E-PAZARYERLERİNİN BİLİNİRLİĞİNİN GÜVEN VE RİSK AZALTMA İLİŞKİSİNDE ÜRÜN TİPLERİNE GÖRE DÜZENLEYİCİ ETKİSİ

Abstract

Birleşik Krallık’ta 733 katılımcıyla gerçekleştirilen araştırmanın amacı, yapısal bir model kullanarak e-pazaryerlerinin bilinirliğinin güven ve risk azaltma ilişkisi üzerindeki düzenleyici etkisini ürün tipleri bağlamında ortaya koymaktır. Katılımcılara, her biri üç farklı ürün tipi içeren iki farklı senaryodan biri tesadüfi sunularak, araştırma modeli test edilmiştir. Ürünler, arama ve deneyim ürünleri olmak üzere 3 farklı kategoride ele alınmıştır. Araştırma modelinde güven ile risk azaltma arasındaki ilişkiye bilinirlik ve ürün tipinin düzenleyici etkisi, PROCESS Macro kullanılarak Bootstrap yöntemine dayalı regresyon analizi ile değerlendirilmiştir. Sonuçlar, güven ve risk azaltma ilişkisi içerisinde bilinirliğin düzenleyici etkisinin ürün tipleri tarafından yönetildiği göstermektedir. Bu araştırma, pazarlama stratejileri açısından da önemli bulgular sunmaktadır. Bilinmeyen e-pazaryerlerinin, güven veren mesajlar kullanarak pazarlama iletişimlerine daha çok önem vermeleri gerektiğini önerilmektedir.

Keywords

• Dijital Pazarlama
• Çevrimiçi Güven
• Risk Azaltma
• Bilinirlik
• Ürün Tipi

THE MODERATING EFFECT OF E-MARKETPLACES FAMILIARITY ON THE RELATIONSHIP BETWEEN TRUST AND RISK REDUCTION BASED ON PRODUCT TYPES

Abstract

The objective of the research, conducted with 733 participants in the United Kingdom, is to reveal the moderating effect of e-marketplace familiarity on the relationship between trust and risk reduction in the context of product types using a structural model. The research model was tested by randomly presenting participants with one of two different, each containing three different product types. Products were considered in 3 different categories as search and experience goods. In the research model, the moderating effects of familiarity and product type on the relationship between trust and risk reduction were evaluated with regression analysis based on the Bootstrap method using PROCESS Macro. The results show that the moderating effect of familiarity within the relationship between trust and risk reduction is managed by product types. This research also provides important findings in terms of marketing strategies. It is suggested that unknown e-marketplaces should give more importance to marketing communications by using trustworthy messages.

Keywords

• Digital Marketing
• Online Trust
• Risk Reduction
• Familiarity
• Product Type

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