Araştırma Makalesi
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A Research on The Effect of E-Service Quality, Confidence in Website and Perceived Risk on Perceived Value and Positive Behaviours of Consumers

Yıl 2020, Cilt: 16 Sayı: 29 Ekim Özel Sayısı, 3225 - 3250, 31.10.2020
https://doi.org/10.26466/opus.731100

Öz

The aim of this study is determine the effect of e-service quality, confidence in website and perceived risk on perceived value and positive behaviours of consumers. The questionnaire form developed in order to accomplish the aim of the research was performed on a total of 520 consumers in Turkey who shopped online via e-commercial websites between the period of August and October 2018. As a result of the research, while e-service quality perception of consumers was an aspect that affected the perceived value and customer satisfaction, it was determined that the perception of confidence in website was a variable that had an effect on perceived value, e-loyalty, customer satisfaction and intention to repurchase. However, it was identified that the perceived risk, a third independent variable, affected solely the intention to repurchase. Based on the results of the research, various suggestions were made to enable businesses to increase their e-commerce volumes.

Kaynakça

  • Al-dweeri, R.M., Obeidat, Z.M., Al-dwiry, M.A., Alshurideh, M.T., and Alhorani, A.M.(2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies; 9(2); 92. ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education
  • Anderson, R.E. and Srinivasan, S.S.(2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138.
  • Beneke, J., Acton, A., Richardson, D., and White, F.(2011). E-service quality: An investigation of its key dimensions and the discriminatory power in the residential property sector. ActaCommerci, 11(1), 75-87.
  • Casalo, L.V., Flavián, C. and Guinalíu, M.(2007). The influence of satisfaction, perceived reputation and trust on a consumer's commitment to a website. Journal of marketing communications, 13(1), 1-17,DOI: 10.1080/13527260600951633
  • Chang, H.H., Wang, Y.H. and Yang,W.Y.(2009). The impact of eservice quality, customer satisfaction and loyalty on e-marketing: Moderating effect of Perceived value. Total Quality Management. 20(4), 423-443, DOI: 10.1080/14783360902781923
  • Chen, Z. and Dubinsky, A.J.(2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20(4), 323–347 Published online in Wiley InterScience Wiley Periodicals, Inc. DOI: 10.1002/mar.10076
  • Chiu, C.M., Wang, E.T.G., Fang, Y.H. and Huang, H.Y. (2012). Understanding customers’ repeat Purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Wiley Publishing Ltd, Information Systems Journal 24, 85–11485.114 doi:10.1111/j.1365-2575.2012.00407.
  • Cho, N. and Park, S.(2001). Development of electronic commerce user-consumer satisfaction index (ecusi) for internet shopping. Industrial Management and Data Systems, 101,400-405. http://dx.doi.org/10,1108/EUM0000000006170
  • Corbitt, B.J., Thanasankit, T. andYi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic commerce research and applications, 2, 203-215.
  • Cretu, A.E.and Brodie, R.J.(2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36, 232
  • Cunningham, L.F., Gerlach, J.H., Harper, M.D., andYoung, C.E. (2005). Perceived risk and the consumer buying process: internet airline reservations. International Journal of Service Industry Management,16(4), 359-360, https://doi.org/10.1108/09564230510614004
  • Cyr, D. andBonanni, C.(2005).Gender and website design in e-business. Int. J. Electronic Business, 3(6), 565– 582.
  • Eriksson, K. and Nilsson, D.(2007). Determinants of the continued use of self-service technology: The case of Internet banking. Technovation, 27 (4), 159-167.
  • Featherman, M. S. and Pavlou, P.A. (2003). Predicting e-services adoption: a perceived risk facets perspective. Int. J. Human-Computer Studies, 59, 451–474
  • Giritlioğlu, İ., Jones, E.,and Avcıkurt C. (2014). Measuring food and beverage service quality in spa hotels: A case study in Balıkesir, Turkey. International Journal Of Contemporary Hospitality Management, 26 (2), 183- 204
  • Glover, S. and Benbasat, I.(2010). A comprehensive model of perceived risk of e-commerce transactions. International journal of electronic commerce,15(2), 47-78, DOI:10.2753/JEC1086-4415150202
  • Gures, N., Arslan, S. andYilmaz, H.(2015). E-service quality, passenger satisfaction and passenger loyalty relationship in airline industry. Journal of Management, Marketing & Logistics - JMML, 2(1) DOI: 10.17261/Pressacademia.2015111604
  • Harris, L.C. and Goode, M.M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80, 139-158.
  • Heijden, H. V. D., Verhagen, T., and Creemers, M., (2003), ‘Understanding online purchase intentions: contributions from technology and trust perspectives’, European Journal of Information Systems, 12(1), 41- 48, DOI: 10.1057/palgrave.ejis.3000445
