A RESEARCH ON THE FACTORS AFFECTING USER TRUST IN AN E-COMMERCE SITE: THE RELATIONSHIP BETWEEN THE TRUST IN THE WEBSITE AND THE REPURCHASE AND RECOMMENDING BEHAVIOR

This study examines the effect of the user trust established by an e-commerce site on the users\` repurchase intention from this website and their recommending behavior to others. The study\`s primary purpose is to reveal the factors building trust. The relationship between the websites’ having a live-chat insert ignore into journalissuearticles values(chatbot);/correspondence insert ignore into journalissuearticles values(WhatsApp); module, whether they respond to e-mails and the trust of users in the website were examined through a total of 1648 tests of 10 different websites. According to the results, the fact that an online shopping site responds to e-mails positively affects users’ trust in that site and, therefore, their repurchase intention from the site again and recommendation it to others. However, having a chatbot does not significantly affect the trust in the website. Also, the opinions of the users were revealed after the qualitative assessment of the open-ended questions asked to the participants in the survey.