Araştırma Makalesi
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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

Yıl 2023, Sayı: 58, 305 - 326, 08.09.2023

Mustafa Şehirli

https://doi.org/10.30794/pausbed.1132136

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

Kaynakça

  • Aiken, K. D., & Boush, D. M. (2006). “Trustmarks, Objective-Source Ratings, and Implied Investments in Advertising: Investigating Çevrim içi Trust and the Context-Specific Nature of Internet Signals”, Journal of the Academy of Marketing Science, 34/3, 308-323.
  • Al-dweeri, R.M., Obeidat, Z.M., Al-dwiry, M.A. (2017). “The Impact of E-Service Quality and E-Loyalty on Çevrim içi Shopping Moderating Effect of E-Satisfaction and E-Trust”, Journal of Marketing Studies, 9/2, 92-103.
  • Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., & Liébana-Cabanillas, F. (2019). “Improving travellers' trust in restaurant review sites”, Tourism Review, 74/4, 830-840. https://doi.org/10.1108/TR-02-2019-0065
  • Aydınhan, E., Erat, S. (2019). “Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Çevrim içi Alışveriş Siteleri Üzerine Bir Araştırma”, İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 6, 123-140.
  • Bauman, A., Bachmann, R. (2017). “Online Consumer Trust: Trends in Research”, Journal of Technology Management & Innovation. 12.(2).http://dx.doi.org/10.4067/S0718-27242017000200008
  • Baozhou L., Weiguo F.B., Mi Z. (2016). “Social presence, trust, and social commerce purchase intention: An empirical research”, Computers in Human Behavior 56, 225- 237.
  • Bart, Y., Venkatesh, S. , Fareena, S., & Glen L. U. (2005). “Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-scale Exploratory Empirical Study”, Journal of Marketing, 69/4, 133–52.
  • Beldad, A., De Jong M, Steehouder, M. (2019). “How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust”, Computers in Human Behavior, 26/5, 857-869
  • Casalo, L. V., Flavián, C. , & Guinalíu, M.(2007). “The Role of Security, Privacy, Usability and Reputation in the Development of Online Banking”, Online Information Review. 31/5, 583–603.
  • Christine Roy, M., Dewit, O., Aubert, B.A. (2001). “The impact of interface usability on trust in Web retailers”, Internet Research,11/5, 388-398. https://doi.org/10.1108/106622401104101
  • Cole, D.A. (1987), “Utility of Confirmatory Factor Analysis in Test Validation Research.” Journal of Consulting and Clinical Psychology, 55;1019-1031.
  • Corritorea, C.L., Krachera, B., Wiedenbeckb, S. (2003). “On-line trust: concepts, evolving themes, a model”, International Journal of Human-Computer Studies, 58/6, 737-758.
  • Cyr, D. (2008). “Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty”, Journal of Management Information Systems, 24/4, 47-72.
  • De Carlo,L.T.(1997).“On the Meaning andUse of Kurtosis”,Psychological Methods,2,292-307.
  • Dick, S., & Basu, K. (1994). “Customer Loyalty: Toward an integrated Conceptual Framework”, Journal of Academy of Marketing Science, 22/2, 99-113.
  • Farivar, S. Turel, O. & Yuan, Y. (2017). “A trust-risk perspective on social commerce use: an examination of the biasing role of habit”, Internet Research, 27/3. doi: 10.1108/IntR-06-2016-0175
  • Gefen, D. (2000). “E-Commerce: The Role of Familiarity and Trust”, Omega, 28/6, 725–737.
  • Groeneveld, R.A. and Meeden, G. (1984), “Measuring Skewness and Kurtosis”, The Statistician, 33, 391-399.
  • Hajli, N., Sims, J., Zadeh, A.H., & Richard, M.-O. (2017). “A social commerce investigation of the role of trust in a social networking site on purchase intentions”, Journal of Business Research 71, 133-141.
  • Hopkins, K.D. and Weeks, D.L. (1990), “Tests for Normality and Measures of Skewness and Kurtosis: Their Place in Research Reporting”, Educational and Psychological Measurement, 50, 717-729. Hsiu-Fen Cheng, Ming-Hsien Yang & Kuo-Yung Chen (2011). “Elucidating the Ethical Sales Behavior in Electronic Commerce”, Journal of Computer Information Systems, 52/1, 87-95.
  • Jian M., Yi C. , Kerry, K. (2020.) “Trust, Risk and Alternative Website Quality in B-Buyer Acceptance of Cross-Border E-Commerce”, Journal of Global Information Management, 28/1, 22.
  • Jung-Kuei H., Yi-Jin, L. (2020). Will You Ever Trust the Review Website Again? The Importance of Source Credibility. International Journal of Electronic Commerce, 24, (2), 255-275. doi.org/10.1080/10864415.2020.1715528
  • Kim Y, & Peterson, R.A. (2017). “A Meta-analysis of Online Trust Relationships in E-commerce”, Journal of Interactive Marketing 38, 44–54.
  • McKnighta, H.D., Choudhuryb, V., Kacmarc, C. (2002). “The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems 11 (2002) 297–323.
  • Morgan, R., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Management. Journal of Marketing, 58, 20-38
  • Moors, J. J. A. (1986), “The Meaning of Kurtosis: Darlington Reexamined”, The American Statistician, 40: 283-284.
  • Nunnally, J. C. (1967). Psychometic Theory, McGraw-Hill, Inc.
  • Octavia, D., & Tamerlane, A. (2017). “The Influence of Website Quality on Çevrim içi Purchase Intentions on Agoda.Com with E-Trust as a Mediator”, Binus Business Review, 8/1, 9-14. http://dx.doi.org/10.21512/bbr.v8i1.1680
  • Oliveira, T. , Alhinho, M., Rita, P. , & Dhillon, G. (2017). “Modelling and testing consumer trust dimensions in e-commerce”, Computers in Human Behavior, 71, 153-164.
  • Pancawati, D., Fitriyani, E., & Cahyati, R. D. (2019). How to trust hotel website?. TEAM Journal of Hospitality and Tourism, 16/1), 41-48
  • Pavlou,P. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–34.
  • Reichheld, F., & Schefter, P. (2000). E-loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78, 105–13
  • Sbaffi, L., Rowley, J. (2017). Trust and Credibility in Web-Based Health Information: A Review and Agenda for Future Research. Journal of Med Internet Res.19/6, 218. doi: 10.2196/jmir.7579
  • Septiari, E.D.(2018). “The Effect of eWOM as Mediation of Website Quality and Trust”, Kinerja 22/2, 142-155.
  • Shwadhin S. Menard, P., Mutchler, L.A. (2019). “Who to Trust? Applying Trust to Social Commerce”, Journal of Computer Information Systems, 59/1, 32-42. htpp//doi.:10.1080/08874417.2017.1289356
  • Sümer, N. (2000), “Yapısal Eşitlik Modelleri: Temel Kavramlar ve Örnek Uygulamalar”, Türk Psikoloji Yazıları, 3(6):49-74.
  • Tavşancıl, E. (2005). Tutumların Ölçülmesi ve SPSS İle Veri Analizi. Ankara: Nobel Yayın Dağıtım.
  • Tüfekci, N. & Tüfekci, Ö. K. (2006). "Bankacılık Sektöründe Farklı Olma Üstünlüğünün ve Müşteri Sadakatinin Yarattığı Değer Isparta İlinde Bir Uygulama", Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2 (4), 170-183.
  • Wang, B., Guo, X., Niu, H., & Li, H. (2011). A Review and Prospects of Initial Trust in E-Commerce. In Management and Service Science (MASS), 2011 International Conference on (pp. 1-4). IEEE.
  • Wölfl, S., & Feste, J. (2018).”Do You Trust Me? Facial Width Width-to –Height Ratio of Website Avatars and Intention to Purchase from Online Store”. Thirty Ninth International Conference on Information Systems, San Francisco 2018.
  • Yoon, C. , & Sanghoon, K. (2009). “Developing the Causal Model of Çevrim içi Store Success.”, Journal of Organizational Computing and Electronic Commerce, 19/4, 265–84.
  • Zhadko,İ. (2014). İnternet Parekendeciliğinde Güvenin Satın Alma Niyeti Üzerindeki Etkisi. Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi Sosyal Bilimler Enstitüsü.

