Trust and Commitment to Internet Shopping Within The Framework of Multi-Channel Retailing Model

In this study, the effects of the distribution channels used by the enterprises on the trust and commitment feelings of consumers purchases on the internet were examined. In the research, it was planned as a descriptive study to determine how consumers' trust and commitment to retailers differ according to their distribution channels. Cosmetic sector consumers constitute the universe of the research. Cosmetic sector customers residing in the province of Istanbul were identified as the universe. The study was aimed to reach 2 different sample groups. The first sample group consists of consumers who have purchased products in the last six months from the retailers who serve only in the virtual environment, while the second group consists of consumers who have purchased products from the websites of retailers who serve more than one channel (internet, traditional and other channels) over the last six months. As a result of the survey process, 390 consumers (Virtual Consumer Group) who have purchased products in the last six months from retailers serving only in a virtual environment and to 410 consumers (Multichannel Consumer Group) who have purchased products from the websites of retailers that serve more than one channel (internet, traditional and other channels) in the last six months have been reached. The questionnaire was used as a data collection tool. The questionnaire forms include questions about the demographic characteristics of the participants, questions about purchasing channel preference, confidence scale and loyalty scale. SPSS 22 package program was used to analyze the data. As a result of the research, it is seen that the marketing channels of enterprises at the consumers' sense of trust and commitment in the internet purchases in the cosmetics sector are important. For internet consumers, physical stores of enterprises have been identified as important in increasing feelings of trust and commitment.