MUTLULUĞUN ÇEVRİM İÇİ ALIŞVERİŞTE MÜŞTERİLERİN TEKRAR SATIN ALMA NİYETLERİNE ETKİSİ
-
Published:2023-10-15
Issue:
Volume:
Page:
-
ISSN:2147-9208
-
Container-title:International Journal of Management Economics and Business
-
language:tr
-
Short-container-title:ijmeb
Author:
ÇELİK Zübeyir1ORCID, DÜLEK Bulut1ORCID
Affiliation:
1. VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ
Abstract
When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers’ repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.
Publisher
Bulent Evcevit University
Reference83 articles.
1. Acerit, A., Baui, N. J., Daliri, J., Lazatin, S. C., Porto, P., Guzman, A.,, ... & Valdez, H. M. (2022). Oniomania: A phenomenological study on online shopping addiction. International Journal of Arts, Sciences and Education, 3(1), 71-85. 2. Andrian, A. L., & Rostiani, R. (2021). How does gift with purchase influence your satisfaction in online buying?. Jurnal Siasat Bisnis, 25(2), 177-188. 3. Ahn, T., Ryu, S., & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-75. 4. Alan, A. K., Kabadayi, E. T., Bakis, S., & Ildokuz, S. I. (2017). The role of individual factors on online shopping behavior. Journal of Business Economics and Finance, 6(3), 200-215. 5. Argyle, M., Martin, M., & Crossland, J. (1989). Happiness as a function of personality and social encounters. In J.P. Forgas, J.M. Innes (Eds.), Recent advances in social psychology: An international perspective (189- 203). Amsterdam: North Holland, Elsevier Science.
|
|