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Factors affecting customers' purchase intention in e-commerce platforms on Black Friday
(İstanbul Bilgi Üniversitesi, 2021) Okur, Cansu; Arıkan, Esra
ABSTRACT: The primary purpose of this study is to determine the key factors affecting purchase intention in e-commerce on Black Friday. The main factors are proposed to be trust, system quality, information quality, service quality and use. Visual appearance, response time, 24-hour- availability and usability are proposed to be subfactors of system quality. Tracking order status, account maintenance, competence and personalization are proposed to be subfactor of service quality. Finally, information and transaction are proposed to be subfactor of use. In order to test the proposed model, participants are asked to answer a survey according to their most frequently used e-commerce website. The survey data is collected from two hundred fifty-five e-commerce website customers. As a result, it was concluded that trust, visual appearance, 24-hour availability and usability have a positive effect on purchase intention.