Price Related Constructs’ Effects on Daily Deal Buying Behavior in Turkey

Q3 Social Sciences Nigerian Journal of Economic and Social Studies Pub Date : 2015-01-15 DOI:10.14706/JECOSS11514

H. Asil, H. Ozen

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引用次数: 3

Abstract

Abstract: Daily deal sites have become so popular in Turkey just as they have in many other countries. Heavy discounted offers for products or services attract most of the people to these new marketplaces. Glancing over the offers before starting to work became a habit for some of the people. However, some others do not have any interest to daily deals. So, it can be said that behavioral differences are unavoidable among customers. There are different forces that initiate the buying process. In this study, factors that affect buying behaviors of people from daily deal sites are investigated. The effect of buying behavior on satisfaction is also examined. Price related constructs (price consciousness, price mavenism, sale proneness and coupon proneness) and impulse buying tendencies of customers are taken as predictors of buying behavior from daily deal sites. Results suggest that price mavenism and coupon proneness are positively related with buying behaviors from online daily deal sites. On the other hand satisfaction come about to be a positive result of buying behavior. Even though the focus of this study is specific to a limited group, it is envisaged that the results will provide insights for both academics and e-tailers. Keywords: Daily Deal Sites, Online Shopping, Turkey, Structural Equation Modeling. JEL Classifications: M31, M10

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价格相关结构对土耳其日常团购行为的影响

摘要:团购网站在土耳其已经变得非常流行，就像在许多其他国家一样。产品或服务的大量折扣优惠吸引了大多数人进入这些新市场。对一些人来说，在开始工作前浏览一下报价已经成为一种习惯。然而，还有一些人对团购没有任何兴趣。因此，可以说顾客之间的行为差异是不可避免的。有不同的力量启动购买过程。本研究主要研究影响团购网站用户购买行为的因素。购买行为对满意度的影响也进行了研究。以价格相关结构(价格意识、价格至上主义、销售倾向和优惠券倾向)和消费者的冲动购买倾向作为每日团购网站购买行为的预测因子。结果表明，价格至上主义和优惠券倾向与团购网站的购买行为呈正相关。另一方面，满意度是购买行为的积极结果。尽管这项研究的重点是特定于一个有限的群体，但预计研究结果将为学术界和电子零售商提供见解。关键词:团购网站，网上购物，土耳其，结构方程建模JEL分类:M31, M10

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