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

Year 2025, Issue: 70, 361 - 376, 05.09.2025

Oguzhan Aydın , Şeyda Gürkaynak Gürbüzer

https://doi.org/10.30794/pausbed.1612001

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

Ethical Statement

Bu çalışma bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır. Bu çalışmanın etik kurallara uygunluğu, Pamukkale Üniversitesi Etik Kurulu tarafından 23.03.2022 tarihli ve 68282350/2022/G06 sayısı kararıyla onaylanmıştır.

Supporting Institution

TÜBİTAK

Project Number

122K017

Thanks

Bu çalışmanın veri toplama süreci TÜBİTAK 122K017 numaralı proje desteği ile gerçekleştirilmiştir. Katkılarından dolayı TÜBİTAK’a teşekkürlerimizi sunarız.

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

Ethical Statement

This study has been prepared in accordance with the rules of scientific research and publication ethics. The compliance of this study with the ethical rules has been approved by the Pamukkale University Ethics Committee with the decision dated 23.03.2022 and numbered 68282350/2022/G06.

Supporting Institution

TÜBİTAK

Project Number

122K017

Thanks

The data collection process of this study was carried out with the support of TUBITAK project number 122K017. We would like to thank TUBITAK for their contributions.

References

• Basu, S. (2018). Information search in the internet markets: Experience versus search goods. Electronic Commerce Research and Applications, 30, 25–37.
• Bélanger, F., & Carter, L. (2008). Trust and risk in e-government adoption. The Journal of Strategic Information Systems, 17(2), 165–176.
• Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26(5), 857–869.
• Bhattacherjee, A. (2002). Individual Trust in Online Firms: Scale Development and Initial Test. (2002). Journal of Management Information Systems, 19(1), 211–241. https://doi.org/10.1080/07421222.2002.11045715
• Bock, G.-W., Lee, J., Kuan, H.-H., & Kim, J.-H. (2012). The progression of online trust in the multi-channel retailer context and the role of product uncertainty. Decision Support Systems, 53(1), 97–107.
• Byzalov, D., & Shachar, R. (2004). The risk reduction role of advertising. Quantitative Marketing and Economics, 2, 283–320.
• Cheng, X., Gu, Y., & Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1–12.
• Cheung, C., & Lee, M. K. (2000). Trust in Internet shopping: A proposed model and measurement instrument. https://aisel.aisnet.org/amcis2000/406/
• Cheung, C. M., & Lee, M. K. (2001). Trust in internet shopping: Instrument development and validation through classical and modern approaches. Journal of Global Information Management (JGIM), 9(3), 23–35.
• Cheung, C. M., & Lee, M. K. (2003). An integrative model of consumer trust in internet shopping. ECIS 2003 Proceedings, 48.
• Chu, K.-K., & Li, C.-H. (2008). A study of the effect of risk-reduction strategies on purchase intentions in online shopping. Int. J. Electron. Bus. Manag., 6(4), 213–226.
• Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
• Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737.
• Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51–90.
• Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(6), 407–424.
• Giao, H., Vuong, B., & Quan, T. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam. Uncertain Supply Chain Management, 8(2), 351–370.
• Gürbüzer, Ş. G., & Haşıloğlu, S. B. (2024). Dijital Pazarlama Güven Ölçeğinin Geliştirilmesi. İnternet Uygulamaları ve Yönetimi Dergisi, 15(1), 1–23.
• Gürkaynak Gürbüzer, Ş. (2023). E-pazaryerleri için güven ölçeğinin geliştirilmesi ve bir model önerisi. https://gcris.pau.edu.tr/handle/11499/56576
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. https://library.oapen.org/handle/20.500.12657/51463
• Hayes, A. F. (2022) Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. Third Edition. Guilford Press.
• Hill, P. (1999). Tangibles, intangibles and services: A new taxonomy for the classification of output. The Canadian Journal of Economics/Revue Canadienne d’Economique, 32(2), 426–446.
