THE EFFECT OF CUSTOMER PERCEPTIONS CONCERNING ONLINE SHOPPING, VIRAL MARKETING AND CUSTOMER LOYALTY ON PURCHASING BEHAVİOUR

Authors : Cüneyd Ikbal Sarioğlu

Pages : 348-370

Doi:10.17130/ijmeb.1210803

View : 36 | Download : 71

Publication Date : 2023-06-22

Article Type : Research Article

Abstract :ABSTRACT Businesses are in fierce competition in the online environment so wish to ensure customer loyalty. Understanding the factors that affect people and can change consumer purchasing behaviour is of great importance. This study included 1318 people, aged 18 years and older, living in the province of Istanbul. Multiple linear regression analysis was performed using the relationship between continuous variables and Pearson\'s correlation analysis to investigate consumer perception of word of mouth and viral marketing, and online customer loyalty and customer perception to understand the impact on consumer purchasing behaviour. The results showed that the perception of security and value did not affected purchasing behaviour, when examining sub-dimensions, but customer relationships and benefits did. The analysis of the sub-dimensions concluded that the perception of trust in the environment had no effect on purchasing behaviour. However, other dimensions did have an effect on purchasing behaviour after regression analysis. These were customer loyalty, online perception, and word-of-mouth marketing (WOM). Notably, viral marketing did not affect purchasing behaviour. This research was limited to the sample chosen, and analysis was made only quantitatively.
Keywords : Online Müşteri Algısı, , Müşteri Sadakati, , Viral Pazarlama, , Satın Alma Davranışı.