Geleneksel Mağazalar ile İnternetten Alışverişte Değer Algısı ve Satınalma Niyeti: Bir Karşılaştırma
Geleneksel Mağazalar ile İnternetten Alışverişte Değer Algısı ve Satınalma Niyeti: Bir Karşılaştırma
Yazar: Kaya, İsmail; Özen, Hilal
Dergi: İstanbul Üniversitesi İşletme Fakültesi Dergisi, Vol. 41 No. 1, 2012

ÖzetGünümüzde 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 modeliValue perception and buying intentions: a comparison between traditional and internet shoppingAbstractTraditional 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 ReferencesZeithaml, Valerie, Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22, (1998).Dodds, W.B., K.B. Monroe, D. Grewal, Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, 28, 3, 307-319, (1991).Bolton, Ruth N., James Drew, A Multistage Model of Customers' Assessments of Service Quality and Value, Journal of Consumer Research, 17, 375-384, (1991).Vantrappen, H., Creating Customer Value by Streamlining Business Processes, Long Range Planning, 25, 53-62, (1992).Sweeney, Jillian C., Geoffrey N. Soutar, Lester W. Johnson, Retail service quality and perceived value: A comparison of two models, Journal of Retailing and Consumer Services, 4, 1, 39-48, (1997).Mathwick, Charla, Naresh Malhotra, Edward Rigdon, Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment, Journal of Retailing, 77, 1, 39-56, (2001).Kotler, Philip, Marketing Management, London: Prentice-Hall, (2000).Long, Mary M., Leon G. Schiffman, Consumption values and relationships: segmenting the market for frequency programs, Journal of Consumer Marketing, 17, 3, 214-232, (2000).Petrick, James F., Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service, Journal of Leisure Research, 34, 2, 119-134, (2002).Tsan, Chiachi ve Yihsin Liu, The Relationship Between Customer Perceived Value and Future Purchase Intention&ndash;The Case of Taiwanese Insurance Industry, Department of Finance, Lunghwa University of Science and Technology, (2005).De Ruyter, J. K., Wetzels, M., Lemmink, J., Mattson, J., The dynamics of the service delivery process: a value-based approach, International Journal of Research in Marketing, 14, 231-243, (1997).Woodruff, Robert B., Customer value: The next source for competitive advantage, Journal of the Academy of Marketing Science, 25, 2, 139-153, (1997).Sinha, Indrajit, Wayne S. DeSarbo, An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value, Journal of Marketing Research, 35, 236-249, (1998).Sweeney, Jillian C., Geoffrey N. Soutar, Consumer perceived value: The development of a multiple item scale, Journal of Retailing, 77, 203-220, (2001).S&aacute;nchez-Fern&aacute;ndez, Raquel, M. &Aacute;ngeles Iniesta-Bonillo, The concept of perceived value a systematic review of the research, Marketing Theory, 7, 4, 427-451, (2007).Sheth, Jagdish N., Bruce I. Newman, Barbara L. Gross, Consumption Values and Market Choices: Theory and Applications, South-Western Publishing Co., Cincinnati, Ohio, (1991).Kantamneni, S. Prasad, Kevin R. Coulson, Measuring Perceived Value: Scale Development and Research Findings From A Consumer Survey, The Journal of Marketing Management, 6, 2, 72-86, (1996).Sweeney, J.C., G.N. Soutar, Lester W. Johnson, The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment, Journal of Retailing, 75, 1, 77-105, (1999).Lizhu, Yu, Cross-shopping and shopping orientation Consumer perceived value in todays dynamic retail environment, Yayınlanmamış Doktora Tezi, (2006).Sirohi, N., E.W. McLaughlin, D.R. Wittink, A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer, Journal of Retailing, 74, 2, 223-245, (1998).Baker, Julie, A. Parasuraman, Dhruv Grewal, Glenn B. Voss, The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions, Journal of Marketing, 66, 120-141, (2002).Broekhuizen, Thijs, Understanding Channel Purchase Intentions: Measuring Online and Offline Shopping Value Perceptions, Yayınlanmamış Doktora Tezi, (2006).Kim, Youn Kyung, Consumer Value: An Application to Mall and Internet Shopping, International Journal of Retail & Distribution Management, 30, 12, 595-602, (2002).Chang, Man-Kit, Risks, Trust and Trust Building for Online Shopping, Yayınlanmamış Doktora Tezi, The Chinese University of Hong Kong, (2003).Cronin, Jr. J. Joseph, Michael K. Brady, G. Tomas M. Hult, Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76, 2, 193-218, (2000).Swait, Joffre, Jillian C. Sweeney, Perceived Value and Its Impact on Choice Behavior in a