The Effect of Risk Perceptions on the Intention to Online Grocery Shopping with Extended Technology Acceptance Model Components

Öz

E-retail applications have been rapidly adopted with the widespread use of internet and mobile technologies. However, the rates for the adoption and the use of shopping from online grocery markets, where fast-moving consumer goods are increasing much more slowly. It is important to examine the factors affecting the acceptance of these channels and risk perceptions in order to increase the rates of shopping from online grocery markets and to provide data to the emerging market structure. The conceptual framework of the study carried out for this purpose is based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). In the study conducted by applying a survey to 402 individuals, it was found that facilitating conditions, habits, performance expectancy and time risk had a positive whereas psychological risk negative impact on the intention of shopping from online grocery markets.

Sanal Market Alışverişi Yapma Niyetinde Genişletilmiş Teknoloji Kabul Modeli Bileşenleri ile Risk Algılarının Etkisi

Öz

İnternet ve mobil teknolojilerin kullanımının yaygınlaşması ile e-perakende uygulamaları hızla benimsenmiştir. Fakat hızlı tüketim ürünlerinin satışa sunulduğu sanal market alışverişlerinin benimsenme ve kullanım oranları çok daha yavaş artış göstermektedir. Sanal market alışverişinin kullanım oranlarının artırılması ve gelişmekte olan pazar yapısına veri sağlanabilmesi için, bu kanalların kabulünü etkileyen faktörler ile risk algılarının incelenmesi önemlidir. Bu amaç doğrultusunda gerçekleştirilen çalışmanın kavramsal çerçevesi Genişletilmiş Teknoloji Kabul Modeli 2 (UTAUT2) ’ye dayanmaktadır. 402 kişiye anket uygulanarak gerçekleştirilen araştırmada kolaylaştırıcı unsuların, alışkanlığın, performans beklentisinin ve zaman riskinin pozitif; psikolojik riskin ise negatif yönlü etkisinin olduğu tespit edilmiştir.

Anahtar Kelimeler

• sanal market,çevrimiçi alışveriş,genişletilmiş teknoloji kabul modeli 2,risk algıları

Kaynakça

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