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TÜKETİCİLERİN RİSKTEN KAÇINMA DÜZEYLERİNE GÖRE SANAL ALIŞVERİŞ RİSK ALGISI VE SANAL PLANSIZ TÜKETİM EĞİLİMLERİNİN BELİRLENMESİ

Year 2012, Issue: 9, - , 20.04.2015

Tülay Yeniçeri Eyyup Yaraş Eyup Akın

Abstract

Bu çalışmanın temel amacı, tüketicilerin riskten kaçınma düzeylerine göre sanal alışverişe yönelik algıla-dıkları risk, plansız satın alma eğilimi ve sosyo-demografik özellikleri bakımından farklı olup olmadığını irdelemektir. Araştırma Internet üzerinden anket uygulaması ile gerçekleştirilmiştir ve 263 anketin verile-ri analizlerde kullanılmıştır. Analizler sonucunda riskten kaçınma düzeyi yüksek olan bireylerin sanal alışverişe yönelik risk algılarının yüksek olduğu ve sanal plansız satın alma eğilimlerinin de düşük olduğu belirlenmiş ve ulaşılan bulgular çerçevesinde farklı öneriler geliştirilmiştir.

Keywords

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References

  • AKSOY, Ramazan (2006), “Bir Pazarlama Değeri Olarak Güven ve Tüketicilerin Elektronik Pazarlara Yönelik Güven Tutumları”, ZKU Sosyal Bilimler Dergisi, Cilt 2, Sayı 4, s.79-90.
  • AKTURAN, Ulun (2007), “Tüketicilerin Perakendeci Mağazalarda Müşteri Olma Davranışına İlişkin Kavramsal Bir Model Önerisi”, Öneri, Cilt7, Sayı 28, s.189-197.
  • BLYTHE, Jim (2000), Marketing Communications, Pearson Education Limited, Harlow.
  • BURTON, S., Lichtenstein, D. R., Netemeyer, R.G. ve Garretson, J. A. (1998), “A scale for Measuring, Attitude Toward Private Label Products and an Experiment of Its Psychological and Behavioral Correlates”, Journal of the American Mathematical Society, Vol. 26, No.4, s.293-306
  • BOOKER, Ellis (1995), “Web Users Cruising for Information, not Purchases”, Computerworld, vol. 20, s.125−128.
  • CHAKRABORTY, G., Lala, V., ve Warren, D. (2003), “What Do Consumers Consider Important in B2B Websites?”, Journal of Advertising Research, Vol.43, No.1, s.50-61.
  • CHEN, Tsai (2008), “Impulse Purchase Varied by Products and Marketing Channels”, Journal of International Management Studies, Vol:Feb , s.154-161
  • CRESPO, A. Herrero, DEL BOSQUE, I. Rodriguez ve M.M. Garcia SANCHEZ, (2009). “The influence of perceived risk on Internet shopping behavior: a multidimensional perspective”, Journal of Risk Research, Vol.12. No. 2, s.259-277.
  • DASH, Satyabhusan ve SAJİ, K. B. (2007), “The Role of Consumer Self-Efficacy and Website Social-Presence in Customers' Adoption of B2C Online Shopping: An Empirical Study in the Indian Context”, Journal of International Consumer Marketing. Vol. 20, No.2, s.33-48.
  • DE MATOS, C. A., C. T. ITUASSU ve C. A. V. ROSSİ (2007), “Consumer Attitudes Toward Counterfeits: A Review and Extension”, Journal of Consumer Marketing, vol.24, no.1, s.36–47.
