SavedAdd your journal

Journals / Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 28 Sayı: 1

The impact of visiting experience on consumers’ intention to continue within the scope of s-commerce: The role of brand image and trust

S-ticaret kapsamında ziyaret deneyiminin tüketicilerin devam etme niyetine etkisi: Marka imajı ve güvenin rolü

Ozge Habiboglu, Ali Can Yılmaz

Pages
239–250
Publication Date
2026-06-19
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗

Abstract

The study examines the influence of consumers’ perceived value of their visit experience on shopping websites accessed through social media accounts on their intention to continue using these platforms. Additionally, the research investigates the impact of brand image on the perceived value of the visiting experience and the intention to continue. Trust in branded posts is evaluated as a moderating variable. Data were collected from 216 participants. The findings indicate that brand image significantly affects the perceived value of the visiting experience and the intention to continue. Moreover, the perceived value of the visit experience positively influences the intention to continue. However, trust in branded posts does not moderate the relationship between brand image and intention to continue, nor does it moderate the effect of perceived value on intention to continue.

Özet

Bu çalışmada, tüketicilerin sosyal medya hesabı üzerinden ulaştıkları alışveriş sitelerinde yaşadıkları ziyaret deneyiminin algılanan değerinin tüketicilerin devam etme niyetine olan etkisi araştırılmıştır. Araştırma kapsamında marka imajının hem ziyaret deneyiminin algılanan değerine hem de devam etme niyetine olan etkisi de incelenmiştir. Markanın gönderilerine olan güven ise düzenleyici değişken olarak incelenmiştir. Çalışmanın örneklem grubunu 216 kişi oluşturmuştur. Araştırma sonucunda marka imajının ziyaret deneyiminin algılanan değerini ve devam etme niyetini etkilediği görülmüştür. Ayrıca ziyaret deneyiminin algılanan değeri de devam etme niyetini etkilemektedir. Ancak markalı gönderilere güven, marka imajının devam etme niyetine olan etkisinde düzenleyici role sahip değildir. Markalı gönderilere güvenin, ziyaret deneyiminin algılanan değerinin devam etme niyetine olan etkisinde de düzenleyici role sahip olmadığı görülmüştür.

Keywords
🔖

Cite This Article

Habiboglu, O., Yılmaz, A. C. (2026). The impact of visiting experience on consumers’ intention to continue within the scope of s-commerce: The role of brand image and trust. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 28 Sayı: 1, 239–250. https://doi.org/10.33707/akuiibfd.1741537

📄 Full Text PDF Viewer

References (63)

