Impulse purchase behavior in e-retail and the role of help chats
Başlık çevirisi mevcut değil.
- Tez No: 726418
- Danışmanlar: DR. H. GÜRLEK
- Tez Türü: Yüksek Lisans
- Konular: Bilim ve Teknoloji, İletişim Bilimleri, İşletme, Science and Technology, Communication Sciences, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2019
- Dil: İngilizce
- Üniversite: Erasmus Universiteit Rotterdam
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 79
Özet
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Özet (Çeviri)
With the increasing internet penetration even within the most closed countries and the consistent upward trend in world population, online retail has been gaining importance and attention. Even if a person has never done an online purchase, recommendation systems and customer targeting by use of data are popular marketing practices among firms. This popularity of internet use and marketing efforts through internet lead to a substantial increase in retailers operating online. With the increase in the number of players, the competition in the online environment has become stiffer than ever. It is challenging for most online retailers to attract traffic on their website, making them do purchases put aside. Within this competitive landscape, one task for online retailers is to provide attractive website features and customer service to attract most traffic and transactions from customers. One type of those transactions is impulse purchases, which consist of unplanned and spontaneous purchases done by customers on the point of their visit to a retailer's website. Even though these may sound like a small amount compared the all sales made online, impulse purchases compromise a great number in revenues for many online retailers. Many studies conducted since the invention of online shopping focused on website features and other factors that lead customers to do impulse purchases from a website. Some of them developed or adopted certain frameworks, while some created their own framework. Regardless of the theoretical model behind, many of the past literature identified some common factors as drivers of impulse purchase in online retail. The most common factors included features belonging to the communication and customer service provided by a retailer to its customers. As one of the most popular communication and customer service channels, chatbots provide a lot of value to online retailers with lesser expenditure compared to their human counterparts. With the non-stopping developments in technology and artificial intelligence, the popularity and quality of chatbots are not expected to stop rising either. In order to exploit this rising technology and benefit from impulsive purchases on top of regular sales, investigating chatbot properties and communication styles should be a crucial task for many online retailers. Moreover, scholars who are interested in online customer behavior, or interaction of people with newly rising technologies can also benefit from an analysis of chatbot communication styles and customer behavior. For that reason, the aim of this paper is to provide insights to how chatbots should communicate with customers in online retail to trigger impulse purchases. Erasmus University – Rotterdam School of Management 3 H. Gurlek – Master Thesis Business Information Management The rules to attract traffic and transactions are the same in Turkish market as they are in all others. As a developed market with more than 80 million population mostly living in cities, Tukey stands as a promising market for online retailers of any size that wants to take a piece from a big pie. Despite the extensive internet use and abundance of online retailers, use of chatbots are not utilized yet by many of the players, which provides a gap for many entrants and existing players. As a large market with opportunities, Turkey constitutes the target population of this paper. Research of this paper consists of a survey experiment that compares customer behavior as a response to different chatbot communication styles: human-like and robot-like. The survey is designed with three conditions, one with a human-like chatbot in terms of communication style, another one with a robot-like chatbot and a control condition. After interacting with their assigned chatbot, participants were asked to answer survey questions that measured their perception of the chatbot, their affinity towards a fictional online retailer and their impulse purchase tendency. Responses from more than 300 people randomly assigned to conditions yielded significant results, suggesting that, use of chatbots lead to more impulse purchases compared to their absence. Also, more human-like and interactive chatbots were found to be triggering more customer affinity than robot-like and neutral chatbots. Lastly, customer affinity was found to be mediating the relationship between different chatbot communication styles and impulse purchase behavior. These findings provide important implications for both theory and management practice. In terms of theoretical implications, the study is among the first researches conducted on chatbot interactions and customer behavior in online retail for Turkish population. With a representative sample from the population, this study provides a basis and insight into online customer behavior in Turkey in response to different communication styles provided by an online retailer. Moreover, investigating impulse purchase behavior and its relationship with chatbot communication styles is a theoretical aspect yet to be fully investigated globally. The findings of this study provide insights in that regard too. In terms of managerial contribution, these findings present valuable hints for managers who would like to establish customer affinity and enjoy more impulse purchases from their online retail operations. With continuously improving technologies and relatively lower costs, chatbots may offer a great value for all retailers operating online, if one knows how to use them for communicating with customers.
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