WEB SİTE KALİTESİ, MEMNUNİYET VE GÜVENİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKSİ

Year 2025, Volume: 6 Issue: 1, 25 - 43

Azər Mirzəyev , Tahir Benli

https://doi.org/10.57085/ufebud.1610044

Abstract

Online alışveriş yapan Azerbaycanlı tüketiciler ekseninde gerçekleştirilen bu araştırmada web site kalitesi, memnuniyet ve güven değişkenlerinin satın alma niyeti üzerindeki etkileri ile web site tasarımının memnuniyet ve güven değişkenleri üzerindeki etkisi belirlenmeye çalışılmıştır. Araştırma amacı doğrultusunda 05.04.2024-08.06.2024 tarihleri arasında Azerbaycanlı tüketiciler arasından kolayda örnekleme yöntemi ile ulaşılan 508 bireye ulaşılarak anket uygulaması gerçekleştirilmiştir. Bu kapsamda toplanan veriler SPSS ve AMOS programları ile analiz edilmiştir. Web site kalitesi, memnuniyet, güven ve satın alma niyeti değişkenleri arasındaki ilişkiler yapısal eşitlik modellemesi ile analiz edilmiştir. Yapılan analiz sonucunda web site kalitesinin güven ve memnuniyeti etkilediği, ancak satın alma niyeti üzerinde anlamlı etkiye sahip olmadığı, güven ve memnuniyetin ise satın alma niyeti üzerinde anlamlı etkiye sahip olduğu saptanmıştır.

Keywords

online alışveriş, web site kalitesi, memnuniyet, güven, satın alma niyeti

THE EFFECT OF WEBSITE QUALITY, SATISFACTION AND TRUST ON PURCHASE INTENTION

Abstract

In this research conducted on the axis of Azerbaijani consumers who shop online, it was tried to determine the effects of website quality, satisfaction and trust variables on purchase intention and the effect of website design on satisfaction and trust variables. In line with the purpose of the research, a survey was conducted between 05.04.2024-08.06.2024 by reaching 508 individuals reached by convenience sampling method among Azerbaijani consumers. The data collected in this context were analyzed with SPSS and AMOS programs. The relationships between website quality, satisfaction, trust and purchase intention variables were analyzed with structural equation modeling. As a result of the analysis, it was determined that website quality affects trust and satisfaction, but does not have a significant effect on purchase intention, while trust and satisfaction have a significant effect on purchase intention.

