E-HİZMET KALİTESİ, E-MEMNUNİYET, E-YAPIŞKANLIK VE E-SADAKAT DAVRANIŞLARI: E-PERAKENDE ALIŞVERİŞ SİTELERİ ÜZERİNE BİR ÇALIŞMA

Yıl 2020, Cilt: 21 Sayı: 1, 67 - 93, 15.06.2020

Cenk Erçetin Esra Arıkan

https://doi.org/10.24889/ifede.563879

Cited By: 3

Öz

Bu
çalışmanın amacı e-hizmet kalitesi, e-memnuniyet, e-yapışkanlık ve de e-sadakat
davranışları kapsamında tekrar satın alma niyeti ve pozitif ağızdan ağıza
iletişim arasındaki ilişkileri inceleyen bir model önermek ve ampirik olarak
test etmektir. Çalışmada çevrimiçi anket tekniği ile 439 kullanılabilir anket
elde edilmiş ve veriler yapısal eşitlik modellemesi uygulanarak analiz
edilmiştir. Bulgular, e-hizmet kalitesi boyutlarının tümümün e-memnuniyet
üzerinde olumlu bir etkisi olduğunu, ancak bu boyutlardan sadece gizliliğin
e-yapışkanlık üzerinde olumlu bir etkiye sahip olduğunu göstermiştir.
E-memnuniyetin e-yapışkanlık üzerindeki olumlu etkisine ek olarak,
e-yapışkanlığın e-sadakat davranışlarına ilişkin gerek tekrar satın alma
niyetini gerek ise pozitif ağızdan ağıza iletişimi olumlu yönde etkilediği
gözlemlenmiştir. 

Anahtar Kelimeler

E-Perakendecilik, E-Sadakat, E-Yapışkanlık, E-Memnuniyet, E-Hizmet Kalitesi

E-SERVICE QUALITY, E-SATISFACTION, E- STICKINESS AND E-LOYALTY BEHAVIOR: A STUDY ON E-RETAIL SHOPPING SITES

Öz

The aim of this
study is to propose and empirically test a model that investigates the
relationships among e-service quality, e-satisfaction, e-stickiness and
e-loyalty behaviors including repurchase intention and positive mouth-to-mouth
communication. In the study, 439 useable questionnaires were obtained via
online survey technique and the data were analyzed by conducting structural
equation modeling. The findings showed that while all the dimensions of
e-service quality had a positive effect on e-satisfaction, only privacy had a positive
effect on e-stickiness. In addition to the positive effect of e-satisfaction on
e-stickiness, it was observed that e-stickiness positively affected e-loyalty
behaviors. 

Anahtar Kelimeler

E-Retailing, E-Loyalty, E-Stickiness, E-Satisfaction, E-Service Quality

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