Akademik Veri Yönetim Sistemi
Beykoz Akademi Dergisi, cilt.6, sa.2, ss.81-89, 2018 (Hakemli Dergi)
This study investigates the effect of website security, as a key dimension of e-service quality, on purchaseintention, perceived value and brand loyalty in business-to-consumer (B2C) e-commerce context. Hypotheses weredeveloped based on previous literature. Afterwards, an empirical research was conducted with the data collectedfrom 464 e-commerce customer to verify the hypotheses. Structured equation modeling was used to test thehypotheses. Having analyzed the results, it is found out that website security in e-commerce affects customerpurchase intention directly. Furthermore, website security indirectly affects purchase intention through brandloyalty and perceived value. The study has important managerial implications stressing the importance of customerperception regarding security level of B2C e-commerce web sites.