Aysegul DONMAZ, Ayse AKYOL, Gulhayat GOLBASI SIMSEK

E-perakendecilikte e-hizmet kalitesi boyutlarının tüketicilerin davranışsal eğilimleri üzerine etkisi

Bu araştırmanın amacı, ülkemizdeki e-parekendecilik hizmet sitelerinin etkinlik, sisteme erişebilirlik, bilgi kalitesi, gerçekleştirme ve kişisel bilgilere verilen önem-gizlilik gibi kalite boyutlarının, e-parekendecilik hizmeti alan müşterilerin güveni kazanılarak ve müşteri tatmini yaratılarak müşterilerde satın alma isteği, sadakat ve ağızdan ağıza olumlu iletişim gibi davranışsal eğilimleri nasıl etkilediğini göstermektir. Ayrıca firma itibarının bu alışveriş sırasında müşteriler üzerinde güven ve tatmini arttırma konusu da incelenmiştir. Bu araştırmada tanımlanan değişkenler arasındaki tüm ilişkiler Yapısal Eşitlik Modeli (YEM) kullanılarak incelenmiştir. Bu amaçla SPSS 21 ve MPlus6 paket programları kullanılmıştır. Oluşturulan anket formu internet üzerinden alışveriş yapan 596 kişiye kolayda örnekleme yöntemi ile anlık olarak uygulanmıştır. Araştırma sonucunda ülkemizdeki e-hizmet kalite boyutlarının, müşteri güveni ve tatmini arttırıldığında, müşterinin satın alma isteği ve sadakat üzerinde olumlu etkileri olduğu belirlenmiştir.

Anahtar Kelimeler:

E-Hizmet Kalitesi, İtibar, Tatmin, Güven, Satın Alma İsteği, Sadakat, Ağızdan Ağıza Olumlu İletişim

The role of e-service quality dimensions on customer behavioral intentions in e-retailing

The aim of this study is to explore whether the e-service quality dimensions (efficiency, system availability, information quality, fulfillment, and privacy) and company reputation would affect customers’ behavioral intentions such as customers’ purchase intention, loyalty, or positive word-of-mouth (WOM) via creating satisfaction and trust within Turkish e-retailing sector. Descriptive statistics and factor analysis in SPSS 21, and Structural Equation Modeling (SEM) in Mplus 6.1 was performed in the research model. A total of 589 usable questionnaires were collected in Turkey, using convenience sampling. The findings suggest that e-service quality dimensions have significant positive impacts on Turkish customers’ purchase intention and loyalty by improving customer satisfaction and trust.

Keywords:

E-Service Quality, Reputation, Satisfaction, Trust, Purchase Intention, Loyalty, Positive WOM,

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