(Web Page Quality, Intention of Re-purchasing and Live Support Relationship: A Researching on the Online Shopping Sites)

Abstract

Purpose – The purpose of this study is to determine the relationship between web page usage quality, live support and intention to repurchase. Design/methodology/approach – With the purpose of the study, 346 internet users who also shop online are surveyed. The questionnaire were distributed via both one-to-one interview in print questionnaires and online distribution channels. The obtained data were analyzed with SPSS package program. Factor analysis and reliability analysis were made. To examine relationships between variables, correlation analysis and to test hypotheses, regression analysis were performed. Based on the results of the research, relationships among these concepts were examined. The relationship between web page usage quality, live support perceived benefit and intention to repurchase were tested by developing a theoretical model. Findings – Results of the research show that the quality of web page usage, ease of use and reaction time positively affect the perceived benefit of live support. There is no positive relationship between the quality of web page use and the perceived benefit of live support. The perceived benefit dimension of live support affects positively the repurchase intention dimensions. Fields of web page use quality, except the easiness of web page use, positively affect the repurchase intentions. Discussion – Increasing competition in the online environment leads businesses to look for creative solutions that take awareness of their customers. This study statistically analyzes which elements businesses should pay attention in the online environment to keep the current customer and to influence their intention of repurchase, which is one of the main elements to make a profit, which is the most important factor for maintenance of businesses.