MEASURING ELECTRONIC SERVICE QUALITY IN ONLINE APPAREL RETAILERS

Öz

In this study, it is aimed to create an electronic service quality model for online clothing websites. The findings of this study were obtained according to the results of the survey conducted to 313 Gazi University Faculty of Economics and Administrative Sciences students. Structural equation modeling was used to test the validity of the measurement models and the hypotheses created. In this study, an updated scale was developed with 4 variables in the E-S-QUAL scale and 3 newly created variables (personalization, information, graphic-design) to measure the electronic service quality of online clothing sites and electronic service quality was measured with this new scale. Seven dimensions represent electronic service quality in online clothing stores and these 7 dimensions has significant and positive effects on e-service quality.

Anahtar Kelimeler

• Electronic Service Quality
• Electronic Commerce
• Structural Equation Modelling

ÇEVRİM İÇİ KIYAFET SİTELERİNDE ELEKTRONİK HİZMET KALİTESİNİN ÖLÇÜMÜ

Öz

Bu çalışmada online kıyafet siteleri için elektronik hizmet kalitesi modeli oluşturulması amaçlanmıştır. Bu çalışmadaki bulgular 313 adet Gazi Üniversitesinde İktisadi ve İdari Bilimler Fakültesinde öğrenim gören öğrencilere yapılan anket sonucuna göre edinilmiştir. Ölçüm modellerinin geçerliliklerini ve oluşturulan hipotezleri test etmek için yapısal eşitlik modeli kullanılmıştır. Bu çalışmada online kıyafet sitelerinin elektronik hizmet kalitesini ölçmek için E-S-QUAL ölçeğindeki 4 değişken ve yeni oluşturulan 3 değişken (kişiselleştirme, bilgi, grafik-tasarım) ile güncellenmiş ölçek geliştirilmiş ve bu yeni ölçek ile elektronik hizmet kalitesi ölçülmüştür. Online kıyafet mağazalarında, elektronik hizmet kalitesini yedi adet boyut temsil etmekte ve e- hizmet kalitesi ile 7 değişken arasında anlamlı pozitif bir ilişki vardır.

Anahtar Kelimeler

• Elektronik Hizmet Kalitesi
• Elektronik Ticaret
• Yapısal Eşitlik Modeli

Kaynakça

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