  • Hu, H.H., Kandampully,J. andJuwaheer,T.D.(2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125, DOI: 10.1080/02642060802292932
  • Huh, J. and Shin, W. (2014). Trust in prescription drug brand websites: website trust cues, attitude toward the website, and behavioural intentions. Journal of Health Communication, 19(2), 170-191, DOI: 10.1080/10810730.2013.798386
  • Jeon, M. (2009). Impact of perceived website service quality on customer e-loyalty on a lodging website. PhD Dissertation on Iowa State University, USA.
  • Karimov, F.P., BrengmanandHove, V. (2011). The effect of website design dimensions on initial trust: a synthesis of the empirical literature. Journal of Electronic Commerce Research, 12(4), 272-301
  • Kim, D.J., Ferrin, D.L. and Rao, H.R. (2008). A trust-based consumer decision-making model in Electronic commerce: The role of trust, perceived risk and their antecedents. Decision Support Systems,44, 555
  • Kim, H. and Niehm, L.S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221–233.
  • Kuzic, J., Giannatos, G. and Vignjevic, T.(2010). Web design and company image. Issues in Informing Science and Information Technology,7, 99-108
  • Lai, Y., Huang, H.C., Lu, R.S. and Chang, C.M. (2013). The effects of website trust, perceived ease of use, and perceived usefulness on consumers. Online Booking Intention: Evidence from Taiwan B&B Sector. Life Sci J, 10(2), 1516-1523.
  • Lien, C.H., Wen, M. J., and Wu, C.C.(2011).Investigating the relationships among e-service quality, perceived value, satisfaction, and behavioural intentions in Taiwanese online shopping. Asia Pacific Management Review, 16(3), 211-223.
  • Lin C.C., Wu, H.Y. and Chang, Y.F. (2011). The critical factors impact on online customer Satisfaction. Procedia Computer Science,3, 276–281
  • Liu, Chang, Arnett, K. P. and Litecky, C. (2000). Design quality of websites for electronic commerce: fortune 1000 webmasters' evaluations .Electronic Markets, 10 (2), 120-129.
  • Loiacono, E. T., Watson, R. T. and Goodhue, D. L. (2007). WebQual: an instrument for consumer evaluation of web sites. International Journal of Electronic Commerce archive. 11(3), 51-87 ,M. E. Sharpe, Inc. Armonk, NY, USA doi>10.2753/JEC1086-4415110302
  • O. S. Ting, Ariff, M. S.Md. Zakuan, N., Suleiman, Z., andSaman, M. Z. M. (2016). E-service quality, e-satisfaction and e-loyalty of online shoppers in business to consumer market; evidence form Malaysia.IOP Conf. Ser.: Mater. Sci. Eng. 131.
  • Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour.Journal Retailing and Consumer Services. 29,92–103,
  • Parasuraman, A., Zeithaml V.A. and Berry L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions for service quality. Journal Of Retailing, 64 (1), 12-40
  • Parasuraman, A., Zeithaml, V.A. and Malhotra, A. (2005). E-s-qual: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7 (3), 213-215.
  • Pi, S.M., Li, S.H., Chen, T.Y. and Chen, H.M. (2007). A study of intention on continuous use of online financial services: the mediated effects of website trust. Proceedings of the 40th Hawaii International Conference on System Sciences
  • Song, Y., Ori-McKenney, K.M., Zheng, Y., Han, C., Jan, L.Y. and Jan, Y.N. (2012). Regeneration of drosophila sensory neuron axons and dendrites is regulated by the Akt pathway involving Pten and microRNA bantam. Genes Dev. 26 (14), 1612-1625.
  • Srinivasan, S.S., Anderson, R and Ponnavalu, K.(2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
  • Udo,G. J., Bagchi, K.K. and Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention. International Journal of Information Management 30, 481–492, doi:10.1016/j.ijinfomgt.2010.03.005
  • Wolfinbarger, M. and Gilly, M. C.(2003). e-TailQ: dimensional zing, measuring and predicting e-tail quality. Journal of Retailing, 79, 183- 198.
  • Wu, M., Robinson, J.E. and Joiner, W.J.(2014).Sleepless is a bifunctional regulator of excitability and cholinergic synaptic transmission. Curr. Biol. 24(6), 621--629.
  • Wu, X., Yang, H.,Waugh, D.W., Orbe, C.,Tilmes, S. and Lamarque, J.F. (2018). Spatial and temporal variability of interhemispheric transport times. Atmos. Chem. Phys., 18, 7439-7452, doi: 10.5194/acp-18-7439-2018.
  • Yang, Z. and Fang, X.(2004). Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services. International Journal of Service Industry Management, 15(3), 302-326, https://doi.org/10.1108/09564230410540953
  • Zeithaml, V. A.(1988). Consumer perception of price, quality, and value-a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
  • Clement, J. (2020). E-commerce worldwide - Statistics and Facts. https://www.statista.com/topics/871/online-shopping/, Retrieved on 13th December 2018

