The effect of the content relating to the availability of e-commerce websites consumer purchase intention

This study was carried out to determine the effect of the content on the usability of e-commerce websites on consumer purchase intention. "Website Usability Scale" was used to determine e-commerce website usability, and "SITEQUAL Scale" purchase intention factor was used to determine purchase intention. Within the scope of the research, the content of the Hepsiburada.com e-commerce website was evaluated. The sample of the research consists of 314 consumers who have gone shopping from the e-commerce website Hepsiburada.com and selected by the convenience sampling method. In the research, it was determined that most of the consumers use credit cards in their online shopping and the product category with the most purchases is the fashion category. In line with the literature, consumers' perceptions of the usability of the e-commerce website were determined as 4 factors: Ease of Navigation, Design, Ease of Use and Ease of Access. These identified factors explain 86,016% of consumers' perceptions of the usability of the e-commerce website. The relationship between e-commerce website usability and purchase intention was examined; a significant, positive and high level relationship was determined. In the research; It was determined that the ease of navigation factor was the most effective factor on the purchase intention, while the design factor was not effective on the purchase intention. However, it has been determined that there is no significant difference between the genders of the consumers and their purchase intentions, and between their occupations and purchase intentions.