ELEKTRON KOMMERSİYA PLATFORMALARINDA ELEKTRON SƏDAQƏT VƏ ELEKTRON YAPIŞQANLIQ AMİLLƏRİNİN AZƏRBAYCAN İSTEHLAKÇILARININ SATINALMA NİYYƏTİNƏ TƏSİRİNİN TƏDQİQİ
STUDY OF THE EFFECT OF E-LOYALTY AND E-STICKNESS FACTORS ON PURCHASE INTENTION OF AZERBAİJANİ CONSUMERS IN E-COMMERCE PLATFORMS

Summary/Abstract: This study aimed to measure the effect of e-loyalty and e-stickiness on the purchase intention of Azerbaijani consumers during shopping on e-commerce platforms. The result of the research will be useful for e-commerce companies or individuals in our country to closely study how consumers make purchasing decisions. The primary data needed for the research was collected using the questionnaire survey method. The universe of the study includes consumers who shop online in Azerbaijan. The second set of data was obtained through a literature review collected from various sources. Also, the influence of consumers' electronic loyalty and stickiness towards the platforms in the formation of this decision will be determined. The research was conducted on the basis of the answers of Azerbaijani consumers through a survey; 345 people participated in the survey. The answers obtained were analyzed and interpreted using the "SPSS 16.0 for Windows" program. As a result of the analysis, it has been confirmed that e-stickiness and e-loyalty towards the platform have a significant positive effect on the purchasing intentions of Azerbaijani e-consumers. Also, one of the results of the study is that consumers' purchase intentions differ according to the period of time they spend shopping online.

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