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

Abstract

The aim of this study is to 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. Considering the data obtained from the research results, various suggestions were presented to the owners and managers of e-commerce enterprises to increase their e-commerce volumes.