Akademik Veri Yönetim Sistemi
Uluslararası Yönetim İktisat ve İşletme Dergisi, cilt.19, sa.2, ss.348-370, 2023 (Hakemli Dergi)
It is of great importance for businesses that are in fierce competition in the online environment to understand the factors that will ensure loyalty in their customers, which can also change the purchasing behaviour of potential consumers who are in communication with existing customers. In this study, data were collected through a questionnaire from 1318 people in the age groups of 18 years and older living in the province of Istanbul. Pearson Correlation analysis was used to assess the relationship between continuous variables including online customer loyalty and customer perception and multiple linear regression analysis was performed to examine the effect of word-of-mouth and perceptions of viral marketing on consumer purchasing behaviour. The results showed, that online customer perception of online shopping, customer loyalty, and word-of-mouth marketing affect purchasing behaviour. However, there was no identified effect of viral marketing on purchasing behaviour. In terms of sub-dimensions, there was an effect of utility and customer relationship dimensions on purchasing behaviour. The analysis of sub-dimensions also found that the perception of trust in the environment did not affect purchasing behaviour. Other sub-dimensions affect purchasing behaviour. There were limitations of this study including non-generalisability beyond the study sample and the quantitative nature of the analysis.