The Criteria of Websites Quality on Consumers' Buying Behavior: An Applicaiton of DEMATEL Method

The Criteria of Websites Quality on Consumers' Buying Behavior: An Applicaiton of DEMATEL Method

Kemal Vatansever (Alanya Alaaddin Keykubat University, Turkey) and Hatice Handan Öztemiz (Alanya Alaaddin Keykubat University, Turkey)
Copyright: © 2019 |Pages: 15
DOI: 10.4018/978-1-5225-8238-0.ch002
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The aim of this chapter is to investigate the effects of website quality criteria that affect the customer purchasing intentions. Website quality criteria are categorized as security, privacy, usability and web design, convenience, trust and confidence, product value, and product customization. In this study, the criteria are chosen in accordance with the two main criteria of the technology acceptance model. In this chapter, Decision-Making Trial and Evaluation Laboratory (DEMATEL) is used to evaluate the effects of criteria on each other from a causal perspective. According to the research findings, security, trust and trustworthiness, product value, and product customization criteria are more effective than privacy, usability, and web design convenience criteria.
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The Technology Acceptance Model developed by Davis (1986), describes how users accept technology, and consider customer reviews in relation to the technology effectiveness of the institutions. The two main criteria that cause people to accept and reject information teonology are the main factors of Technology Acceptance Model (Davis,1989). The first is the perceived usefullness, and the second is the perceived ease of use. Perceived usefullness states that people can use information technologies to the extent that they believe and improve their performance. Perceived ease of use, is that information technology can be used without too much effort and that is the reason for people to prefer.

In the literature, as regards the technology acceptance model which examines the behavior of the consumer engaged in internet shopping, there are different studies based on Technology Acceptance Model’s main criterias, new criteria and application areas of technology acceptance. In addition to common application areas such as e-procurement, e-shopping, internet connection quality and analysis of social networks, it is also involved in differentiated applications such as e–declaration, Health Information Systems, effects of website quality on online purchase intention. Determining the factors that affect customer satisfaction and customer buying intention in online shopping websites is also an application of the mononology acceptance models.

Liu and Arnett (2000) evaluated the factors affecting the success of the website in electronic commerce. As a result of factor analysis, the four factors for the success of the website in electronic commerce, information and service quality, usability, entertainment, system design quality as stated.

Yang et al. (2004) developed a reliable and valid measurement to measure the quality of online service. In the study, the dimensions of online service quality were determined as reliability, responsiveness, competence, ease of use, confidentiality, product portfolio.

Schaupp & Bélanger (2005) showed that 3 criteria were the result of the conjoint analysis on customer satisfaction in online shopping: merchandising (product facade), privacy (technology factor) and convenience (shopping factor). The sub-factors of the main factors in research are respectly security, privacy, usability and web design; convenience, trust and trustworthiness, delivery ; mechandising, product value and product customization

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