Customer experience in online shopping: Hepsiburada-Trendyol marketplace review

In tough competitive conditions, along with technological developments, there is a need to create inimitable experiences for customers in order to differentiate companies from each other. E-commerce sites are one of the sectors affected by technological developments. Technological developments, especially in the internet field, and changes in customer behavior have accelerated efforts to create and improve customer experience in online shopping. In this study, customer experience in online shopping was examined on the example of Hepsiburada and Trendyol shopping sites. The research was conducted in the survey model. The population of the research consists of individuals who shop online and in marketplaces and are citizens of the Republic of Turkey and reside within the borders of Turkey. The sample consisted of 370 individuals over the age of 18 living in Turkey. In collecting the data of the research, the survey used by Özçelik (2020) in her master's thesis titled "Digital Customer Experiences of White Goods Industries" was translated into Turkish and used. The scale consists of 8 sub-dimensions and 37 items: Ease of Use, Electronic Word of Mouth Communication, Marketplace Reliability, Shipping, Product Arrived, Return and Exchange, Customer Satisfaction and Repurchase Willingness. Data analysis was done using the SPSS package program. As a result of the research, female participants' repeat purchase and ease of use levels are higher, the 36-45 age group's electronic word of mouth communication levels are lower than the 18-25 and 26-35 age groups, and the 26-35 age group's repeat purchase levels are 18-35 years old. It was found to be higher in the 25 age group, the 46 and above age group and the 36-45 age group. It has been determined that the market place security of the high school graduate group is higher than the primary school graduates, and the electronic word of mouth communication levels of the income group of 12,001 TL and above are higher. In addition, it was determined that the average of the participants who used Trendyol more was higher in the sub-dimensions of electronic word of mouth communication and ease of use.