Impact of e-commerce service quality on repurchasing

Today, the use of e-commerce in shopping has become widespread in Turkey as in the world. Therefore, there has been an increase in the number of businesses that sell over the internet. The spread of commerce over the Internet has brought competition to a global dimension. There are many businesses operating globally that buy products of the same price and quality. This situation leads customers to different expectations besides product price and quality. The most important of these expectations is service quality and trust. Today, the importance of logistics service quality has increased due to the increased expectations of customers regarding the timely, complete and robust delivery of their orders. For this reason, businesses need to give importance to service quality in order to increase their sales volumes. In this context, in this study, the effects of information quality, cargo services, confidentiality and security, which are among the dimensions of e-commerce service quality, on customer trust and repurchase intention were investigated. For this purpose, data were collected from 612 e-commerce users through questionnaires. The data were analyzed with the structural equation model. As a result of the analysis, it has been determined that information quality, privacy and security, and cargo services affect customer trust positively and significantly. It has been found that privacy and security, cargo services and customer trust have a positive and significant effect on repurchase intention. In addition, as a result of the Anova test, it was determined that the quality of information, privacy and security differed significantly according to the frequency of visiting e-commerce sites. It has been found that the quality of information differs significantly according to the number of purchases made.