Elâzığ’da Yaşayan Afganların Online Alış Verişe Yönelik Tutumları: Bir Araştırma
DOI:
https://doi.org/10.5281/zenodo.18445694Anahtar Kelimeler:
Online Alışveriş, Teknoloji Kabul Modeli, Algılanan Güven, Algılanan Risk, Algılanan Kalite, e-WOMÖzet
Online alışveriş internete erişimin artmasıyla birlikte tüketici tutumlarını ve davranışlarını köklü biçimde dönüştürerek, günlük yaşamın ayrılmaz bir parçası haline gelmiştir. Online alışveriş, tüketicilere zaman ve maliyet tasarrufunun yanı sıra daha geniş ürün yelpazesine erişim imkânı sağlarken; işletmelere de daha geniş bir müşteri kitlesine ulaşma imkânı sunmaktadır. Bununla birlikte güven, risk algısı, web sitesi kalitesi ve elektronik ağızdan ağıza iletişim (e-WOM) vb. faktörler tüketicilerin online alışverişe yönelik tutumlarını da doğrudan etkilemektedir.
Bu çalışmanın amacı; Elazığ’da yaşayan Afganistanlı tüketicilerin online alışveriş tutumlarını Teknoloji Kabul Modeli (TAM) çerçevesinde incelemektir. Çalışmanın evrenini, Türkiye İstatistik Kurumu verilerine göre Elazığ’da yaşayan 558 Afganistanlı oluşturmaktadır. %95 güven aralığında belirlenen örneklem, 230 katılımcıdan meydana gelmiştir. Veri toplama aracı olarak da anket yöntemi kullanılmış, ölçekler literatürdeki geçerli çalışmalardan uyarlanmış ve toplam 29 ifadeden oluşmuştur. Verilerin analizi için Lisanslı SPSS 27.0 programından yararlanılmış, Geçerlik ve Güvenirlik analizi yapıldıktan sonra Frekans Analizi (Yüzde), Regresyon Analizi testi yapılmıştır.
Çalışmanın bulguları, algılanan güven, algılanan risk, algılanan web sitesi kalitesi ve e-WOM’un online alışveriş tutumlarını anlamlı ve pozitif şekilde etkilediğini göstermiştir. Özellikle algılanan güven değişkeni en güçlü belirleyici unsur olarak öne çıkmıştır. Çalışma sonuçları, literatürde yer alan önceki çalışmalarla tutarlı ve farklı kültürel bağlamlarda dahi online alışveriş tutumlarının benzer dinamiklerle şekillendiğini ortaya koymuştur. Çalışma teorik düzeyde TAM modelini genişleterek literatüre katkı sağlarken, çevrimiçi perakendecilere uygulamaya yönelik önemli stratejik öneriler sunmaktadır.
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