İŞLETME ARAŞTIRMALARI DERGİSİ JOURNAL OF BUSINESS RESEARCH-TURK

Amaç – Bu çalışmanın amacı, çevrim içi alışveriş yapan tüketicilerin ziyaret ettikleri web sitelerine güven duymasını etkileyen boyutları tespit ederek, bu boyutların güvene, güvenin tatmine, tatminin satın alma niyetine ve satın alma niyetinin de sadakate etkisini ortaya koymaktır. Yöntem – Araştırma Bursa'da yaşayan ve çevrim içi alışveriş yapan tüketiciler üzerinde gerçekleştirilmiştir. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Veriler, çevrim içi anket yöntemiyle toplanmıştır. Veri toplama süreci sonunda 394 adet anket toplanmıştır. Elde edilen veriler IBM SPSS 23 ve SmartPLS paket programları kullanılarak analiz edilmiştir. Araştırma modelinde önerilen ilişkileri test etmek için Yapısal Eşitlik Modellemesi (YEM) analizi gerçekleştirilmiştir. Bulgular – Ölçüm modeli analizi sonucunda ölçek boyutlarının Cronbach's Alpha, CR ve AVE değerlerinin literatürde belirtilen eşik değerlerin üzerinde olduğu görülmüştür. Ayrıca analiz sonucunda Fornell-Larcker ayırım geçerliliği de sağlanmıştır. Araştırma modelinin güvenilirliği ve geçerliliği incelendikten sonra, modelde öne sürülen hipotezleri test etmek için araştırma modeli yapısal eşitlik modeli analiziyle incelenmiştir. Modeldeki dışşal değişkenler; güvenlik, gizlilik, web site ara yüzü ve web site imajı boyutlarıdır. Yapısal eşitlik modelleme analizi sonucunda güvenlik, gizlilik ve web site ara yüzü boyutlarının güven üzerinde anlamlı ve olumlu bir etkiye sahip olduğu bulunmuştur. Gizlilik boyutunun güven üzerindeki etkisi 0,378, güvenlik boyutunun güven üzerindeki etkisi 0,222 ve web sitesi ara yüzünün güven üzerindeki etkisi 0,185 olarak bulunmuştur. Tartışma – E-ticarette temel konulardan biri güvendir. Bu çalışmanın sonuçlarına göre, e-ticaret işletmeleri yüksek kaliteli ürün ve hizmet garantileri sunarak, güvenlik ve gizlilik taahhütlerini yerine getirerek ve iyi tasarlanmış çekici web siteleri oluşturarak tüketici tatminini artırabilirler. Bu nedenle, e-ticaret işletmelerinin, çevrim içi tüketicilerin işletmeye ve web sitesine olan güvenini artıran tatmin edici hizmetler sunma çabaları önemlidir.

Factors Affecting Consumer Trust in E-Commerce and the Effect of Trust on Consumers’ Online Purchase Intention

Purpose – The purpose of this study is to determine the dimensions that affect online shoppers' trust in the websites they visit, and to reveal the effects of these dimensions on trust, trust on satisfaction, satisfaction on purchase intention and purchase intention on loyalty. Design/methodology/approach – The research was conducted on consumers living in Bursa and online shopping. The convenience sampling method was used in the study. The data were collected by the online survey method. At the end of the data collection process, 394 questionnaires were collected. The data obtained were analyzed using IBM SPSS 23 and SmartPLS package programs. Structural Equation Modeling (SEM) analysis was conducted to test the relationships suggested in the research model. Findings – As a result of the measurement model analysis, it was found that the Cronbach's Alpha, CR, and Ave values of the scale dimensions were above the threshold values expressed in the literature. Also, Fornell-Larcker discrimination validity was met as a result of the analysis. After analyzing the reliability and validity of the research model, the research model was examined by structural equation modelling analysis in order to test the hypotheses put forward in the model. External variables in the model are security, privacy, web site interface and web site image dimensions. As a result of structural equation modelling analysis, it was found that security, privacy and web site interface dimensions have a significant and positive effect on trust. The effect of the privacy dimension on trust was found to be 0.378, the effect of the security dimension on trust was 0.222, and the effect of the web site interface on trust was found to be 0.185. Discussion – One of the essential issues in e-commerce is trust. According to the results of this study, e-commerce businesses can increase consumer satisfaction by offering high-quality product and service guarantees, fulfilling their security and privacy promises, and creating well-designed attractive web sites. Therefore, it has been found significant for e-commerce businesses to strive to provide satisfactory services that increase online consumers' trust in the business and the web site.

