Research Article
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The Effect of Website Quality Elements on Electronic Trust, Satisfaction and Repurchase Intention

Year 2022, Volume: 13 Issue: 3, 961 - 976, 17.10.2022

Abstract

The aim of the study is to determine and evaluate the effects of web site quality elements (design, fulfillment/reliability, security/privacy and customer service) by using the eTailQ scale on e-trust, e-satisfaction and repurchase intentions of individuals who purchase online within the scope of positive electronic word of mouth marketing (eWOM). The research population consists of individuals who live in our country, are older than 18 years old and have online shopping experience. As a result of analyzing the valid data obtained from 372 participants on online platform, it is seen that design, privacy and customer service elements have a significant effect on e-trust excluding fulfillment/reliability from web quality (eTailQ) elements. It is also understood that all eTailQ elements have a significant effect on e-satisfaction. Considering the effects of web quality factors on individuals' repurchase intentions, it can be stated that only privacy and customer service factors have a significant effect. Finally, it’s determined that e-trust has positive and significant effects on both e-satisfaction and repurchase intention while e-satisfaction has positive and significant effect on eWOM and positive eWOM has positive and significant effect on repurchase intention as well.

References

  • Alam, S. (2020). Examining the Impact of Ethical Online Retailing on Consumers’ Repurchase Intention in India. International Journal of Management (IJM), 11(6), 361-368.
  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı, 4. Baskı, Sakarya Kitabevi.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
  • Andrian, J., & Trinanda, O. (2019). The Influence Of E-Service Quality, E-Satisfaction, And E-Word Of Mouth Toward Revisit Intention On Tokopedia Website In Padang City. Jurnal Ecogen, 2(1), 69-77.
  • Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of management information systems, 24(4), 101-121.
  • De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of marketing science, 36(4), 578-596.
  • Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
  • Fanani, R. I. Z. (2020). The Impact of E-Service Quality on E-Satisfaction and Implications on B2C shopee. com the online Repurchase: A case study of Indonesia. International Journal of Advances in Scientific Research and Engineering (ijasre), 6(7), 1-9.
  • Fatmedya, A., & Hadi, C. (2020). Correlatıon Of Websıte Quality Towards Repurchase Intentıon On E-Commerce Consumer. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(3), 1603-1617.
  • Gauri, D. K., Bhatnagar, A., & Rao, R. (2008). Role of word of mouth in online store loyalty. Communications of the ACM, 51(3), 89-91.
  • Giao, H., Vuong, B., & Quan, T. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam. Uncertain Supply Chain Management, 8(2), 351-370.
  • Hsin, H. C., & Su, W. C. (2008). The impact of online store environment cues on purchase intention. Online Information Review. Emerald, 32 (6), 818-841.
  • Kamal, S. B. M., Abdullah, D., Nor, N. M., Ngelambong, A., & Bahari, K. A. (2018). Hotel booking websites and their impact on e-satisfaction and e-loyalty: analysis on utilitarian and hedonic features. International Journal of Academic Research in Business and Social Sciences, 8(15), 160-177.
  • Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty. Journal of Internet Commerce, 18(4), 369-394.
  • Khan, Imran and Rahman, Zillur. 2016. E-tail brand experience’s influence on e-brand trust and e-brand loyalty: The moderating role of gender. International Journal of Retail & Distribution Management 44(6), 588-606.
  • Kim, J., Jin, B., and Swinney, J.L. (2009). The role of e-tail quality, e-satisfaction, and etrust in online loyalty development process. Journal of Retailing and Consumer Services, 16, 239- 247.
  • Kim, H.-W., & Gupta, S. (2009). A comparison of purchase decision calculus between potential and repeat customers of an online store. Decision Support Systems, 47(4), 477-487.
