BİR E-TİCARET SİTESİNİ TAVSİYE ETME VE SİTEDEN TEKRAR SATIN ALMA NİYETİ İLE SİTEYE DUYULAN GÜVEN ARASINDAKİ İLİŞKİ VE DUYULAN GÜVENİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Öz

This study examines the effect of the user trust established by an e-commerce site on the users' repurchase intention from this website and their recommending behavior to others. The study's primary purpose is to reveal the factors building trust. The relationship between the websites’ having a live-chat (chatbot)/correspondence (WhatsApp) module, whether they respond to e-mails and the trust of users in the website were examined through a total of 1648 tests of 10 different websites. According to the results, the fact that an online shopping site responds to e-mails positively affects users’ trust in that site and, therefore, their repurchase intention from the site again and recommendation it to others. However, having a chatbot does not significantly affect the trust in the website. Also, the opinions of the users were revealed after the qualitative assessment of the open-ended questions asked to the participants in the survey.

Anahtar Kelimeler

• e-güven
• tavsiye etme
• yeniden satın alma
• web sitesi optimizasyonu

A RESEARCH ON THE FACTORS AFFECTING USER TRUST IN AN E-COMMERCE SITE: THE RELATIONSHIP BETWEEN THE TRUST IN THE WEBSITE AND THE REPURCHASE AND RECOMMENDING BEHAVIOR

Öz

This study examines the effect of the user trust established by an e-commerce site on the users' repurchase intention from this website and their recommending behavior to others. The study's primary purpose is to reveal the factors building trust. The relationship between the websites’ having a live-chat (chatbot)/correspondence (WhatsApp) module, whether they respond to e-mails and the trust of users in the website were examined through a total of 1648 tests of 10 different websites. According to the results, the fact that an online shopping site responds to e-mails positively affects users’ trust in that site and, therefore, their repurchase intention from the site again and recommendation it to others. However, having a chatbot does not significantly affect the trust in the website. Also, the opinions of the users were revealed after the qualitative assessment of the open-ended questions asked to the participants in the survey.

Anahtar Kelimeler

• e-trust
• recommend
• repurchase
• web site optimisation

Kaynakça

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