The Mediating Role of Online Trust and Perceived Risk in the Relationship between Website Design and Purchase Intention

Öz

Due to the advancement of technology and the widespread use of the internet, the factors influencing purchase intention in online shopping continue to be an ongoing research topic. In this context, it is believed that one of the key factors affecting consumer purchasing behaviour is website design. A well-designed website is expected to play a crucial role in establishing perceived trust, a key factor in the online shopping experience that influences consumers' purchase intentions. This study examines the impact of website design on purchase intention in online shopping, with a focus on the mediating roles of trust and perceived risk. In this context, the findings obtained from 215 university students suggest that website design has a positive effect on consumers' purchase intentions. Moreover, while online trust reduces the perceived risk associated with website design, it is an important mediating variable in the relationship between perceived risk and increased purchase intention.

Anahtar Kelimeler

• Website Design
• Online Trust
• Purchase Intention
• Perceived Risk
• Marketing Strategy
• Consumer Behaviour

Web Sitesi Tasarımı ve Satın Alma Niyeti İlişkisinde Çevrimiçi Güven ve Algılanan Riskin Aracılık Rolü

Öz

Teknolojinin gelişmesi ve internet kullanımının yaygınlaşmasıyla birlikte, çevrimiçi alışverişte satın alma niyetini etkileyen faktörler günümüzde halen araştırma konusu olmaya devam etmektedir. Bu bağlamda, tüketici satın alma davranışlarını etkileyen temel faktörlerden birinin web sitesi tasarımı olduğu düşünülmektedir. İyi tasarlanmış bir web sitesinin, tüketicilerin satın alma niyetlerini etkileyen çevrimiçi alışveriş deneyiminde önemli bir faktör olan algılanan güvenin oluşmasında kritik bir rol oynaması beklenmektedir. Bu çalışma, web sitesi tasarımının çevrimiçi alışverişte satın alma niyeti üzerindeki etkisini; güven ve algılanan riskin aracılık rolleri çerçevesinde incelemektedir. Bu kapsamda, 215 üniversite öğrencisinden elde edilen bulgular, web sitesi tasarımının tüketicilerin satın alma niyetleri üzerinde olumlu bir etkisi olduğunu ortaya koymaktadır. Ayrıca, çevrimiçi güvenin web sitesi tasarımıyla ilişkili algılanan riski azalttığı ve algılanan risk ile artan satın alma niyeti arasındaki ilişkide önemli bir aracılık değişkeni olduğu belirlenmiştir.

Anahtar Kelimeler

• Web Sitesi Tasarımı
• Çevrimiçi Güven
• Satın Alma Niyeti
• Algılanan Risk
• Pazarlama Stratejisi
• Tüketici Davranışı

Kaynakça

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