E-Hizmet Kalitesi, Web Sitesine Duyulan Güven Ve Algılanan Riskin Algılanan Değer Ve Tüketicilerin Olumlu Davranışlarına Olan Etkisi Üzerine Bir Araştırma

Yıl 2020, Cilt: 16 Sayı: 29 Ekim Özel Sayısı, 3225 - 3250, 31.10.2020
https://doi.org/10.26466/opus.731100

Öz

Yapılan bu araştırmanın amacını e-hizmet kalitesi, web sitesine duyulan güven ve algılanan riskin tüketicilerin algılanan değer ve olumlu davranışlarına olan etkisinin ortaya konulması oluşturmaktadır. Araştırmanın amacını gerçekleştirmeye yönelik geliştirilen anket formu 2018 yılının Ağustos ve Ekim ayları arasında Türkiye’de son bir ay içerisinde e-ticaret sitelerini kullanarak alışveriş yapan toplam 520 tüketici üzerinde gerçekleştirilmiştir. Yapılan araştırmanın sonucunda tüketicilerin e-hizmet kalitesi algısı, algılanan değer ve müşteri memnuniyetini etkileyen bir husus olurken, web sitesine duyulan güven algısının algılanan değer, e-sadakat, müşteri memnuniyeti ve tekrar satın alma niyetini etkileyen bir değişken olduğu sonucu tespit edilmiştir. Bununla birlikte üçüncü bir bağımsız değişken olan algıla-nan riskin ise yalnızca tekrar satın alma davranışını etkilediği sonucu tespit edilmiştir. Araştırma sonucundan elde edilen veriler dikkate alınarak işletmelere, e-ticaret hacimlerini arttırabilecekleri çeşitli önerilerde bulunulmuştur.