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

Yıl 2023, Sayı: 58, 305 - 326, 08.09.2023

Mustafa Şehirli

https://doi.org/10.30794/pausbed.1132136

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

  • Aiken, K. D., & Boush, D. M. (2006). “Trustmarks, Objective-Source Ratings, and Implied Investments in Advertising: Investigating Çevrim içi Trust and the Context-Specific Nature of Internet Signals”, Journal of the Academy of Marketing Science, 34/3, 308-323.
  • Al-dweeri, R.M., Obeidat, Z.M., Al-dwiry, M.A. (2017). “The Impact of E-Service Quality and E-Loyalty on Çevrim içi Shopping Moderating Effect of E-Satisfaction and E-Trust”, Journal of Marketing Studies, 9/2, 92-103.
  • Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., & Liébana-Cabanillas, F. (2019). “Improving travellers' trust in restaurant review sites”, Tourism Review, 74/4, 830-840. https://doi.org/10.1108/TR-02-2019-0065
  • Aydınhan, E., Erat, S. (2019). “Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Çevrim içi Alışveriş Siteleri Üzerine Bir Araştırma”, İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 6, 123-140.
  • Bauman, A., Bachmann, R. (2017). “Online Consumer Trust: Trends in Research”, Journal of Technology Management & Innovation. 12.(2).http://dx.doi.org/10.4067/S0718-27242017000200008
  • Baozhou L., Weiguo F.B., Mi Z. (2016). “Social presence, trust, and social commerce purchase intention: An empirical research”, Computers in Human Behavior 56, 225- 237.
  • Bart, Y., Venkatesh, S. , Fareena, S., & Glen L. U. (2005). “Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-scale Exploratory Empirical Study”, Journal of Marketing, 69/4, 133–52.
  • Beldad, A., De Jong M, Steehouder, M. (2019). “How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust”, Computers in Human Behavior, 26/5, 857-869
  • Casalo, L. V., Flavián, C. , & Guinalíu, M.(2007). “The Role of Security, Privacy, Usability and Reputation in the Development of Online Banking”, Online Information Review. 31/5, 583–603.
  • Christine Roy, M., Dewit, O., Aubert, B.A. (2001). “The impact of interface usability on trust in Web retailers”, Internet Research,11/5, 388-398. https://doi.org/10.1108/106622401104101
  • Cole, D.A. (1987), “Utility of Confirmatory Factor Analysis in Test Validation Research.” Journal of Consulting and Clinical Psychology, 55;1019-1031.
  • Corritorea, C.L., Krachera, B., Wiedenbeckb, S. (2003). “On-line trust: concepts, evolving themes, a model”, International Journal of Human-Computer Studies, 58/6, 737-758.
  • Cyr, D. (2008). “Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty”, Journal of Management Information Systems, 24/4, 47-72.
  • De Carlo,L.T.(1997).“On the Meaning andUse of Kurtosis”,Psychological Methods,2,292-307.
  • Dick, S., & Basu, K. (1994). “Customer Loyalty: Toward an integrated Conceptual Framework”, Journal of Academy of Marketing Science, 22/2, 99-113.
  • Farivar, S. Turel, O. & Yuan, Y. (2017). “A trust-risk perspective on social commerce use: an examination of the biasing role of habit”, Internet Research, 27/3. doi: 10.1108/IntR-06-2016-0175
  • Gefen, D. (2000). “E-Commerce: The Role of Familiarity and Trust”, Omega, 28/6, 725–737.
  • Groeneveld, R.A. and Meeden, G. (1984), “Measuring Skewness and Kurtosis”, The Statistician, 33, 391-399.
  • Hajli, N., Sims, J., Zadeh, A.H., & Richard, M.-O. (2017). “A social commerce investigation of the role of trust in a social networking site on purchase intentions”, Journal of Business Research 71, 133-141.
  • Hopkins, K.D. and Weeks, D.L. (1990), “Tests for Normality and Measures of Skewness and Kurtosis: Their Place in Research Reporting”, Educational and Psychological Measurement, 50, 717-729. Hsiu-Fen Cheng, Ming-Hsien Yang & Kuo-Yung Chen (2011). “Elucidating the Ethical Sales Behavior in Electronic Commerce”, Journal of Computer Information Systems, 52/1, 87-95.
