The Effects of E-Satisfaction, E-Brand Loyalty and E-Trust Levels on Consumer Behavioral Intentions: A Study on Online Shoppers in Turkey

Abstract

Buying product or services online has become a common practice among millions of people around the world. In this process, it is a matter of curiosity what factors affect the behavioral intentions of consumers. The purpose of this study to examine the effect of E-Trust, E-Satisfaction and E-Loyalty on Consumer Behavioral Intentions dimensions (purchase intentions, word of mouth communication and complaining intention). The study is a quantitative study and the online questionnaire form was used as data collecting tool. In the study, convenience sampling methods were used and the data were collected via an online questionnaire on Google Forms. The study was carried out on 239 participants. SPSS 21 was used to analyze the data. The regression analys was applied to examine to our research hypotheses. According to the results of the research, it was determined that e-trust, e-satisfaction and e-loyalty had a positive effect on word of mouth communicaiton, e-loyalty had a positive effect on purchase intention, e-satisfaction and e-loyalty had a negative effect on complaining intention.

Keywords

• e-satisfaction
• e- trust
• e-loyalty
• word of mouth communications
• purchase intention
• complaining intention