The Relationship between Perceived Ease of Use, Perceived Benefit, Confidence and Enjoyment Factors and Intention to Shop Again on the Same Website

Abstract

Purpose – The aim of this study is to reveal the relationships between the variables of perceived ease of use, perceived usefulness, trust and enjoyment of internet shoppers, especially the generation Z, and the effect of these variables on the intention to shop again on the same website. Even though there are similar studies on this subject, keeping the importance of the subject up-to-date, comparing the findings obtained in this study with the results obtained in previous similar studies will be useful in determining what attracts customers from the design of online shopping sites to their content. Design/methodology/approach – In this study, the relational survey model, one of the quantitative research methods, was used, and a model was put forward in which the relationships between the dependent variable, intention to shop again on the same website, and the independent variables, perceived ease of use, perceived usefulness, trust and enjoyment, were analyzed. 391 online shoppers were contacted through face-to-face or online surveys and the data obtained were analyzed with SPSS 25 program. The hypotheses formed as a result of the collection of the necessary data were tested and the relationships between the variables and the findings obtained were shared in a way to shed light on future research. Findings – The results of the study show that the variables of perceived ease of use, perceived usefulness, trust and enjoyment affect the intention to shop again on the same shopping site in a positive way. However, our results reveal that women perceive websites more easily than men, believe that online shopping is more beneficial, trust online shopping sites more, and enjoy online shopping more. Discussion – It can be said that the findings obtained are also meaningful for the generation Z, since people from the generation Z are in the majority among the participants of the study.