INVESTIGATING THE EFFECTS OF USER PERCEPTIONS ON ONL？NE CUSTOMER SATISFACTION AND LOYALTY

The aim of this study is to determine online customer perceptions affecting the trust and loyalty of online shopping customers in Turkey. By analyzing the literature in a comprehensive way, customer perceptions affecting customer trust and loyalty are determined and a theoretical model is proposed. The study group consists of 553 students attended in a faculty of education of a state university in Ankara during the spring semester of the 2015-2016 academic year. The data were collected by using a scale consisting of 32 items and the suitability of the model was tested using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) techniques. As a result of the analysis, online shopping self-efficacy and customisation perceptions were found to have no statistically significant effect on customer trust, while control, value, benefit and risk perceptions were found to have statistically significant effects on online customer trust. Online customer trust has a statistically significant positive effect on online customer loyalty and it has been determined that it takes a mediator role between customer perceptions and customer loyalty. Theoretical model findings were compared with relevant literature and suggestions were made to the researchers and online shopping sites