The effect of online Turkish shoppers’ perceptions on purchase intention in fashion industry

Even though retail stayed almost the same in the last 20 years, the effect of digital tools and applications substantially altered how businesses operate and how consumers shop. When the pandemic increased the pace consumers adapted to changes, retail industry was already battling with the challenge to digitalize. This study is based on the adoption theories including the Theory of Reasoned Action and the Technology Acceptance Model to investigate the interrelationships between perceived website design, perceived privacy, perceived reliability, perceived customer service by the Turkish online shoppers and their effects on the digital purchase intention in the fashion industry. Quantitative techniques were used in this study. 470 respondents replied to the survey in Turkey, out of which 425 respondents (90.4%) stated that they shopped online from the fashion industry. Data analysis and results were discussed using the Structural Equation Modeling. Empirical findings state that the perceived website design by the Turkish online shoppers has a positive impact on perceived customer service, perceived reliability, perceived privacy, and online purchase intention. Perceived privacy is related positively to perceived customer service and digital purchase intention. Perceived reliability has a positive impact on perceived customer service, and online purchase intention. Finally, the positive effect of perception of customer service by Turkish online customers on digital purchase intention in the fashion industry is rejected unlike to other studies in this area.

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Eser Adı
(dc.title)
The effect of online Turkish shoppers’ perceptions on purchase intention in fashion industry
Yazar [Asıl]
(dc.creator.author)
Akkor Koktekin, Müge
Yazar Departmanı
(dc.creator.department)
Yeditepe University Graduate School of Social Sciences
Yazar Departmanı
(dc.creator.department)
Yeditepe University Graduate School of Social Sciences Doctoral Program in Business Administration
Yayın Tarihi
(dc.date.issued)
2023
Yayın Turu [Akademik]
(dc.type)
preprint
Yayın Türü [Ortam]
(dc.format)
application/pdf
Konu Başlıkları [Genel]
(dc.subject)
Adoption theories
Konu Başlıkları [Genel]
(dc.subject)
Purchase intention
Konu Başlıkları [Genel]
(dc.subject)
Technology acceptance model (TAM)
Konu Başlıkları [Genel]
(dc.subject)
Online shopping
Konu Başlıkları [Genel]
(dc.subject)
Benimseme teorileri
Konu Başlıkları [Genel]
(dc.subject)
Satın alma niyeti
Konu Başlıkları [Genel]
(dc.subject)
Teknoloji kabul modeli (TAM)
Konu Başlıkları [Genel]
(dc.subject)
Çevrimiçi alışveriş
Yayıncı
(dc.publisher)
Yeditepe University Academic and Open Access Information System
Dil
(dc.language.iso)
eng
Özet Bilgisi
(dc.description.abstract)
Even though retail stayed almost the same in the last 20 years, the effect of digital tools and applications substantially altered how businesses operate and how consumers shop. When the pandemic increased the pace consumers adapted to changes, retail industry was already battling with the challenge to digitalize. This study is based on the adoption theories including the Theory of Reasoned Action and the Technology Acceptance Model to investigate the interrelationships between perceived website design, perceived privacy, perceived reliability, perceived customer service by the Turkish online shoppers and their effects on the digital purchase intention in the fashion industry. Quantitative techniques were used in this study. 470 respondents replied to the survey in Turkey, out of which 425 respondents (90.4%) stated that they shopped online from the fashion industry. Data analysis and results were discussed using the Structural Equation Modeling. Empirical findings state that the perceived website design by the Turkish online shoppers has a positive impact on perceived customer service, perceived reliability, perceived privacy, and online purchase intention. Perceived privacy is related positively to perceived customer service and digital purchase intention. Perceived reliability has a positive impact on perceived customer service, and online purchase intention. Finally, the positive effect of perception of customer service by Turkish online customers on digital purchase intention in the fashion industry is rejected unlike to other studies in this area.
Kayıt Giriş Tarihi
(dc.date.accessioned)
2024-01-18

(dc.date.available)
2024-01-18
Haklar
(dc.rights)
Yeditepe University Academic and Open Access Information System
Erişim Hakkı
(dc.rights.access)
Open Access
Telif Hakkı
(dc.rights.holder)
Unless otherwise stated, copyrights belong to Yeditepe University. Usage permissions are specified in the Open Access System, and "InC-NC/1.0" and "by-nc-nd/4.0" are as stated.
Telif Hakkı Url
(dc.rights.uri)
http://creativecommons.org/licenses/by-nc-nd/4.0
Telif Hakkı Url
(dc.rights.uri)
https://rightsstatements.org/page/InC-NC/1.0/?language=en
Açıklama [Genel]
(dc.description)
Final published version
Açıklama [Not]
(dc.description.note)
Note: This preprint reports new research that has not been certified by peer review and should not be used as established information without consulting multiple experts in the field.
Tanım Koleksiyon Bilgisi
(dc.description.collectioninformation)
This item is part of the preprint collection made available through Yeditepe University library. For your questions, our contact address is openaccess@yeditepe.edu.tr
Yazar [KatkıdaBulunan]
(dc.contributor.author)
Ural, Tülin
Yazar [KatkıdaBulunan] Kurum
(dc.contributor.institution)
Yeditepe University Faculty of Economy and Administrative Sciences
Yazar [KatkıdaBulunan] Kurum
(dc.contributor.institution)
Yeditepe University Faculty of Economy and Administrative Sciences Department of Business Administration
Yazar Katkı Sağlayan OrcID
(dc.contributor.authorOrcid)
0000-0002-1873-8906
Tek Biçim Adres
(dc.identifier.uri)
https://hdl.handle.net/20.500.11831/8197
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