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The Impact of Trust and Live Support on the Web Page on the Re-Purchase Intention: A Research on Online Shopping Sites

Year 2019, Volume: 6 - GELISIM-UWE 2019 Special Issue, 123 - 140, 29.10.2019
https://doi.org/10.17336/igusbd.611492

Abstract

The rise of daily internet use and chance of 24/7 online shopping resulted increase of online stores. The gradual wide-spread of electronic commerce increased competition on online environment, too. This situation lead business to search ways to keep users. As a result, the value of re-purchasing increased a lot for businesses. Ensuring repurchase on online shopping is less costly than to find new customers. Therefore, trust of users to a web page and provided communication opportunities to them with a customer representative (live support) at all times became much more important on repurchase decisions. In this study, effects of trust to a web page and provided live support on repurchase decisions, and the relation between them are examined through six hypotheses testing. For the study, 346 people, who made online purchases, are surveyed. Results of the study confirm the conducted hypotheses and show positive relation between live support, web page trust and repurchasing decision. 

References

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Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma

Year 2019, Volume: 6 - GELISIM-UWE 2019 Special Issue, 123 - 140, 29.10.2019
https://doi.org/10.17336/igusbd.611492

Abstract

Her geçen gün internetin kullanımının artması, kullanıcıların internetten 7/24 alışveriş yapabiliyor olmaları online mağazaların da artmasına yol açmıştır. Elektronik ticaretin giderek yaygınlaşması, online ortamda rekabeti de artırmaktadır. Bu durum işletmeleri kullanıcıları elde tutmak için yollar aramaya sevk etmiştir. Yani işletmeler açısından yeniden satın alma kavramı önem kazanmıştır. Online alışverişte müşterilerin yeniden satın alım yapmalarının sağlanması, işletmelerin yeni müşteri bulma çabalarından daha az maliyetlidir. Dolayısıyla kullanıcılar için önemli olan web sayfasına güven kavramı ve her zaman iletişime geçebilecekleri bir müşteri temsilcisi bulma kavramlarının yeniden satın almaya etkisi önem kazanmıştır. Bu çalışmada, web sayfasına güven ve canlı desteğin yeniden satın alma niyeti üzerindeki etkisinin ne ölçüde olduğu ve aralarında nasıl bir ilişki olduğu temel olarak 6 hipotez sınaması aracılığıyla incelenmektedir. Araştırma internetten alışveriş yapan 346 kişi üzerinde anket aracılığıyla gerçekleştirilmiştir. Araştırma sonuçları incelendiğinde canlı destek, web sayfasına güven ve yeniden satın alma niyeti arasında pozitif ilişkiler bulunmuş olup, ortaya konulan hipotezler doğrulanmıştır.

