The Impact of Trust and Live Support on the Web Page on the Re-Purchase Intention: A Research on Online Shopping Sites

Yıl 2019, Cilt: 6 - GELİŞİM-UWE 2019 Özel Sayısı, 123 - 140, 29.10.2019

Emine Aydınhan , Serhat Erat

https://doi.org/10.17336/igusbd.611492

Cited By: 4

Öz

The rise of daily internet use and chance of 24/7 online shopping resulted increase of online stores. The gradual wide-spread of electronic commerce increased competition on online environment, too. This situation lead business to search ways to keep users. As a result, the value of re-purchasing increased a lot for businesses. Ensuring repurchase on online shopping is less costly than to find new customers. Therefore, trust of users to a web page and provided communication opportunities to them with a customer representative (live support) at all times became much more important on repurchase decisions. In this study, effects of trust to a web page and provided live support on repurchase decisions, and the relation between them are examined through six hypotheses testing. For the study, 346 people, who made online purchases, are surveyed. Results of the study confirm the conducted hypotheses and show positive relation between live support, web page trust and repurchasing decision. 

Anahtar Kelimeler

Web Page Trust, Live Support, Live Support Trust, Repurchase Decision, Perceived Benefit

Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma

Öz

Her geçen gün internetin kullanımının artması, kullanıcıların internetten 7/24 alışveriş yapabiliyor olmaları online mağazaların da artmasına yol açmıştır. Elektronik ticaretin giderek yaygınlaşması, online ortamda rekabeti de artırmaktadır. Bu durum işletmeleri kullanıcıları elde tutmak için yollar aramaya sevk etmiştir. Yani işletmeler açısından yeniden satın alma kavramı önem kazanmıştır. Online alışverişte müşterilerin yeniden satın alım yapmalarının sağlanması, işletmelerin yeni müşteri bulma çabalarından daha az maliyetlidir. Dolayısıyla kullanıcılar için önemli olan web sayfasına güven kavramı ve her zaman iletişime geçebilecekleri bir müşteri temsilcisi bulma kavramlarının yeniden satın almaya etkisi önem kazanmıştır. Bu çalışmada, web sayfasına güven ve canlı desteğin yeniden satın alma niyeti üzerindeki etkisinin ne ölçüde olduğu ve aralarında nasıl bir ilişki olduğu temel olarak 6 hipotez sınaması aracılığıyla incelenmektedir. Araştırma internetten alışveriş yapan 346 kişi üzerinde anket aracılığıyla gerçekleştirilmiştir. Araştırma sonuçları incelendiğinde canlı destek, web sayfasına güven ve yeniden satın alma niyeti arasında pozitif ilişkiler bulunmuş olup, ortaya konulan hipotezler doğrulanmıştır.

Anahtar Kelimeler

Web Sayfasına Güven, Canlı Destek, Canlı Destek Güveni, Yeniden Satın Alma Kararı, Algılanan Yarar

