ONLİNE MÜŞTERİ ALGISI, MÜŞTERİ SADAKATİ VE VİRAL PAZARLAMA ALGILARININ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ

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.