The Effect of Website Quality Elements on Electronic Trust, Satisfaction and Repurchase Intention

Yıl 2022, Cilt: 13 Sayı: 3, 961 - 976, 17.10.2022

Mehmet Ozan Karahan

Öz

The aim of the study is to determine and evaluate the effects of web site quality elements (design, fulfillment/reliability, security/privacy and customer service) by using the eTailQ scale on e-trust, e-satisfaction and repurchase intentions of individuals who purchase online within the scope of positive electronic word of mouth marketing (eWOM). The research population consists of individuals who live in our country, are older than 18 years old and have online shopping experience. As a result of analyzing the valid data obtained from 372 participants on online platform, it is seen that design, privacy and customer service elements have a significant effect on e-trust excluding fulfillment/reliability from web quality (eTailQ) elements. It is also understood that all eTailQ elements have a significant effect on e-satisfaction. Considering the effects of web quality factors on individuals' repurchase intentions, it can be stated that only privacy and customer service factors have a significant effect. Finally, it’s determined that e-trust has positive and significant effects on both e-satisfaction and repurchase intention while e-satisfaction has positive and significant effect on eWOM and positive eWOM has positive and significant effect on repurchase intention as well.

Anahtar Kelimeler

Web Site Quality (eTailQ), E-trust, Pozitive eWOM, Online Repurchase Intention.

İnternet Sitesi Kalite Unsurlarının Elektronik Güven, Memnuniyet ve Yeniden Satın Alma Niyetine Etkisi

Öz

Çalışmanın amacı, eTailQ ölçeği kullanılarak ele alınan internet sitesi kalitesi unsurlarının (tasarım, yerine getirme, gizlilik ve müşteri hizmetleri) güven, tatmin ve pozitif elektronik ağızdan ağıza pazarlama (eWOM) kapsamında çevrim içi ortamda alışveriş yapan bireylerin tekrar satın alma niyetlerine etkilerinin belirlenmesi ve değerlendirilmesidir. Araştırma evreni ülkemizde yaşayan, 18 yaşından büyük ve çevrim içi alışveriş tecrübesine sahip bireylerden oluşmaktadır. Çevrim içi ortamda 372 adet katılımcıdan sağlanan geçerli verinin, SPSS ve AMOS istatistik programları ile analiz edilmesi sonucunda; internet sitesi kalitesi (eTailQ) unsurlarından yerine getirme hariç; tasarım, gizlilik ve müşteri hizmetleri unsurlarının e-güven üzerinde anlamlı etkiye sahip olduğu görülmüştür. Ayıca, tüm unsurların e-memnuniyet üzerinde de anlamlı etkiye sahip olduğu anlaşılmaktadır. İnternet sitesi kalitesi unsurlarının bireylerin tekrar satın alma niyetleri üzerindeki etkilerine bakıldığında sadece gizlilik ve müşteri hizmetleri unsurlarının anlamlı etkisinin olduğu ifade edilebilir. Son olarak, e-güvenin e-memnuniyet ve tekrar satın alma; e-memnuniyetin pozitif eWOM ve pozitif eWOM’un da tekrar satın alma niyeti üzerinde anlamlı etkilere sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

İnternet Sitesi Kalitesi (eTailQ), E-güven, Pozitif eWOM, Çevrim İçi Tekrar Satın Alma Niyeti

Kaynakça

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