  1. Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). John Wiley & Sons.
  2. Abed, S. (2018). An empirical examination of Instagram as an s-commerce channel. Journal of Advances in Management Research, 15(2), 146-160. https://doi.org/10.1108/JAMR-05-2017-0057
  3. Almahameed, M., & Obidat, A. (2023). Exploring the critical success factors of s-commerce in social media platforms: The case of Jordan. International Journal of Data and Network Science, 7(1), 163-174.
  4. Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value co-creation. Journal of Retailing and Consumer Services, 64, 1-13. https://doi.org/10.1016/j.jretconser.2021.102798
  5. Ashoer, M. (2021). Investigating the impact of social interaction on consumers’ purchasing behavior in social commerce platform. Jurnal Manajemen Teknologi, 20(1), 40-55. https://doi.org/10.12695/jmt.2021.20.1.3
  6. Attar, R. W., Almusharraf, A., Alfawaz, A., & Hajli, N. (2022). New trends in e-commerce research: Linking social commerce and sharing commerce: A systematic literature review. Sustainability, 14(23), 16024. https://doi.org/10.3390/su142316024
  7. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421–458.
  8. Bansal, I., & Thakur, A. (2024). Navigating on mobile shopping applications: Examining the interplay among online customer experience, customer brand relationships and customer citizenship behavior. Services Marketing Quarterly, 45(3), 256-295. https://doi.org/10.1080/15332969.2024.2352668
  9. Becdach, C., Kubetz, Z., Brodherson, M., Nakajima, J., Gersovitz, A., Glaser, D., & Magni, M. (2022, October 19). Social commerce: The future of how consumers interact with brands. McKinsey & Company. Retrieved November 09, 2024, from https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social- commerce-the-future-of-how-consumers-interact-with-brands
  10. Bhattacharya, A., Srivastava, M., & Verma, S. (2019). Customer experience in online shopping: A structural modeling approach. Journal of Global Marketing, 32(1), 3-16. https://doi.org/10.1080/08911762.2018.1441938
  11. Bhattacharyya, S., & Bose, I. (2020). S-commerce: Influence of Facebook likes on purchases and recommendations on a linked e-commerce site. Decision Support Systems, 138, 113383. https://doi.org/10.1016/j.dss.2020.113383
  12. Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly, 25(3), 351-370.
  13. Bianchi, C., Andrews, L., Wiese, M., & Fazal-E-Hasan, S. (2017). Consumer intentions to engage in s-commerce: A cross-national study. Journal of Marketing Management, 33(5-6), 464-494. https://doi.org/10.1080/0267257X.2017.1319406
  14. Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185- 216.
  15. Busalim, A. H., & Hussin, A. R. C. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36(6), 1075-1088. https://doi.org/10.1016/j.ijinfomgt.2016.06.005
  16. Chen, H. (2012). The influence of perceived value and trust on online buying intention. J. Comput., 7(7), 1655- 1662.
  17. Chen, Y., Lu, Y., Gupta, S., & Pan, Z. (2020). Understanding “window” shopping and browsing experience on social shopping website: An empirical investigation. Information Technology & People, 33(4), 1124-1148. https://doi.org/10.1108/ITP-12-2017-0424
  18. Coşkun, R., Altunışık, R., & Yıldırım, E. (2017). Sosyal Bilimlerde araştırma yöntemleri spss uygulamalı, (9th ed.), Sakarya Yayıncılık.
  19. Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 946-966. https://doi.org/10.3926/ic.1119
  20. Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947. http://doi.org/10.13106/jafeb.2020.vol7.no10.939
  21. Deloitte. (2023). The rise of social commerce: A growth opportunity for brands. Retrieved November 09, 2024, from https://www.deloitte.com/dk/en/services/consulting/research/the-rise-of-social-commerce-a-growth- opportunity-for-brands.html
  22. Dhaigude, S. A., & Mohan, B. C. (2023). Customer experience in social commerce: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(5), 1629-1668. https://doi.org/10.1111/ijcs.12954
  23. Dharmadhikari, S. (2024, September 6). Social commerce market report 2024 (global edition). Cognitive Market Research. Retrieved November 09, 2024, from https://www.cognitivemarketresearch.com/social-commerce- market-report
  24. Duffett, R. G. (2015). The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15, 243-267. https://doi.org/10.1007/s10660-015-9177-4
  25. Durmuş, B., Yurtkoru, E. S., & Çinko, M. (2013). Sosyal bilimlerde SPSS'le veri analizi. Beta.
  26. Erdil, T. S., & Uzun, Y. (2010). Marka olmak (2nd ed.). Beta Basım Yayım Dağıtım.
  27. Ertemel, A. V., & Çudin, D. (2018). Akıllı telefon kullanıcılarının ücretli uygulama satın alam niyetini etkileyen faktörler. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 17(33), 153-171.
  28. Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e- impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1-16. https://doi.org/10.1016/j.jbusres.2021.12.041
  29. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
  30. Hayes, A. F., & Rockwood, N. J. (2017). Regression-based statistical mediation and moderation analysis in clinical research: Observations, recommendations, and implementation. Behaviour Research and Therapy, 98, 39-57. https://doi.org/10.1016/j.brat.2016.11.001
  31. Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283-287.