  • Kotler, P. & Keller, L. K. (2009). Marketing Management. 13th Ed., New Jersey: Pearson Education Ltd.
  • Li, H., Aham-Anyanwu, N., Tevrizci, C., et al. (2015). The interplay between value and service quality experience: e-loyalty development process through the eTailQ scale and value perception. Electronic Commerce Research, 15(4), 585-615.
  • Liao, K. H. (2012). The casual effects of service quality, brand image, customer satisfaction on customer loyalty in the leisure resort enterprise. China-USA Business Review, 11(5).
  • Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
  • Lukito, S., & Ikhsan, R. (2020). Repurchase intention in e-commerce merchants: Practical evidence from college students. Management Science Letters, 10(13), 3089-3096.
  • Mansourimoayyed, F., Colabi, A. M., Hoseini, H. K., & Binesh, H. (2021). Factors Affecting E-Satisfaction And Repurchase Intention: The Role Of Ewom And Personality. Journal of Critical Reviews, 7(1), 1126-1133.
  • Murdifin, I., Ashoer, M., Moddıng, B., & Basalamah, S. (2020). What drives consumers repurchase intention in mobile apps? An empirical study from Indonesia. Revista Espacıos. Issn, 798, 1015, 197-211.
  • Opanayake, K. W., & Sirisena, A. B. (2020). Impact of Website Attractiveness and Trustworthiness on Repeat Purchase Intention, 13th International Research Conference, Allied Health Sciences Sessions, 328--338.
  • Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J., & Tarigan, S. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop.
  • International Journal of Data and Network Science, 5(4), 593-600.
  • Robson, C. (2002). Real World Research: A Resource for Social Scientists and Practitioner-Researchers (Vol. 2): Blackwell Oxford.
  • Sánchez‐García, I., Pieters, R., Zeelenberg, M., & Bigné, E. (2012). When satisfied consumers do not return: variety seeking's effect on short‐and long‐term intentions. Psychology & Marketing, 29(1), 15-24.
  • Shin, J. K., & Lee, S. Y. (2018). The effects of the delivery service quality of online fresh food shopping malls on e-satisfaction and repurchase intention of online customers. East Asian Journal of Business Economics (EAJBE), 6(2), 14-27.
  • Şahin, F., & Karahan, M. O. Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MANAS Sosyal Araştırmalar Dergisi, 10(2), 1314-1331.
  • Tandon, A., Aakash, A., & Aggarwal, A. G. (2020). Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating role of shipping and handling. International Journal of System Assurance Engineering and Management, 1-8.
  • Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning.
  • Wen, C. (2012). The impact of quality on customer behavioral intentions based on the consumer decision making process as applied in e-commerce. PhD Thesis, University of North Texas, USA.
  • Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
  • Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127.
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly journal of electronic commerce, 2(1), 31-45.
  • Yıldız, S., & Tehci, A. (2014). Ağızdan ağıza iletişimde müşteri tatmini ve müşteri sadakati ile mağaza imajı boyutları: Ordu ilinde bir uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(1), 441-460.
  • Yıldız, S. (2018). Elektronik hizmet marka değerini etkileyen faktörler: Elektronik hizmet müşterileri üzerine bir uygulama. Global Journal of Economics and Business Studies, 7(14), 170-185.
  • Yu, X., Roy, S. K., Quazi, A., Nguyen, B., & Han, Y. (2017). Internet entrepreneurship and “the sharing of information” in an Internet-of-Things context: The role of interactivity, stickiness, e-satisfaction and word-of-mouth in online SMEs’ websites. Internet Research.
  • Zainul, A. (2019). The Influence of E-service Quality toward E-satisfaction, E-trust, E-word of Mouth and Online Repurchase Intention: A Study on the Consumers of the Three-star Hotels in Lampung. Russian Journal of Agricultural and Socio-Economic Sciences, 93(9).

İnternet Sitesi Kalite Unsurlarının Elektronik Güven, Memnuniyet ve Yeniden Satın Alma Niyetine Etkisi

