Abstract:

It studies the impact of work, effort expectation, performance expectation, self-capacity and confidence on online satisfaction. The study also examines the impact of online shopping experience on online satisfaction and on the intention to buy online again. The universe of research is made by consumers who shop online in Turkey. In the framework of the research, the method of "easy sampling" from unsuccessful samplings has been applied. The number of examples was assessed by the data contained in the 435 survey form. The study used the Smart PLS 3 (Partial Least Squares) statistical program to test the hypotheses. According to the results of the analysis, the expectation of effort, the expectation of performance, the self-quality and the online shopping experience have a positive impact on the customer satisfaction. However, it has been determined that the trust variable has no positive impact on online customer satisfaction. The analysis also found that online shopping experience and online customer satisfaction positively affected the intention to buy online again.