Akademik Veri Yönetim Sistemi
13th International İstanbul Scientific Research Congress, İstanbul, Türkiye, 1 - 03 Ekim 2024, ss.513-530, (Tam Metin Bildiri)
Changes are also seen in the shopping habits of consumers, with the spread of digitalization to all areas of our lives. In addition to traditional channels, consumers have started to prefer the websites and mobile applications of the brands they prefer, and with the convenience of online shopping, they have started to prefer different brands. In this context, online marketplaces that offer different brands together are among the most preferred alternatives for shopping by consumers. Consumers had some concerns, especially about reliability, when switching from traditional channels to online channels. However, especially as online marketplaces have increased reliability, competition in online shopping channels has started to increase over time. Where competition has increased, it has become important to determine which criteria are effective in consumers' preferences. The main purpose of this study is to determine the effect of webQual and siteQual scales and website quality elements (entertainment, usefulness, overall site quality, ease of use, purchase intent, site equity, attitude towards the site, intention to revisit the site, website loyalty) on consumers' intention to revisit and purchase online shopping sites. In this context, a survey was conducted for consumers who have shopped online at least once. 337 usable questionnaires were obtained online. Survey data were analyzed in SPSS statistical program. As a result of the analysis; it was determined that the fun and attractive shopping platform, the easy usability of the platform, the user's pleasant and comfortable visit to the platform have an effect on the customer's purchase and revisit the site.