ÖZET E-hizmetler günümüzde ticari işlemlerin süresini kısaltmakta ve maliyetlerini azaltmaktadır. Dolayısıyla gerçek bir devrim olarak nitelendirilebilirler. Genellikle e-hizmetler, yalnızca bir bilgisayara ve işi gerçekleştirmek için modern bir iletişim aracına ihtiyaç duyar. Ancak bu hizmetlerin yerine getirilmesi konusunda güven son derece önemli bir unsur olarak karşımıza çıkmaktadır. Dolayısıyla bu işlerin güvenli bir şekilde gerçekleştirilebilmesi için, ticari ve yasal düzenlemelerin yapılması, tüketicilere ilişkin taahhütlerin belirlenmesi ve tüketicilerin geleneksel ticari ortamlarda olduğu gibi korunmasının sağlanması gereklidir. Dolayısıyla, e-ticarette güven son derece önemlidir. Alanyazındaki çalışmalarda B2C e-ticaret ortamlarında güveni etkileyen faktörler çeşitli şekillerde incelenmiştir. Ancak bu faktörlerin ve birbirleri ile ilişkilerinin genel olarak incelendiği kavramsal modeller son derece sınırlıdır. Bu çalışmada, önceki çalışmalardaki sonuçların analizine dayalı olarak, B2C e-ticarette etken olan güven faktörleri ve bu faktörler arasındaki ilişkileri gösteren bir kavramsal model geliştirilmiştir.
INTRODUCTION
Digital markets have emerged as convergent centers for
various companies and have linked an extension of
manufacturers, distributors, retailers, and production
components on a single data network. The increase in
the B2C e-commerce has made several companies looks
for new ways to understand online shopping behavior
and to attract and retain consumers [
This study aims to focus on the critical issues surrounding confidence in e-commerce by identifying the concept of trust in electronic transactions. The study based on previous studies on trust in e-commerce, which were reviewed and exceeded 100 research papers. Consequently, factors affecting confidence were determined directly or indirectly.
The rapid growth of online virtual communities
increases interaction and makes virtual communities
more dynamic [
elements: security, user privacy, and payment systems. Reliability includes the following elements: real-world presence, size, costumer-oriented. This model is the most widespread widely according to many studies, but there have been many attempts to develop this model. Such as [15] model update consists of six dimensions, consumer and institutional behavior, information, products, transactions, technology, a challenge the trust change is not dynamic according to technological development, as well as conditions associated with the development of Internet use.
The study attempted to update the confidence model by adding some dimensions that would increase consumer confidence. That arranged as below:
The belief that culture is another critical factor to be considered, according to many studies that have made comparisons with the impact of national culture on trust in e-commerce. For example, [16] conducted research indicating that confidence and beliefs may be a relatively different aspect of e-commerce. Therefore, the ability to predict and know national cultures contributes to increased confidence. According to [17], the cultural factors in B2C e-commerce has examined in Pakistan and Australia. The results show that B2C sites reflect in one way or another cultural environment that surrounds online buyers. It seems that the impact of online buyers to buy, companies need to develop sites culturally adapted to their marketing strategies to improve online sales by targeting different cultures. A comparative study between US and Korean communities suggests that the perceived effectiveness of US buyers has a significant positive impact on their business intentions, which has a significant negative impact on their fears of e-commerce. In contrast, the perceived effectiveness of Korean consumers does not significantly affect the purchasing plan and their concerns for e-commerce. The results of the group's identity analysis confirm that the perceived effectiveness of US clients is much stronger than Korean consumers [18].
Logistics for delivery and shipping can be another challenge because of the digital divide between countries that can be more challenging for sellers and customers, as well as the national and international organization aimed at improving the level of trust in ecommerce [19]. The results indicate that rapid delivery has a positive impact on financial performance, as it leads to higher demand rates, increased demand, and higher repurchase rates in cross-border transactions. According to the study where they used of forty thousand data from online store sales of consumer electronics [20]. The study pointed out that B2C company should focus on the time, cost and reverse logistics aspects, especially product return, product quality and information exchange for the design and management of distribution logistics. Electronic technology is updated very rapidly and the e-commerce market changes every time.
Feedback is another issue to show customers' judgment
of buying online. In B2C, integrity is the concept that
companies operate in a consistent, reliable, and honest
manner while keeping their promises. Ability refers to
the belief that companies can fulfill their commitments.
Good faith is in the ability of companies to pay attention
to the interests of consumers and be concerned for the
welfare of their customers. In the B2C e-commerce
environment, three key players interact to determine
consumer confidence levels. These trust parties are
consumers, sellers, rulers. Based on the results of
previous studies indicated, the e-commerce sites need
constant feedback from customers, after-sales service,
and any sales problems with an urgent need to respond
to customers [
It is worth mentioning that the market orientation is the
perspective of e-commerce. In a study conducted in
[21], it is found that perceived security and privacy were
the main factors affecting brand trust in online libraries.
Brand confidence refers to the desire of customers to
rely on the brand to perform its stated function [22].
