The Comparison of Online Retailing Models Based on Consumer Trust And Loyalty

Yıl 2017, Cilt: 24 Sayı: 2, 543 - 561, 18.08.2017

Selen Öztürk Abdullah Okumuş

https://doi.org/10.18657/yonveek.306002

Cited By: 1

Öz

The main purpose
of this research is to investigate the roles of personal, context and business
related factors on consumers’ trust and loyalty in Internet shopping. In this
research, the relationship between Turkish consumers’ trust and loyalty in Internet
shopping is examined through digital based business models. For this purpose,
research data gathered via face to face survey from 921 participants who make
purchases from the Internet. According to research results, for the first group
which consist of pure-play e-tailers’s customers, organization reputation,
familiarity with Internet shopping, privacy/security and disposition to trust
were the factors that affect trust the most. For the second group, customers of
brick-and-click retailers’ websites, the factors that affect consumer trust the
most were as follows: familiarity with Internet shopping, privacy/security,
Internet experience and customization. For both groups, satisfaction and trust
were found to be strong predictors of loyalty and trust seemed to affect
perceived risk in a favorable manner. 

Anahtar Kelimeler

Trust, Multi-Channel Retailing, E-retailing, Structural Equation Modeling, Multiple‑Samples Analysis

Çevrimiçi Tabanlı Perakende Modellerinin Tüketici Güveni ve Bağlılığı açısından Kıyaslanması

Öz

Çalışmanın temel amacı, tüketicilerin internetten
alışverişe yönelik güven ve bağlılığı üzerinde kişisel, ortam ve işletme
kaynaklı etkenlerin rolünün araştırılmasıdır. Bu çalışmada, Türk tüketicisinin
internetten alışverişe duyduğu güven ve bağlılık ilişkisi, dijital temelli farklı
iş modelleri açısından incelenmiştir. Bu amaçlar doğrultusunda, İnternetten
elektronik ürün alışverişi yapan tüketiciler ile gerçekleştirilen yüzyüze anket
çalışması sonucu 921 kullanılabilir anket elde edilmiştir. Araştırma
sonuçlarına göre, sadece sanal mağaza müşterilerinden oluşan grupta güveni
etkileyen unsurların sırasıyla itibar, internetten alışverişe aşinalık,
gizlilik/güvenlik ve güvenme eğilimi olduğu saptanmıştır. Çoklu kanal
perakendecilerinin internet mağaza müşterilerinden oluşan grupta ise sırasıyla
güven üzerinde; internetten alışverişe aşinalık, gizlilik/güvenlik, internet
deneyimi ve kişiselleştirme etkilidir. Her iki grupta tüketici bağlılığı
üzerinde tatminin ve güvenin güçlü bir etkisi olduğu; güvenin tüketici risk
algılamasını yüksek oranda azalttığı görülmüştür. 

Anahtar Kelimeler

Güven, Çok Kanallı Perakendecilik, E-perakendecilik, Yapısal Eşitlik Modellemesi, Çoklu Grup Analizi

