THE INFLUENCE OF VIRTUAL STORE ATMOSPHERE, ONLINE SHOPPING SATISFACTION AND PERCEIVED RISK IN ONLINE SHOPPING ON INTENTION TO CONTINUE ONLINE SHOPPING
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DOI : 10.26449/sssj.536
Year-Number: 2018-17
Language : null
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Abstract
This study was conducted in order to determine the effect of the virtual store atmosphere on consumers' perception towards online shopping and their intention to continue online shopping. The universe of the research is composed of consumers who reside in Istanbul and shopped at least once on the Internet in the last year. Survey application was made to the 422 people selected by convenience sampling method. The questionnaire forms consist of personal information questions and online shopping scales. Data analysis was done in SPSS 16 package program. In the analysis of the data, regression model was applied with descriptive statistics such as frequency and percentage. As a result of the research, it was determined that there is a positive and meaningful relationship between the perception of virtual stores, satisfaction with online shopping, and intention to continue online shopping.
Keywords
Abstract
This study was conducted in order to determine the effect of the virtual store atmosphere on consumers' perception towards online shopping and their intention to continue online shopping. The universe of the research is composed of consumers who reside in Istanbul and shopped at least once on the Internet in the last year. Survey application was made to the 422 people selected by convenience sampling method. The questionnaire forms consist of personal information questions and online shopping scales. Data analysis was done in SPSS 16 package program. In the analysis of the data, regression model was applied with descriptive statistics such as frequency and percentage. As a result of the research, it was determined that there is a positive and meaningful relationship between the perception of virtual stores, satisfaction with online shopping, and intention to continue online shopping.
Keywords
- The rate of shopping through the virtual store is constantly increasing with the changes in the lifestyles ofconsumers. Consumers have a limited time and they do not want to waste time in shopping, they aredirecting them to virtual stores (Enginkaya, 2006, Chaffey and Ellis-Chadwick, 2016). Through virtualstores, consumers can compare the convenience of the products they want and they can find the productpreference. Consumers who shop through a virtual store have the advantage of having the opportunity tomake choices in a short period of time by many options. Nevertheless, the ever-increasing competitiveenvironment is also mentioned in virtual retailing (Fiore and Jin, 2003, Glazer et al., 2017). Today, there aremany virtual stores offering the same product to consumers. There are many factors that affect the preferenceof consumers in these virtual stores, among which the most important is the store atmosphere. Consumers'intentions to purchase may be affected positively or negatively, depending on the situation of perceiving thevirtual store. In this context, it is important for marketers firstly to detect consumers' virtual store perceptions and develop strategies in this direction (Doolin et al., 2005, Adıgüzel, 2010, Strauss, 2016).
- In the past, marketers have pointed out that consumers make purchasing decisions during purchasingactions, but nowadays marketers claim that the buying decision is shaped not during the moment but duringand after the buying action (Dalal and Malik, 2015; Turban et al., 2016). This makes it important forconsumers to examine all the situations they are affected before giving up their purchasing decisions. Invirtual shopping environments, the main factor is the consumer, and the examination of the factors affectingthe purchasing decision of the consumer has become one of the main topics of the marketers (Dalal andMalik, 2015). The virtual shop atmosphere is one of the most important criteria affecting consumer decisionsbecause it cannot be directly interacted with the consumer in virtual shopping (Arslan and Baycu, 2006; West et al., 2015).
- In virtual stores, consumers are not confronted with some of the problems they encounter in traditionalstores, which makes virtual stores an advantageous position. In addition to the lack of store crowds andwaiting queues, consumers are encouraged to opt for virtual stores (Turban et al., 2016; Chong et al., 2016),as well as special promotions for consumers, accessibility at every hour of the day, comfort and conveniencein shopping. In addition to these, many factors such as the visual quality of the virtual store, the length of theinformation entered in the purchasing process are influential in consumers' decision making and procurementactivities. When designing the virtual store atmosphere, businesses should keep their consumer comfort inthe forefront and keep purchasing process as short as possible by ensuring easy access to the product and making purchases as positive as possible (Gerrikagoitia et al., 2015; Glazer et al., 2017).
- There are many factors affecting consumers in virtual shop exchange, security is one of the mostimportant(Kehoe, 2002, Lapin, 2006). Compared to shopping made from traditional stores, shopping madethrough a virtual store is considered as more risky. In particular, the possibility of stealing personalinformation and credit card information may affect consumers' intentions to shop through a virtual store.Purchase intention will also vary depending on the perceived risk perception of the purchase made by theconsumer through the virtual store, and the rate of risk perceived. It is important for enterprises to share theirsecurity measures in detail with consumers (Diker ve Varol, 2013), by making their systems secure withadvanced technologies in order to reduce the perceived risk. Determining the factors affecting the consumers'virtual store preferences and purchasing intentions and determining the marketing strategies in line withthese factors are important for the profitability of the enterprises (Oskaybaş et al., 2015; Arslan, 2016).Consumers' virtual store interests, risk perceptions towards virtual stores and the impact on their purchasingintentions. For this reason, it is important to determine the factors that affect consumers' perceptions towards virtual stores and to produce strategies within this scope.
- The universe of the research is made up of consumers who reside in the province of Istanbul and haveshopped at least once on the internet in the last year. According to Yazicioglu and Erdoğan (2004), 384people on the 5% sampling line are a reliable number for the infinite universe. Survey is applied to the 422 people by convenience sampling method. Survey forms were collected via e-mail.
- Survey form was used as data collection tool in the research. The questionnaire forms consist of personalinformation questions and online shopping scales. Expressions used to measure online store perception weretaken from the scale developed by Wakefield and Baker (1998). The interest in online shopping and theonline store satisfaction scale were created from the scales used in the study of Zaichkowsky (1985). Theintention to continue shopping online has been adapted from the work of Wakefield and Baker (1998), andFiore and Jin (2003). Expressions used to measure the risk that customers perceive from online shoppinghave been adapted from the scale developed by Pavlou (2003). Attitude scales related to online shoppingwere prepared by Adıgüzel (2010). The Turkish reliability and validity study of all scales was performed byAdıgüzel (2010). The number of questions pertaining to scales and Cronbach's Alpha coefficient are given at the table below.
- In this study, the atmosphere of the virtual stores where businesses presented their products were examinedto see how again consumers perceptions of online shopping change. Due to the constraints of the research,the research can not be generelized. As a result of the research, it was determined that the virtual storeatmosphere and online shopping satisfaction perceptions had a positive effect but the perceived risk affectedthe intention to continue negatively. Similarly, Kim et al. (2000) reported that the perceived satisfactionaffects the intention to purchase positively. In the survey, it was determined that consumers' positive storeperceptions influenced positively the intention to purchase again. Oskaybaş et al. (2014) stated that theconfidence, satisfaction and quality of the online store were directly influential on the loyalty of the customers.
- It has been determined that the perceived risk from online shopping affects negatively the intention tocontinue online shopping. Doolin et al. (2005) stated that individuals are hesitant to give their own personalinformation, and that as privacy concerns increase, the desire to shop online is diminishing. However, Kehoe(2002) stated that the perceived risk varies from person to person and that buying behavior changes asperceived risk changes. Joines et al. (2003) reported that the greatest obstacle towards online shopping isperceived risk. Lapin (2006) found that as the risk perceptions of consumers increased, the amount of money they spent on online shopping decreased, or that consumers did not spend any money.
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