The study concluded that e-commerce sites should have
sufficient privacy policies that need to be highlighted on
their websites, and mechanisms should be developed to
enhance security perceived by customers. Here, privacy
policies referred to how online businesses use customer
information [23], [24]. In an attempt to develop the
start-up model of B2C e-commerce [
Within the study, believe that international legislation and internet gaps it is essential to support confidence. Previous studies and recommendations on Internet gaps, international legislation [35], have pointed to the need to develop the necessary infrastructure for the Internet and to expand the relationship between local and international telecommunications networks. Implement appropriate economic measures that increase competition in the Internet services market and allow Internet companies to provide their global portals. As well as develop a legal environment for dealing with the Internet, including the issuance of appropriate electronic commerce laws such as digital signature, digital identity, tax treatment and consumer protection to reduce the digital divide between countries. According to [36], the fulfillment of the system, government actions, and the reputation of electronic retailers, the quality of information, the security of e-commerce platform and the status of ecommerce platform has a significant impact on customer confidence.
The B2C e-commerce topic can understand by showing
the significant relationships of the trust construct with
market orientation, risk, security trustworthiness, user
interface quality, perceived product and service
information quality. Thus, this study contributed to this
growing area of research by fulfillment the process of
designing E-commerce websites required from shopping
firms, web-designers to understand firstly, plus improve
the features of E-commerce websites by acquiring
knowledge about the market orientation, security
trustworthiness, user interface quality, perceived
product, and service information quality. Furthermore,
people with a higher level of trust in e-commerce are
more likely to participate in e-commerce [
Items that have added
To create a general model, first, a government or a reliable organization must develop a fundamental perspective to include controls and legislation that guarantee the right of both parties business and customers. That will help build confidence in e-business. When this model included in the strategic planning of governments, this may encourage electronic transactions that contribute significantly to providing full support for e-commerce and increasing trust and moving Turkey from local to global. Is essential in the Middle East and is characterized by a cultural and intellectual rapprochement with all its surroundings, so it must have the potential to exist strongly in foreign markets by supporting the small activities of individuals and developing its technical structure with what suits the external market conditions. Business and [15] McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a trust-building: a trustbuilding model. The Journal of Strategic Information Systems, 11(3), 297-323. [16] Sohaib, O., & Kang, K. (2014). Cultural aspects of business-to-consumer (B2C) e-commerce: a comparative analysis of Pakistan and Australia. The Electronic Journal of Information Systems in Developing Countries, 61. [17] Kim, D. J., Yim, M. S., Sugumaran, V., & Rao, H. R. (2016). Web assurance seal services, trust and consumers’ concerns: an investigation of ecommerce transaction intentions across two nations. European Journal of Information Systems, 25(3), 252-273. [18] Kim, T. Y., Dekker, R., & Heij, C. (2016). The value of express delivery services for cross-border ecommerce in European Union markets (No. EI201612). [19] Xu, M. (2017). Distribution logistics and logistics customer services of B2C e-tailing industry in the Chinese market. [20] Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342. [21] Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. [22] Smith, A. D. (2004). Cybercriminal impacts on online business and consumer confidence. Online Information Review, 28(3), 224-234. [23] Franzak, F., Pitta, D., & Fritsche, S. (2001). Online relationships and the consumer are right to privacy. Journal of Consumer Marketing, 18(7), 631642. [24] Ruble, N. M., & Turner, W. L. (2000). The systemic analysis of the dynamics and organization of urban street gangs. American Journal of Family Therapy, 28(2), 117-132. [25] Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 243-268. [26] Lehman, F. K. (1979). Aspects of a formal theory of noun classifiers. Studies in Language. International Journal sponsored by the Foundation "Foundations of Language," 3(2), 153-180. [27] Chen, C., 2004. An Investigation of Significant Factors Affecting Consumer Trust in e-commerce. Thesis (Ph.D.). University of Nevada, Las Vegas. Chen S. and Dhillon, G. S., 2003. Interpreting Dimensions of Consumer Trust in e-commerce. Information Technology & Management, 4, 303318. [28] Miyazaki, A. D., & Krishnamurthy, S. (2002). Internet seals of approval: Effects on online privacy policies and consumer perceptions. Journal of Consumer Affairs, 36(1), 28-49. [29] Smith, H. J., Milberg, S. J., & Burke, S. J. (1996).
Information privacy: measuring individuals' concerns about organizational practices. MIS Quarterly, 167-196. [30] Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2005).
Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289304. [31] Hoffman, A. J. (1999). Institutional evolution and change: Environmentalism and the US chemical industry. Academy of management journal, 42(4), 351-371. [32] Culnan, M. J., & Armstrong, P. K. (1999).
Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation. Organization science, 10(1), 104-115. [33] Luo, X. (2002). Trust production and privacy concerns on the Internet: A framework based on relationship marketing and social exchange theory. Industrial Marketing Management, 31(2), 111-118. [34] Adel M. Aladwani, (2003),"Key Internet characteristics and e-commerce issues in Arab countries," Information Technology & People, Vol. 16 Is 1 pp. 9 - 20 [35] Zhou, L., Liu, J., & Lu, Y. (2016). The Main Influencing Factors of Customer Trust in China’s Import Cross-Border E-commerce Business Model. [36] Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C ecommerce context. Total Quality Management and Business Excellence, 18(4), 363-378. [37] Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information systems research, 20(2), 237-257. In November 2001, he obtained a Higher Diploma in programming and analysis of information systems, Al Mustakbel Higher Institute Computer technology. In 2004 Specialized Diploma In Computer and Operating System From Faculty of computer technology Tripoli. After graduate was working in the "General
Information and Documentation Authority." worked in several sections of positions within the institution. The latest of which was the national information system. have got the support of the government to complete the study in Turkey in February 2016 for a master's degree and enrolled at the University of Atilim.
Doç. Dr. Nergiz Ercil Çağıltay