MUTLULUĞUN ÇEVRİM İÇİ ALIŞVERİŞTE MÜŞTERİLERİN TEKRAR SATIN ALMA NİYETLERİNE ETKİSİ

International Journal of Management Economics and Business Pub Date : 2023-10-15 DOI:10.17130/ijmeb.1191299

Zübeyir Çelik, Bulut Dülek

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Abstract

When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers’ repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.

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快乐对顾客网上购物再购买意愿的影响

在对相关文献进行回顾后，我们会发现，关于幸福感对消费者购物前行为的影响还存在研究空白。本研究就是为了填补这一研究空白而开展的。本研究旨在探讨幸福感如何影响顾客在网上购物时的回购意向。此外，本研究还探讨了幸福感对网购回购意向的间接影响，重点关注感知到的网购乐趣和感知到的网购有用性的中介作用。本研究通过在线调查收集了 296 名参与者的数据。研究采用回归分析和过程宏观分析来检验研究假设。研究结果表明，幸福感对感知到的网购乐趣、感知到的网购有用性和网购回购意向有显著的正向直接影响。此外，感知到的网购乐趣和感知到的网购有用性对网购回购意向有正向且显著的直接影响。此外，感知到的网购乐趣和感知到的网购有用性还能调节幸福感对网购回购意向的间接影响。本研究提出了一些建议。从业者应考虑到购物前的幸福感、感知到的网上购物乐趣和感知到的网上购物有用性可能会推动消费者进行网上购物。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International Journal of Management Economics and Business

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