• Hsieh, M.-T., & Tsao, W.-C. (2014). Reducing perceived online shopping risk to enhance loyalty: A website quality perspective. Journal of Risk Research, 17(2), 241–261. https://doi.org/10.1080/13669877.2013.794152
• Hsu, H.-Y., Chen, W.-Y., Weng, C. S., & Lin, S.-P. (2008). Risk-reduction strategies for internet shopping of search goods and experience goods. PICMET’08-2008 Portland International Conference on Management of Engineering & Technology, 1052–1059. https://ieeexplore.ieee.org/abstract/document/4599714/?casa_token=mzryBsCTka8AAAAA:M8aIkGu68avW8Ydf_YV3GYg31Z1vuzI8LXWsp3anqBbCh8SV8tcG6PdekCZm_DAi1LsOgQw8ayw
• Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods. Journal of Marketing, 73(2), 55–69. https://doi.org/10.1509/jmkg.73.2.55
• Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1, 45–71.
• Kalburan, Ç., Aydın, O., & Haşıloğlu, S. B. (2018). İnternet’ten Alışveriş Faktörleri Modelinin Oluşturulması ve Bilişsel Haritalama Tabanlı Karar Verme. Tüketici ve Tüketim Araştırmaları Dergisi. https://gcris.pau.edu.tr/handle/11499/44181
• Kamari, F., & Kamari, S. (2012). Trust in electronic commerce: A new model for building online trust in B2C. European Journal of Business and Management, 4(10), 125–133.
• Keisidou, E., Sarigiannidis, L., & Maditinos, D. (2011). Consumer characteristics and their effect on accepting online shopping, in the context of different product types. International Journal of Business Science & Applied Management (IJBSAM), 6(2), 31–51.
• Kim, L. H., Qu, H., & Kim, D. J. (2009). A Study of Perceıved Rısk And Rısk Reductıon Of Purchasıng Aır‐Tıckets Onlıne. Journal of Travel & Tourism Marketing, 26(3), 203–224. https://doi.org/10.1080/10548400902925031
• Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318–332.
• Kim, Y., & Peterson, R. A. (2017). A Meta-analysis of Online Trust Relationships in E-commerce. Journal of Interactive Marketing, 38(1), 44–54. https://doi.org/10.1016/j.intmar.2017.01.001
• Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195–203.
• Koufaris, M. & Hampton-Sosa, W. (2002). Customer trust online: Examining the role of the experience with the web-site. Department of Statistics and Computer Information Systems Working Paper Series. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=fc360219efe0b8b10d1ac5b60559475490f72892
• Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41(3), 377–397.
• Levitt, T. (1981). Marketing Intangible Products and Product Intangibles. Cornell Hotel and Restaurant Administration Quarterly, 22(2), 37–44. https://doi.org/10.1177/001088048102200209
• Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications, 9(4), 346–360.
• Luhmann, N. (2000). Familiarity, confidence, trust: Problems and alternatives. Trust: Making and Breaking Cooperative Relations, 6(1), 94–107.
• Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709. https://doi.org/10.2307/258792
• Melero, I., & Montaner, T. (2016). Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response. European Journal of Management and Business Economics, 25(3), 161–167.
• Nakayama, M., Sutcliffe, N., & Wan, Y. (2010). Has the web transformed experience goods into search goods? Electronic Markets, 20, 251–262.
• Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, 78(2), 311–329. https://doi.org/10.1086/259630
• Ovaz, F. & Hasiloglu S.B. (2024). İnternetten İkinci El Alışverişte Gelir Düzeyi ile Sunum Formatı Arasındaki Etkileşim. 27. Pazarlama Kongresi Bildiri Kitabı(3).pdf. (n.d.). Retrieved 19 November 2024, from http://pazarlama.org.tr/ppadpk 2024/uploads/files/27.%20Pazarlama%20Kongresi%20Bildiri%20Kitab%C4%B1%283%29.pdf
• Park, C., & Moon, B. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing, 20(11), 977–997. https://doi.org/10.1002/mar.10105
• Pascual-Miguel, F. J., Agudo-Peregrina, Á. F., & Chaparro-Peláez, J. (2015). Influences of gender and product type on online purchasing. Journal of Business Research, 68(7), 1550–1556.
• Phau, I., & Meng Poon, S. (2000). Factors influencing the types of products and services purchased over the Internet. Internet Research, 10(2), 102–113.
