A Qualitative Analysis to Research Consumers' Purchasing Intention from Online Shopping Platforms

Muhammed Fatih Cevher

Makale detayları

A Qualitative Analysis to Research Consumers' Purchasing Intention from Online Shopping Platforms

Yazarlar:

Muhammed Fatih Cevher

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme | İş Sistemleri (Diğer)

Dergi:

Fiscaoeconomia Vol.8 Issue 2, pp.666-694

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317948

pISSN:

2564-7504

Anahtar kelimeler:

Özet:

 This article aims to examine in-depth the elements that affect consumers intentions to purchase from online shopping platforms, as well as the underlying causes for these elements. One of the studys objectives is to examine in-depth the fundamental motivations and perceptions that direct consumers purchasing intentions, as well as the emotions that are affected by them. The study method was chosen as qualitative analysis, and the sample included 25 participants who experienced online shopping. Descriptive content analysis was performed by analyzing the participant data with the MAXQDA analysis program. Nine distinct codes were discovered upon examination of the research outcomes. The acquired data, along with their analysis and figures, are presented separately. Following the investigation, a model was developed that illustrates the elements influencing consumers intents to make purchases from online retailers as well as the underlying causes of these elements. Convenience and cost are the two amazing aspects that the model indicates have an impact on customers. It was determined that the time factor is the fundamental component for these factors. One of the studys findings is that consumers ability to make comparisons is evaluated based on the time factor. Another finding is that it is supported in terms of price and convenience based on the opinions of other customers and the trust factor. While the literature generally focuses on quantitative research, this study examines consumers online shopping motivations, perceptions, and emotions in depth. In this respect, the originality of the study is revealed. To businesses, it is recommended that consumers reduce their time costs and focus on the trust they can create in consumers by providing opportunities for comparison and feedback.

 This article aims to examine in-depth the elements that affect consumers intentions to purchase from online shopping platforms, as well as the underlying causes for these elements. One of the studys objectives is to examine in-depth the fundamental motivations and perceptions that direct consumers purchasing intentions, as well as the emotions that are affected by them. The study method was chosen as qualitative analysis, and the sample included 25 participants who experienced online shopping. Descriptive content analysis was performed by analyzing the participant data with the MAXQDA analysis program. Nine distinct codes were discovered upon examination of the research outcomes. The acquired data, along with their analysis and figures, are presented separately. Following the investigation, a model was developed that illustrates the elements influencing consumers intents to make purchases from online retailers as well as the underlying causes of these elements. Convenience and cost are the two amazing aspects that the model indicates have an impact on customers. It was determined that the time factor is the fundamental component for these factors. One of the studys findings is that consumers ability to make comparisons is evaluated based on the time factor. Another finding is that it is supported in terms of price and convenience based on the opinions of other customers and the trust factor. While the literature generally focuses on quantitative research, this study examines consumers online shopping motivations, perceptions, and emotions in depth. In this respect, the originality of the study is revealed. To businesses, it is recommended that consumers reduce their time costs and focus on the trust they can create in consumers by providing opportunities for comparison and feedback.

 This article aims to examine in-depth the elements that affect consumers intentions to purchase from online shopping platforms, as well as the underlying causes for these elements. One of the studys objectives is to examine in-depth the fundamental motivations and perceptions that direct consumers purchasing intentions, as well as the emotions that are affected by them. The study method was chosen as qualitative analysis, and the sample included 25 participants who experienced online shopping. Descriptive content analysis was performed by analyzing the participant data with the MAXQDA analysis program. Nine distinct codes were discovered upon examination of the research outcomes. The acquired data, along with their analysis and figures, are presented separately. Following the investigation, a model was developed that illustrates the elements influencing consumers intents to make purchases from online retailers as well as the underlying causes of these elements. Convenience and cost are the two amazing aspects that the model indicates have an impact on customers. It was determined that the time factor is the fundamental component for these factors. One of the studys findings is that consumers ability to make comparisons is evaluated based on the time factor. Another finding is that it is supported in terms of price and convenience based on the opinions of other customers and the trust factor. While the literature generally focuses on quantitative research, this study examines consumers online shopping motivations, perceptions, and emotions in depth. In this respect, the originality of the study is revealed. To businesses, it is recommended that consumers reduce their time costs and focus on the trust they can create in consumers by providing opportunities for comparison and feedback.

