The effect of trust in electronic commerce on consumer loyalty

Today, the rate of shopping in the virtual environment, which is a result of technological developments is increasing. In order to provide competitive advantage in virtual environments, businesses have to closely follow technological developments and carry out harmonization studies. Consumer demands and demands should be at the focal point of these studies. Sales are expected to increase as consumers' needs and expectations are met. The aim of this thesis is to reveal the effect on consumer loyalty of consumers who shop through e-commerce in line with the trust created by security and privacy. Within the scope of the research, after explaining some concepts related to electronic commerce, the concepts of traditional commerce and modern commerce were examined. Then, the position of e-commerce in Turkey and in the world was examined. Quantitative research methods were used in the research and the questionnaire created in this context was applied to 596 consumers living in Adıyaman and shopping online. In e-commerce, the analysis of the working model was made by taking into account the effect of privacy and security factors on trust and the effect of trust factor on consumer loyalty. Structural Equation Model (SEM) was used to test the research data. The obtained data were analyzed using IBM SPSS 23.0 and AMOS 24.0 programs. As a result of the research, it has been determined that the privacy and security factor has a significant and positive effect on consumer trust, and that consumer trust has a positive effect on consumer loyalty. In this context, it is predicted that businesses that gain the trust of consumers in the online shopping process will get very productive results in the context of loyal customers. Keywords: E-commerce, online shopping, customer trust, customer loyalty, structural equation modeling