Retail Setting, Journal of Retailing and Consumer Services, 7, 77-88, (2000).Chu, Ching-Wen, Hsi-Peng Lu, Factors Influencing Online Music Purchase Intention in Taiwan: An Empirical Study Based on the Value-Intention Framework, Internet Research, 17, 2, 139-155, (2007).Dodds, W.B., Monroe, K.B., The effect of brand and price information on product evaluations, Advances in Consumer Research, 12, 85-90, (1985).Baker, Julie, A., The effect of retail store environments of consumer perceptions of quality, price and value, Yayınlanmamış Doktora Tezi, Texas A&M University, (1990).Sweeney, J., An investigation of a theoretical model of consumer perceptions of value, Yayınlanmamış Doktora Tezi, School of Management and Marketing, Curtain University of Technology, Perth, Avustralya, (1995).Castro, Raquel Puente, E-Valuation: A Multiple Item Scale For Measuring Perceived Value In Online Services, Yayınlanmamış Doktora Tezi, (2004).Monroe, Kent B., Joseph D. Chapman, Framing Effects on Buyers Subjective Product Evaluations, Advances in Consumer Research, 14, 193-197, (1987).Alışveriş Merkezleri ve Perakendeciler Derneği-AMPD, Perakende 250 Araştırma Raporu, (2009).CNN Türk Haber Sitesi, Erkekler Daha Çok Alışveriş Yapıyor, http://www.cnnturk.com/2011/ekonomi/genel/01/25/erkekler.daha.cok.alisveris.yapiyor/604479.0/index.html. 31 Ocak (2011).Stone, Robert N., Kjell Gronhaug, Perceived Risk: Further Considerations for the Marketing Discipline, European Journal of Marketing, 27, 3, 39 &ndash; 50, (1993).Teas, Kenneth, Sanjeev Agarwal, The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value, Journal of the Academy of Marketing Science, 208, 2, 278-290, (2000).Devaraj, S., M. Fan, R. Kohli, Antecedents of B2C channel satisfaction and preference: Validating e-commerce metric, Information Systems Research, 13, 3, 316&ndash;333, (2002).Chen, Zhan, Alan J. Dubinsky, A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation, Psychology & Marketing, 20, 4, 323-347, (2003).Yang, Kiseol, Laura D. Jolly, The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers, Journal of Retailing and Consumer Services, 16, 6, 502-508, (2009).Tan, Soo Jiuan, Strategies for reducing consumers' risk aversion in Internet shopping, Journal of Consumer Marketing, 16, 2, 163-180, (1999).Swinyard, William R., Scott M. Smith, Why People (Don't) Shop Online: A Lifestyle Study of the Internet Consumer, Psychology & Marketing, 20, 7, 567-597, (2003).Szymanski, David M., Richard T. Hise, e-Satisfaction: An Initial Examination, Journal of Retailing, 76, 3, 309-322, (2000).Mokhtarian, P.L.,A conceptual analysis of the transportation impacts of B2C e-commerce, Transportation, 31, 257-284, (2004).Parasuraman, A., Valarie A. Zeithaml, Arvind Malhotra, E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, 7, 3, 213-233, (2005).Farag, Sendy, Tim Schwanen, Martin Dijst, Jan Faber, Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping, Transportation Research, Part A 41, 125-141, (2007).Gerbing, David W., James C. Anderson, An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment, Journal of Marketing Research, 15, 186-192, (1988).Şimşek, Ömer Faruk, Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LİSREL Uygulamaları, Ekinoks Eğitim Danışmanlık Hiz. ve Bas. Yay. Dağ. San. ve Tic. Ltd. Şti., (2007).Denis, Daniel J., Multi-Group Analysis in AMOS (with pairwise tests of path coefficients) University of Montana, http://psychweb.psy.umt.edu/denis/datadecision/multigroup/amos_group.html, http://psychweb.psy.umt.edu/denis/datadecision/front/index.html, Draft last revised Sunday, January 31, 2010, 1 Şubat (2011).Collins, Nancy L., Running Multiple Group Models in AMOS, http://www.docstoc.com/docs/26595048/Running-Multiple-Group-Models-in-Amos., 1 Mart (2011).Bagozzi, Richard P., Causal Models in Marketing, New York: Wiley., 1980. Aktaran Broekhuizen, Thijs, Understanding Channel Purchase Intentions: Measuring Online and Offline Shopping Value Perceptions, Yayınlanmamış Doktora Tezi, (2006).Kim, Jae-On, Charles W. Mueller, Standardized and Unstandardized Coefficients in Causal Analysis: An Expository Note, Sociological Methods Research, 4, 4, 423-438, (1976).Diamantopoulos, Adamantios, Judy A. Siguaw, Introducing LISREL: A Guidefor the Uninitiated, London: Sage, (2000).Kline, Rex B., Principles and Practices of Structural Equation Modeling Principles and Practices of Structural Equation Modeling, The Guilford Press, New York, (2005).