  • DENİZ, Arzu ve ERCİŞ Aysel (2008), “Kişilik Özellikleri İle Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma”, Atatürk Üniversitesi İkti-sadi ve İdari Bilimler Dergisi, cilt 22, sayı 2, s.301-330
  • DEPELSMACKER, P., Geuens, M. ve Van Denberg, J. (2000), Marketing Communications, Pearson Education Limited., Harlow.
  • DOLLIN, B., Dillon, S., Thompson, F. ve Corner, J. L. (2005), “Perceived Risk, Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective”, Journal of Global Information Management, Vol. 13, No.2, s. 66-88.
  • DOUNTHU, Naveen ve Adriana GARCIA (1999), “The Internet Shopper”, Journal of Advertising Research, Vol.39.No.3, s.52-58.
  • DOUNTHU, Naveen ve David Gilliland (1996), “The Infomercial Shopper”, Journal of Advertising Research, Vol.36.No.2, s.69-76.
  • EROĞLU, S.A., MACHLEIT, K.A., and DAVIS, L.M. (2001), "Atmospheric Qualities of Online Retailing: A Conceptual Model and Implications," Journal of Business Research, Vol.54. No.5, s.177-184.
  • FORSYTHE, Sandra M. ve Bo SHI, (2003) Consumer Patronage and Risk Perceptions in Internet Shopping, Journal of Business Research, Vol.56. No11, s. 867–875.
  • GREENFIELD, David N. (1999), Virtual Addiction, New Harbonger, Oakland, CA.
  • HAIR, Joseph., Rolph ANDERSON, Ronald TATHAM ve William BLACK (1998), Multivariate Data Analysis with Readings, Fifth Edition,Prentice-Hall International, Inc.,N. J.
  • HAUSMAN, Angela (2000), “A Multi-Method Investigation Of Consumer Motivations In Impulse Buying Behavior”, Journal Of Consumer Marketing, Vol.17. No.5, s.403-419
  • HOR-MEYLL, Luis Fernatido and Paulo Cesar MOTTA (2008), “Purchasing a Service Online: Do Brazilians Perceive It as Risky?”, Latin American Business Review, Vol. 9, No.1, S.149-148.
  • İSLAMOĞLU, Ahmet Hamdi ve Remzi, ALTUNIŞIK. (2008), Tüketici Davranışları, Beta, İstanbul
  • KIRCOVA, İbrahim, (2005), İnternette Pazarlama, Beta, İstanbul.
  • KOTLER, Philip (2003), Marketing Management, Eleventh Edition, Person Education Inc.,NewJersey
  • KOSKI, Nina (2004), “Impulse Buying on the Internet: Encouraging and Discouraging Factors”, Frontiers of E-Busıness Research, s.23-35
  • KURTULUŞ, Kemal (2010), Araştırma Yöntemleri, Türkmen Kitabevi, İstanbul.
  • KURTULUŞ, Kemal (2008), Pazarlama Araştırmaları, Genişletilmiş ve Gözden Geçirilmiş 9. Basım, Filiz Kitabevi, İstanbul.
  • LA ROSE, Robert (2001), "On the Negative Effects of E-Commerce: A Socio-Cognitive Exploration of Unregulated On-Line Buying," Journal of Computer-Mediated Communication, vol.6. no.3.
  • LI, Yong-Hui And Jing-Wen HUANG (2009), “Applying Theory Of Perceived Risk And Technology Acceptance Model in The Online Shopping Channel”, Proceedıngs Of World Academy Of Scıence, Engıneerıng And Technology, Vol.41, May 2009, s.919-925.
  • LIN, Wen-Bao (2008), “Factors Influencing Online and Post-purchase Behaviorand Construction of Relevant Models”, Journal of Intemational Consumer Marketing, Vol. 20. No.3-4, s. 23-38.