Year 2022, Volume: 13 Issue: 3, 961 - 976, 17.10.2022

Abstract

Çalışmanın amacı, eTailQ ölçeği kullanılarak ele alınan internet sitesi kalitesi unsurlarının (tasarım, yerine getirme, gizlilik ve müşteri hizmetleri) güven, tatmin ve pozitif elektronik ağızdan ağıza pazarlama (eWOM) kapsamında çevrim içi ortamda alışveriş yapan bireylerin tekrar satın alma niyetlerine etkilerinin belirlenmesi ve değerlendirilmesidir. Araştırma evreni ülkemizde yaşayan, 18 yaşından büyük ve çevrim içi alışveriş tecrübesine sahip bireylerden oluşmaktadır. Çevrim içi ortamda 372 adet katılımcıdan sağlanan geçerli verinin, SPSS ve AMOS istatistik programları ile analiz edilmesi sonucunda; internet sitesi kalitesi (eTailQ) unsurlarından yerine getirme hariç; tasarım, gizlilik ve müşteri hizmetleri unsurlarının e-güven üzerinde anlamlı etkiye sahip olduğu görülmüştür. Ayıca, tüm unsurların e-memnuniyet üzerinde de anlamlı etkiye sahip olduğu anlaşılmaktadır. İnternet sitesi kalitesi unsurlarının bireylerin tekrar satın alma niyetleri üzerindeki etkilerine bakıldığında sadece gizlilik ve müşteri hizmetleri unsurlarının anlamlı etkisinin olduğu ifade edilebilir. Son olarak, e-güvenin e-memnuniyet ve tekrar satın alma; e-memnuniyetin pozitif eWOM ve pozitif eWOM’un da tekrar satın alma niyeti üzerinde anlamlı etkilere sahip olduğu tespit edilmiştir.

