E-Ticaret Web Sitelerine Ait Özelliklerin Tüketici Algısına Etkisi

Bu araştırmada, e-ticaret web sitelerine ait özelliklerin tüketici algısına ve bu algının da e-ticaret web sitelerinden satın alma niyetine etkisi araştırılmaktadır. Literatürde yer alan e-ticaret web sitesi özellikleri sistem kalitesi, bilgi kalitesi, servis kalitesi, web sitesindeki ürün yorumları-beğeniler ve web sitesi bilinirliğidir. Algılanan değer, algılanan risk ve algılanan güven ise tüketici algısı değişkenleri olarak ele alınmıştır. Veriler araştırmanın kapsam ve konusuyla da uyumlu olacak şekilde çevrimiçi anket yolu ile toplanmıştır. Araştırmaya 838 kişi katılmış ve 686 anket nicel analizlere dâhil edilmiştir. Analiz sonuçlarına göre, e-ticaret web sitelerine ait özelliklerin e-ticaret web sitesinden algılanan değere ve algılanan güvene pozitif, algılanan riske ise negatif etkisi bulunmaktadır. Bununla birlikte, e-ticaret web sitesinden algılanan değer ve algılanan güven e-ticaret web sitelerinden satın alma niyetini pozitif, algılanan risk ise satın alma niyetini negatif yönde etkilemektedir.

The Effects Of Features Of E-Commerce Websites On Consumer Perception

This research investigates the effect of features of e-commerce websites on consumer perception and the effect of this perception on purchase intention from e-commerce websites. E-commerce website features in the literature are system quality, information quality, service quality, product comments-likes on the website, and website awareness. Perceived value, perceived risk and perceived trust are considered as consumer perception variables. The data were collected through an online questionnaire in accordance with the scope and subject of the research. 838 people participated in the research and 686 questionnaires were included in the quantitative analysis. According to the results of the analysis, the features of the e-commerce websites have a positive effect on the perceived value and perceived trust from the e-commerce website, and a negative effect on the perceived risk. Successively, the perceived value and perceived trust from the e-commerce website positively affect the purchase intention from the e-commerce websites, and the perceived risk affects the purchase intention negatively.

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