Web Sayfası Canlı Desteğin, Web Sayfası Güven Ve Web Sayfası Kullanım Kalitesine Etkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma

Yıl 2021, Cilt: 17 Sayı: 37, 4535 - 4562, 31.05.2021

Emine Aydınhan , Serhat Erat

https://doi.org/10.26466/opus.687398

Öz

Online alışveriş sitelerinin artması ve internete kolay erişim sağlanması, online ortamda rekabetin de artmasına sebep olmaktadır. Her geçen gün müşteriler için seçenekler artarken, e-perakendeciler için müşteri kazanmak zorlaşmaktadır. Bunun en temel sebeplerinden biri güven ve kalitedir. Satıcı güvenilir olduğunu ve kalitesini kanıtlayarak müşteri kazanmak, tüketici ise istek ve ihtiyaçlarının karşılanacağından emin olmak istemektedir. Tüketiciler ve satıcılar arasında kolay bir iletişim olması kendilerini ifade edebilmeleri açısından önemlidir. Canlı destek sistemi, çevrimiçi müşterilere gerçek zamanlı ve isteğe bağlı destek sağlamak için yenilikçi bir araçtır. Bu çalışmanın amacı online alışveriş sitelerinde canlı destek sisteminin web sayfası kullanım kalitesi ve web sayfası güveni üzerindeki etkisinin incelenmesidir. Canlı desteğin web sayfası kullanım kalitesi ve web sayfası güveni üzerindeki etkisi ve aralarındaki ilişki temel olarak 8 hipotez sınaması ile incelenmektedir. Araştırma e-ticaret sitelerini kullanan 346 katılımcı üzerinde gerçekleştirilmiştir. Veriler literatürde çok sık kullanılan veri toplama yöntemlerinden biri olan anket yöntemi ile toplanmış, SPSS paket programı ile analiz edilmiştir. Araştırma sonuçları incelendiğinde canlı destek, web sayfası güven ve web sayfası kullanım kalitesi arasında pozitif yönde anlamlı ilişkiler bulunmuş ve ortaya konulan hipotezler doğrulanmıştır.

Anahtar Kelimeler

Canlı Destek Algılanan Yarar, Web sayfası Güven, Canlı Destek Güven, Canlı Destek, Web Sayfası Kullanım Kalitesi

The Impact of Live Support on The Web Page Trust and Web Page Usage Quality: A Research on Online Shopping Sites

Öz

Increasing online shopping sites and providing easy access to the internet, also increases competition in the online environment. While the options for customers are increasing day by day, it is getting harder to gain customers for e-retailers. One of the main reasons for this is trust and quality. The seller wants to win customers by proving their reliability and quality, while the consumer wants to make sure that their wishes and needs will be met. Easy communication between consumers and sellers is important for them to express them-selves. The live support system is an innovative tool to provide online customers with real-time and on-demand support. The aim of this study is to examine the effect of live support system on web page usage quality and web page trust at the online shopping sites. The effect of live support on web page usage quality and web page trust, and the relationship between them which is mainly examined through 8 hypothesis testing. The research was realized on 346 people which are using online shopping sites. Data were collected with a questionnaire which is a frequently used data collection method in the literature, analyzed with SPSS package program. When the research results are examined, positive relationships were found between live support, web page trust and web page usage quality, the hypotheses which is put forward were confirmed.

Anahtar Kelimeler

Live Support Perceived Benefit, Web Page Trust, Live Support Trust, Live Support, Web Page Usage Quality

Kaynakça

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