Özet:

E-commerce from business to consumer means that consumers can purchase goods and services directly from through the Internet. Consumers can get a lot of alternatives online in a short time. The excess of alternatives makes it difficult for e-commerce to reach loyal customers. The tendency of potential customers to get the products and services they need from a specific e-commerce website they always prefer is called customer e-credit. The continuous and high amounts of expenses of the same customers in transactions provided by e-costation facilitates the payment of operating costs. In this study, customers go to the e-commerce markets (trendyol, hepsiburada, n11, go, amazon, arcade, etc.) It is intended to investigate the factors affecting loyalty. In the study, the survey method was used as a data collection tool. The study, conducted with 400 people, found that e-security and e-confidence had meaningful and positive effects on e-confidence. There are also factors that have an impact on e-confidence, e-satisfaction and indirectly e-selling. As a result of the findings obtained, e-commerce markets are expected to create new strategies taking into account the relevant factors to create e-customer loyalty.

Özet:

Business-to-consumer e-commerce means that consumers can directly purchase goods and services from businesses via the internet. Consumers can find many alternatives online in a short time. The abundance of alternatives makes it difficult for e-commerce businesses to reach loyal customers. The tendency of potential customers to get the products and services they need from a specific e-commerce website they always prefer without turning to a different e-commerce website is called customer e-loyalty. Continuous and high amounts of expenses of the same customers in processes that have provided e-loyalty facilitate meeting operating costs. In this study, it was aimed to investigate the factors affecting the loyalty of customers towards e-commerce marketplaces (trendyol, Hepsiburada, n11, gittigidiyor, amazon, akakçe, etc.). Questionnaire method was used as a data collection tool in the study. In this study conducted with 400 people, it was found that e-trust and e-satisfaction have significant and positive effects on e-loyalty. In addition, other factors affecting e-trust, e-satisfaction and indirectly e-loyalty have been revealed. As a result of the findings, e-commerce marketplaces are expected to create new strategies by taking these factors into account in order to create customer e-loyalty.

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