Abstract:

With the spread of the use of Internet technology in business applications, the e-commerce area has expanded, so consumers are more oriented to online shopping. While online shopping offers many advantages for consumers, it may be difficult to trust the sellers in online shopping. It is known that the website design factors, which are the main interface between the seller and the customer in online shopping, have a significant impact on the conversion of consumers into purchasing behavior by providing customer confidence and satisfaction. The aim of this study is also to explore the effects of the website design factors in online shopping, online customer confidence, satisfaction, and the intention of buying. In this context, 441 university students studying in the province of Bursa have been achieved by the case sample method and the participation levels have been measured to the expression of research variables through the surveys implemented. According to the analysis of the study, many studies in digital marketing and e-commerce literature have achieved similar findings, and the web site design has an impact on online customer confidence, satisfaction and purchase intention.

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