ÖzetGünümüzde 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 modeliValue perception and buying intentions: a comparison between traditional and internet shoppingAbstractTraditional 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 ReferencesZeithaml, Valerie, Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22, (1998).Dodds, W.B., K.B. Monroe, D. Grewal, Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, 28, 3, 307-319, (1991).Bolton, Ruth N., James Drew, A Multistage Model of Customers' Assessments of Service Quality and Value, Journal of Consumer Research, 17, 375-384, (1991).Vantrappen, H., Creating Customer Value by Streamlining Business Processes, Long Range Planning, 25, 53-62, (1992).Sweeney, Jillian C., Geoffrey N. Soutar, Lester W. Johnson, Retail service quality and perceived value: A comparison of two models, Journal of Retailing and Consumer Services, 4, 1, 39-48, (1997).Mathwick, Charla, Naresh Malhotra, Edward Rigdon, Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment, Journal of Retailing, 77, 1, 39-56, (2001).Kotler, Philip, Marketing Management, London: Prentice-Hall, (2000).Long, Mary M., Leon G. Schiffman, Consumption values and relationships: segmenting the market for frequency programs, Journal of Consumer Marketing, 17, 3, 214-232, (2000).Petrick, James F., Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service, Journal of Leisure Research, 34, 2, 119-134, (2002).Tsan, Chiachi ve Yihsin Liu, The Relationship Between Customer Perceived Value and Future Purchase Intention&ndash;The Case of Taiwanese Insurance Industry, Department of Finance, Lunghwa University of Science and Technology, (2005).De Ruyter, J. K., Wetzels, M., Lemmink, J., Mattson, J., The dynamics of the service delivery process: a value-based approach, International Journal of Research in Marketing, 14, 231-243, (1997).Woodruff, Robert B., Customer value: The next source for competitive advantage, Journal of the Academy of Marketing Science, 25, 2, 139-153, (1997).Sinha, Indrajit, Wayne S. DeSarbo, An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value, Journal of Marketing Research, 35, 236-249, (1998).Sweeney, Jillian C., Geoffrey N. Soutar, Consumer perceived value: The development of a multiple item scale, Journal of Retailing, 77, 203-220, (2001).S&aacute;nchez-Fern&aacute;ndez, Raquel, M. &Aacute;ngeles Iniesta-Bonillo, The concept of perceived value a systematic review of the research, Marketing Theory, 7, 4, 427-451, (2007).Sheth, Jagdish N., Bruce I. Newman, Barbara L. Gross, Consumption Values and Market Choices: Theory and Applications, South-Western Publishing Co., Cincinnati, Ohio, (1991).Kantamneni, S. Prasad, Kevin R. Coulson, Measuring Perceived Value: Scale Development and Research Findings From A Consumer Survey, The Journal of Marketing Management, 6, 2, 72-86, (1996).Sweeney, J.C., G.N. Soutar, Lester W. Johnson, The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment, Journal of Retailing, 75, 1, 77-105, (1999).Lizhu, Yu, Cross-shopping and shopping orientation Consumer perceived value in todays dynamic retail environment, Yayınlanmamış Doktora Tezi, (2006).Sirohi, N., E.W. McLaughlin, D.R. Wittink, A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer, Journal of Retailing, 74, 2, 223-245, (1998).Baker, Julie, A. Parasuraman, Dhruv Grewal, Glenn B. Voss, The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions, Journal of Marketing, 66, 120-141, (2002).Broekhuizen, Thijs, Understanding Channel Purchase Intentions: Measuring Online and Offline Shopping Value Perceptions, Yayınlanmamış Doktora Tezi, (2006).Kim, Youn Kyung, Consumer Value: An Application to Mall and Internet Shopping, International Journal of Retail & Distribution Management, 30, 12, 595-602, (2002).Chang, Man-Kit, Risks, Trust and Trust Building for Online Shopping, Yayınlanmamış Doktora Tezi, The Chinese University of Hong Kong, (2003).Cronin, Jr. J. Joseph, Michael K. Brady, G. Tomas M. Hult, Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76, 2, 193-218, (2000).Swait, Joffre, Jillian C. Sweeney, Perceived Value and Its Impact on Choice Behavior in a Retail Setting, Journal of Retailing and Consumer Services, 7, 77-88, (2000).Chu, Ching-Wen, Hsi-Peng Lu, Factors Influencing Online Music Purchase Intention