Keywords

ONLINE SHOPPING, WEBSITE QUALITY, SATISFACTION, TRUST, PURCHASE INTENTION

References

• Akgül, D., & Dağıstan, M. T. (2022). Gençlerin Teknoloji Kabulünün ve Web Sitesi Tasarımının Online Alışveriş Deneyimi Üzerindeki Etkisi. Gençlik Araştırmaları Dergisi, 10(26), 17-40.
• Aljabari, M. A., Joudeh, J. M., Aljumah, A. I., Al-Gasawneh, J., & Daoud, M. K. (2023). The impact of website quality on online purchase intention: The mediating effect of e-WOM, Jordan context. International Journal of Professional Business Review, 8(6), e02143–e02143.
• Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2014). Pazarlama ilkeleri ve yönetimi. İstanbul: Beta.
• Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International journal of hospitality management, 27(3), 391-402.
• Baron, S., & Harris, K. (2003). Services marketing: Text and cases. Basingstoke: Macmillan Press.
• Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human behavior, 24(2), 325-345.
• Chang, K. C., Kuo, N. T., Hsu, C. L., & Cheng, Y. S. (2014). The impact of website quality and perceived trust on customer purchase intention in the hotel sector: website brand and perceived value as moderators. International Journal of Innovation, Management and Technology, 5(4), 255.
• Chi, T. (2018). Mobile commerce website success: Antecedents of consumer satisfaction and purchase intention. Journal of Internet Commerce, 17(3), 189-215.
• Cohen, L., Manion, L., & Morrison, K. (2007). Research methods in education. New York, NY: Routledge.
• Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. (2019). The effect of service quality and website quality of zalora. Com on purchase decision as mediated by purchase intention. Calitatea, 20(169), 87-92.
• DeLone, W. H., & McLean, E. R. (2004). Measuring e-commerce success: Applying the DeLone & McLean information systems success model. International Journal of electronic commerce, 9(1), 31-47.
• Demirgüneş, B. K., & Dağıstan, M. T. (2024)Yenilik Arayışı ve Algılanan Risk Faktörlerinin Davranışsal Sonuçlar Üzerindeki Etkilerinin Belirlenmesi: Online Alışveriş Siteleri Üzerine Bir Uygulama. Niğde Ömer Halisdemir Üniversitesi İletişim Fakültesi Akademik Dergisi, 3(1), 29-46.
• Dhingra, S., Gupta, S., & Bhatt, R. (2020). A study of relationship among service quality of E-commerce websites, customer satisfaction, and purchase intention. International Journal of E-Business Research (IJEBR), 16(3), 42-59
• Gao, W., & Li, X. (2019). Building presence in an online shopping website: the role of website quality. Behaviour & information technology, 38(1), 28-41.
• Grönroos, C. (2015). Service management and marketing: Managing the service profit logic. Chichester: John Wiley & Sons.
• Gülmez, M., & Dörtyol, İ. T. (2009). Açıklamalı pazarlama sözlüğü. Ankara: Detay Yayıncılık.
• Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayıncılık.
• Han, M. C. (2014). How social network characteristics affect users’ trust and purchase intention. International Journal of Business and Management, 9(8), 122-132.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7.Baskı . Upper Saddle River, NJ: Pearson.
• Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10, 549-570
• Jones, C., & Kim, S. (2010). Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies, 34(6), 627-637.
• Kalaycı, Ş. (2017). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Dinamik Akademi.
• Karagöz, Y. (2017). SPSS ve AMOS uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği. Ankara: Nobel Akademik Yayıncılık.
• Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty. Journal of Internet Commerce, 18(4), 369-394.
• Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing. (17. Baskı) Pearson Education Limited.
• Kotler, P., Wong, V., Saunders, J. & Armstrong, G. (2005) Principles of Marketing, Fourth European edition. Pearson Education, Prentice Hall, Essex, England.
• Kozak, M. (2017). Bilimsel araştırma: tasarım, yazım ve yayım teknikleri. Detay Yayıncılık. Ankara.
• Lee, T. S., Md Ariff, M. S., Zakuan, N., & Sulaiman, Z. (2016). Assessing Website Quality Affecting Online Purchase Intention of Malaysia's Young Consumers. Advanced Science, Engineering and Medicine, 8(10), 836-840.
• Liang, T., & Lai, H. (2002). Effect of store design on consumer purchase: An empirical study of online bookstores. Information and Management, 39(6), 431–444.
• Liang, T.-P., Ho, Y.-T., Li, Y.W., & Turban, E. (2011). What Drives Social Commerce: The Role of Social Support and Relationship Quality, International Journal of Electronic Commerce , 16(2), 69-90.
• Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management and Business Excellence, 18(4), 363-378.
• Mich, L., Franch, M., & Gaio, L. (2003). Evaluating and designing web site quality. Ieee Multimedia, 10(1), 34-43.
• Mudie, P. & Pirrie, A. (2006). Services marketing Management. Oxford: Elsevier
• Nilashi, M., Jannach, D., bin Ibrahim, O., Esfahani, M. D., & Ahmadi, H. (2016). Recommendation quality, transparency, and website quality for trust-building in recommendation agents. Electronic Commerce Research and Applications, 19, 70-84.
• O’Malley, L. (1998). Can loyalty schemes really build loyalty?. Marketing intelligence & planning, 16(1), 47-55.
• Octavia, D., & Tamerlane, A. (2017). The influence of website quality on online purchase intentions on Agoda. com with e-trust as a mediator. Binus Business Review, 8(1), 9-14.
• Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363.
• Rasli, S., Khairi, N., Ayathuray, H., & Sudirman, M. S. (2018). The effect of e-business website quality on customer satisfaction. Selangor Business Review, 3 (1), 37-45.
• Rocha, Á. (2012). Framework for a global quality evaluation of a website. Online information review, 36(3), 374-382.
• Saleem, U., Yi, S., Bilal, M., Topor, D. I., & Căpuṣneanu, S. (2022). The impact of website quality on customer satisfaction and eWOM in online purchase intention: The moderating role of gender in risk-taking. Frontiers in Psychology, 13, 945707.
• Sam, M. F. M., & Tahir, M. N. H. (2009). Website quality and consumer online purchase intention of air ticket. International Journal of Basic & Applied Sciences, 9(10), 4–9.
• Septiari, E. D. (2018). The effect of eWOM as mediation of website quality and trust. Kinerja, 22(2), 142-155.
• Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453-463.
• Solıkhah, E. W., Fatmawatı, I., Wıdowatı, R., & Suyanto, M. (2022). The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales. Journal of Distribution Science, 20(11), 61-69.
• Szymanski, D. M., & Hise, R. T. (2000).E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322.
• Tangmanee, C., & Rawsena, C. (2016). Direct and indirect effects of perceived risk and website reputation on purchase intention: The mediating role of online trust. International Journal of Research in Business and Social Science (2147-4478), 5(6), 1-11.
• Thomas, M. R., Kavya, V., & Monica, M. (2018). Online website cues influencing the purchase intention of Generation Z mediated by trust. Indian Journal of Commerce and Management Studies, 9(1), 13–23.