The Effect of E-Commerce Web Site Security on Purchase Intention

Beykoz Akademi Dergisi, 2018; 6(2), 81-89

9 Pages Posted: 4 Apr 2019

See all articles by Adnan Veysel Ertemel

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Mustafa Emre Civelek

Istanbul Commerce University

Date Written: March 12, 2018

Abstract

This study investigates the effect of website security, as a key dimension of e-service quality, on purchase intention, perceived value and brand loyalty in business-to-consumer (B2C) e-commerce context. Hypotheses were developed based on previous literature. Afterwards, an empirical research was conducted with the data collected from 464 e-commerce customer to verify the hypotheses. Structured equation modeling was used to test the hypotheses. Having analyzed the results, it is found out that website security in e-commerce affects customer purchase intention directly. Furthermore, website security indirectly affects purchase intention through brand loyalty and perceived value. The study has important managerial implications stressing the importance of customer perception regarding security level of B2C e-commerce web sites.

Suggested Citation

Ertemel, Adnan Veysel and Civelek, Mustafa Emre, The Effect of E-Commerce Web Site Security on Purchase Intention (March 12, 2018). Beykoz Akademi Dergisi, 2018; 6(2), 81-89, Available at SSRN: https://ssrn.com/abstract=3351213

Adnan Veysel Ertemel (Contact Author)

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpa┼ča Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

Mustafa Emre Civelek

Istanbul Commerce University

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

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