Effect of e-store image perception on e-loyalty of e-commerce users

Knowledge has been one of the most valuable sources for humanity since the beginning of mankind. When mankind first introduced the telegraph line with information (Wikipedia, 2020), the reaction of the telegraph line was greater because the sharing boundaries of information had changed. The reaction with the telephone line (Wikipedia, 2020), which emerged after the telegraph line, was even greater because both the sharing boundaries of information had changed and the sharing area had expanded further. With the advent of the internet and the technological developments that followed, the reaction was much greater than before. Because both the boundaries of sharing have expanded and the shared audience has grown. However, it has been observed that the value of information has not changed at all, and that only the size that has developed due to the technological developments in its sharing has changed. In this study, the effect of e-store image on E-loyalty on two different scales including e-store image and e-loyalty levels will be examined in order to determine the attitudes of consumers who shop online using e-stores towards these stores. In the first phase, an exploratory research was carried out to understand the concepts and the main elements connected to the concepts. In the second phase, using causal comparative research, the e-store image scale was created using the scale developed by Oh and others (2008) and Akturk's (2013) study using this scale. In the same way, the scale used to measure e-loyalty level is based on the scale developed by Zeithaml, Berry and Parasuraman (1996) and the work of Akturk (2013) using this scale. The data was collected by face-to-face interview method via the questionnaire. The results show that the e-store image has a meaningful impact on the level of e-loyalty for customers using e-commerce.