Özel Alışveriş Kulüplerinden Kullanıcıların Satın Alma Davranışları

Abstract

Teknoloji ve internetin artık tüm dünyada yaygınlaşmasıyla beraber var olan şirketlerin iş modellerini elektronik ortama da uyarlaması veya yeni girişimciler ile birlikte yepyeni iş modellerinin internette sahne alması başlamıştır. Bu modellerden biri internet üzerinden alışveriştir ve Türkiye de de internet üzerinden alışveriş tüm dünyaya paralel olarak her geçen gün gelişmektedir.Yeni iş konseptleri e-ticaret sektörüne farklı bakış açıları getirmektedir. Geliştirdikleri e-ticaret modelleri veya varolan işlerini e-ticarete uyarlayan şirketler, müşterilerine çok daha kısa sürede ulaşıp, olumlu veya olumsuz geri dönüşleri hızlı bir şekilde alabilmektedirler. Bu sayede hem rekabet avantajlarını sürdürebilirler hem de yüksek kar marjları elde edebilirler.Bu alışveriş modelinin özelleşmesiyle yepyeni bir iş modeli doğmuş ve bu oluşum özel alışveriş kulüpleri (ÖAK) adını almıştır. Her iş modelinde olduğu gibi ÖAK ların da kendi iç dinamikleri ve özellikleri bulunmaktadır. ÖAK lar, internet üzerinden ürünlerin(ürünler belli sektörlere veya markalara göre sınıflandırılabilir)yüksek indirimlerle satışa sunulduğu sitelerdir. Bu indirimlerde süre sınırlandırılması söz konusu olup, indirimden bir süre önce üyelere e-posta ile bildirilir. Genellikle davetiye sistemiyle yani kapalı devre alışveriş sistemiyle çalışmaktadır. ÖAK lara üye olunmadan ürünler görüntülenemeyeceği gibi indirimlerden de haberdar olunamamaktadır. Literatürde daha önce yapılan çalışmalarda kullanıcıların internet üzerinden alışveriş davranışlarını inceleyen araştırmalarda bir çok model önerisi sunulmuştur ve kullanıcıların bu davranışları belirlenmeye çalışılmıştır.Bu çalışmada ÖAK iş modeli, Teknoloji Kabul Modeli (TKM) temel alınarak geliştirilmiş araştırma modeli ile incelenmektedir. Modelde, faydacı ve zevke ait alışveriş yönelimi, kişisel yenilikçilik, sosyal etki, e-ticaret servis kalitesi vb. faktörler TKM ye eklenmiştir. Çalışmanın amacı bu sitelerden alışveriş yapan kullanıcıların davranışlarını açıklamak ve bu davranışları etkileyen faktörleri tanımlamaktır. Model tasarım aşamasında, uygulama yapılacak hedef kitle Türkiye den olduğu için, modelin yapısı bu kitlenin kültürel özellikleri göz önüne alınarak oluşturulmuştur. Veriler Çoklu Regresyon yöntemi ile analiz edilerek her bir yapı için önerilen model doğrulanmıştır. Çalışmanın sonuçları, bu iş modelini uygulayacak yeni şirketlere ve halen faaliyette olan ÖAK lara rehber niteliğindedir.Bu sonuçlar sayesinde ÖAK kullanıcılarının bir ÖAK web sitesinden neler beklediği, ne gibi şeylere önem verip, inceledikten sonra satın alma davranışlarını gerçekleştirdiği ortaya çıkarılabilir. Bunun yanında satın alma davranışı sonucunda memnuniyet etkileri belirlenebilmektedir.

