The effects of technical features of e-commerce websites on consumer perception

Advances in internet technologies have caused significant changes in consumer life. With the increasing use of the Internet many social, commercial and economic transformations have occurred around the world. The use of the internet providing a range of benefits to consumers and businesses. With the increasing use of the Internet, e-commerce usage is also increasing. Because of the Internet, it has become easier for businesses to reach new markets and customers. For this reason, many businesses have started to use e-commerce and so, traditional commerce has moved to the electronic environment. Especially with the Covid-19 pandemic many social, commercial and economic changes and transformations have been experienced globally. Because people were afraid of getting sick, they avoided physical contact and thus many economic and commercial activities were transferred to the internet environment. This has caused consumers who avoid physical contact to use e-commerce more. In this context, the use and importance of e-commerce websites has increased, because in e-commerce, purchases are usually made through websites. E-commerce websites are one of the most important factors for managing of consumer perception, meeting the expectations of consumers and ensuring satisfaction. For this reason, having a website that consumers will perceive well and be satisfied provides important advantages to businesses in a competitive environment. Studies conducted in this direction indicate that the success of e-commerce websites depends largely on the technical features of the website such as system, information and service quality. These technical features significantly affect the perceived value, risk, trust and purchase intentions of consumers from e-commerce websites. In addition, website's familiarity and product reviews and likes on the website also significantly affect the perceived value, perceived risk, perceived trust and purchase intentions of consumers from e-commerce websites. In this context, this study will analyze the effects of system quality (security, accessibility, website design), information quality (information variety, currency of information) and service quality (speed, responsiveness) of e-commerce websites on consumer perception (perceived value, perceived risk, perceived trust). Also, the effects of product reviews and the website familiarity on consumer perception and the effects of consumer perception on purchase intention from e-commerce websites will be analyzed. The data of the research were collected by means of a questionnaire in the internet environment in accordance with the scope and subject of the study. 838 people participated in the survey. However, 686 of the collected surveys were included in the analysis. Descriptive statistics, normal distribution test, factor analysis, reliability analysis and regression analysis were used to analyze the obtained data, and the results were reported. As a result, the system quality of e-commerce websites (security, accessibility, website design), information quality (information variety, information currency), service quality (speed, responsiveness) and product reviews on the website and website familiarity positively affect the perceived value and perceived trust of consumers from the e-commerce website, and it negatively affects their perceived risk. On the other hand, it is seen that the perceived value and perceived trust of consumers from ecommerce websites positively affect their purchase intention, while the perceived risk affects their purchase intentions negatively. In addition, in line with the results, it is discussed which sub-dimensions of system quality, information quality and service quality more important and affect consumer perception more. Also, In consequence of the results obtained, various suggestions have been made for businesses engaged in ecommerce and for future studies. With all these aspects, this study makes important contributions to the literature and the business environment.