Kaynakça

• ADJEI, M. T., NOBLE, S. M., & NOBLE, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634-653.
• AHMED, I., SHAUKAT, M. Z., NAWAZ, M. M., AHMED, N., & USMAN, A. (2011). Determinants of the satisfaction and repurchase intentions of users of short messenger services (SMAS): A study in the Telecom sector of Pakistan. International Journal of Management, 28(3), 763.
• ALTINIŞIK, İ., & BILGE, F. A. (2001). Yem bin yıla girerken ticaretin değişen yüzü: e ticaret. Selçuk Üniversitesi Sosyal Bilimler MYO Dergisi, 4(1), 77-88.
• ANDERSON, E., & WEITZ, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of marketing research, 18-34.
• AVCI, E., BARAN, G. G., & ÖZOĞUL, G. Seyahat acentalarının hizmetlerine yönelik e-şikâyetlerin tekrar satın alma (ma) niyeti çerçevesinde çözümlenmesi.
• AYAZLAR, R. A., & YÜKSEL, A. (2012). Web sitesi kalitesi, risk ve güven: Bilişsel çelişki ve tüketim sonrası davranışlar üzerine etkileri. Seyahat ve Otel İşletmeciliği Dergisi, 9(1), 1-28.
• CENFETELLI, R. T., BENBASAT, I., & AL-NATOUR, S. (2008). Addressing the what and how of online services: Positioning supporting-services functionality and service quality for business-to-consumer success. Information Systems Research, 19(2), 161-181.
• CHATTARAMAN, V., KWON, W.-S., & GILBERT, J. E. (2012). Virtual agents in retail web sites: Benefits of simulated social interaction for older users. Computers in Human Behavior, 28(6), 2055-2066.
• CHAUDHURI, A., & HOLBROOK, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
• CHENG, H.-H., & HUANG, S.-W. (2013). Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior. International Journal of Information Management, 33(1), 185-198.
• CHIU, C.-M., CHANG, C.-C., CHENG, H.-L., & FANG, Y.-H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-784.
• COŞKUN, A. G. D. N. (2004). Elektronik ticaretin gelişiminde temel dinamikler ve gelişimi önündeki engeller. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(2).
• CULNAN, M. J., & ARMSTRONG, P. K. (1999). Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation. Organization science, 10(1), 104-115.
• DAYAL, S., LANDESBERG, H., & ZEISSER, M. (2003). How to build trust online. Trust in the Network Economy, 89-95.
• DEMİRDÖĞMEZ, M., GÜLTEKIN, N., & TAŞ, H. Y. (2018). Türkiye’de e-ticaret sektörünün yıllara göre gelişimi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 8(15), 2216-2236.
• EID, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78.
• ELMORSHIDY, A. (2013). Applying the technology acceptance and service quality models to live customer support chat for e-commerce websites. Journal of Applied Business Research, 29(2), 589-595.
• ERÇETİN, C. (2015). Elektronik ticarette tüketicilerin satın alma davranış ve tercihlerini etkileyen unsurlar: E-ticaret siteleri üzerine bir çalışma. Doğuş Üniversitesi Sosyal Bilimler Enstitüsü,
• FLANAGIN, A. J., & METZGER, M. J. (2007). The role of site features, user attributes, and information verification behaviors on the perceived credibility of web-based information. New media & society, 9(2), 319-342.
• FOGG, B., MARSHALL, J., LARAKI, O., OSIPOVICH, A., VARMA, C., FANG, N., . . . SWANI, P. (2001). What makes Web sites credible?: a report on a large quantitative study. Paper presented at the Proceedings of the SIGCHI conference on Human factors in computing systems.
• FRIEDMAN, B., KHAN JR, P. H., & HOWE, D. C. (2000). Trust online. Communications of the ACM, 43(12), 34-40.
• GEFEN, D., KARAHANNA, E., & STRAUB, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.
• GRABNER-KRAEUTER, S. (2002). The role of consumers' trust in online-shopping. Journal of Business Ethics, 39(1-2), 43-50.
• GUPTA, S., & KIM, H.-W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127-158.
• HAR LEE, C., CYRIL EZE, U., & OLY NDUBISI, N. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200-221.
• HELLIER, P. K., GEURSEN, G. M., CARR, R. A., & RICKARD, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
• HOFFMAN, D. L., & NOVAK, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
• HOFFMAN, D. L., NOVAK, T. P., & PERALTA, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
• HSIN CHANG, H., & WEN CHEN, S. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818-841.
• JARVENPAA, S. L., TRACTINSKY, N., & VITALE, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1-2), 45-71.
• JIANG, Z., CHAN, J., TAN, B. C., & CHUA, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for information systems, 11(1), 1.
• KHALIFA, M., & LIU, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.
• KIM, H., SUH, K.-S., & LEE, U.-K. (2013). Effects of collaborative online shopping on shopping experience through social and relational perspectives. Information & Management, 50(4), 169-180.
• KÖKSAL, Y., & PENEZ, S. (2015). An investigation of the important factors influence web trust in online shopping. Journal of Marketing and Management, 6(1), 28.
• KUMAR, N., SCHEER, L. K., & STEENKAMP, J.-B. E. (1995). The effects of perceived interdependence on dealer attitudes. Journal of marketing research, 348-356.
