The mediating role of security and privacy on the relationship between customer interface features and e-word of mouth marketing

Recent developments in technology have led to an increase in Internet usage by consumers and businesses. This study examines the relationships between customer interface features, security and privacy, electronic word of mouth marketing and online purchasing intentions. In order to examine these relationships, a total of 438 consumers were reached from Edirne, Tekirdağ and Kırklareli provinces by using the convenience sampling method. According to the research aim, consumers who made purchases via e-commerce sites were selected, and data were collected by interviewing these people face to face. In order to analyze the collected data, first explanatory and confirmatory factor analyzes were applied and then the hypotheses were tested with the structural equation model. According to the results, customization and character directly affect security and privacy, whereas interaction, character, and customization directly affect electronic word of mouth marketing. Thus, security and privacy have a significant direct effect on the electronic mouth of mouth marketing, while customization has a significant direct effect on online purchasing intention. In addition, customization and character significantly affect electronic word of mouth marketing through the mediating role of security and privacy.