The Effect of The E-Commerce Companies’ Benevolence, Integrity and Competence Characteristics on Consumers’ Perceived Trust, Purchase Intention and Attitudinal Loyalty

The purpose of this study is to reveal the effect of consumer perceptions on the benevolence, integrity and competence of e-commerce companies on consumers' perceived trust, purchase intention and attitudinal loyalty. The research data were collected by online survey method. The convenience sampling method was used in the study. The research was conducted between November 29 and December 29, 2019. As a result of the data collection process, 297 questionnaires were collected. The research model was tested with structural equation modeling by using Smart PLS. As a result of the research, significant effects of the integrity and competence characteristics of e-commerce companies on the perceived trust by the consumers was found. However, effect of the benevolence of e-commerce companies on the consumers' perceived trust wasn't found. As a result of the research, it was found that the perceived trust has significant effect on the purchase intention and the purchase intention has a significant effect on attitudinal loyalty. As a conclusion, e-commerce companies should improve benevolence, integrity and competence which are the antecedent variables affecting trust in order to increase the consumers' perceived trust. As the perceived trust increases, the level of purchase and attitudinal loyalty of consumers will increase considerably.