Kaynakça

  • Al-dweeri, R.M., Obeidat, Z.M., Al-dwiry, M.A., Alshurideh, M.T., and Alhorani, A.M.(2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies; 9(2); 92. ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education
  • Anderson, R.E. and Srinivasan, S.S.(2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138.
  • Beneke, J., Acton, A., Richardson, D., and White, F.(2011). E-service quality: An investigation of its key dimensions and the discriminatory power in the residential property sector. ActaCommerci, 11(1), 75-87.
  • Casalo, L.V., Flavián, C. and Guinalíu, M.(2007). The influence of satisfaction, perceived reputation and trust on a consumer's commitment to a website. Journal of marketing communications, 13(1), 1-17,DOI: 10.1080/13527260600951633
  • Chang, H.H., Wang, Y.H. and Yang,W.Y.(2009). The impact of eservice quality, customer satisfaction and loyalty on e-marketing: Moderating effect of Perceived value. Total Quality Management. 20(4), 423-443, DOI: 10.1080/14783360902781923
  • Chen, Z. and Dubinsky, A.J.(2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20(4), 323–347 Published online in Wiley InterScience Wiley Periodicals, Inc. DOI: 10.1002/mar.10076
  • Chiu, C.M., Wang, E.T.G., Fang, Y.H. and Huang, H.Y. (2012). Understanding customers’ repeat Purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Wiley Publishing Ltd, Information Systems Journal 24, 85–11485.114 doi:10.1111/j.1365-2575.2012.00407.
  • Cho, N. and Park, S.(2001). Development of electronic commerce user-consumer satisfaction index (ecusi) for internet shopping. Industrial Management and Data Systems, 101,400-405. http://dx.doi.org/10,1108/EUM0000000006170
  • Corbitt, B.J., Thanasankit, T. andYi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic commerce research and applications, 2, 203-215.
  • Cretu, A.E.and Brodie, R.J.(2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36, 232
  • Cunningham, L.F., Gerlach, J.H., Harper, M.D., andYoung, C.E. (2005). Perceived risk and the consumer buying process: internet airline reservations. International Journal of Service Industry Management,16(4), 359-360, https://doi.org/10.1108/09564230510614004
  • Cyr, D. andBonanni, C.(2005).Gender and website design in e-business. Int. J. Electronic Business, 3(6), 565– 582.
  • Eriksson, K. and Nilsson, D.(2007). Determinants of the continued use of self-service technology: The case of Internet banking. Technovation, 27 (4), 159-167.
  • Featherman, M. S. and Pavlou, P.A. (2003). Predicting e-services adoption: a perceived risk facets perspective. Int. J. Human-Computer Studies, 59, 451–474
  • Giritlioğlu, İ., Jones, E.,and Avcıkurt C. (2014). Measuring food and beverage service quality in spa hotels: A case study in Balıkesir, Turkey. International Journal Of Contemporary Hospitality Management, 26 (2), 183- 204
  • Glover, S. and Benbasat, I.(2010). A comprehensive model of perceived risk of e-commerce transactions. International journal of electronic commerce,15(2), 47-78, DOI:10.2753/JEC1086-4415150202
  • Gures, N., Arslan, S. andYilmaz, H.(2015). E-service quality, passenger satisfaction and passenger loyalty relationship in airline industry. Journal of Management, Marketing & Logistics - JMML, 2(1) DOI: 10.17261/Pressacademia.2015111604
  • Harris, L.C. and Goode, M.M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80, 139-158.
  • Heijden, H. V. D., Verhagen, T., and Creemers, M., (2003), ‘Understanding online purchase intentions: contributions from technology and trust perspectives’, European Journal of Information Systems, 12(1), 41- 48, DOI: 10.1057/palgrave.ejis.3000445
  • Hu, H.H., Kandampully,J. andJuwaheer,T.D.(2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125, DOI: 10.1080/02642060802292932
  • Huh, J. and Shin, W. (2014). Trust in prescription drug brand websites: website trust cues, attitude toward the website, and behavioural intentions. Journal of Health Communication, 19(2), 170-191, DOI: 10.1080/10810730.2013.798386
  • Jeon, M. (2009). Impact of perceived website service quality on customer e-loyalty on a lodging website. PhD Dissertation on Iowa State University, USA.
  • Karimov, F.P., BrengmanandHove, V. (2011). The effect of website design dimensions on initial trust: a synthesis of the empirical literature. Journal of Electronic Commerce Research, 12(4), 272-301
