Özet:

The main purpose of this research is to investigate the roles of personal, context and business-related factors on consumers' trust and loyalty in Internet shopping. In this research, the relationship between Turkish consumers' trust and loyalty in Internet shopping is examined through digital-based business models. For this purpose, research data gathered via face to face survey from 921 participants who make purchases from the Internet. According to research results, for the first group which consists of pure-play e-tailers' customers, organization reputation, familiarity with Internet shopping, privacy/security and disposition to trust were the factors that affect trust the most. For the second group, customers of brick-and-click retailers’ websites, the factors that affect consumer trust the most were as follows: familiarity with Internet shopping, privacy/security, Internet experience and customization. For both groups, satisfaction and trust were found to be strong predictors of loyalty and trust seemed to affect perceived risk in a favorable manner.

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