Factors affecting consumer trust in e-commerce and the effect of trust on consumers online purchase intention: A research on consumers

The aim of this thesis is to determine websites' trust dimensions which online consumers visit; to reveal the effect of these dimensions on trust, trust on satisfaction, satisfaction on purchase intention and purchase intention on loyalty. The results of this thesis will contribute to e-commerce businesses in order to gain more consumer visits, provide competitive advantage and maximize their profits. The study consists of three main sections. The first part consists of a conceptual framework and the terms related to e-commerce are discussed. In the second part, the literature on consumer trust which is the main subject of the study is examined. In the third part of the study, the relationships between variables in the research model were examined. The data collected within the framework of the research model which was formed as a result of the literature research was analyzed with Structural Equation Modeling (SEM). Research data were analyzed by using IBM SPSS 23 and SmartPLS 3.2.8 package programs. According to the findings obtained from the Structural Equation Model (SEM) analysis, it was found that websites' security, privacy and web site interface had significant and positive effects on consumer trust. It has also been found that the image of the website has no effect on consumer confidence. In this study, it was found that online consumer trust has a significant and positive effect on customer satisfaction, satisfaction has a significant and positive effect on purchase intention and purchase intention has a significant and positive effect on consumer loyalty. At the end of this study, suggestions for researchers, future studies and e-commerce businesses were given.