Together with World Wide Web enter into our lifes, traditional business models affected and new business models have been emerged. Especially after transtion from Web 1.0 to Web 2.0, end users participation are increasing to internet world everyday. That participation brings a lot of innovations, opportunities etc. for companies and end users. Companies are expanding their market shares and also protecting their competitive advantages owing to e-commerce phenomenon s growth. E-Commerce emerges as an evolving structure day by day. E-commerce has many definition by different sources for instance World Trade Organization (WTO) defines e-commerce as; the production, distribution, marketing, sale or delivery of goods and services by electronic networks. It has many different business models which are varied business models according to the application areas and business structures. Generally, e-commerce business models can be grouped under for main models; B2B (business-to-business), B2C (business-to-consumer), C2B (consumer-to-business) and C2C (consumer-to-consumer). Each e-commerce business models have their own internal-external dynamics and success factors. Companies are paying attention to these factors and also companies try to achieve success by minimizing barriers. Furthermore e-commerce companies try to strengthen their technological infrastructure for providing timely and up to date information and supplying their products and services to customers in quickest way. E-Commerce structure brings a lot of advantages to companies. These advantages; the strengthening of customer relationship management, increasing profit margins through eliminating intermediaries, responding and answering customer s request more effectively and fast owing to direct communication with customers and feedbacks from customers. Besides the advantages, e-commerce systems contain a lot of obstacles. Particularly it is hard to sustain existence in market for start up companies. Approximately ten percentage of venture companies could sustain existence in their marketplace. As mentioned in these indicators, companies should analyze these advantages and disadvantages and make right decisions if they want to be successful in these business area. E-commerce web sites and companies, especially the US companies, extend their transaction volumes every year. European countries are keeping pace with that structure, they are raising the amount of e-commere transacion volumes. Turkey which is the country of study conducted is a little behind the other major players of Europe. However looking at the growing rate and potential of Turkey, it can be said that Turkey will come into one of Europe s major players. Literature has many models which is created for examining acceptance of electronic systems or technologies such as internet. Each of them has been developed for different purposes and application areas. Models of studies for examining technology acceptance in literature; diffusion of innovation theory, theory of reasoned action, theory of planned behavior, unified theory of acceptance and use of technology, technology acceptance model. Among the many models that are improved to explain the acceptance of new technologies and information systems, TAM outshines as a strong model. The model is developed by Davis in 1989 and has become the most preferred model for researchers in this field. Technology acceptance model is differentiated from others because it has a very good theoretical infrastructure therefore it has been used most in technology acceptance studies. As mentioned, TAM s power comes from its infrastructure; cost-benefit analysis, adaptation of innovations, self-efficacy theory and expectancy theory. Within the technology and Internet s becoming widespread all around the world, existing companies began to integrate their existing business models to electronic environment or with new entrepreneurs, novel business models have started to appear. One of these business model is shopping online which is growing in Turkey as well as in the world. New business models bring new perspectives on e-commerce sector. In the previous years, Private Shopping Clubs (PSC) has emerged as a new business model of online shopping which is one of the most popular business models. In this study, by considering the online shopping, i.e., e-commerce sector, the private shopping clubs that have an important place for this sector are aimed. PSCs have their own internal dynamics and characteristics as every business model. Private Shopping Club is a members only shopping club, where members can buy goods great opportunities. After sign up these kind of web sites, users can see the goods, services and prices. PSCs are websites where products (products are classified according to certain sectors or brands) are sold online with huge discounts. These discounts have time limitations and members are notified before the discounts start especially they organize sales events for its members that typically last 2 to 6 days. This business model works usually with an invitation system that is called closed-loop shopping system. People who do not have membership to the PSC cannot see the products and they are not informed about the discounts. Previous studies that examined buying behavior of users on internet, proposed different models for determining shopping behavior of users. In this study, PSC model is examined with proposed model based on Technology Acceptance Model (TAM) . The proposed model is a wide model with 15 different structures. Between relationship of structures of proposed model are analyzed by Multiple Regression Analysis and then trying to validate the proposed hypotheses. In a multiple regression analysis, the relations between the dependent variables that is affected by the multiple independent variables are taken together. In the model, factors such as; Subjective Norm, Trust, Risk, Perceived Usefulness, Perceived Ease of Use, Behavioral Intention, Utilitarian and Hedonic Online Shopping, Product Information Quality, Website quality, Perceived Enjoyment, Individual Innovativeness, E-commerce Service Quality, Content Richness, Satisfaction are included to the model. Online survey system has been used to collect data from survey participants for evaluating these fifteen structure. Since the basis of the study relies on online shopping, the users should have an internet access and they should have used at least one of the private shopping clubs before. The survey questions are prepared as a 1-5 number Likert scale to quantify the components of the model. Before start to analyze Multiple Regression Analysis, it has been done reliability and factor analysis on survey questions and structures in order to validate properly categorized, reliable statistically and object elemination. After these analysis, Trust structure has been removed because of analysis results and Subjective Norm structure divided two part, the other part is Image structure. Finally proposed model has been revised and Multiple Regression Analysis applied on that proposed model. This study aims to explain the behaviors of PSC users. Also it is examining PSC as a dimension of “Online Shopping” – which is an developing concept, these factors were aimed to be measured; user intentions, factors affecting the intentions of shopping, user satisfaction at the end of shopping activities. Results of the study can be used as a guide to existing PSC and to new companies with the intention to use this new business model. Researchers can analyze what PSC s users are expecting from PSC s web sites or what kind of things they attach importance during their transactions. In addition to this researchers can also analyze the satisfaction level of actual purchases of the PSC users.