Abstract:

Abstract enBy 1990s, consumers’ buying behaviour has undergone changes pursuant to the increase in the rate of circulation of information, technological changes and the disappearance of the borders of countries. Consumers have turned towards online purchasing, which derives more profit, from traditional purchasing behaviour. This case necessitates that online stores need to identify the factors affecting online sales in order to continue their sustainability against the factors such as atmosphere physical stores offer to their consumers. In this study, factors that determine consumers’ preferences for the online store in the ready-made clothing sector has been attempted to be identified. By examining the aforementioned factors under the headings of service quality, system quality and information quality, it has been aimed to identify the relationship between customer loyalty and trust. Research data were collected from 255 consumers through online surveys

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