  • MADHAVARAM, Sreedhar Rao ve Debra A. LAVERIE (2004) “Exploring Impulse Purchasing on the Internet”, Advances in Consumer Research, Vol. 31, s.59-66.
  • ODABAŞI, Yavuz ve Gülfidan BARIŞ (2003), Tüketici Davranışları, Mediacat, İstanbul.
  • ÖZMEN, Şule (2009), Ağ Ekonomisinde Yeni Ticaret Yolu E-ticaret, Geliş-tirilmiş 3. Baskı, İstanbul Üniversitesi Yayınları: İstanbul.
  • PARBOTEEAH, Dhanila Veena (2005), A Model Of Online Impulse Buyıng: An Empırıcal Study, Doktora Tezi, Washington State University.
  • PIRON, Francis (1991), “Defining Impulse Purchasing”, Advances in Consumer Research, vol.18, s.509-514.
  • RAUHOFER, Judith (2008), “Privacy Is Dead, Get Over It! Information Privacy and The Dream of a Risk-free Society”, Information & Communications Technology Law, Vol. 17, No. 3, October, s.185–197.
  • RHEE, Young-Ju (2007), “A Study on the Relationship Between Risk Dimensions of Apparel Involvement and Online Impulse Buying Behavior” Journal of the Korean Society of Clothing and Textiles, Vol.31, No.12, s.1733-1741.
  • ROOK, Dennis W. ve Robert J. FISHER (1995), “Normative Influences On Impulse Buying Behavior” Journal of Consumer Research, Vol.22, s.305-311.
  • SAN Martın, S., C. CAMARERO, C. HERNANDEZ, ve L. VALS (2007), “Risk, Drivers, and Impediments to Online Shopping in Spain and Japan”, Journal of Euromarketing, Vol.18, s.47–64.
  • SAYDAN, Reha (2008), “Tüketicilerin Online Alışverişe Yönelik Risk Ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karsılaştırılması”, Elektronik Sosyal Bilimler Dergisi, Kış-2008, Cilt.7, Sayı.23, s.386-402.
  • SILVERA, D. H., A. M. LAVACK ve F. KROPP (2008), “Impulse Buying: The Role of Affect, Social Influence, and Subjective Wellbeing”, Journal of Consumer Mar-keting, Vol.25,No.1,s.23–33.
  • SCHIFFMAN, Leon G. ve Leslie Lazar KANUK (2000), Consumer Behaviour, Seventh Ed., Prentice-Hall: New Jersey.
  • STERN, Hawkins (1962),“The Significance of Impulse Buying Today,” Journal of Marketing, Vol. 26 (April), pp. 59-62.
  • TÜİK, 2010, Haber Bülteni, 18 Ağustos 2010, Sayı,148.
  • WEBER, Elke U. ve Richard A. MILLIMAN (1997), “Percieved Risk Attitudes: Relating Risk Perception to Risky Choice”, Management Science, Vol.43,No.2, Feb., s.123-144.
  • WEINBERG, Peter ve Wolfgang GOTTWALD (1982), “Impulsive Consumer Buying as a Result of Emotions”, Journal of Business Research, Vol.10, No.1, s.43-57.
  • WEUN, S., M.A. JONES ve S.A. BEATTY (1997), “A Parsimous Scale to Measure Impulse Buying Tendency”, Editörler: W. M. Pride and G.T.Hult, American Marketing Association Educators’s Proceedings: Enchancing Knowledge Development In Marketing, s.306-307, Chicago.
  • ZIKMUND, William(1997), Business Research Methods, Fifth Edition, The Dryden Press, Harcourt Brace College Publishers.
  • http://www.Internetworldstats.com/stats.htm [23.08.2010]

