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The Affective Domain of E-Commerce

The Affective Domain of E-Commerce
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Author(s): Vildan Ateş (Ankara Yıldırım Beyazıt University, Turkey)
Copyright: 2021
Pages: 21
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch002

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Abstract

The purpose of this chapter is to examine customer perceptions in the affective domain that directly or indirectly influence the shopping process and purchasing decision between the online customer and online shopping sites. This chapter investigates the effects of nine different perceptions as perceived benefit, perceived control, perceived customer services, perceived customization, perceived risk, perceived security, perceived self-efficiency, perceived privacy, and perceived value on the trust, satisfaction, and loyalty of online customers. Revealing the effects of these relationships on online customer trust, satisfaction and loyalty is important for online shopping sites to maintain their existence in the long-run, be able to compete with others, and increase their profitability.

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