THE EFFECT OF WEBSITE QUALITY, SATISFACTION AND TRUST ON PURCHASE INTENTION

Öz

In this research conducted on the axis of Azerbaijani consumers who shop online, it was tried to determine the effects of website quality, satisfaction and trust variables on purchase intention and the effect of website design on satisfaction and trust variables. In line with the purpose of the research, a survey was conducted between 05.04.2024-08.06.2024 by reaching 508 individuals reached by convenience sampling method among Azerbaijani consumers. The data collected in this context were analyzed with SPSS and AMOS programs. The relationships between website quality, satisfaction, trust and purchase intention variables were analyzed with structural equation modeling. As a result of the analysis, it was determined that website quality affects trust and satisfaction, but does not have a significant effect on purchase intention, while trust and satisfaction have a significant effect on purchase intention.

Anahtar Kelimeler

• ONLINE SHOPPING
• WEBSITE QUALITY
• SATISFACTION
• TRUST
• PURCHASE INTENTION

WEB SİTE KALİTESİ, MEMNUNİYET VE GÜVENİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKSİ

Öz

Online alışveriş yapan Azerbaycanlı tüketiciler ekseninde gerçekleştirilen bu araştırmada web site kalitesi, memnuniyet ve güven değişkenlerinin satın alma niyeti üzerindeki etkileri ile web site tasarımının memnuniyet ve güven değişkenleri üzerindeki etkisi belirlenmeye çalışılmıştır. Araştırma amacı doğrultusunda 05.04.2024-08.06.2024 tarihleri arasında Azerbaycanlı tüketiciler arasından kolayda örnekleme yöntemi ile ulaşılan 508 bireye ulaşılarak anket uygulaması gerçekleştirilmiştir. Bu kapsamda toplanan veriler SPSS ve AMOS programları ile analiz edilmiştir. Web site kalitesi, memnuniyet, güven ve satın alma niyeti değişkenleri arasındaki ilişkiler yapısal eşitlik modellemesi ile analiz edilmiştir. Yapılan analiz sonucunda web site kalitesinin güven ve memnuniyeti etkilediği, ancak satın alma niyeti üzerinde anlamlı etkiye sahip olmadığı, güven ve memnuniyetin ise satın alma niyeti üzerinde anlamlı etkiye sahip olduğu saptanmıştır.

Anahtar Kelimeler

• online alışveriş
• web site kalitesi
• memnuniyet
• güven
• satın alma niyeti

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