  • Jian M., Yi C. , Kerry, K. (2020.) “Trust, Risk and Alternative Website Quality in B-Buyer Acceptance of Cross-Border E-Commerce”, Journal of Global Information Management, 28/1, 22.
  • Jung-Kuei H., Yi-Jin, L. (2020). Will You Ever Trust the Review Website Again? The Importance of Source Credibility. International Journal of Electronic Commerce, 24, (2), 255-275. doi.org/10.1080/10864415.2020.1715528
  • Kim Y, & Peterson, R.A. (2017). “A Meta-analysis of Online Trust Relationships in E-commerce”, Journal of Interactive Marketing 38, 44–54.
  • McKnighta, H.D., Choudhuryb, V., Kacmarc, C. (2002). “The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems 11 (2002) 297–323.
  • Morgan, R., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Management. Journal of Marketing, 58, 20-38
  • Moors, J. J. A. (1986), “The Meaning of Kurtosis: Darlington Reexamined”, The American Statistician, 40: 283-284.
  • Nunnally, J. C. (1967). Psychometic Theory, McGraw-Hill, Inc.
  • Octavia, D., & Tamerlane, A. (2017). “The Influence of Website Quality on Çevrim içi Purchase Intentions on Agoda.Com with E-Trust as a Mediator”, Binus Business Review, 8/1, 9-14. http://dx.doi.org/10.21512/bbr.v8i1.1680
  • Oliveira, T. , Alhinho, M., Rita, P. , & Dhillon, G. (2017). “Modelling and testing consumer trust dimensions in e-commerce”, Computers in Human Behavior, 71, 153-164.
  • Pancawati, D., Fitriyani, E., & Cahyati, R. D. (2019). How to trust hotel website?. TEAM Journal of Hospitality and Tourism, 16/1), 41-48
  • Pavlou,P. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–34.
  • Reichheld, F., & Schefter, P. (2000). E-loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78, 105–13
  • Sbaffi, L., Rowley, J. (2017). Trust and Credibility in Web-Based Health Information: A Review and Agenda for Future Research. Journal of Med Internet Res.19/6, 218. doi: 10.2196/jmir.7579
  • Septiari, E.D.(2018). “The Effect of eWOM as Mediation of Website Quality and Trust”, Kinerja 22/2, 142-155.
  • Shwadhin S. Menard, P., Mutchler, L.A. (2019). “Who to Trust? Applying Trust to Social Commerce”, Journal of Computer Information Systems, 59/1, 32-42. htpp//doi.:10.1080/08874417.2017.1289356
  • Sümer, N. (2000), “Yapısal Eşitlik Modelleri: Temel Kavramlar ve Örnek Uygulamalar”, Türk Psikoloji Yazıları, 3(6):49-74.
  • Tavşancıl, E. (2005). Tutumların Ölçülmesi ve SPSS İle Veri Analizi. Ankara: Nobel Yayın Dağıtım.
  • Tüfekci, N. & Tüfekci, Ö. K. (2006). "Bankacılık Sektöründe Farklı Olma Üstünlüğünün ve Müşteri Sadakatinin Yarattığı Değer Isparta İlinde Bir Uygulama", Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2 (4), 170-183.
  • Wang, B., Guo, X., Niu, H., & Li, H. (2011). A Review and Prospects of Initial Trust in E-Commerce. In Management and Service Science (MASS), 2011 International Conference on (pp. 1-4). IEEE.
  • Wölfl, S., & Feste, J. (2018).”Do You Trust Me? Facial Width Width-to –Height Ratio of Website Avatars and Intention to Purchase from Online Store”. Thirty Ninth International Conference on Information Systems, San Francisco 2018.
  • Yoon, C. , & Sanghoon, K. (2009). “Developing the Causal Model of Çevrim içi Store Success.”, Journal of Organizational Computing and Electronic Commerce, 19/4, 265–84.
  • Zhadko,İ. (2014). İnternet Parekendeciliğinde Güvenin Satın Alma Niyeti Üzerindeki Etkisi. Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi Sosyal Bilimler Enstitüsü.
Toplam 42 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Finans
Bölüm Araştırma Makalesi
Yazarlar

