Cilt 3 Sayı 2 (2018): Turkish Journal of Marketing
Makaleler

WEB SİTESİ İÇERİĞİNİN E-PERAKENDECİLİĞİN KULLANICI KABULÜNE ETKİSİ

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  • Zübeyir ÇELİK,
  • Şakir ERDEM
Zübeyir ÇELİK
VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ/ERCİŞ İŞLETME FAKÜLTESİ/İŞLETME BÖLÜMÜ/ÜRETİM YÖNETİMİ VE PAZARLAMA ANABİLİM DALI/
Şakir ERDEM
Prof. Dr., Marmara Üniversitesi, İşletme Fakültesi

Yayınlanmış 19.08.2018

Anahtar Kelimeler

  • Web Sitesi İçeriği,
  • E-Perakendecilik,
  • Kullanıcı Kabulü
Telif Hakkı Düzenlemesi

Nasıl Atıf Yapılır

WEB SİTESİ İÇERİĞİNİN E-PERAKENDECİLİĞİN KULLANICI KABULÜNE ETKİSİ. (2018). Turkish Journal of Marketing, 3(2), 108-126. https://doi.org/10.30685/tujom.v3i2.34

Öz

Günümüz dijital dünyasında web siteler, tüketiciler için hayatın bir sağlayıcısı firmalar için yapılan işlerin özüdürler. Kaliteli web sitesi içeriklerinin, çevrimiçi alışveriş tercihleri ve diğer taraftan yapılan işlerin başarısına önemli etkileri olmaktadır. Bu çerçevede bu çalışmada web sitesi içeriğinin e-perakendeciliğin kullanıcı kabulüne etkisi araştırılmaktadır. Araştırma sonunda,  web sitesi içeriği unsurlarından duygusal çekiciliğin ve amaca uygun bilginin web sitesi kullanımına yönelik tutum üzerinde olumlu anlamlı etkisinin olduğuna ancak görsel çekiciliğin etkisinin olmadığına diğer taraftan, kullanıma yönelik tutumun web sitesi kullanımı için davranışsal niyet üzerinde olumlu anlamlı etkisinin olduğuna işaret eden sonuçlara ulaşılmıştır. Dolayısıyla, kaliteli web sitesi içeriklerinin tasarımında duygusal çekicilik ve amaca uygun bilgi, uygulamacılar için önemli web sitesi içeriği unsurlarıdır.

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