References

  • Alam, S. (2020). Examining the Impact of Ethical Online Retailing on Consumers’ Repurchase Intention in India. International Journal of Management (IJM), 11(6), 361-368.
  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı, 4. Baskı, Sakarya Kitabevi.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
  • Andrian, J., & Trinanda, O. (2019). The Influence Of E-Service Quality, E-Satisfaction, And E-Word Of Mouth Toward Revisit Intention On Tokopedia Website In Padang City. Jurnal Ecogen, 2(1), 69-77.
  • Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of management information systems, 24(4), 101-121.
  • De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of marketing science, 36(4), 578-596.
  • Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
  • Fanani, R. I. Z. (2020). The Impact of E-Service Quality on E-Satisfaction and Implications on B2C shopee. com the online Repurchase: A case study of Indonesia. International Journal of Advances in Scientific Research and Engineering (ijasre), 6(7), 1-9.
  • Fatmedya, A., & Hadi, C. (2020). Correlatıon Of Websıte Quality Towards Repurchase Intentıon On E-Commerce Consumer. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(3), 1603-1617.
  • Gauri, D. K., Bhatnagar, A., & Rao, R. (2008). Role of word of mouth in online store loyalty. Communications of the ACM, 51(3), 89-91.
  • Giao, H., Vuong, B., & Quan, T. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam. Uncertain Supply Chain Management, 8(2), 351-370.
  • Hsin, H. C., & Su, W. C. (2008). The impact of online store environment cues on purchase intention. Online Information Review. Emerald, 32 (6), 818-841.
  • Kamal, S. B. M., Abdullah, D., Nor, N. M., Ngelambong, A., & Bahari, K. A. (2018). Hotel booking websites and their impact on e-satisfaction and e-loyalty: analysis on utilitarian and hedonic features. International Journal of Academic Research in Business and Social Sciences, 8(15), 160-177.
  • Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty. Journal of Internet Commerce, 18(4), 369-394.
  • Khan, Imran and Rahman, Zillur. 2016. E-tail brand experience’s influence on e-brand trust and e-brand loyalty: The moderating role of gender. International Journal of Retail & Distribution Management 44(6), 588-606.
  • Kim, J., Jin, B., and Swinney, J.L. (2009). The role of e-tail quality, e-satisfaction, and etrust in online loyalty development process. Journal of Retailing and Consumer Services, 16, 239- 247.
  • Kim, H.-W., & Gupta, S. (2009). A comparison of purchase decision calculus between potential and repeat customers of an online store. Decision Support Systems, 47(4), 477-487.
  • Kotler, P. & Keller, L. K. (2009). Marketing Management. 13th Ed., New Jersey: Pearson Education Ltd.
  • Li, H., Aham-Anyanwu, N., Tevrizci, C., et al. (2015). The interplay between value and service quality experience: e-loyalty development process through the eTailQ scale and value perception. Electronic Commerce Research, 15(4), 585-615.
  • Liao, K. H. (2012). The casual effects of service quality, brand image, customer satisfaction on customer loyalty in the leisure resort enterprise. China-USA Business Review, 11(5).
  • Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
  • Lukito, S., & Ikhsan, R. (2020). Repurchase intention in e-commerce merchants: Practical evidence from college students. Management Science Letters, 10(13), 3089-3096.
  • Mansourimoayyed, F., Colabi, A. M., Hoseini, H. K., & Binesh, H. (2021). Factors Affecting E-Satisfaction And Repurchase Intention: The Role Of Ewom And Personality. Journal of Critical Reviews, 7(1), 1126-1133.
  • Murdifin, I., Ashoer, M., Moddıng, B., & Basalamah, S. (2020). What drives consumers repurchase intention in mobile apps? An empirical study from Indonesia. Revista Espacıos. Issn, 798, 1015, 197-211.
  • Opanayake, K. W., & Sirisena, A. B. (2020). Impact of Website Attractiveness and Trustworthiness on Repeat Purchase Intention, 13th International Research Conference, Allied Health Sciences Sessions, 328--338.
  • Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J., & Tarigan, S. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop.
  • International Journal of Data and Network Science, 5(4), 593-600.
  • Robson, C. (2002). Real World Research: A Resource for Social Scientists and Practitioner-Researchers (Vol. 2): Blackwell Oxford.
  • Sánchez‐García, I., Pieters, R., Zeelenberg, M., & Bigné, E. (2012). When satisfied consumers do not return: variety seeking's effect on short‐and long‐term intentions. Psychology & Marketing, 29(1), 15-24.
  • Shin, J. K., & Lee, S. Y. (2018). The effects of the delivery service quality of online fresh food shopping malls on e-satisfaction and repurchase intention of online customers. East Asian Journal of Business Economics (EAJBE), 6(2), 14-27.
  • Şahin, F., & Karahan, M. O. Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MANAS Sosyal Araştırmalar Dergisi, 10(2), 1314-1331.
  • Tandon, A., Aakash, A., & Aggarwal, A. G. (2020). Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating role of shipping and handling. International Journal of System Assurance Engineering and Management, 1-8.
  • Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning.
  • Wen, C. (2012). The impact of quality on customer behavioral intentions based on the consumer decision making process as applied in e-commerce. PhD Thesis, University of North Texas, USA.
  • Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
  • Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127.
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly journal of electronic commerce, 2(1), 31-45.
  • Yıldız, S., & Tehci, A. (2014). Ağızdan ağıza iletişimde müşteri tatmini ve müşteri sadakati ile mağaza imajı boyutları: Ordu ilinde bir uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(1), 441-460.
  • Yıldız, S. (2018). Elektronik hizmet marka değerini etkileyen faktörler: Elektronik hizmet müşterileri üzerine bir uygulama. Global Journal of Economics and Business Studies, 7(14), 170-185.
  • Yu, X., Roy, S. K., Quazi, A., Nguyen, B., & Han, Y. (2017). Internet entrepreneurship and “the sharing of information” in an Internet-of-Things context: The role of interactivity, stickiness, e-satisfaction and word-of-mouth in online SMEs’ websites. Internet Research.
  • Zainul, A. (2019). The Influence of E-service Quality toward E-satisfaction, E-trust, E-word of Mouth and Online Repurchase Intention: A Study on the Consumers of the Three-star Hotels in Lampung. Russian Journal of Agricultural and Socio-Economic Sciences, 93(9).
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mehmet Ozan Karahan 0000-0001-7287-5904

Publication Date October 17, 2022
Submission Date February 14, 2022
Published in Issue Year 2022 Volume: 13 Issue: 3

Cite

APA Karahan, M. O. (2022). İnternet Sitesi Kalite Unsurlarının Elektronik Güven, Memnuniyet ve Yeniden Satın Alma Niyetine Etkisi. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 13(3), 961-976. https://doi.org/10.36362/gumus.1073279