• LEE, A., & JEONG, M. (2010). Effects of e-servcescape on customers flow experiences. Journal of Hospitality and Tourism Technology, 3(1), 47-59.
• LEE, G.-G., & LIN, H.-F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
• LEE, M. K., & TURBAN, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91.
• LIN, H.-H., & WANG, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.
• LIU, C., & ARNETT, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1), 23-33.
• LIU, T.-H. (2012). Effect of e-service quality on customer online repurchase intentions: Lynn University.
• LOIACONO, E. T., WATSON, R. T., & GOODHUE, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
• LU, B., FAN, W., & ZHOU, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
• MANSOUR, K. B., KOOLI, K., & UTAMA, R. (2014). Online trust antecedents and their consequences on purchase intention: An integrative approach. Journal of Customer Behaviour, 13(1), 25-42.
• MAVLANOVA, T., & BENBUNAN-FICH, R. (2010). Counterfeit products on the internet: The role of seller-level and product-level information. International Journal of Electronic Commerce, 15(2), 79-104.
• MCKNIGHT, D. H., CHOUDHURY, V., & KACMAR, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 303-359.
• MCLEAN, G., & OSEI-FRIMPONG, K. (2017). Examining satisfaction with the experience during a live chat service encounter-implications for website providers. Computers in Human Behavior, 76, 494-508.
• MCLEAN, G., & WILSON, A. (2016). Evolving the online customer experience… is there a role for online customer support? Computers in Human Behavior, 60, 602-610.
• MONTOYA-WEISS, M., VOSS, G., & GREWAL, D. (2000). Bricks to Clicks: What Drives Customer Use of the Internet in a Multichannel Enviroment, Working Paper, Caroline State University.
• NUNNALLY, J., & BERNSTEIN, I. (1994). Psychometric Theory 3rd edition (MacGraw-Hill, New York).
• OU, C. X., PAVLOU, P. A., & DAVISON, R. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS quarterly, 38(1), 209-230.
• PAPPAS, O. I., G. PATELI, A., N. GIANNAKOS, M., & CHRISSIKOPOULOS, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204.
• PARASURAMAN, A., BERRY, L. L., & ZEITHAML, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.
• PARASURAMAN, A., ZEITHAML, V. A., & MALHOTRA, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
• PAVLOU, P. A., LIANG, H., & XUE, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS quarterly, 105-136.
• PENG, K.-F., FAN, Y.-W., & HSU, T.-A. (2004). Proposing the content perception theory for the online content industry–a structural equation modeling. Industrial Management & Data Systems, 104(6), 469-489.
• QURESHI, I., FANG, Y., RAMSEY, E., MCCOLE, P., IBBOTSON, P., & COMPEAU, D. (2009). Understanding online customer repurchasing intention and the mediating role of trust–an empirical investigation in two developed countries. European Journal of Information Systems, 18(3), 205-222.
• REICHHELD, F., & SASSER, J. (1996). Zero defections: quality come to services, Harvard Bussines Review 68 (5), 105-111. In.
• SCHURR, P. H., & OZANNE, J. L. (1985). Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness. Journal of consumer research, 11(4), 939-953.
• SHARMA, N., & PATTERSON, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International journal of service industry management, 11(5), 470-490.
• SHIAU, W.-L., & LUO, M. M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior, 28(6), 2431-2444.
• 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.
• SOLOMON, M. R., SURPRENANT, C., CZEPIEL, J. A., & GUTMAN, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. The Journal of Marketing, 99-111.
• SRINIVASAN, S. S., ANDERSON, R., & PONNAVOLU, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
• SUM CHAU, V., & KAO, Y.-Y. (2009). Bridge over troubled water or long and winding road? Gap-5 in airline service quality performance measures. Managing Service Quality: An International Journal, 19(1), 106-134.
• TOMBS, A., & MCCOLL-KENNEDY, J. R. (2003). Social-servicescape conceptual model. Marketing theory, 3(4), 447-475.
• TSAI, H.-T., & HUANG, H.-C. (2007). Determinants of e-repurchase intentions: An integrative model of quadruple retention drivers. Information & Management, 44(3), 231-239.
• TUĞCU, Ş. T. (2003). Tüketim kültüründe satın alma davranışının oluşması.
• TUREL, O., & CONNELLY, C. E. (2013). Too busy to help: Antecedents and outcomes of interactional justice in web-based service encounters. International Journal of Information Management, 33(4), 674-683.
• TÜİK. (2018). TÜİK Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2018 (Erişim Tarihi: 03.02.2019) http://www.tuik.gov.tr/PreHaberBultenleri.do?id=27819.
• YILDIRIM, L. (2017). Online alışveriş sitelerinde uygulanan canlı destek sistemlerinin tüketicilerde oluşturduğu güvene etkisi: bir araştırma.
• YOO, B., & DONTHU, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
• ZEREN, D., & GOKDAGLI, N. (2017). Marka Prestiji ve Marka Kredibilitesinin Satın Alma Niyeti Üzerindeki Etkisi. İşletme ve İktisat Çalışmaları Dergisi, 5(2), 91-102.