E-Hizmet Kalitesi, Web Sitesine Duyulan Güven Ve Algılanan Riskin Algılanan Değer Ve Tüketicilerin Olumlu Davranışlarına Olan Etkisi Üzerine Bir Araştırma

Yapılan bu araştırmanın amacını e-hizmet kalitesi, web sitesine duyulan güven ve algılanan riskin tüketicilerin algılanan değer ve olumlu davranışlarına olan etkisinin ortaya konulması oluşturmaktadır. Araştırmanın amacını gerçekleştirmeye yönelik geliştirilen anket formu 2018 yılının Ağustos ve Ekim ayları arasında Türkiye’de son bir ay içerisinde e-ticaret sitelerini kullanarak alışveriş yapan toplam 520 tüketici üzerinde gerçekleştirilmiştir. Yapılan araştırmanın sonucunda tüketicilerin e-hizmet kalitesi algısı, algılanan değer ve müşteri memnuniyetini etkileyen bir husus olurken, web sitesine duyulan güven algısının algılanan değer, e-sadakat, müşteri memnuniyeti ve tekrar satın alma niyetini etkileyen bir değişken olduğu sonucu tespit edilmiştir. Bununla birlikte üçüncü bir bağımsız değişken olan algıla-nan riskin ise yalnızca tekrar satın alma davranışını etkilediği sonucu tespit edilmiştir. Araştırma sonucundan elde edilen veriler dikkate alınarak işletmelere, e-ticaret hacimlerini arttırabilecekleri çeşitli önerilerde bulunulmuştur.

Anahtar Kelimeler:

E-hizmet kalitesi, , E-sadakat, Algılanan risk, Olumlu davranışlar, Türkiye

A Research on The Effect of E-Service Quality, Confidence in Website and Perceived Risk on Perceived Value and Positive Behaviours of Consumers

The aim of this study is determine the effect of e-service quality, confidence in website and perceived risk on perceived value and positive behaviours of consumers. The questionnaire form developed in order to accomplish the aim of the research was performed on a total of 520 consumers in Turkey who shopped online via e-commercial websites between the period of August and October 2018. As a result of the research, while e-service quality perception of consumers was an aspect that affected the perceived value and customer satisfaction, it was determined that the perception of confidence in website was a variable that had an effect on perceived value, e-loyalty, customer satisfaction and intention to repurchase. However, it was identified that the perceived risk, a third independent variable, affected solely the intention to repurchase. Based on the results of the research, various suggestions were made to enable businesses to increase their e-commerce volumes.

Keywords:

E-service quality, E-loyalty, Perceived risk, Positive behaviours, Turkey,

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