E-Ticarette Tüketici Güvenini Etkileyen Faktörler ve Tüketicilerin Çevrim İçi Satın Alma Niyeti Üzerinde Güvenin Etkisi
Factors Affecting Consumer Trust in E-Commerce and the Effect of Trust on Consumers’ Online Purchase Intention

Summary/Abstract: Purpose – The purpose of this study is to determine the dimensions that affect online shoppers' trust in the websites they visit, and to reveal the effects of these dimensions on trust, trust on satisfaction, satisfaction on purchase intention and purchase intention on loyalty. Design/methodology/approach – The research was conducted on consumers living in Bursa and online shopping. The convenience sampling method was used in the study. The data were collected by the online survey method. At the end of the data collection process, 394 questionnaires were collected. The data obtained were analyzed using IBM SPSS 23 and SmartPLS package programs. Structural Equation Modeling (SEM) analysis was conducted to test the relationships suggested in the research model. Findings – As a result of the measurement model analysis, it was found that the Cronbach's Alpha, CR, and Ave values of the scale dimensions were above the threshold values expressed in the literature. Also, Fornell-Larcker discrimination validity was met as a result of the analysis. After analyzing the reliability and validity of the research model, the research model was examined by structural equation modelling analysis in order to test the hypotheses put forward in the model. External variables in the model are security, privacy, web site interface and web site image dimensions. As a result of structural equation modelling analysis, it was found that security, privacy and web site interface dimensions have a significant and positive effect on trust. The effect of the privacy dimension on trust was found to be 0.378, the effect of the security dimension on trust was 0.222, and the effect of the web site interface on trust was found to be 0.185. Discussion – One of the essential issues in e-commerce is trust. According to the results of this study, e-commerce businesses can increase consumer satisfaction by offering high-quality product and service guarantees, fulfilling their security and privacy promises, and creating well-designed attractive web sites. Therefore, it has been found significant for e-commerce businesses to strive to provide satisfactory services that increase online consumers' trust in the business and the web site.

• Details
• Contents