KUYUMCU MAĞAZALARINDA FİZİKSEL ÇEVRE KALİTESİNİN RİSK ALGISINA ETKİSİ

Year 2018, , 204 - 212, 30.07.2018

Erdoğan Korkmaz

https://doi.org/10.33723/rs.437981

Abstract

Fiziksel
çevre kalitesi, perakende satış mağazalarında tüketicilerin satın alma kararını
etkileyen önemli bir pazarlama faktörüdür. Kuyumcu mağazalarında değerli
ürünlerin alışverişinin yapılması, tüketicilerin finansal ve sosyal risk
algılarını etkilemektedir. Bu kapsamda araştırmanın amacı kuyumcu mağazalarında
fiziksel çevre kalitesinin finansal ve sosyal risk algısı üzerindeki etkisini
belirlemektir. Araştırma kuyumcu mağazalarından alışveriş yapan 287 kişi
üzerinde kolayda örnekleme yoluyla internet ortamında gerçekleştirilmiştir.
Araştırmanın verileri e- anket yoluyla elde edilmiştir. Verilere güvenirlik,
geçerlik ve normal dağılım testleri uygulanmış ve hipotezler yapısal eşitlik
modeli ile analiz edilmiştir. Araştırmanın sonuçlarına göre fiziksel çevre
kalitesi finansal risk algısını pozitif yönde etkilerken, sosyal risk algısını
negatif yönde etkilemektedir. Araştırmanın sonunda bulgular yorumlanmış ve
tartışılmıştır.

Keywords

Fiziksel Çevre Kalitesi, Finansal Risk Algısı, Sosyal Risk Algısı, Kuyumcu

The Influence of Physical Environment Quality on Risk Perception in Jewelery Stores

Abstract

The
physical environment quality is an important marketing factor affecting
consumers' purchasing decisions in retail outlets. The exchange of valuable
products in jewelery stores affects consumers' financial and social risk perceptions.
In this context, the aim of the research is to determine the effect of physical
environment quality on financial and social risk perception in jewelery stores.
The research was carried out by sampling on 287 people who shop at jewelery
stores on the internet. Survey data were obtained through e-survey.
Reliability, validity and normal distribution tests were applied to the datas,
and the hypotheses were analyzed by the structural equation model. According to
the results of the research, physical environment quality affects the financial
risk perception in the positive direction and affects the social risk
perception in the negative direction. At the end of the study, findings were
interpreted and discussed.

Keywords

Physical Environmental Quality, Financial Risk Perceptions Social Risk Perception, Jewelery Store

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