Factors affecting website satisfaction according to users' innovativeness and risk perception levels': A website example

The fact that internet usage has increased rapidly and the internet has created various opportunities for consumers has forced commercial enterprises to identify this area. In this context, various researches are being done both academically and commercially in order to examine consumer behaviors towards internet environment and explore the opportunities offered by this new system. With the widespread adoption of the internet, businesses have also created online shopping channels to reach consumers. Most of traditional stores have begun to create online shopping websites as well. At the same time, also businesses that are established only on the online platform and businesses that are driven their transactions as online are aiming to reach consumers. Websites that enable consumers and dealers to encounter each other in an online environment look like vital channels in this sense. Websites where provide communication and also are carried out almost all of the transactions have become an evaluation criterion for users. Because of this, website satisfaction in online shopping of users is crucial for businesses to establish reputation and loyalty. This research focuses on satisfaction factors for website that users use for their online shopping. Researching how the factors that determine website satisfaction differ according to the level of innovativeness and perceived risk of users is the main point of research. The research that was conducted through a survey were applied both online and face-to-face surveys to reach the users of the website who have experience of shopping on the internet. According to applied the independent sample T-test, there was no statistically significant difference between the two groups. According to analysis, the level of innovativeness and perceived risk of website users were grouped as high and low. In addition, suggestions have been made about the factors that influence website satisfaction for existing and new online shopping websites to be established. It is expected that this study will benefit because it addresses the factors that affect website satisfaction in terms of innovativeness and perceived risk for online shopping website operators, managers and researchers who want to work on this issue in the future.