A research for exploring the impact of web site preference factors on online shopping to the customer loyalty

In this study, it is aimed to determine the factors effecting the website preferences of the customers who prefer online shopping and the effect of these factors on loyalty. While obtaining data from a sample of 100 people to determine the factors which may affect online shopping preferences in the first stage of this two staged designed research, in the second stage data has been obtained from a sample of 475 people to determine the effects of the factors that affect online shopping web site preferences on website loyalty. Research hypotheses were tested with the help of created regression models. According to the analysis results, while the factors that are effecting online shopping preferences are collected under 7 groups as functionality, reliability, customer orientation, ensuring data privacy, image enhancer communication, visual richness and attractiveness, it is determined that some of these factors affect customer loyalty. It is tried to develop recommendations for both sector experts and academic studies through obtained findings.