References

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  • ALTINIŞIK, İ., & BILGE, F. A. (2001). Yem bin yıla girerken ticaretin değişen yüzü: e ticaret. Selçuk Üniversitesi Sosyal Bilimler MYO Dergisi, 4(1), 77-88.
  • ANDERSON, E., & WEITZ, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of marketing research, 18-34.
  • AVCI, E., BARAN, G. G., & ÖZOĞUL, G. Seyahat acentalarının hizmetlerine yönelik e-şikâyetlerin tekrar satın alma (ma) niyeti çerçevesinde çözümlenmesi.
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  • CENFETELLI, R. T., BENBASAT, I., & AL-NATOUR, S. (2008). Addressing the what and how of online services: Positioning supporting-services functionality and service quality for business-to-consumer success. Information Systems Research, 19(2), 161-181.
  • CHATTARAMAN, V., KWON, W.-S., & GILBERT, J. E. (2012). Virtual agents in retail web sites: Benefits of simulated social interaction for older users. Computers in Human Behavior, 28(6), 2055-2066.
  • CHAUDHURI, A., & HOLBROOK, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
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  • DAYAL, S., LANDESBERG, H., & ZEISSER, M. (2003). How to build trust online. Trust in the Network Economy, 89-95.
  • DEMİRDÖĞMEZ, M., GÜLTEKIN, N., & TAŞ, H. Y. (2018). Türkiye’de e-ticaret sektörünün yıllara göre gelişimi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 8(15), 2216-2236.
  • EID, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78.
  • ELMORSHIDY, A. (2013). Applying the technology acceptance and service quality models to live customer support chat for e-commerce websites. Journal of Applied Business Research, 29(2), 589-595.
  • ERÇETİN, C. (2015). Elektronik ticarette tüketicilerin satın alma davranış ve tercihlerini etkileyen unsurlar: E-ticaret siteleri üzerine bir çalışma. Doğuş Üniversitesi Sosyal Bilimler Enstitüsü,
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  • FOGG, B., MARSHALL, J., LARAKI, O., OSIPOVICH, A., VARMA, C., FANG, N., . . . SWANI, P. (2001). What makes Web sites credible?: a report on a large quantitative study. Paper presented at the Proceedings of the SIGCHI conference on Human factors in computing systems.
  • FRIEDMAN, B., KHAN JR, P. H., & HOWE, D. C. (2000). Trust online. Communications of the ACM, 43(12), 34-40.
  • GEFEN, D., KARAHANNA, E., & STRAUB, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.
  • GRABNER-KRAEUTER, S. (2002). The role of consumers' trust in online-shopping. Journal of Business Ethics, 39(1-2), 43-50.
  • GUPTA, S., & KIM, H.-W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127-158.
  • HAR LEE, C., CYRIL EZE, U., & OLY NDUBISI, N. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200-221.
  • HELLIER, P. K., GEURSEN, G. M., CARR, R. A., & RICKARD, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
  • HOFFMAN, D. L., & NOVAK, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
  • HOFFMAN, D. L., NOVAK, T. P., & PERALTA, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
  • 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.
  • JARVENPAA, S. L., TRACTINSKY, N., & VITALE, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1-2), 45-71.
  • JIANG, Z., CHAN, J., TAN, B. C., & CHUA, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for information systems, 11(1), 1.
  • KHALIFA, M., & LIU, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.
  • KIM, H., SUH, K.-S., & LEE, U.-K. (2013). Effects of collaborative online shopping on shopping experience through social and relational perspectives. Information & Management, 50(4), 169-180.
  • KÖKSAL, Y., & PENEZ, S. (2015). An investigation of the important factors influence web trust in online shopping. Journal of Marketing and Management, 6(1), 28.
  • KUMAR, N., SCHEER, L. K., & STEENKAMP, J.-B. E. (1995). The effects of perceived interdependence on dealer attitudes. Journal of marketing research, 348-356.
  • LEE, A., & JEONG, M. (2010). Effects of e-servcescape on customers flow experiences. Journal of Hospitality and Tourism Technology, 3(1), 47-59.
  • LEE, G.-G., & LIN, H.-F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
  • LEE, M. K., & TURBAN, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91.
  • LIN, H.-H., & WANG, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.
  • LIU, C., & ARNETT, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1), 23-33.
  • LIU, T.-H. (2012). Effect of e-service quality on customer online repurchase intentions: Lynn University.
  • LOIACONO, E. T., WATSON, R. T., & GOODHUE, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
  • LU, B., FAN, W., & ZHOU, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
  • MANSOUR, K. B., KOOLI, K., & UTAMA, R. (2014). Online trust antecedents and their consequences on purchase intention: An integrative approach. Journal of Customer Behaviour, 13(1), 25-42.
  • MAVLANOVA, T., & BENBUNAN-FICH, R. (2010). Counterfeit products on the internet: The role of seller-level and product-level information. International Journal of Electronic Commerce, 15(2), 79-104.
  • MCKNIGHT, D. H., CHOUDHURY, V., & KACMAR, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 303-359.
  • MCLEAN, G., & OSEI-FRIMPONG, K. (2017). Examining satisfaction with the experience during a live chat service encounter-implications for website providers. Computers in Human Behavior, 76, 494-508.
  • MCLEAN, G., & WILSON, A. (2016). Evolving the online customer experience… is there a role for online customer support? Computers in Human Behavior, 60, 602-610.
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There are 73 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Emine Aydınhan 0000-0002-0479-2506

Serhat Erat 0000-0003-0227-8914

Publication Date October 29, 2019
Acceptance Date October 25, 2019
Published in Issue Year 2019 Volume: 6 - GELISIM-UWE 2019 Special Issue

Cite

APA Aydınhan, E., & Erat, S. (2019). Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 6, 123-140. https://doi.org/10.17336/igusbd.611492

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