THE EFFECT OF E-COMMERCE WEB SITE SECURITY ON PURCHASE INTENTION

Yıl 2018, Cilt: 6 Sayı: 2, 81 - 89, 01.12.2018

Adnan Veysel Ertemel Mustafa Emre Civelek

https://doi.org/10.14514/BYK.m.26515393.2018.6/2.81-89

Cited By: 1

Öz

This study investigates the effect of website security, as a key dimension of e-service quality, on purchase intention, perceived value and brand loyalty in business-to-consumer B2C e-commerce context. Hypotheses were developed based on previous literature. Afterwards, an empirical research was conducted with the data collected from 464 e-commerce customer to verify the hypotheses. Structured equation modeling was used to test the hypotheses. Having analyzed the results, it is found out that website security in e-commerce affects customer purchase intention directly. Furthermore, website security indirectly affects purchase intention through brand loyalty and perceived value. The study has important managerial implications stressing the importance of customer perception regarding security level of B2C e-commerce web sites

Anahtar Kelimeler

E-Commerce, Web Site Security, Purchase Intention, Perceived Value, Brand Loyalty

E-TİCARET WEB SİTELERİNDE WEB SİTESİ GÜVENLİĞİNİN SATINALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışmada B2C e-ticaret web sitelerinde, e-hizmet kalitesi boyutlarından web sitesi güvenliğinin satınalma niyeti, algılanan değer ve marka sadakati üzerine etkisi incelenmiştir. Konuyla ilgili literatür ortaya konduktan sonar hipotez geliştirmesi yapılmıştır. Ardından 464 e-ticaret müşterisi üzerinde amprik bir araştırma gerçekleştirilmiştir. Yapısal eşitlik modeliyle hipotezler sınanmıştır. Çalışma sonunda B2C e-ticaret markalarında websitesi güvenliğinin satınalma niyetini doğrudan etkilediği bulunmuştur. Ayrıca, websitesi güvenliğinin satınalma niyetini dolaylı yoldan, algılanan değer ve marka sadakati üzerinden de etkilediği saptanmıştır. Bu çalışma müşterilerin web sitesinin güvenliği ile ilgili algılarının önemi vurgulayan yönetimsel sonuçlar ortaya çıkarmıştır

Anahtar Kelimeler

E-Ticaret, Web Sitesi Güvenliği, Satınalma Niyeti, Algılanan Değer, Marka Sadakati

Kaynakça

• Agustin, C. and Singh, J. (2005), Curvilinear effects of consumer loyalty determinants in relational exchange, Journal of Market Research XLII (February), pp. 96–108.
• Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
• Anderson, J. and Gerbing, D. (1988). Structural Equation Modelling in Practice: A Review and Recommended Two Step Approach. Psychological Bulletin.
• Bagozzi, R. P. and Yi, Y. (1990). Assessing Method Variance in Multitrait-Multimethod Matrices: The Case of Self reported Affect and Perceptions at Work. Journal of Applied Psychology, 75(1), 547-560.
• Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of marketing research, 30(1), 7.
• Byrne, B. M. (2010). Structural Equation Modeling with AMOS. New York: Routledge Taylor & Francis Group.
• Chen, Z. and Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347.
• Chen, M. Y. and Teng, C. I. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1-23.
• Civelek, M. (2018). Essentials of Structural Equation Modeling. Lincoln: University of Nebraska Lincoln-Zea Books.
• Civelek, M. (2018). Yapısal Eşitlik Modellemesi Metodolojisi. İstanbul: Beta.
• Fornell, C. and Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
• Glass, A. D. (1998). A countdown to the age of secure electronic commerce. Credit World, 86, 29-31.
• Hui, K. L., Teo, H. H. and Lee, S. Y. T. (2007). The value of privacy assurance: an exploratory field experiment. Mis Quarterly, 19-33.
• Jiang, L., Jun, M. and Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10(2), 301-317.
• Johnston, R. and Silvestro, R. (1990). The determinants of service quality a customer based approach, Proceedings of the Decision Science Institute Conference, November, San Diego, CA.
• Kamariah, N.., & Salwani, S. (2005). Determinants of online shopping intention, 167-172.
• Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
• Krishnamurthy, S. (2001). An empirical study of the causal antecedents of customer confidence in e-tailers. First Monday, 6(1).
• Law, R. and Leung, R. (2000). A study of airlines’ online reservation services on the Internet. Journal of Travel Research, 39(2), 202-211.
• Lin, L. Y. and Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265.
• Liu, C. and Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of Electronic commerce. Information & Management, 38(1), 23-33.
• Oliver, R. L. and DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507.
• Odin, Y., Odin, N. and Valette-Florence, P. (2001). Conceptual and operational aspects of brand loyalty: An empirical investigation. Journal of Business Research, 53(2), 75-84
• Palmer, J. W., Bailey, J. P. and Faraj, S. (2000). The role of intermediaries in the development of trust on the WWW: The use and prominence of trusted third parties and privacy statements. Journal of Computer- Mediated Communication, 5(3), JCMC532.
• Parasuraman, A., and Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
• Ranganathan, C. and Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465.
• Schaupp, L. C. and Bélanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction1. Journal of Electronic Commerce Research, 6(2), 95.
• Schlosser, A. E., White, T. B. and Lloyd, S. M. (2006). Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70(2), 133-148.
• Turban, E., King, D., Lee, J. and Viehland, D. (2002). Electronic commerce: A managerial perspective 2002. Prentice Hall: ISBN 0, 13(975285), 4.
• Udo, G. J. (2001). Privacy and security concerns as major barriers for e-commerce: a survey study. Information Management & Computer Security, 9(4), 165-174.
• Wang, H. C., Pallister, J. G. and Foxall, G. R. (2006). Innovativeness and involvement as determinants of Website loyalty: II. Determinants of consumer loyalty in B2C e-commerce. Technovation, 26(12), 1366- 1373. Wolfinbarger, M., & Gilly, M. (2002). comQ: dimensionalizing, measuring, and predicting quality of the e-tail experience.
• Yang, Z., and Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
• Yoo, B., and 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.
• Zeithaml, V. A., Parasuraman, A., and Malhotra, A. (2000). Conceptual Framework for understanding e- service quality: Implications for future research and managerial practice.