Kaynakça

• Aiken, K. D., & Boush, D. M. (2006). Trustmarks, objective-source ratings, and implied investments in advertising: investigating online trust and the context-specific nature of internet signals. Journal of the Academy of Marketing Science, 34(3), 308-323.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
• Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138.
• Ayyash, M. M., Ahmad, K., & Singh, D. (2012). A questionnaire approach for user trust adoption in palestinian e-government initiative. American Journal of Applied Sciences, 9(1), 40-46.
• Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
• Başusta, N. B., & Gelbal, S. (2015). Gruplararası karşılaştırmalarda ölçme değişmezliğinin test edilmesi: pısa öğrenci anketi örneği. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi [Hacettepe University Journal of Education], 30(4), 80-90.
• Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26(5), 857-869.
• Carlson, J., & O'Cass, A. (2011). Managing web site performance taking account of the contingency role of branding in multi-channel retailing. Journal of Consumer Marketing, 28(7), 524-531.
• Ceylan, H. H. (2013). İlişkisel Pazarlama Bağlamında Müşteri Samimiyetinin Referans Davranış Eğilimi Üzerine Etkisi: Hizmet Sektöründe Bir Uygulama. Afyon Kocatepe Üniversitesi İibf Dergisi, 15(1), 241-260.
• Hsin Chang, H., & Wen Chen, S. (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.
• Chang, Y. S., & Fang, S. R. (2013). Antecedents and distinctions between online trust and distrust: Predicting high-and low-risk internet behaviors. Journal of Electronic Commerce Research, 14(2), 149.
• Chen, Q., Griffith, D. A., & Wan, F. (2004). The behavioral implications of consumer trust across brick-and-mortar and online retail channels. Journal of Marketing Channels, 11(4), 61-87.
• Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial management & data systems, 107(1), 21-36.
• Cheung, C. M., & Lee, M. K. (2006). Understanding consumer trust in Internet shopping: A multidisciplinary approach. Journal of the American society for Information Science and Technology, 57(4), 479-492.
• Chiu, H. C., Hsieh, Y. C., Roan, J., Tseng, K. J., & Hsieh, J. K. (2011). The challenge for multichannel services: Cross-channel free-riding behavior. Electronic Commerce Research and Applications, 10(2), 268-277.
• Cho, J. (2006). The mechanism of trust and distrust formation and their relational outcomes. Journal of retailing, 82(1), 25-35.
• Clogg, C. C., Petkova, E., & Haritou, A. (1995). Statistical methods for comparing regression coefficients between models. American Journal of Sociology, 100(5), 1261-1293.
• Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic commerce research and applications, 2(3), 203-215.
• Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: the moderating role of length of relationship. Journal of Services Marketing, 16(1), 35-50.
• Çokluk, Ö., Şekercioğlu G., Büyüköztürk Ş. (2012).Sosyal Bilimler için Çok Değişkenli İstatistik: SPSS ve LISREL Uygulamaları, 2. Baskı, Ankara, Pegem Akademi.
• Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. the Journal of Marketing, 35-51.
• Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601-620.
• Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14.
• Friedman, B., Khan Jr, P. H., & Howe, D. C. (2000). Trust online. Communications of the ACM, 43(12), 34-40.
• Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. the Journal of Marketing, 1-19.
• Ganesan, S., & Hess, R. (1997). Dimensions and levels of trust: implications for commitment to a relationship. Marketing letters, 8(4), 439-448.
• Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
• Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
• Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), 51-90.
• Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
• Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
• Hall, R. J., Snell, A. F., & Foust, M. S. (1999). Item parceling strategies in SEM: Investigating the subtle effects of unmodeled secondary constructs. Organizational Research Methods, 2(3), 233-256.
• Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243.
• Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80(2), 139-158.
• Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
• Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
• Horppu, M., Kuivalainen, O., Tarkiainen, A., & Ellonen, H. K. (2008). Online satisfaction, trust and loyalty, and the impact of the offline parent brand. Journal of Product & Brand Management, 17(6), 403-413.
• Jin, B., & Kim, J. (2010). Multichannel versus pure e-tailers in Korea: evaluation of online store attributes and their impacts on e-loyalty. The International Review of Retail, Distribution and Consumer Research, 20(2), 217-236.
• 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, H. W., Xu, Y., & Koh, J. (2004). A comparison of online trust building factors between potential customers and repeat customers. Journal of the Association for Information Systems, 5(10), 13.
• Kim, Y. H., & Kim, D. J. (2005, January). A study of online transaction self-efficacy, consumer trust, and uncertainty reduction in electronic commerce transaction. In System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on (pp. 170c-170c). IEEE.
• Kline, R. B. (2016). Principles and practice of structural equation modeling. Guilford publications, 4th edition.
• Kline, R. B. (2010). Principles and practice of structural equation modeling. Guilford publications, 3th edition.
• Ko, Y. J., Chang, Y., Park, C., & Herbst, F. (2016). Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour.
• Kocayörük, E, Şimşek Ö.F. (2009). Ergenlerde Anne-Baba Bağlanması ile İyi Oluş İlişkisinde Benlik Saygısının Aracılık Etkisi, I. Uluslarası Eğitim Araştırmaları Birliği Kongresi, 1-3 Mayıs, Çanakkale, Türkiye.
• Korunka, C., Kubicek, B., Schaufeli, W. B., & Hoonakker, P. (2009). Work engagement and burnout: Testing the robustness of the Job Demands-Resources model. The Journal of Positive Psychology, 4(3), 243-255.
• Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & management, 41(3), 377-397.
• Kuan, H. H., Bock, G. W., & Lee, J. (2007). A Cognitive Dissonance Perspective of Customers' Online Trust in Multi-Channel Retailers. In ECIS (pp. 13-23). Paper 195, http://aisel.aisnet.org/ecis2007/195.
