Özet:

While online shopping offers significant advantages to consumers, uncertainty and risks are a major obstacle to e-commerce. E-commerce can eliminate this obstacle by creating confidence in consumers. To ensure consumer confidence, e-commerce need to first determine what factors affect confidence and what levels of impact on confidence are. In this study, joint analysis was used to assess the factors that create the perception of confidence of online consumers. For this purpose, it was first requested that default e-commerce enterprises created using literary scans and the confidence factors and levels determined by individual conversations be assessed by consumers through confidence perception. The combined analysis resulted in the most important factors affecting the reliability of the e-commerce site, respectively; consumer reviews, product return policy and security certificate. The study also studied the impact of gender on confidence factors and found that men pay more attention to product return policy, while women pay more attention to country origin.

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