The mediating role of electronic trust in the effect of internet addiction on online purchase intention

The main purpose of this study is to determine the effect of internet addiction on electronic purchase intention and to examine the mediating role of electronic trust in this effect. In addition, determining the effect of internet addiction on electronic trust and electronic purchase intention and the role of electronic trust on electronic purchase intention are among the objectives of our study. This study was conducted on online shoppers across Turkey. Random sampling method was used in the data collection process. In the first stage, a preliminary study was conducted with 50 people to assess the validity of the survey questions, and then a total of 482 consumers were reached. The analysis of the research data was carried out with IBM SPSS statistics 22.0 package program. As a result of the factor analysis, the sub-dimensions of the independent, mediating and dependent variables were determined. Internet addiction, which is considered as the independent variable in our study, consists of three sub-dimensions: difficulty in control, deprivation and social isolation. Electronic trust, which is the mediating variable, consists of two sub-dimensions: privacy and security, while electronic purchase intention, which is the dependent variable, is considered as a single dimension. As a result of the analyses conducted in the study, it was determined that difficulty in control, social isolation and deprivation, which are the sub-dimensions of internet addiction, positively affect privacy and security, which are the sub-dimensions of electronic trust, and electronic purchase intention. In addition, as a result of the mediation effect analysis, it was determined that electronic trust has a mediating role in the effect of internet addiction on electronic purchase intention. Keywords: Internet, electronic trust, electronic purchasing, internet addiction