Abstract:

The aim of the study is to determine and evaluate the effects of web site quality elements (design, fulfillment/reliability, security/privacy and customer service) by using the eTailQ scale on e-trust, e-satisfaction and repurchase intentions of individuals who purchase online within the scope of positive electronic word of mouth marketing (eWOM). The research population consists of individuals who live in our country, are older than 18 years old and have online shopping experience. As a result of analyzing the valid data obtained from 372 participants on online platform, it is seen that design, privacy and customer service elements have a significant effect on e-trust excluding fulfillment/reliability from web quality (eTailQ) elements. It is also understood that all eTailQ elements have a significant effect on e-satisfaction. Considering the effects of web quality factors on individuals' repurchase intentions, it can be stated that only privacy and customer service factors have a significant effect. Finally, it’s determined that e-trust has positive and significant effects on both e-satisfaction and repurchase intention while e-satisfaction has positive and significant effect on eWOM and positive eWOM has positive and significant effect on repurchase intention as well.

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