Araştırma Makalesi
Yıl 2024,
Cilt: 15 Sayı: 1, 1 - 23, 17.05.2024
Öz
It is inevitable that the pace of change in business approaches will increase as Generation Z moves from being the younger member of the family into the role of parent. The fact that the internet has become an integral part of our lives has accelerated this process even more. Today, online shopping has become routine even for Generation X. Naturally, consumer trust perception, which is an important variable of both the traditional world and digital marketing, has also been affected by this change. It is expected that the digital marketing trust scale, which will be developed specifically for the current period, will remain up to date. The objective of the research is to develop the digital marketing trust scale, especially in e-marketplaces. In the research, 10 focus group discussions were held to develop the trust scale and 1226 participants were reached in the pilot studies. The 6-item trust scale developed for e-marketplaces is presented in 3 different formats (pointing to an e-marketplace, the most frequently used e-marketplace and online shopping). The developed scale is expected to be used in structural models specific to the digital marketing world, such as e-marketplaces, e-commerce sites, second-hand online shopping platforms and even social media marketing.
Anahtar Kelimeler
Proje Numarası
122K017
Kaynakça
- Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S., & Lassala-Navarré, C. (2011). “Internet banking loyalty: evaluating the role of trust, satisfaction, perceived risk and frequency of use”. The Service Industries Journal, 31(7), 1165-1190.
- Benbasat, I., & Wang, W. (2005). “Trust in and adoption of online recommendation agents”. Journal of the Association for Information Systems, 6(3), 4.
- Bhattacherjee, A. (2002). “Individual trust in online firms: Scale development and initial test”. Journal of Management Information Systems, 19(1), 211-241.
- Blois, K. J. (1999). Trust in business-to-business relationships: An evaluation of its status. Journal of management studies, 36(2), 197-215.
- Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). “Generating trust and satisfaction in e-services: the impact of usability on consumer behavior”. Journal of Relationship Marketing, 9(4), 247-263.
- Chen, S. C., & Dhillon, G. S. (2003). “Interpreting dimensions of consumer trust in e-commerce”. Information Technology and Management, 4(2-3), 303-318.
- Christine Roy, M., Dewit, O., & Aubert, B. A. (2001). The impact of interface usability on trust in web retailers. Internet research, 11(5), 388-398.
- Deutsch, M. (1958). “Trust and suspicion”. Journal of Conflict Resolution, 2(4), 265-279.
- DeVellis, R. F. (2014). Ölçek Geliştirme – Kuram ve Uygulamalar, (çev. ed.: Tarık Totan), Nobel Akademik Yayıncılık, Ankara.
- Doney, P. M., & Cannon, J. P. (1997). “An examination of the nature of trust in buyer–seller relationships”. Journal of Marketing, 61(2), 35-51.
- Flavián, C., & Guinalíu, M. (2006). “Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site”. Industrial Management & Data Systems, 106(5), 601-620.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
- Ganesan, S. (1994). “Determinants of long-term orientation in buyer-seller relationships”. Journal of Marketing, 58(2), 1-19.
- Gefen, D. (2000). “E-commerce: the role of familiarity and trust”. Omega, 28(6), 725-737.
- Gefen, D. (2002). “Reflections on the dimensions of trust and trustworthiness among online consumers”. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), 38-53.
- Gefen, D. (2004). What makes an ERP implementation relationship worthwhile: Linking trust mechanisms and ERP usefulness. Journal of Management Information Systems, 21(1), 263-288.
- Gefen, D., & Straub, D. W. (2004). “Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services”. Omega, 32(6), 407-424.
- Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4), 275-286.
- Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1998). Generalizations about trust in marketing channel relationships using meta-analysis. International Journal of Research in marketing, 15(3), 223-248.
- Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.
- Gürkaynak-Gürbüzer, Ş. (2023). E-pazaryerleri için güven ölçeğinin geliştirilmesi ve bir model önerisi.
- Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
- Heggestad, E. D., Scheaf, D. J., Banks, G. C., Monroe Hausfeld, M., Tonidandel, S., & Williams, E. B. (2019). Scale adaptation in organizational science research: A review and best-practice recommendations. Journal of Management, 45(6), 2596-2627.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135.
- Hosmer, L. T. (1995). Trust: The connecting link between organizational theory and philosophical ethics. Academy of management Review, 20(2), 379-403.
- Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling, 6(1), 1-55.
- Husted, B. W. (1998). The ethical limits of trust in business relations. Business Ethics Quarterly, 8(2), 233-248.
- Hwang, Y., & Kim, D. J. (2007). “Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust”. Decision Support Systems, 43(3), 746-760.
- Jarvenpaa, S. L., Knoll, K., & Leidner, D. E. (1998). “Is anybody out there? Antecedents of trust in global virtual teams”. Journal of Management Information Systems, 14(4), 29-64.
- Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). “Consumer trust in an Internet store”. Information Technology and Management, 1(1-2), 45-71.
- Kim, D., & Benbasat, I. (2006). The effects of trust-assuring arguments on consumer trust in Internet stores: Application of Toulmin's model of argumentation. Information Systems Research, 17(3), 286-300
- Kim, E., & Tadisina, S. (2005, January). “Factors impacting customers' initial trust in e-businesses: an empirical study”. In Proceedings of the 38th Annual Hawaii International Conference on System Sciences (pp. 170b-170b). IEEE.
- Kumar, A., Capraro, V., & Perc, M. (2020). The evolution of trust and trustworthiness. Journal of the Royal Society Interface, 17(169), 20200491.
- Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). The effects of supplier fairness on vulnerable resellers. Journal of marketing research, 32(1), 54-65.
- Lu, Y., Zhao, L., & Wang, B. (2010). “From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention”. Electronic Commerce Research and Applications, 9(4), 346-360.
- Luhmann, N. (2000). Familiarity, confidence, trust: Problems and alternatives. Trust: Making and breaking cooperative relations, 6(1), 94-107.
- Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). “An integrative model of organizational trust”. Academy of Management Review, 20(3), 709-734.
- McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). “Developing and validating trust measures for e-commerce: An integrative typology”. Information Systems Research, 13(3), 334-359.
- McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). “Initial trust formation in new organizational relationships”. Academy of Management Review, 23(3), 473-490.
- Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328.
- Ovaz., F. & Haşiloğlu, S. B. (2023) Ölçeklerin Türkçeye Uyarlama Süreci Örneği: E-Pazaryerinden Satınalma Niyetini Etkileyen Değişkenler. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(1), 191-207.
- Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
- Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling. Psychology press.
- Solomon, R. C., & Flores, F. (2003). Building trust: In business, politics, relationships, and life. Oxford University Press.
- Suh, B., & Han, I. (2002). “Effect of trust on customer acceptance of Internet banking”. Electronic Commerce Research and Applications, 1(3-4), 247-263.
- Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of electronic commerce, 7(3), 135-161.
- Urban, G. L., Amyx, C., & Lorenzon, A. (2009). “Online trust: state of the art, new frontiers, and research potential”. Journal of Interactive Marketing, 23(2), 179-190.
- Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in human behavior, 21(1), 105-125.
- Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
Yıl 2024,
Cilt: 15 Sayı: 1, 1 - 23, 17.05.2024
Öz
Z kuşağının ailenin küçük ferdi olmaktan çıkıp ebeveyn rolüne bürünmesiyle birlikte, işletmecilik yaklaşımlarındaki değişim hızının da artması kaçınılmaz olmuştur. İnternetin hayatımızın ayrılmaz bir parçası olması da bu süreci daha da hızlandırmıştır. Bugün internetten alışveriş yapmak, X kuşağı için dahi rutin bir hâl almıştır. Doğal olarak gerek geleneksel dünyanın gerekse de dijital pazarlamanın önemli değişkeni olan tüketici güven algısı da bu değişimden etkilenmiştir. Bulunduğumuz döneme özgü geliştirilecek dijital pazarlama güven ölçeğinin güncelliğini koruması beklenmektedir. Araştırmanın amacı başta e-pazaryerlerinde olmak üzere, dijital pazarlama güven ölçeği geliştirmektir. Bu kapsamda, 10 odak grup görüşmesi gerçekleştirilmiş ve yapılan pilot çalışmalar kapsamında 1226 katılımcıya ulaşılmıştır. E-pazaryerleri için kullanılan 6 maddelik güven ölçeği 3 farklı formatta (e-pazaryerine işaret, en sık kullanılan e-pazaryeri ve online alışveriş) sunulmuştur. Geliştirilen ölçeğin e –pazaryerleri, e-ticaret siteleri, ikinci el çevrimiçi alışveriş platformları ve hatta sosyal medya pazarlaması gibi dijital pazarlama dünyasına özgü yapısal modellerde kullanılması beklenmektedir.
Anahtar Kelimeler
Destekleyen Kurum
TÜBİTAK
Proje Numarası
122K017
Teşekkür
Desteklerinden dolayı TÜBİTAK'a teşekkür ederiz.
Kaynakça
- Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S., & Lassala-Navarré, C. (2011). “Internet banking loyalty: evaluating the role of trust, satisfaction, perceived risk and frequency of use”. The Service Industries Journal, 31(7), 1165-1190.
- Benbasat, I., & Wang, W. (2005). “Trust in and adoption of online recommendation agents”. Journal of the Association for Information Systems, 6(3), 4.
- Bhattacherjee, A. (2002). “Individual trust in online firms: Scale development and initial test”. Journal of Management Information Systems, 19(1), 211-241.
- Blois, K. J. (1999). Trust in business-to-business relationships: An evaluation of its status. Journal of management studies, 36(2), 197-215.
- Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). “Generating trust and satisfaction in e-services: the impact of usability on consumer behavior”. Journal of Relationship Marketing, 9(4), 247-263.
- Chen, S. C., & Dhillon, G. S. (2003). “Interpreting dimensions of consumer trust in e-commerce”. Information Technology and Management, 4(2-3), 303-318.
- Christine Roy, M., Dewit, O., & Aubert, B. A. (2001). The impact of interface usability on trust in web retailers. Internet research, 11(5), 388-398.
- Deutsch, M. (1958). “Trust and suspicion”. Journal of Conflict Resolution, 2(4), 265-279.
- DeVellis, R. F. (2014). Ölçek Geliştirme – Kuram ve Uygulamalar, (çev. ed.: Tarık Totan), Nobel Akademik Yayıncılık, Ankara.
- Doney, P. M., & Cannon, J. P. (1997). “An examination of the nature of trust in buyer–seller relationships”. Journal of Marketing, 61(2), 35-51.
- Flavián, C., & Guinalíu, M. (2006). “Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site”. Industrial Management & Data Systems, 106(5), 601-620.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
- Ganesan, S. (1994). “Determinants of long-term orientation in buyer-seller relationships”. Journal of Marketing, 58(2), 1-19.
- Gefen, D. (2000). “E-commerce: the role of familiarity and trust”. Omega, 28(6), 725-737.
- Gefen, D. (2002). “Reflections on the dimensions of trust and trustworthiness among online consumers”. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), 38-53.
- Gefen, D. (2004). What makes an ERP implementation relationship worthwhile: Linking trust mechanisms and ERP usefulness. Journal of Management Information Systems, 21(1), 263-288.
- Gefen, D., & Straub, D. W. (2004). “Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services”. Omega, 32(6), 407-424.
- Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4), 275-286.
- Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1998). Generalizations about trust in marketing channel relationships using meta-analysis. International Journal of Research in marketing, 15(3), 223-248.
- Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.
- Gürkaynak-Gürbüzer, Ş. (2023). E-pazaryerleri için güven ölçeğinin geliştirilmesi ve bir model önerisi.
- Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
- Heggestad, E. D., Scheaf, D. J., Banks, G. C., Monroe Hausfeld, M., Tonidandel, S., & Williams, E. B. (2019). Scale adaptation in organizational science research: A review and best-practice recommendations. Journal of Management, 45(6), 2596-2627.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135.
- Hosmer, L. T. (1995). Trust: The connecting link between organizational theory and philosophical ethics. Academy of management Review, 20(2), 379-403.
- Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling, 6(1), 1-55.
- Husted, B. W. (1998). The ethical limits of trust in business relations. Business Ethics Quarterly, 8(2), 233-248.
- Hwang, Y., & Kim, D. J. (2007). “Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust”. Decision Support Systems, 43(3), 746-760.
- Jarvenpaa, S. L., Knoll, K., & Leidner, D. E. (1998). “Is anybody out there? Antecedents of trust in global virtual teams”. Journal of Management Information Systems, 14(4), 29-64.
- Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). “Consumer trust in an Internet store”. Information Technology and Management, 1(1-2), 45-71.
- Kim, D., & Benbasat, I. (2006). The effects of trust-assuring arguments on consumer trust in Internet stores: Application of Toulmin's model of argumentation. Information Systems Research, 17(3), 286-300
- Kim, E., & Tadisina, S. (2005, January). “Factors impacting customers' initial trust in e-businesses: an empirical study”. In Proceedings of the 38th Annual Hawaii International Conference on System Sciences (pp. 170b-170b). IEEE.
- Kumar, A., Capraro, V., & Perc, M. (2020). The evolution of trust and trustworthiness. Journal of the Royal Society Interface, 17(169), 20200491.
- Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). The effects of supplier fairness on vulnerable resellers. Journal of marketing research, 32(1), 54-65.
- Lu, Y., Zhao, L., & Wang, B. (2010). “From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention”. Electronic Commerce Research and Applications, 9(4), 346-360.
- Luhmann, N. (2000). Familiarity, confidence, trust: Problems and alternatives. Trust: Making and breaking cooperative relations, 6(1), 94-107.
- Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). “An integrative model of organizational trust”. Academy of Management Review, 20(3), 709-734.
- McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). “Developing and validating trust measures for e-commerce: An integrative typology”. Information Systems Research, 13(3), 334-359.
- McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). “Initial trust formation in new organizational relationships”. Academy of Management Review, 23(3), 473-490.
- Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328.
- Ovaz., F. & Haşiloğlu, S. B. (2023) Ölçeklerin Türkçeye Uyarlama Süreci Örneği: E-Pazaryerinden Satınalma Niyetini Etkileyen Değişkenler. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(1), 191-207.
- Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
- Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling. Psychology press.
- Solomon, R. C., & Flores, F. (2003). Building trust: In business, politics, relationships, and life. Oxford University Press.
- Suh, B., & Han, I. (2002). “Effect of trust on customer acceptance of Internet banking”. Electronic Commerce Research and Applications, 1(3-4), 247-263.
- Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of electronic commerce, 7(3), 135-161.
- Urban, G. L., Amyx, C., & Lorenzon, A. (2009). “Online trust: state of the art, new frontiers, and research potential”. Journal of Interactive Marketing, 23(2), 179-190.
- Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in human behavior, 21(1), 105-125.
- Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
Toplam 49 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Dijital Pazarlama, Pazarlama Araştırma Metodolojisi |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Proje Numarası | 122K017 |
| Yayımlanma Tarihi | 17 Mayıs 2024 |
| Gönderilme Tarihi | 29 Kasım 2023 |
| Kabul Tarihi | 16 Mart 2024 |
| Yayımlandığı Sayı | Yıl 2024 Cilt: 15 Sayı: 1 |