• Pope, N. K., Brown, M. R., & Forrest, E. J. (1999). Risk, innovativeness, gender, and involvement factors affecting the intention to purchase sport product online. Sport Marketing Quarterly, 8(2), 25–34.
• Rungsrisawat, S., Sriyakul, T., & Jermsittiparsert, K. (2019). The era of e-commerce & online marketing: Risks associated with online shopping. International Journal of Innovation, Creativity and Change, 8(8), 201–221.
• Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23–74.
• Schumacker, R. E., & Lomax, R. G. (2004). A beginner’s guide to structural equation modeling. psychology press.https://api.taylorfrancis.com/content/books/mono/download?identifierName=doi&identifierValue=10.4324/9781410610904&type=googlepdf
• Shafiee, M. M., Bazargan, N. A., & Kazeminia, A. (2017). Modeling customer electronic trust in online stores: A risk reduction approach. Communities, 1(2). https://www.academia.edu/download/58397678/Modeling_Customer_Electronic.pdf
• Shankar, V., Urban, G. L., & Sultan, F. (2002). Online trust: A stakeholder perspective, concepts, implications, and future directions. The Journal of Strategic Information Systems, 11(3–4), 325–344.
• Shiu, J. Y. (2021). Risk-reduction strategies in competitive convenience retail: How brand confusion can impact choice among existing similar alternatives. Journal of Retailing and Consumer Services, 61, 102547.
• Singh, S., & Srivastava, S. (2018). Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective. Cogent Arts & Humanities, 5(1), 1495043. https://doi.org/10.1080/23311983.2018.1495043
• Steinhart, Y., Kamins, M., Mazursky, D., & Noy, A. (2014). Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity. Journal of Consumer Psychology, 24(4), 472–483.
• Tan, S. J. (1999). Strategies for reducing consumers’ risk aversion in Internet shopping. Journal of Consumer Marketing, 16(2), 163–180.
• Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35(1), 22–38.
• Urban, G. L., Amyx, C., & Lorenzon, A. (2009). Online Trust: State of the Art, New Frontiers, and Research Potential. Journal of Interactive Marketing, 23(2), 179–190. https://doi.org/10.1016/j.intmar.2009.03.001
• Vijayasarathy, L. R. (2002). Product characteristics and Internet shopping intentions. Internet Research, 12(5), 411–426.
• Vos, A., Marinagi, C., Trivellas, P., Eberhagen, N., Giannakopoulos, G., & Skourlas, C. (2014a). Electronic service quality in online shopping and risk reduction strategies. Journal of Systems and Information Technology, 16(3), 170–186.
• Vos, A., Marinagi, C., Trivellas, P., Eberhagen, N., Skourlas, C., & Giannakopoulos, G. (2014b). Risk reduction strategies in online shopping: E-trust perspective. Procedia-Social and Behavioral Sciences, 147, 418–423.
• Walczuch, R., & Lundgren, H. (2004). Psychological antecedents of institution-based consumer trust in e-retailing. Information & Management, 42(1), 159–177.
• Wan, Y., Nakayama, M., & Sutcliffe, N. (2012). The impact of age and shopping experiences on the classification of search, experience, and credence goods in online shopping. Information Systems and E-Business Management, 10, 135–148.
• Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1), 105–125.
• Wen, I. (2010). Online travelers’ decision makings: A new equation model to evaluate impacts of website, search intention, and trust. Information Technology & Tourism, 12(2), 153–173.
• Yaobin, L., & Tao, Z. (2007). A research of consumers’ initial trust in online stores in China. Journal of Research and Practice in Information Technology, 39(3), 167–180.
• Yılmaz, M. A., & Aydın, O. (2023). Online Alışveriş Sürecinde Fare Hareketlerinin İzlenmesi: Kullanıcı Deneyimine Yönelik Alternatif Bir Araştırma. İnternet Uygulamaları ve Yönetimi Dergisi, 14(1), 16–28.
• Yoon, S.-J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16(2), 47–63.
• Yousafzai, S. Y., Pallister, J. G., & Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23(11), 847–860.
• Zhai, Q., Cao, X., Mokhtarian, P. L., & Zhen, F. (2017). The interactions between e-shopping and store shopping in the shopping process for search goods and experience goods. Transportation, 44, 885–904.