Mustafa Şehirli 0000-0002-4800-0283

Erken Görünüm Tarihi 28 Ağustos 2023
Yayımlanma Tarihi 8 Eylül 2023
Kabul Tarihi 2 Ekim 2022
Yayımlandığı Sayı Yıl 2023 Sayı: 58

Kaynak Göster

APA Şehirli, M. (2023). 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. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(58), 305-326. https://doi.org/10.30794/pausbed.1132136
AMA Şehirli M. 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. PAUSBED. Eylül 2023;(58):305-326. doi:10.30794/pausbed.1132136
Chicago Şehirli, Mustafa. “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”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy. 58 (Eylül 2023): 305-26. https://doi.org/10.30794/pausbed.1132136.
EndNote Şehirli M (01 Eylül 2023) 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. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 58 305–326.
IEEE M. Şehirli, “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”, PAUSBED, sy. 58, ss. 305–326, Eylül 2023, doi: 10.30794/pausbed.1132136.
ISNAD Şehirli, Mustafa. “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”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 58 (Eylül 2023), 305-326. https://doi.org/10.30794/pausbed.1132136.
JAMA Şehirli M. 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. PAUSBED. 2023;:305–326.
MLA Şehirli, Mustafa. “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”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy. 58, 2023, ss. 305-26, doi:10.30794/pausbed.1132136.
Vancouver Şehirli M. 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. PAUSBED. 2023(58):305-26.
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