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Journals / Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi / 2026 / Cilt: 2 Sayı: 1

The Effects of Web Attractiveness, Web Quality and Hedonic Shopping Value on Online Purchase Decision

WEB ÇEKİCİLİĞİ, WEB KALİTESİ VE HEDONİK ALIŞVERİŞ DEĞERİNİN ÇEVRİMİÇİ SATIN ALMA KARARINA ETKİLERİ

Eda Yaşa Özeltürkay(ÇAĞ ÜNİVERSİTESİ)0000-0001-9248-1371
Gizem Koçak(ÇAĞ ÜNİVERSİTESİ)0000-0002-8448-5046
Hazal Ezgi Özbek(ÇAĞ ÜNİVERSİTESİ)0000-0003-3259-6817
Mısra Ozakın(ÇAĞ ÜNİVERSİTESİ)0000-0002-4982-6431
Gizem Arık(ÇAĞ ÜNİVERSİTESİ)0000-0002-1257-5181
Pages
56–69
Publication Date
2022-04-27
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the research, it has been observed that the hedonic shopping value has a significant effect on purchasing.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Nowadays, it is known that many people prefer online shopping through websites or other online platforms.
📊
Key Findings & Data:The research data were obtained from 227 participants online through a questionnaire which is one of the primary data collection methods.
💡
Conclusion & Impact:According to the results of the research, it has been observed that the hedonic shopping value has a significant effect on purchasing.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Web Çekiciliği · Web Kalitesi · Hedonik Alışveriş

Abstract

Nowadays, it is known that many people prefer online shopping through websites or other online platforms. It will be beneficial to understand the quality, attractiveness of websites which are the meeting point of consumers and businesses providing online shopping services., and the hedonic (experience-oriented) shopping value effects on the online purchasing decision for online service improvements and developments. This study was designed to investigate the effects of web attractiveness, web quality and hedonic shopping value on online purchasing decision. The research data were obtained from 227 participants online through a questionnaire which is one of the primary data collection methods. Multiple regression analysis was performed on the variables using the SPSS 21 package program. According to the results of the research, it has been observed that the hedonic shopping value has a significant effect on purchasing. In addition, it was concluded that time-based customer value and web quality had a significant effect on hedonic shopping value, but web attractiveness had no effect on hedonic shopping value.

Özet

Günümüzde pek çok insanın web siteleri veya diğer online platformlar aracılığıyla çevrimiçi alışverişi tercih ettiği bilinmektedir. Bu doğrultuda, tüketiciler ve çevrimiçi alışveriş hizmeti sunan işletmelerin buluşma noktası olan web sitelerinin kalitesi ve çekiciliği gibi nitelikleri ile tüketim kavramının altında yatan güdüden biri olan hedonik (deneyim odaklı) alışveriş arasındaki ilişkiyi anlamak hizmet iyileştirmeleri ve geliştirmeleri açısından faydalı olacaktır. Bu çalışma web çekiciliği, web kalitesi ve hedonik alışveriş değerinin çevrimiçi satın alma kararına etkisini araştırmak amacıyla tasarlanmıştır. Araştırma verileri, birincil veri toplama yöntemlerinden biri olan anket formu aracılığıyla online olarak 227 katılımcıdan elde edilmiştir. Değişkenler üzerinde SPSS 21 paket programı kulllanılarak çoklu regresyon analizi yapılmıştır. Araştırma sonuçlarına göre; hedonik alışveriş değerinin satın alma üzerinde anlamlı bir etkisi olduğu gözlemlenmiştir. Bunlara ek olarak, zaman temelli müşteri değeri ve web kalitesinin hedonik alışveriş değeri üzerinde anlamlı bir etkileri olduğu ancak web çekiciliğinin hedonik alışveriş değeri üzerine etkisi olmadığı sonucuna ulaşılmıştır.

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Cite This Article

Özeltürkay, E. Y., Koçak, G., Özbek, H. E., Ozakın, M., Arık, G. (2022). The Effects of Web Attractiveness, Web Quality and Hedonic Shopping Value on Online Purchase Decision. Tarsus Üniversitesi Uygulamalı Bilimler Fakültesi Dergisi, Cilt: 2 Sayı: 1, 56–69. https://ajindex.com/articles/1621324

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