Özet:

In the 21st century, retail is an important part of the economy. E-shoppers are an innovative aspect of retail. The geographical boundaries with e-shoppers can be eliminated and consumers can be provided with a wider range of services. Parallel to these developments, the number of competitors in the e-commerce sector is increasing and the sector is becoming a more competitive competitive environment. The secret to succeed in this market where the strong one can survive is that it requires a way of business attachment different from the traditional. Due to reasons such as the cost structures are different and are fully technologically focused, the success factors of e-shoppers should be treated separately. This study examines the success factors that influence the performance of e-shoppers. In the study, e-commerce performance is explained with organizational learning, inequality and basic skills. The consumer interest in internet marketing and the competition intensity are also considered as controlled variables. In the research model, it is assumed that there is a relationship between resources and market power, market power and performance. The research data was easily collected through an online survey from university students and staff selected through sampling. The research model has been tested with structural equality modeling. The research finds that organizational learning and basic skills affect the market power. The original contribution obtained by this study is to demonstrate that the performance determiner for e-shoppers is the resources they have. The limitations of research are not generalized to large crowds due to the sampling. It has also made it difficult to obtain an objective conclusion because the premium pricing of the e-commerce selected for performance measurement is perceived as an objective expression that varies according to personal preferences. In the future, the work is to use the price satisfaction regarding the performance of e-shopers.

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