Akademik Veri Yönetim Sistemi
International Ege Congress on New Media and Communication, İzmir, Türkiye, 23 - 24 Ekim 2024, ss.671-690, (Tam Metin Bildiri)
Consumers
are influenced by environmental factors in the purchase decision process. These
environmental factors can be economic, technological and political
environments, as well as the people around them and their previous shopping
experiences. Today, consumers' shopping habits are changing day by day and
shifting to e-commerce platforms rather than traditional channels. This change
means developing different strategies for businesses that want to increase
their brand equity perception and improve the purchasing experience on
e-commerce platforms.
In this
study, it is aimed to determine the effect of mobile application and e-commerce
site experience on purchase behavior and how this experience affects brand
equity. Survey questions were asked to
consumers over the age of 18 on three main scales: purchase experience,
platform infrastructure and brand value, and the data obtained from 181 people
were statistically analyzed using the SPSS program.
According
to the results of correlation and regression analyses, as age increases, the
evaluation of platform infrastructures, purchasing experience and brand value
perception changes in the opposite direction. In this context, it can be stated
that the perceptions of the older age group towards e-commerce are more
negative than the younger ones. No statistically significant relationship was found
between the change in educational status and these three concepts. As income
increases, it is determined that positive perceptions towards platform
infrastructure develop.
In
addition, as the number of e-commerce purchases increases, perceptions of the
e-commerce platform infrastructure, purchasing experience and brand value
perception improve positively. This means that as customers use the platform,
they gain familiarity with the platform through improved communication on the
platform. There is a statistically significant relationship and effect between
these three concepts. The conclusion reached is that if the attitude towards
the infrastructure of e-commerce platforms improves, consumer evaluations on
purchasing experience and brand value will move positively. In addition,
suggestions are given for businesses that want to improve brand equity, such as
which elements they should pay attention to and develop.
Each platform is also a means of communication with customers. Customers' experiences of the time they spend on platforms influence their subsequent decisions and what they share with others. Platforms responding to customer needs in the fastest way possible and communicating with their customers by using the opportunities offered by artificial intelligence will positively affect customer experiences.