THE IMPACT OF ONLINE CUSTOMER EXPERIENCE ON TRUST: A RESEARCH ON CONSUMER SHOPPING ONLINE
The advances in computer technology has greatly simplifies daily life. The internet has become an important tool to supply with the human needs that grows exponentially. In this way, many advantages has emerged in the way that people can shop whenever they want and be able to buy at more affordable...
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| Autores principales: | , , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/65920375a93a457aa99f3941be3dae39 |
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| Sumario: | The advances in computer technology has greatly simplifies daily life. The internet has become an important tool to supply with the human needs that grows exponentially. In this way, many advantages has emerged in the way that people can shop whenever they want and be able to buy at more affordable price by disintermediating. But it is also observed that shoppers, who markets especially on the internet, have trust issues. These problems have been eliminated as a result of experience or give rise to larger prejudice. In this study, it has been investigated that whether the experience of online shoppers affects the trust or not. The target population of the study includes online shoppers that live in Erzurum and are at the age of 18 and over and in total, 460 questionnaires have been distributed by using convenience sampling method. The 440 questionnaires have been evaluated by eliminating the incomplete questionnaires. The data analysis have been performed by using SPSS 20.0 software package. As a result of the regression analysis it has been determined that the antecedents of the online customer experience for CES (interactive speed, telepresence, challenge, skill) have a significant and positive impact on cognitive-experiential state. Likewise, the antecedents of the online customer experience for AES (perceived control, aesthetics, perceived benefits) have a significant and positive impact on the affective-experiential state. In addition to this, cognitive-experiential state (flow) and affective-experiential state have significant and positive effects on trust (integrity, ability, benevolence). All research hypotheses have been accepted. |
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