E- Pazaryerlerinde Algılanan Web Site Kalitesi, Güven ve Çevrimiçi Anlık Satın Alma Arasındaki İlişkiler

Abstract

Consumers' interest in e-marketplaces is increasing all over the world. This interest is evident from the increasing volume of online commerce. However, despite the importance of this development, there are limited studies on the factors affecting online impulse buying behavior. To fill this gap in research, the aim of the study is to develop a model that identifies the antecedents of online impulse buying behavior. Using stimulus-organism-response (SOR) theory, the aim of this study is to explore the role of service quality and trust on online impulse buying behavior in e-marketplaces. A total of 315 valid data were collected from the e-marketing platform through an online survey from individuals who had online shopping experience. The data were analyzed using Structural Equation Modeling (SEM) to test the hypotheses and the proposed model. Our results show that website quality influences customer online impulse buying behavior through trust in the seller and trust in the e-marketing platform. This research provides new insights into existing literature on impulse buying in online shopping by developing a well-organized framework. Besides, It also expands the understanding of trust in online impulse buying behavior.