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            "abstractNote": "Teknolojideki son gelişmeler, tüketiciler ve işletmeler tarafından internet kullanımının artmasına neden olmuştur. Bu çalışma, müşteri arayüzü özellikleri, güvenlik ve gizlilik, elektronik ağızdan ağıza pazarlama ve çevrimiçi satın alma niyetleri arasındaki ilişkileri incelemektedir. Bu ilişkileri incelemek için, Edirne, Tekirdağ ve Kırklareli illerinden, kolayda örneklem yöntemi kullanılarak toplam 438 tüketiciye ulaşılmıştır. Araştırmanın amacına göre, e-ticaret siteleri üzerinden alışveriş yapan tüketiciler seçilmiş ve bu kişilerle yüz yüze görüşülerek veriler toplanmıştır. Toplanan verileri analiz etmek için, öncelikle açıklayıcı ve doğrulayıcı faktör analizleri uygulanmış ve daha sonrasında hipotezler yapısal eşitlik modeli ile test edilmiştir. Elde edilen sonuçlara göre, kişiselleştirme ve karakterin güvenlik ve gizlilik üzerinde; etkileşim, karakter ve kişiselleştirme ve güvenlik ve gizliliğin elektronik ağızdan ağıza pazarlama üzerinde; kişiselleştirmenin de çevrimiçi satın alma niyeti üzerinde anlamlı doğrudan bir etkisi görülmektedir. Ayrıca, kişileştirme ve karakter, güvenlik ve gizliliğin aracılık rolü sayesinde elektronik ağızdan ağıza pazarlama üzerinde anlamlı dolaylı bir etkiye sahiptir.\nAlternate abstract:\n\nRecent 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.",
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