in Taiwan: An Empirical Study Based on the Value-Intention Framework, Internet Research, 17, 2, 139-155, (2007).Dodds, W.B., Monroe, K.B., The effect of brand and price information on product evaluations, Advances in Consumer Research, 12, 85-90, (1985).Baker, Julie, A., The effect of retail store environments of consumer perceptions of quality, price and value, Yayınlanmamış Doktora Tezi, Texas A&M University, (1990).Sweeney, J., An investigation of a theoretical model of consumer perceptions of value, Yayınlanmamış Doktora Tezi, School of Management and Marketing, Curtain University of Technology, Perth, Avustralya, (1995).Castro, Raquel Puente, E-Valuation: A Multiple Item Scale For Measuring Perceived Value In Online Services, Yayınlanmamış Doktora Tezi, (2004).Monroe, Kent B., Joseph D. Chapman, Framing Effects on Buyers Subjective Product Evaluations, Advances in Consumer Research, 14, 193-197, (1987).Alışveriş Merkezleri ve Perakendeciler Derneği-AMPD, Perakende 250 Araştırma Raporu, (2009).CNN Türk Haber Sitesi, Erkekler Daha Çok Alışveriş Yapıyor, http://www.cnnturk.com/2011/ekonomi/genel/01/25/erkekler.daha.cok.alisveris.yapiyor/604479.0/index.html. 31 Ocak (2011).Stone, Robert N., Kjell Gronhaug, Perceived Risk: Further Considerations for the Marketing Discipline, European Journal of Marketing, 27, 3, 39 &ndash; 50, (1993).Teas, Kenneth, Sanjeev Agarwal, The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value, Journal of the Academy of Marketing Science, 208, 2, 278-290, (2000).Devaraj, S., M. Fan, R. Kohli, Antecedents of B2C channel satisfaction and preference: Validating e-commerce metric, Information Systems Research, 13, 3, 316&ndash;333, (2002).Chen, Zhan, Alan J. Dubinsky, A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation, Psychology & Marketing, 20, 4, 323-347, (2003).Yang, Kiseol, Laura D. Jolly, The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers, Journal of Retailing and Consumer Services, 16, 6, 502-508, (2009).Tan, Soo Jiuan, Strategies for reducing consumers' risk aversion in Internet shopping, Journal of Consumer Marketing, 16, 2, 163-180, (1999).Swinyard, William R., Scott M. Smith, Why People (Don't) Shop Online: A Lifestyle Study of the Internet Consumer, Psychology & Marketing, 20, 7, 567-597, (2003).Szymanski, David M., Richard T. Hise, e-Satisfaction: An Initial Examination, Journal of Retailing, 76, 3, 309-322, (2000).Mokhtarian, P.L.,A conceptual analysis of the transportation impacts of B2C e-commerce, Transportation, 31, 257-284, (2004).Parasuraman, A., Valarie A. Zeithaml, Arvind Malhotra, E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, 7, 3, 213-233, (2005).Farag, Sendy, Tim Schwanen, Martin Dijst, Jan Faber, Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping, Transportation Research, Part A 41, 125-141, (2007).Gerbing, David W., James C. Anderson, An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment, Journal of Marketing Research, 15, 186-192, (1988).Şimşek, Ömer Faruk, Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LİSREL Uygulamaları, Ekinoks Eğitim Danışmanlık Hiz. ve Bas. Yay. Dağ. San. ve Tic. Ltd. Şti., (2007).Denis, Daniel J., Multi-Group Analysis in AMOS (with pairwise tests of path coefficients) University of Montana, http://psychweb.psy.umt.edu/denis/datadecision/multigroup/amos_group.html, http://psychweb.psy.umt.edu/denis/datadecision/front/index.html, Draft last revised Sunday, January 31, 2010, 1 Şubat (2011).Collins, Nancy L., Running Multiple Group Models in AMOS, http://www.docstoc.com/docs/26595048/Running-Multiple-Group-Models-in-Amos., 1 Mart (2011).Bagozzi, Richard P., Causal Models in Marketing, New York: Wiley., 1980. Aktaran Broekhuizen, Thijs, Understanding Channel Purchase Intentions: Measuring Online and Offline Shopping Value Perceptions, Yayınlanmamış Doktora Tezi, (2006).Kim, Jae-On, Charles W. Mueller, Standardized and Unstandardized Coefficients in Causal Analysis: An Expository Note, Sociological Methods Research, 4, 4, 423-438, (1976).Diamantopoulos, Adamantios, Judy A. Siguaw, Introducing LISREL: A Guidefor the Uninitiated, London: Sage, (2000).Kline, Rex B., Principles and Practices of Structural Equation Modeling Principles and Practices of Structural Equation Modeling, The Guilford Press, New York, (2005).