ALGILANAN RİSK VE E-GÜVENSİZLİĞİN WEBROOMING NİYETİ VE WEBROOMING DAVRANIŞI ÜZERİNDEKİ ETKİSİNİN GEREKÇELİ EYLEM TEORİSİ ÇERÇEVESİNDE İNCELENMESİ

Year 2021, , 53 - 63, 30.03.2021

Buket Bora Semiz

https://doi.org/10.17261/Pressacademia.2021.1386

Abstract

Amaç - Bu çalışmanın amacı, algılanan risk ve e- güvensizliğin, webrooming niyeti ve webrooming davranışı üzerindeki etkilerini gerekçeli eylem teorisi çerçevesinde incelemektir.
Yöntem- 15 Ocak-15 Şubat 2021 tarihleri arasında çevrimiçi anketler vasıtasıyla kolayda örnekleme yöntemi ile 211 katılımcıdan veri toplanmıştır. Elde edilen veriler en küçük kısmi kareler yöntemi ile yapısal eşitlik modellemesi kullanılarak analiz edilmiştir.
Bulgular- Araştırmanın bulgularına göre, çevrimiçi alışverişin algılanan riski ve çevrimiçi bilgi aramanın algılanan riskinin e- güvensizlik üzerinde etkili olduğu; e-güvensizliğin ise webrooming niyeti üzerinde etkili olduğu ve webrooming niyetinin de webrooming davranışı üzerinde etkili olduğu sonucuna ulaşılmıştır.
Sonuç- Tüketicilerin teslimat, finansal ve psikolojik olarak algıladıkları riskler ile ürünün kalitesini anlayamamaktan kaynaklanan algıladıkları riskler webrooming davranışında bulunmalarını sağlamaktadır.

Keywords

Webrooming davranışı, webrooming niyeti, Gerekçeli Eylem Teorisi, algılanan risk, e-güvensizlik

INVESTIGATION OF THE EFFECT OF PERCEIVED RISK and E-DISTRUST, WEBROOMING INTENTION AND WEBROOMING BEHAVIOR IN THE FRAMEWORK OF THEORY OF REASONED ACTION

Abstract

Purpose- The purpose of this study is to examine the effect of perceived risk and e-distrust on webrooming intention and webrooming behavior in the framework of the Theory of Reasoned Action.
Methodology- Data were collected from 211 participants by using the convenience sampling method via online surveys between January 15 - February 15, 2021. The data obtained were analyzed by using structural equation modeling with the partial least squares method.
Findings- According to the findings, the perceived risk of online shopping and the perceived risk of online search has effect on e-distrust and e-distrust has an effect on the webrooming intention and the webrooming intention has an effect on the webrooming behavior.
Conclusion- The risks that consumers perceive in terms of delivery, financial and psychological and the perceived risks arising from not understanding the quality of the product enable them to act in webrooming behavior.

Keywords

Webrooming behavior, webrooming intention, Theory of Reasoned Action, perceived risk, e-distrust

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