EXPLORING GENDER DIFFERENCES IN PERCEIVED WEB SITE QUALITY

Bu çalışmanın amacı, tüketiciler tarafından algılanan web site kalite boyutlarını ortaya koymak ve cinsiyet değişkeni açısından farklılık olup olmadığını belirlemektir. Bu anlamda başlıca internet kullanıcıları olan öğrenciler üzerinde gerçekleştirilen çalışmada ilk olarak tüketicilerin algıladıkları web site kalite boyutları faktör analiziyle ortaya konulmuştur. Analiz sonucunda algılanan web site kalite boyutları; tasarım ve görsel çekicilik, system kalitesi ve kolaylık, interaktivite ve iş süreçleri, güvenlik ve gizlilik, bağlantılar, müşteri odaklı bilgi/içerik, yenilik ve imaj ile yararlı bilgi sunma olarak bulunmuştur. Sonrasında tüketicilerin cinsiyetine göre algıladıkları web site kalite boyutlarındaki farklılıklar t-testi analiziyle araştırılmıştır. Analiz sonucunda "yararlı bilgi sunma" web site kalite boyutunun cinsiyete göre anlamlı farklılık gösterdiği bulunmuştur

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