PDF

___

Akroush, M. N., & Al-Debei, M. M. (2015). An integrated model of factors affecting consumer attitudes towards online shopping. Business Process Management Journal, 21(6), 1353-1376.
Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1) 514-538.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138.
Anic, I. D., Škare, V., & Milaković, I. K. (2019). The determinants and effects of online privacy concerns in the context of e-commerce. Electronic Commerce Research and Applications, 36, 1-10.
Aydin, E., & Kavaklioglu, S. (2011). A Study of Superiority of E-Trade Compared to Traditional Methods of Commerce in Overcoming Crises: Case Study of kitapix.com. Procedia-Social and Behavioral Sciences, 24, 123-137.
Bellman, S., Lohse, G., & Johnson, E. J. (2009). Predictors of online buying behavior. Communications of the ACM, 42, 32-48.
Bilişim Sanayicileri Derneği (TÜBİSAD) Yayınları, (2019). Türkiye'de e-ticaret 2018 pazar büyüklüğü, Deloitte Digital. http://www.tubisad.org.tr/tr/images/pdf/tubisad_2019_eticaret_sunum_tr.pdf, Erişim Tarihi 12.05.2019.
Bravo G., R., Fraj Andrés, E., & Martinez Salinas, E. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188-199.
Cetină, I., Munthiu, M. C., & Rădulescu, V. (2012). Psychological and social factors that influence online consumer behavior. Procedia-Social and Behavioral Sciences, 62, 184-188.
Chang., H. H., & Chen, S. W. (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.
Chellappa, R. K., & Pavlou, P. A. (2002). Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management, 15(5/6), 358-368.
Chen, J. V., Yen, D. C., Pornpriphet, W., & Widjaja, A. E. (2015). E-commerce web site loyalty: A cross cultural comparison. Information Systems Frontiers, 17(6), 1283-1299.
Chen, M. Y., & Teng, C. I. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1-23.
Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of Gauteng Province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23-32.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences, 2nd Ed., Lawrence Erlbaum Associates, New York.
Constantinides, E. (2004). Influencing the online consumer's behavior: The web experience. Internet Research, 14(2), 111-126.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193- 218.
Curtis, T., Abratt, R., Rhoades, D. L., & Dion, P. (2011). Customer loyalty, repurchase and satisfaction: A metaanalytical review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24, 1-26.
Damanpour, F., & Damanpour, J. A. (2001). E-business e-commerce evolution: Perspective and strategy. Managerial Finance, 27(7), 16-33.
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78-93.
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
Falk, M., & Hagsten, E. (2015). E-commerce trends and impacts across Europe. International Journal of Production Economics, 170, 357-369.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of Research in Humanities and Social Sciences, 1(2), 10-15.
Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website characteristics, Trust and purchase intention in online stores: An Empirical study in the Indian context. Journal of Information Science & Technology, 6(2). 22-44.
Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Model, Statistical Associates Publishing, Asheboro.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737.
Hair, J. F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate Data Analysis, Pearson Education Limited, Essex.
Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd Ed., SAGE Publications, Thousand Oaks, California.
Hallikainen, H., & Laukkanen, T. (2018). National culture and consumer trust in ecommerce. International Journal of Information Management, 38(1), 97-106.
Henseler, J. (2017). Partial least squares path modeling. Leeflang, P.S., Wieringa, J.E., Bijmolt, T.H., & Pauwels, K.H. (Eds.), Advanced Methods for Modeling Markets, Springer, Berlin, 361-381.
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469-479.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
Jiang, L., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
Kantarcı, Ö., Özalp, M., Sezginsoy, C., Özaşkınlı, O., & Cavlak, C. (2017). Dijitalleşen Dünyada Ekonominin Itici Gücü: E-Ticaret. TUSİAD Yayınları, İstanbul.
Kantsperger, R., & Kunz, W. H. (2010). Consumer trust in service companies: A multiple mediating analysis. Managing Service Quality, 20(1), 4-25.
Kılıç, S. & Özdemir, E. (2017). Exploring gender differences in perceived web site quality. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 8(21), 197-220.
