People incorporate and use the internet in their lives in line with the development of technology. Facebook, Twitter, Instagram, which are especially defined as social media (SM) tools, are among the daily routines of people. Thus, a great transformation has occurred in the SM advertising industry. Social media influencers (SMI) emerged as a result of facilitating communication on SM. Unlike other studies mostly evaluated over celebrities and no detailed on how SMI affects consumers purchasing behavior through advertisement, this study shows how the SMI affects consumer purchasing behavior by considering the sample size and for the first time conducted with a survey to fill the gap in the field. This study was an attempt to explore the effects of the influencers used as product supplements in advertisements in SM tools on consumers' advertisements and purchasing intentions. Stimulatingly, this study explore how SMI’s credibility effects customer purchase intention through advertisements. In line with this, Structural Equation Modeling (SEM) was used to clarify the model and to test hypotheses. Results show that the trustworthiness, expertise, and attractiveness of the influencer have a positive effect on the attitude towards the advertisement, while the attitude towards the advertisement had no effect on the purchase intention. These results might be guideway for businesses to pay more attention to the SMI attracting the consumer's attention, having sufficient equipment about the subject and how gaining the trust of the consumer through SMI.
Consumer behaviours have great importance for marketers. Impulse buying, which is an appearance of consumer behaviour, arises with a sudden stimulus. Different aspects affect impulse buying. Life satisfaction, which is one of these aspects, brings consumers about impulse buying behaviour by influencing them. Moreover, the rapid development of online shopping and the fact that online interaction occurs in virtual environments at all hours of the day affects people's quality of life. This study aimed to investigate how consumers' life satisfaction shapes consumers' impulse buying behaviour and whether there is a difference between the descriptive and main variables in line with this relationship according to consumers' online or offline purchasing behaviour. The methodological base is the questionnaire form as a data collection method in Duzce province (Turkey) between March and May 2018. Participation in the study was conducted by convenience sampling method. In the research purpose line, a model is comprised. In turn, a path diagram was performed according to the confirmatory factor analysis with a Structural Equation Model. The obtained results showed the negative relationship between life satisfaction and sub-dimensions of impulse buying (positive emotions, emotion conflict, unplanned behaviour, and mood management). The authors noted only a positive relationship between life satisfaction and rational behaviour in the study. Thus, that is another sub-dimensions of impulse buying. Besides, comparing the mean, there was a significant difference between positive emotions, unplanned behaviour, type and shopping channels. These findings could help future studies aimed at researching the effect of different variables on impulsive behaviours. This study was carried out in a short period due to time and cost constraints. One of the study's limitations is that the study data were obtained only from the participants in Duzce province (Turkey).
The denim garments, which are made with many different sewing patterns, are given the final appearance by applying industrial washing processes and these are turned into high value-added fashion products. In this study, denim fabric control performed in a textile company, washing department after weaving for one month was investigated and as a result, washing defects are examined by using statistical methods. Pareto analysis, cause and effect diagram, and P control graphs, which are statistical process control methods, were used to classify the defects seen as a result of quality control. In Pareto analysis, chemical repair (20, 52 %), blue floor (19, 86 %), chemical intensive (19, 56 %), light floor (10, 71 %), deep floor (7, 95%) are in first five places among 53 defects and account for 78, 6 % of total number of defects. Of the 53 defects encountered during the washing process, it is found that only five of these defects could be prevented during the washing process, thus reducing the total waste by about 80%. In cause and effect diagram, washing defects are divided into categories as chemical, foreground, intensity, repair, tinctorial and processual and subdimensions as causes are determined. In the Laney P control chart, all processes are determined under control.
Bu çalışma, çevrimiçi deneyimin (satın alma süreci sırasında bilgi arama ve rezervasyonu içeren) tatil satın alma niyeti üzerindeki etkisinde marka farkındalığı ve marka çağrışımının rolünü incelemek amacıyla yapılmıştır. Bu kapsamda kolayda örnekleme yöntemi ile seçilen 343 kişiden çevrimiçi anket tekniği ile veriler Eylül Kasım 2021 tarihleri arasında toplanmıştır. Elde edilen verileri analiz etmek için doğrulayıcı faktör analizi, yol analizi ve aracılık anal yapılmıştır. Yapılan yol analizi sonucunda; çevrimiçi deneyiminin alt boyutlarından sosyalliğin marka çağrışımı, hedonikliğin tatil satın alma niyeti, kullanılabilirliğin marka farkındalığı, marka çağrışımı ve tatil satın alma niyeti, marka farkındalığının tatil satın alma niyeti üzerinde pozitif yönlü etkisinin olduğu görülmektedir. Daha sonra çevrimiçi deneyimin tatil satın alma niyeti üzerindeki etkisinde marka farkındalığının ve marka çağrışımının aracılık rolünün test edilmesi amacı ile model üzerinde bootstrap yöntemi uygulanmıştır. Analizler sonucunda; çevrimiçi deneyimin kullanılabilirlik alt boyutunun tatil satın alma niyetine etkisinin marka farkındalığı modele dâhil edildiğinde azaldığı görülmektedir. Benzer bir sonuç olarak çevrimiçi deneyimin kullanılabilirlik alt boyutunun tatil satın alma niyetine etkisinin marka çağrışımı dâhil edildiğinde azaldığı tespit edilmiştir. Bu sonuçlar ile birlikte her iki değişkenin de kısmi aracılık etkisinin olduğu görülmektedir.
The online purchasing status of consumers can be affected by many factors. One of these factors is website determinants. For consumers, online shopping involves more uncertainties than physical shopping. Especially in the current period, even daily basic needs are made with online shopping, which makes this situation even more difficult for both e-commerce businesses and customers. The aim of this study is to reveal the mediating role of customer e-trust in the relationship between determinants of shopping website and online purchase intention, satisfaction, and repurchase intention of customers. In this research, questionnaire method was applied on 321 participants and findings shows that image, interface, security, and privacy sub-dimensions of web determinants effect positively and meaningful purchase intention, customer satisfaction, and repurchase of customers. Besides, it was found that e-trust has partial mediating role in this relationship.
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