• Larwin, K., & Harvey, M. (2012). A demonstration of a systematic item-reduction approach using structural equation modeling. Practical Assessment, Research & Evaluation, 17(8), 1-19.
• Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
• Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.
• Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision support systems, 49(2), 222-234.
• Malhotra, N. K. (2010). Marketing Research, An Applied Orientation, 6.Basım, Pearson Education Inc.
• Matsunaga, M. (2008). Item parceling in structural equation modeling: A primer. Communication Methods and Measures, 2(4), 260-293.
• McKnight, D. H., & Chervany, N. L. (1996). The meanings of trust. Technical Report, 96-04, University of Minnesota, Minneapolis, MN, 1996.
• McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International journal of electronic commerce, 6(2), 35-59.
• McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
• Mitchell, V. W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of marketing, 33(1/2), 163-195.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of Marketing, 20-38.
• Mortimer, G., & Bougoure, U. S. (2015). Development and validation of the Self‐Gifting Consumer Behaviour scale. Journal of Consumer Behaviour, 14(3), 165-179.
• Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202.
• Nepomuceno, M. V., Laroche, M., & Richard, M. O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21(4), 619-629.
• Önen, E. (2007). Gruplar Arası Karşılaştırmalarda Ölçme Değişmezliğinin İncelenmesi: Epistemolojik İnançlar Envanteri Üzerine Bir Çalışma. Ege Eğitim Dergisi, 8(2).
• Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & management, 46(4), 213-220.
• Park, J., Gunn, F., & Han, S. L. (2012). Multidimensional trust building in e-retailing: cross-cultural differences in trust formation and implications for perceived risk. Journal of Retailing and Consumer Services, 19(3), 304-312.
• Paternoster, R., Brame, R., Mazerolle, P., & Piquero, A. (1998). Using the correct statistical test for the equality of regression coefficients. Criminology, 36(4), 859-866.
• Ray, S., Ow, T., & Kim, S. S. (2011). Security assurance: How online service providers can influence security control perceptions and gain trust. Decision Sciences, 42(2), 391-412.
• Raykov, T., Marcoulides, G. A. (2006). A First Course in Structural Equation Modeling, (2th. Ed.). Mahwah, New Jersey: Lawrence Erlbaum Associates. Aktaran Ceylan, H. H. (2013). İlişkisel Pazarlama Bağlamında Müşteri Samimiyetinin Referans Davranış Eğilimi Üzerine Etkisi: Hizmet Sektöründe Bir Uygulama. Afyon Kocatepe Üniversitesi İibf Dergisi, 15(1), 241-260.
• Roy, M., Dewit, O., & Aubert, B. A. (2001). The impact of interface usability on trust in web retailers. Internet research, 11(5), 388-398.
• Ruparelia, N., White, L., & Hughes, K. (2010). Drivers of brand trust in internet retailing. Journal of Product & Brand Management, 19(4), 250-260.
• Safa, N. S., & Ismail, M. A. (2013). A customer loyalty formation model in electronic commerce. Economic Modelling, 35, 559-564.
• Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
• Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42-53.
• Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search. Journal of retailing, 77(3), 397-416.
• So, W. C., Danny Wong, T. N., & Sculli, D. (2005). Factors affecting intentions to purchase via the internet. Industrial Management & Data Systems, 105(9), 1225-1244.
• Spohn, C. (2008). Race, sex, and pretrial detention in federal court: Indirect effects and cumulative disadvantage. University of Kansas Law Review, 57, 879-902.
• Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of electronic commerce, 7(3), 135-161.
• Sultan, F., Urban, G., Shankar, V., & Bart, I. (2002). Determinants and role of trust in e-business: a large scale empirical study. MIT Sloan School of Management Working Paper, 4282-02.
• Sun, P. C., & Lin, C. M. (2010). Building customer trust and loyalty: an empirical study in a retailing context. The Service Industries Journal, 30(9), 1439-1455.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL Uygulamaları, Ekinoks, Ankara.
• Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35(1), 22-38.
• Toufaily, E., Souiden, N., & Ladhari, R. (2013). Consumer trust toward retail websites: Comparison between pure click and click-and-brick retailers. Journal of Retailing and Consumer Services, 20(6), 538-548.
• Urban, G. L., Amyx, C., & Lorenzon, A. (2009). Online trust: state of the art, new frontiers, and research potential. Journal of Interactive Marketing, 23(2), 179-190.
• Valvi, A. C., & West, D. C. (2013). E-loyalty is not all about trust, price also matters: extending expectation-confirmation theory in bookselling websites. Journal of Electronic Commerce Research, 14(1), 99.
• Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 27(3), 425-478.
• Walczuch, R., & Lundgren, H. (2004). Psychological antecedents of institution-based consumer trust in e-retailing. Information & Management, 42(1), 159-177.
• Wangpipatwong, S., Chutimaskul, W., & Papasratorn, B. (2005, November). Factors influencing the adoption of Thai eGovernment websites: information quality and system quality approach. In Proceedings of the Fourth International Conference on eBusiness (pp. 19-20).
• Wu, K. W., Huang, S. Y., Yen, D. C., & Popova, I. (2012). The effect of online privacy policy on consumer privacy concern and trust. Computers in human behavior, 28(3), 889-897.
• Wu, A. D., Li, Z., & Zumbo, B. D. (2007). Decoding the meaning of factorial invariance and updating the practice of multi-group confirmatory factor analysis: A demonstration with TIMSS data. Practical Assessment Research & Evaluation, 12(3). Retrieved from http:// pareonline.net/pdf/v12n3.pdf
• Yılmaz, V., Çelik H. E. (2009). LISREL ile Yapısal Eşitlik Modellemesi-I, Ankara, Pegem Akademi.
• Mun, Y. Y., Yoon, J. J., Davis, J. M., & Lee, T. (2013). Untangling the antecedents of initial trust in Web-based health information: The roles of argument quality, source expertise, and user perceptions of information quality and risk. Decision Support Systems, 55(1), 284-295.
• Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 60, 31-46.
• Zhou, M., & Tian, D. (2010). An integrated model of influential antecedents of online shopping initial trust: empirical evidence in a low-trust environment. Journal of International Consumer Marketing, 22(2), 147-167.