Kılıç, S., Özdemir, E., & Arıkan Kılıç H. (2016). Consumers’ online information and opinion search behaviors: A research on the X and Y generation of consumers. İşletme Araştırmaları Dergisi, 8(4), 296-323.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544- 564.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful ecommerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237-257.
Krafft, M., Arden, C. M., & Verhoef, P. C. (2017). Permission marketing and privacy concerns—why do customers (not) grant permissions?. Journal of Interactive Marketing, 39, 39-54.
Lee, Y. J., Yang, S., & Johnson, Z. (2017). Need for touch and two-way communication in e-commerce. Journal of Research in Interactive Marketing, 11(4), 341-360.
Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the effects of ‘What’ (product) and ‘Where’ (website) characteristics on online shopping behavior. Journal of Marketing, 80(2), 21-38.
Monsuwé, T. P., Dellaert, B. G., & De Ruyter, K. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management, 15(1), 102-121.
Niranjanamurthy, M., Kavyashree, N., Jagannath, S., & Chahar, D. (2013). Analysis of e-commerce and mcommerce: Advantages, limitations and security issues. International Journal of Advanced Research in Computer and Communication Engineering, 2(6), 2360-2370.
Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in ecommerce retailing?. Journal of Retailing and Consumer Services, 39, 135-144.
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in ecommerce. Computers in Human Behavior, 71, 153-164.
Özdemir, E., & Kılıç, S. (2011). Young consumers’ perspectives of website visualization: A gender perspective. Business and Economics Research Journal, 2(2), 41-60.
Özdemir, E., Altıntaş, M. H., & Kılıç, S. (2017). The effects of the degree of internationalization on export performance: a research on exporters in Turkey. Business and Economics Research Journal, 8(3), 611-626.
Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & Management, 46(4), 213-220.
Peng, D.X. & Lai, F. (2012). Using partial least squares in operations management research: A practical guideline and summary of past research. Journal of Operations Management, 30(6), 467-480.
Peterson, D., Meinert, D., Criswell, J., & Crossland, M. (2007). Consumer trust: privacy policies and third-party seals. Journal of Small Business and Enterprise Development, 14(4), 654-669.
Robinson, H., Dall'Olmo, R., Rettie, R., & Rolls-Willson, G. (2007). The role of situational variables in online grocery shopping in the UK. The Marketing Review, 7(1), 89-106.
San Martin, S., & Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4), 629-654.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Homburg, C.; Klarmann, M. & Vomberg A. (Eds.), Handbook of Market Research, Heidelberg, Springer International Publishing, 1-40.
Sharma, G., & Lijuan, W. (2015). The effects of online service quality of e-commerce websites on user satisfaction. The Electronic Library, 33(3), 468-485.
Tangchaiburana, S., & Techametheekul, K. W. (2017). Development model of web design element for clothing e-commerce based on the concept of mass customization. Kasetsart Journal of Social Sciences, 38(3), 242- 250.
Tong, X., & Su, J. (2018). Exploring young consumers’ trust and purchase intention of organic cotton apparel. Journal of Consumer Marketing, 35(5), 522-532.
Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive metaanalysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66(9), 1436-1447.
TÜSİAD Yayınları, (2019). E-Ticaretin Gelişimi, Sınırların Aşılması Ve Yeni Normlar 2019 Deloitte Digital. https://www.eticaretraporu.org/wpcontent/uploads/2019/05/DD-TUSIAD-ETicaret-Raporu-2019.pdf, Erişim Tarihi 22.06.2019.
Van Dyke, T. P., Midha, V., & Nemati, H. (2007). The effect of consumer privacy empowerment on trust and privacy concerns in e-commerce. Electronic Markets, 17(1), 68-81.
Voinea, L., & Filip, A. (2011). Analyzing the main changes in new consumer buying behavior during economic crisis. International Journal of Economic Practices and Theories, 1(1), 14-19.
Wei, C., Yu, Z. J., & Chen, X. N. (2017). Research on social e-commerce reputation formation and stateintroduced model. Kybernetes, 46(06), 1021-1038.
Weisberg, J., Te'eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust. Internet Research, 21(1), 82-96.
Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37-44.