IMPACT of LOGISTICS ACTIVITIES on the INTENTION to RE-PURCHASE FROM E-COMMERCE PERSPECTIVE -3

Conclusion and Evaluation  

In the globalizing world, logistics activities are the most important factor in the realization of increasing e-commerce activities. Logistics activities used during e-commerce determine customer satisfaction and directly affect customers’ re-purchase intentions. Distribution, customer service, inventory management, order process and recycling activities are logistics activities affecting customer perception in e-commerce. As a result of the intense competition in the market, e-commerce sites try to make a difference for their customers by increasing the quality of their logistics activities in their services. These efforts include the realization of the order process, which is the beginning of the logistics processes in an effective manner, and the increase of the order quality, realization of the delivery and return process in a short time, and the improvement of the customer service quality.

When examining other studies conducted in this area, no other studies were seen in the literature on the effect of the relationship between e-commerce and logistics activities on the intention to re-purchase. This study is significant because it is the first study in the literature conducted in this field.

When the study was conducted, the perception of students who have attended the e-commerce courses was measured. The questions that have been tested with statistical techniques. In order to emphasize the importance of logistics activities in terms of e-commerce sites, this study will guide the businesses.

In a study on Iran, Farinnia (2011) addressed consumers’ online purchasing trends. According to the results of the study, the most important factors affecting the customers’ shopping behaviour on Internet are determined as defects in after-sales service, product deliveries not realized on time, and exaggerated pictures of the product on website. These factors negatively affect the customer’s tendency towards Internet shopping. In the study, it has been determined that the results are in parallel with our study and that the logistics activities have an impact on intention of repurchase for customers.

Karadeniz and Isık (2014) have concluded that the relationship between logistic service quality and customer satisfaction was addressed in the studies on e-commerce and logistics, however logistic activities determining the quality of logistic service were not included in this association. The impact of logistics activities on customer satisfaction has been taken into account in our work we have realized.

In this study, it was attempted to indicate how the students who attended the e-commerce course worked in the field survey conducted to determine the effect of logistic activities on the intention of re-purchase in the e-commerce perspective.

In the survey, students’ perception of logistics activity and e-commerce intention to re-purchase was high.

In this context, as seen in the correlation matrix proposed in the main objective of the research, in the e-commerce perspective, the relationship between logistics activities and intention to re-purchase is significant. The regression analysis indicated that t and F values were significant. According to the results of the regression analysis, R2(percentage of variance explained) and F (significance level of regression model) indicate that e-commerce perspective logistics activities can be explained by intention to repurchase.

The perceptions of logistics activities and intention to re-purchase from e-commerce perspective of the students were statistically significant in terms of gender variable according to independent samples t test results. In this context, H1 hypothesis “Perception of logistic and perception of intention to repurchase averages are different among the students who attend e-commerce course on a gender basis (μ1-μ2≠0)” is accepted.

Logistics activities and intention to re-purchase from e-commerce perspective of the students is statistically significant for independent variables according to t test results for the educational status variable. In this context, H2 hypothesis “Perception of logistic and perception of intention to repurchase averages are different among the students who attend e-commerce course depending on income level (μ1-μ2≠0)” is accepted.

The perceptions of logistics activities and intention to re-purchase from e-commerce perspective of the students were statistically significant in terms of age variable according to independent samples t test results. In this context, H3 hypothesis “Perception of logistic and perception of intention to repurchase averages are different among the students who attend e-commerce course on age basis (μ1-μ2≠0)” is accepted.

Logistics activities and intention to re-purchase from e-commerce perspective of the students is statistically significant for independent variables according to t test results for the income status variable. In this context, H4 hypothesis “Perception of logistic and perception of intention to repurchase averages are different among the students who attend e-commerce course depending on income level (μ1-μ2≠0)” is accepted.

Logistics activities and intention to re-purchase from e-commerce perspective of the students is statistically significant for independent variables according to t test results for the e-commerce expenditure amount variable. In this context, H5 hypothesis “Perception of logistic and perception of intention to repurchase averages are different among the students who attend e-commerce course on the basis of expenditure amount (μ1-μ2≠0)” is accepted.

Logistics activities and intention to re-purchase from e-commerce perspective of the students is statistically significant for independent variables according to t test results for the e-commerce expenditure area variable. In this context, H6 hypothesis “Perception of logistic and perception of intention to repurchase averages are different among the students who attend e-commerce course on the basis of expenditure area (μ1-μ2≠0)” is accepted.

The suggestions regarding the descriptive and inferential statistical results of the research are as follows:

• Information should be provided to the businesses engaged in e-commerce about the information of logistic activities.

• A new study conducted that will cover the whole Turkey.

• This study can be conducted in other universities other than Istanbul Gelişim University.

• A qualitative study of the impact of logistics activities on the intention to repurchase in e-commerce can be explored in depth with experts.

• Awareness should be raised across the country for the emerging e-commerce sector.

• In e-commerce activities, ability to compete with international markets at the level of customer satisfaction should be provided.

• The scale used in the research can be developed and tested on different samples.

Seren Kaya Öğr.Gör., İstanbul Gelişim Üniversitesi, MYO, Lojistik Programı

Muhammed Turgut Öğr. Gör., İstanbul Gelişim Üniversitesi, MYO,Hava Lojistiği Programı

Makale Organizasyonunu Yapan;

Proje Geliştirme Koordinatörü,  Ayşe KARAKAYA,

Lojistikcilerinsesi.biz