ONLINE SHOPPERS: EFFECTS OF INERTIA AND SATISFACTION ON ONLINE SHOPPING LOYALTY

Purpose- Online shopping, which is an important reflection of the fundamental changes that have taken place in information and communication technologies, has become an indispensable part of daily life of consumers and businesses. In this context, aim of this study is to evaluate the loyalty of online consumers with consumer inertia and consumer satisfaction concepts. Methodology- In order to achieve this goal, data were collected by using face to face survey method from online shopping consumers. A total of 137 questionnaires were analyzed through SPSS and factor and multiple regression analysis to test hypotheses. Findings- The results revealed that both customers’ satisfaction and inertia have a significant effect on online shopping loyalty. Conclusion- This study contributes to present a different perspective to the factors that influence the loyalty of Turkish online shoppers