  • Kim, D.J., Ferrin, D.L. and Rao, H.R. (2008). A trust-based consumer decision-making model in Electronic commerce: The role of trust, perceived risk and their antecedents. Decision Support Systems,44, 555
  • Kim, H. and Niehm, L.S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221–233.
  • Kuzic, J., Giannatos, G. and Vignjevic, T.(2010). Web design and company image. Issues in Informing Science and Information Technology,7, 99-108
  • Lai, Y., Huang, H.C., Lu, R.S. and Chang, C.M. (2013). The effects of website trust, perceived ease of use, and perceived usefulness on consumers. Online Booking Intention: Evidence from Taiwan B&B Sector. Life Sci J, 10(2), 1516-1523.
  • Lien, C.H., Wen, M. J., and Wu, C.C.(2011).Investigating the relationships among e-service quality, perceived value, satisfaction, and behavioural intentions in Taiwanese online shopping. Asia Pacific Management Review, 16(3), 211-223.
  • Lin C.C., Wu, H.Y. and Chang, Y.F. (2011). The critical factors impact on online customer Satisfaction. Procedia Computer Science,3, 276–281
  • Liu, Chang, Arnett, K. P. and Litecky, C. (2000). Design quality of websites for electronic commerce: fortune 1000 webmasters' evaluations .Electronic Markets, 10 (2), 120-129.
  • Loiacono, E. T., Watson, R. T. and Goodhue, D. L. (2007). WebQual: an instrument for consumer evaluation of web sites. International Journal of Electronic Commerce archive. 11(3), 51-87 ,M. E. Sharpe, Inc. Armonk, NY, USA doi>10.2753/JEC1086-4415110302
  • O. S. Ting, Ariff, M. S.Md. Zakuan, N., Suleiman, Z., andSaman, M. Z. M. (2016). E-service quality, e-satisfaction and e-loyalty of online shoppers in business to consumer market; evidence form Malaysia.IOP Conf. Ser.: Mater. Sci. Eng. 131.
  • Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour.Journal Retailing and Consumer Services. 29,92–103,
  • Parasuraman, A., Zeithaml V.A. and Berry L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions for service quality. Journal Of Retailing, 64 (1), 12-40
  • Parasuraman, A., Zeithaml, V.A. and Malhotra, A. (2005). E-s-qual: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7 (3), 213-215.
  • Pi, S.M., Li, S.H., Chen, T.Y. and Chen, H.M. (2007). A study of intention on continuous use of online financial services: the mediated effects of website trust. Proceedings of the 40th Hawaii International Conference on System Sciences
  • Song, Y., Ori-McKenney, K.M., Zheng, Y., Han, C., Jan, L.Y. and Jan, Y.N. (2012). Regeneration of drosophila sensory neuron axons and dendrites is regulated by the Akt pathway involving Pten and microRNA bantam. Genes Dev. 26 (14), 1612-1625.
  • Srinivasan, S.S., Anderson, R and Ponnavalu, K.(2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
  • Udo,G. J., Bagchi, K.K. and Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention. International Journal of Information Management 30, 481–492, doi:10.1016/j.ijinfomgt.2010.03.005
  • Wolfinbarger, M. and Gilly, M. C.(2003). e-TailQ: dimensional zing, measuring and predicting e-tail quality. Journal of Retailing, 79, 183- 198.
  • Wu, M., Robinson, J.E. and Joiner, W.J.(2014).Sleepless is a bifunctional regulator of excitability and cholinergic synaptic transmission. Curr. Biol. 24(6), 621--629.
  • Wu, X., Yang, H.,Waugh, D.W., Orbe, C.,Tilmes, S. and Lamarque, J.F. (2018). Spatial and temporal variability of interhemispheric transport times. Atmos. Chem. Phys., 18, 7439-7452, doi: 10.5194/acp-18-7439-2018.
  • Yang, Z. and Fang, X.(2004). Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services. International Journal of Service Industry Management, 15(3), 302-326, https://doi.org/10.1108/09564230410540953
  • Zeithaml, V. A.(1988). Consumer perception of price, quality, and value-a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
  • Clement, J. (2020). E-commerce worldwide - Statistics and Facts. https://www.statista.com/topics/871/online-shopping/, Retrieved on 13th December 2018
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Mehmet Demirdöğmez 0000-0002-4412-5943

Nihat Gültekin 0000-0001-6692-1628

Yayımlanma Tarihi 31 Ekim 2020
Kabul Tarihi 22 Mayıs 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 16 Sayı: 29 Ekim Özel Sayısı

Kaynak Göster

APA Demirdöğmez, M., & Gültekin, N. (2020). A Research on The Effect of E-Service Quality, Confidence in Website and Perceived Risk on Perceived Value and Positive Behaviours of Consumers. OPUS International Journal of Society Researches, 16(29 Ekim Özel Sayısı), 3225-3250. https://doi.org/10.26466/opus.731100