Çevirimiçi Hizmet Kalitesinin Webqual 4.0 İle Ölçülmesi Ve Kullanıcıların Web Sitesine Yönelik Tutumları Üzerindeki Etkisinin İncelenmesi

Abstract

The aim of this study is to determine the effect of online service quality dimensions on attitude towards the website. From this point of view, the service quality of the websites operating in the fashion and supermarket sectors, where the users have already made purchases, were examined, and the attitudes of the users towards the existing websites were examined by applying the online survey method on a sample of 259 people. Multiple and Hierarchical Regression Analysis in SPSS 23 program were used to test the hypotheses. As a result of the analysis, in the context of websites serving in fashion sector, it has been concluded that the online service quality dimensions, usability, design, empathy, information and trust have a positive effect on the attitude towards the website. In the supermarket sector, it has been concluded that online service quality dimensions, usability, design, quality of information and trust have a positive effect on the attitude towards the website, but empathy has no effect on the attitude towards the website. In order to meet user expectations on online services, determining the important features that websites should have and revealing the effects of these features on users make important contributions to marketing managers operating online.