  32. Kaur, K., & Kumar, S. (2018). S-commerce: An empirical analysis to study the consumers buying behavior. International Journal of Management Studies, 1(4), 77-83.
  33. Kim, H. Y. (2013). Statistical notes for clinical researchers: assessing normal distribution (2) using skewness and kurtosis. Restorative Dentistry & Endodontics, 38(1), 52-54. https://doi.org/10.5395/rde.2013.38.1.52
  34. Kozak, N. (2014). Turizm pazarlaması (5th ed.). Detay Yayıncılık.
  35. Krumpal, I. (2013). Determinants of social desirability bias in sensitive surveys: a literature review. Qual Quant, 47, 2025–2047. https://doi.org/10.1007/s11135-011-9640-9
  36. Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing? A scale development study. International Journal of Retail & Distribution Management, 45(12), 1277–1297. https://doi.org/10.1108/IJRDM-01-2017-0002
  37. Leong, L. Y., Hew, T. S., Ooi, K. B., Hajli, N., & Tan, G. W. H. (2024). Revisiting the social commerce paradigm: The social commerce (SC) framework and a research agenda. Internet Research, 34(4), 1346-1393. https://doi.org/10.1108/INTR-08-2022-0657
  38. Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020-46034. https://doi.org/10.1007/s11356-021-13946-y
  39. Lim, X. J., Cheah, J. H., Waller, D. S., Ting, H., & Ng, S. I. (2020). What s-commerce implies? Repurchase intention and its antecedents. Marketing Intelligence & Planning, 38(6), 760-776. https://doi.org/10.1108/MIP-03-2019-0145
  40. Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: Implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15, 651-675. https://doi.org/10.1007/s11365-019-00564-x
  41. Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: The structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616-645. https://doi.org/10.1080/13683500.2016.1200539
  42. Odabaşı, Y., & Oyman, M. (2016). Pazarlama iletişimi yönetimi (15th ed.). MediaCat Kitapları.
  43. Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  44. Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
  45. Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism management, 47, 286-302. https://doi.org/10.1016/j.tourman.2014.10.009
  46. Rahardjo, R., Tuti, M., & Efendi (2025). The effect of confirmation expectations on brand image, brand trust and brand loyalty. Asian Journal of Management Entrepreneurship and Social Science, 05(03), 1094-1110.
  47. Rijkenberg, J. (2009). Concepting: İletişim-odaklı çağın başarılı markalarını yaratmak. M. Varlık (Ed. & Trans.). İstanbul: MediaCat Kitapları.
  48. Saha, S K., Duarte, P., Silva, S. C., & Zhuang, G. (2023) The role of online experience in the relationship between service convenience and future purchase intentions. Journal of Internet Commerce, 22(2), 244-271. https://doi.org/10.1080/15332861.2022.2045767
  49. Samuel, L. H. S., Balaji, M. S., & Wei, K. K. (2015) An investigation of online shopping experience on trust and behavioral intentions. Journal of Internet Commerce. 14(2), 233-254. https://doi.org/10.1080/15332861.2015.1028250
  50. Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185-192.
  51. Shamim, K., Azam, M., & Islam, T. (2024). How do social media influencers induce the urge to buy impulsively? Social commerce context. Journal of Retailing and Consumer Services, 77. https://doi.org/10.1016/j.jretconser.2023.103621
  52. Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199- 219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
  53. Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Pearson Education.
  54. Taufik, N., Prabowo, F. H. E., Santosa, A. D., & Mandasari, A. E. (2020). Smes’e-commerce adoption towards consumer experience. Jurnal Bisnis dan Manajemen, 21(2), 144-155.
  55. Tehseen, S., Ramayah, T., & Sajilan, S. (2017). Testing and controlling for common method variance: A review of available methods. Journal of Management Sciences, 4(2), 142-168.
  56. Tokay Argan, M. (2010). Pazarlamada sanal topluluklar. In İ. Varinli & K. Çatı (Eds.), Güncel pazarlama yaklaşımlarından seçmeler (pp. 287-314). Detay Yayıncılık.
  57. Tu, Y. T., & Chih, H. C. (2013). An empirical study of corporate brand image, customer perceived value and satisfaction on loyalty in shoe industry. Journal of Economics and Behavioral Studies, 5(7), 469-483.
  58. Tunjungsari, H. K., Syahrivar, J., & Chairy, C. (2020). Brand loyalty as mediator of brand image-repurchase intention relationship of premium-priced, high-tech product in Indonesia. Jurnal Manajemen Maranatha, 20(1), 21–30. https://doi.org/10.28932/jmm.v20i1.2815
  59. VanVoorhis, C. R. W., & Morgan, B. L. (2007). Understanding power and rules of thumb for determining sample sizes. Tutorials in Quantitative Methods for Psychology, 3(2), 43-50.
  60. Wijaya, H. R., & Astuti, S. R. T. (2018). The effect of trust and brand image to repurchase intention in online shopping. KnE Social Sciences, 3(10), 915–928. https://doi.org/10.18502/kss.v3i10.3182
  61. Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768-2776. https://doi.org/10.1016/j.jbusres.2012.09.007
  62. Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  63. Zamrudi, Z., Suyadi, I., & Abdillah, Y. (2016). The effect of social commerce construct and brand image on consumer trust and purchase intention. Profit: Jurnal Adminsitrasi Bisnis, 10(1), 1-13.