Adnan Veysel ERTEMEL, Mustafa Emre CİVELEK

E-TİCARET WEB SİTELERİNDE WEB SİTESİ GÜVENLİĞİNİN SATINALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Bu çalışmada B2C e-ticaret web sitelerinde, e-hizmet kalitesi boyutlarından web sitesi güvenliğinin satınalma niyeti, algılanan değer ve marka sadakati üzerine etkisi incelenmiştir. Konuyla ilgili literatür ortaya konduktan sonar hipotez geliştirmesi yapılmıştır. Ardından 464 e-ticaret müşterisi üzerinde amprik bir araştırma gerçekleştirilmiştir. Yapısal eşitlik modeliyle hipotezler sınanmıştır. Çalışma sonunda B2C e-ticaret markalarında websitesi güvenliğinin satınalma niyetini doğrudan etkilediği bulunmuştur. Ayrıca, websitesi güvenliğinin satınalma niyetini dolaylı yoldan, algılanan değer ve marka sadakati üzerinden de etkilediği saptanmıştır. Bu çalışma müşterilerin web sitesinin güvenliği ile ilgili algılarının önemi vurgulayan yönetimsel sonuçlar ortaya çıkarmıştır

Anahtar Kelimeler:

E-Ticaret, Web Sitesi Güvenliği, Satınalma Niyeti, Algılanan Değer, Marka Sadakati

THE EFFECT OF E-COMMERCE WEB SITE SECURITY ON PURCHASE INTENTION

This study investigates the effect of website security, as a key dimension of e-service quality, on purchase intention, perceived value and brand loyalty in business-to-consumer B2C e-commerce context. Hypotheses were developed based on previous literature. Afterwards, an empirical research was conducted with the data collected from 464 e-commerce customer to verify the hypotheses. Structured equation modeling was used to test the hypotheses. Having analyzed the results, it is found out that website security in e-commerce affects customer purchase intention directly. Furthermore, website security indirectly affects purchase intention through brand loyalty and perceived value. The study has important managerial implications stressing the importance of customer perception regarding security level of B2C e-commerce web sites

Keywords:

E-Commerce, Web Site Security, Purchase Intention, Perceived Value, Brand Loyalty,

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