 Çalışma online alışveriş platformlarından tüketicilerin satın alma niyetlerinin hangi faktörlerden etkilendiği ve bu faktörlerin altında yatan nedenleri derinlemesine analiz etmeyi amaçlamaktadır. Tüketicilerin satın alma niyetlerini yönlendiren temel motivasyon ve algıların yanı sıra etkilendikleri duyguların da kapsamlı şekilde araştırılması çalışmanın amaçlarındandır. Çalışma yöntemi nitel analiz olarak belirlenmiş, çalışma örneklemi için online alışveriş platformlarından alışveriş yapma konusunda deneyimli 25 katılımcıyla gerçekleştirilmiştir. Katılımcılardan elde edilen veriler MAXQDA analiz programı aracılığıyla incelenerek betimsel içerik analizi gerçekleştirilmiştir. Çalışma bulguları incelendiğinde 9 farklı koda ulaşılmıştır. Elde edilen veriler; analizleri ve şekilleriyle ayrı ayrı sunulmuştur. Analizler sonucunda tüketicilerin online alışveriş platformlarından satın alma niyetlerini etkileyen faktörler ve bu faktörlerin altında yatan nedenleri gösterebilmek adına bir model oluşturulmuştur. Model üzerinden; tüketicilerin etkilendiği fenomen faktörlerin kolaylık ve fiyat faktörleri olduğu; bu faktörlerin altında yatan faktörün ise zaman faktörü olduğu sonucuna ulaşılmıştır. Tüketicilerin kıyas yapabilmesi zaman faktörüne bağlı olarak incelenmekte ve diğer tüketicilerin geri bildirimi ile güven faktörüne bağlı olarak kolaylık ve fiyat konusunda desteklendiği de çalışmanın sonuçlarındandır. Literatür genellikle nicel araştırmalara odaklanırken, bu çalışma tüketicilerin online alışveriş motivasyonlarını, algılarını ve duygularını derinlemesine incelemektedir. Bu açıdan çalışmanın özgünlüğü ortaya koyulmaktadır. İşletmelere; tüketicilerin zaman maliyetini düşürmesi, kıyaslama ve geri bildirim yapabilme fırsatlarının sunulması ile tüketicide oluşturabilecekleri güven üzerine odaklanmaları tavsiye edilmektedir.

Makale detayları

A Qualitative Analysis to Research Consumers' Purchasing Intention from Online Shopping Platforms

Yazarlar:

Muhammed Fatih Cevher

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme | İş Sistemleri (Diğer)

Dergi:

Fiscaoeconomia Vol.8 Issue 2, pp.666-694

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317948

pISSN:

2564-7504

Consumer Behavior

Purchase Intention

Online Shopping

Online Shopping PlatformsTüketici Davranışı

Satın Alma Niyeti

Online Alışveriş

Online Alışveriş Platformları

Sayı

Makale detayları

Yazarlar: Muhammed Fatih Cevher

Yayıncı: Ahmet Arif EREN

Ana Başlıklar: İşletme | İş Sistemleri (Diğer)

Dergi: Fiscaoeconomia Vol.8 Issue 2, pp.666-694

Belge Tipi: Makale

Yayın Tarihi: 5/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001317948

pISSN: 2564-7504

Sayı

Yazarlar:

Muhammed Fatih Cevher

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme | İş Sistemleri (Diğer)

Dergi:

Fiscaoeconomia Vol.8 Issue 2, pp.666-694

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317948

pISSN:

2564-7504