Figure - uploaded by Çağatan Taşkın
Content may be subject to copyright.
Citations
... In a way, this is to test whether the product meets the performance desired by the consumer. Since there is no physical contact in online shopping, the consumer can perceive this as a risk (Perry et al., 2013) On the other hand, marketing related factors affecting the online purchasing behavior are; product quality, diversity and characteristics, product promotion, delivery methods, returning policy and customer service (Özdemir and Taşkın, 2017). While shopping, consumers pay attention to product variety and quality. ...
This chapter was written to demonstrate the effect of consumer emotion on online purchasing behavior. According to the results obtained from 418 data, it was observed that both positive and negative emotions impacted online buying behavior. In this context, as the positive emotions of the online consumer increases, the frequency of purchases increases, but as the negative emotions of the online consumer increases, the frequency of purchases decreases. In addition, user interface quality, product information quality, service information quality, site awareness, security perception, information satisfaction, and relational benefit factors are factors that negatively affect consumers emotionally in purchasing online. On the other hand, only product information quality, user interface quality, and security perception factors positively affect emotions of online consumers.
