THE EFFECTS OF FEATURES OF E-COMMERCE WEBSİTES ON CONSUMER PERCEPTİON

Abstract

This research investigates the effect of features of e-commerce websites on consumer perception and the effect of this perception on purchase intention from e-commerce websites. E-commerce website features in the literature are system quality, information quality, service quality, product comments-likes on the website, and website awareness. Perceived value, perceived risk and perceived trust are considered as consumer perception variables. The data were collected through an online questionnaire in accordance with the scope and subject of the research. 838 people participated in the research and 686 questionnaires were included in the quantitative analysis. According to the results of the analysis, the features of the e-commerce websites have a positive effect on the perceived value and perceived trust from the e-commerce website, and a negative effect on the perceived risk. Successively, the perceived value and perceived trust from the e-commerce website positively affect the purchase intention from the e-commerce websites, and the perceived risk affects the purchase intention negatively.