Online Alışverişte Müşterilerin Tekrar Satın Alma Niyetlerinin Öncülleri: Hizmet Kalitesi, İmaj, Algılanan Değer ve Müşteri Tatmininin, Tekrar Satın Alma Niyeti Üzerindeki Etkisi

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Musterilerin bir urunu satin almasina etki eden unsurlar satin alma olarak adlandirilmaktadir Markalar icin bir musterinin bir urunu satin alma sebebini anlamak hayati onemdedir E-ticaret gunumuzde onemli bir ivme kazanmistir Ozellikle Covid-19 vakasinin tum dunyayi sarmasiyla da daha da kullanilir hale gelmistir Artik tuketiciler temassiz teslimat ozelliǧi, kapiya kadar getirmesi gibi ozellikleri sayesinde, kalabalik ortama girmemek icin eticaretten alisverise daha fazla yonelim gostermektedirler E-ticaret sadece modern bir ticaret faaliyeti deǧil, ayni zamanda kritik bir pazarlama iletisimi aracidir Eldeki calisma ile de e-ticaret sitelerinden alisveriste musterileri satin alma davranisina iten nedenler olarak gorulebilecek olan satin alma onculleri belirlenmeye calisilmistir Bu amac doǧrultusunda, 456 kisiye anket formu elektronik ortamda uygulanmistir Anket yontemi ile toplanilan verilerin guvenilirlik ve gecerlilik analizi gerceklestirilerek, calismanin modeli AMOS 23 0'da doǧrulayici faktor analizi ve yol analizi yontemiyle test edilmistir Arastirma bulgularina gore hizmet kalitesi, algilanan deǧer ve tatminin online alisveriste tekrar satin alma niyeti uzerinde etkili olduǧu;ancak online alisveris sitesinin imajinin, alisveris sitesinden tekrar satin alma niyeti uzerinde doǧrudan bir etkisinin olmadiǧi gorulmustur Alternate abstract:The factors that affect the customers' purchase of a product are called purchasing predecessors Understanding why a customer purchases a product is vital for brands E-commerce has gained significant momentum today It has become even more used, especially as the Covid-19 case spread all over the world Now, consumers have turned more towards shopping from e-commerce in order not to enter a crowded environment, thanks to its features such as contactless delivery and bringing it to the door E-commerce is not only a modern business activity, but also a critical marketing communication tool With the study in hand, it has been tried to determine the antecedents of repurchase that can be seen as the reasons that push customers to buy behavior when shopping from e-commerce sites For this purpose, a questionnaire form was applied to 456 people electronically The reliability and validity analysis of the data collected by the survey method was performed, and the model of the study was tested in AMOS 23 0 with confirmatory factor analysis and path analysis method According to the research findings, it was found that service quality, value and satisfaction have an effect on re-purchase intention in online shopping;however, image has been observed that it has no direct effect on repeat purchasing intention from the shopping site