşülerek veriler toplanmıştır. Toplanan verileri analiz etmek için, öncelikle açıklayıcı ve doğrulayıcı faktör analizleri uygulanmış ve daha sonrasında hipotezler yapısal eşitlik modeli ile test edilmiştir. Elde edilen sonuçlara göre, kişiselleştirme ve karakterin güvenlik ve gizlilik üzerinde; etkileşim, karakter ve kişiselleştirme ve güvenlik ve gizliliğin elektronik ağızdan ağıza pazarlama üzerinde; kişiselleştirmenin de çevrimiçi satın alma niyeti üzerinde anlamlı doğrudan bir etkisi görülmektedir. Ayrıca, kişileştirme ve karakter, güvenlik ve gizliliğin aracılık rolü sayesinde elektronik ağızdan ağıza pazarlama üzerinde anlamlı dolaylı bir etkiye sahiptir.

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