Algılanan Finansal Riskin Çevrim İçi Satın Alma Davranışına Etkisi: Ödeme Yöntemlerinin Aracılık Rolü

Abstract

Tüketiciler, çevrimiçi satın almalarda geleneksel satın alma ortamına göre farklı riskler algılamaktadırlar. Bu çalışma, bireylerin satın alma sürecinde algıladıkları finansal risklerin, satın alma davranışları üzerindeki etkisinin yanı sıra alışveriş esnasında kullandıkları ödeme yöntemlerinin bu ilişkideki etkisini de ortaya koymayı amaçlamaktadır. Araştırma kapsamında yüz yüze anket yöntemiyle toplanan veriler, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir. Model, finansal risk algısı ile çevrimiçi alışveriş davranışı arasındaki olası ilişki üzerine kurulmuştur. Çalışma bulguları, çevrim içi satın almalarda seçilen ödeme yönteminin tüketicilerin algıladıkları finansal riskin azaltılmasına yardımcı olabileceğini ve alışveriş davranışını destekleyebileceğini göstermektedir.

Keywords

• Algılanan finansal risk
• Ödeme yöntemleri
• Çevrimiçi alışveriş
• Yapısal eşitlik modeli

The Effect of Perceived Financial Risk on Online Purchase Behaviour: The Mediating Role of Payment Methods

Abstract

Consumers perceive different risks in online purchases compared to traditional purchasing environments. This study aims to reveal the effect of financial risks perceived by individuals during the purchasing process on their purchasing behaviour, as well as the effect of the payment methods they use during shopping on this relationship. Data collected through face-to-face surveys were analysed using Structural Equation Modelling (SEM). The model was built on the possible relationship between perceived financial risk and online shopping behaviour. The findings indicate that the payment method chosen for online purchases may help reduce consumers' perceived financial risk and support shopping behaviour.

Keywords

• Perceived financial risk
• Payment methods
• Online shopping
• Structural equation model

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