Exploring Antecedents of Private Shopping intention: The Case of Turkish Apparel Industry

Abstract

The objective of this study is to develop a research model to investigate the impacts of           (i) perceived benefits/risks of online shopping, (ii) the dimensions of both electronic service quality (e-SQ) and electronic service recovery (e-recovery) on electronic commerce satisfaction and electronic loyalty in the setting of private shopping business model among Turkish online shoppers. The hedonic/enjoyment benefit is the only significantly effective benefit of online shopping where other listed benefits and the risks appear to have an insignificant impact on electronic satisfaction. The e-SQ dimension of “system availability” and the e-recovery dimension of “compensation” were not considered significantly effective on e-satisfaction by the respondents, either. In congruence with the previous research findings, e-satisfaction is a major element of e-loyalty in the growing business of private apparels shopping in Turkey.

Keywords: Private Shopping, e-service quality, e-satisfaction, e-loyalty.