Affective Domain of E-Commerce

Ateş V.

in: Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business, Gülay Ekren,Alptekin Erkollar,Birgit Oberer, Editor, IGI GLOBAL, Pennsylvania, pp.77-103, 2020

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2020
  • Publisher: IGI GLOBAL
  • City: Pennsylvania
  • Page Numbers: pp.77-103
  • Editors: Gülay Ekren,Alptekin Erkollar,Birgit Oberer, Editor


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.