Algılanan Çevrimiçi Alışveriş Kolaylığı ve Algılanan E-Hizmet Kalitesinin Çevrimiçi Satın Alma Niyeti Üzerindeki Etkileri

Abstract

The aim of this study is to examine the effects of online shopping convenience and e- service quality on the repurchase intention. For this purpose, at first, the dimensions of online shopping convenience were identified. Afterwards, the effects of dimensions of perceived online shopping convenience and e-service quality on repurchase intention were tested for Chinese Turkish samples. In this study, the data obtained from 197 Turkish and 207 Chinese consumers were analyzed by exploratory factor analysis and hierarchical regression analysis. According to the findings of the study, for Chinese sample, search and evaluation convenience, transaction convenience and e-service quality significantly influence repurchase intention. In Turkish sample, purchase convenience, post purchase convenience and e-services quality significantly effect repurchase intention.