Year 2012, Issue: 9, - , 20.04.2015

Tülay Yeniçeri Eyyup Yaraş Eyup Akın

Abstract

References

  • AKSOY, Ramazan (2006), “Bir Pazarlama Değeri Olarak Güven ve Tüketicilerin Elektronik Pazarlara Yönelik Güven Tutumları”, ZKU Sosyal Bilimler Dergisi, Cilt 2, Sayı 4, s.79-90.
  • AKTURAN, Ulun (2007), “Tüketicilerin Perakendeci Mağazalarda Müşteri Olma Davranışına İlişkin Kavramsal Bir Model Önerisi”, Öneri, Cilt7, Sayı 28, s.189-197.
  • BLYTHE, Jim (2000), Marketing Communications, Pearson Education Limited, Harlow.
  • BURTON, S., Lichtenstein, D. R., Netemeyer, R.G. ve Garretson, J. A. (1998), “A scale for Measuring, Attitude Toward Private Label Products and an Experiment of Its Psychological and Behavioral Correlates”, Journal of the American Mathematical Society, Vol. 26, No.4, s.293-306
  • BOOKER, Ellis (1995), “Web Users Cruising for Information, not Purchases”, Computerworld, vol. 20, s.125−128.
  • CHAKRABORTY, G., Lala, V., ve Warren, D. (2003), “What Do Consumers Consider Important in B2B Websites?”, Journal of Advertising Research, Vol.43, No.1, s.50-61.
  • CHEN, Tsai (2008), “Impulse Purchase Varied by Products and Marketing Channels”, Journal of International Management Studies, Vol:Feb , s.154-161
  • CRESPO, A. Herrero, DEL BOSQUE, I. Rodriguez ve M.M. Garcia SANCHEZ, (2009). “The influence of perceived risk on Internet shopping behavior: a multidimensional perspective”, Journal of Risk Research, Vol.12. No. 2, s.259-277.
  • DASH, Satyabhusan ve SAJİ, K. B. (2007), “The Role of Consumer Self-Efficacy and Website Social-Presence in Customers' Adoption of B2C Online Shopping: An Empirical Study in the Indian Context”, Journal of International Consumer Marketing. Vol. 20, No.2, s.33-48.
  • DE MATOS, C. A., C. T. ITUASSU ve C. A. V. ROSSİ (2007), “Consumer Attitudes Toward Counterfeits: A Review and Extension”, Journal of Consumer Marketing, vol.24, no.1, s.36–47.
  • DENİZ, Arzu ve ERCİŞ Aysel (2008), “Kişilik Özellikleri İle Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma”, Atatürk Üniversitesi İkti-sadi ve İdari Bilimler Dergisi, cilt 22, sayı 2, s.301-330
  • DEPELSMACKER, P., Geuens, M. ve Van Denberg, J. (2000), Marketing Communications, Pearson Education Limited., Harlow.
  • DOLLIN, B., Dillon, S., Thompson, F. ve Corner, J. L. (2005), “Perceived Risk, Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective”, Journal of Global Information Management, Vol. 13, No.2, s. 66-88.
  • DOUNTHU, Naveen ve Adriana GARCIA (1999), “The Internet Shopper”, Journal of Advertising Research, Vol.39.No.3, s.52-58.
  • DOUNTHU, Naveen ve David Gilliland (1996), “The Infomercial Shopper”, Journal of Advertising Research, Vol.36.No.2, s.69-76.
  • EROĞLU, S.A., MACHLEIT, K.A., and DAVIS, L.M. (2001), "Atmospheric Qualities of Online Retailing: A Conceptual Model and Implications," Journal of Business Research, Vol.54. No.5, s.177-184.
  • FORSYTHE, Sandra M. ve Bo SHI, (2003) Consumer Patronage and Risk Perceptions in Internet Shopping, Journal of Business Research, Vol.56. No11, s. 867–875.
  • GREENFIELD, David N. (1999), Virtual Addiction, New Harbonger, Oakland, CA.
  • HAIR, Joseph., Rolph ANDERSON, Ronald TATHAM ve William BLACK (1998), Multivariate Data Analysis with Readings, Fifth Edition,Prentice-Hall International, Inc.,N. J.
  • HAUSMAN, Angela (2000), “A Multi-Method Investigation Of Consumer Motivations In Impulse Buying Behavior”, Journal Of Consumer Marketing, Vol.17. No.5, s.403-419
  • HOR-MEYLL, Luis Fernatido and Paulo Cesar MOTTA (2008), “Purchasing a Service Online: Do Brazilians Perceive It as Risky?”, Latin American Business Review, Vol. 9, No.1, S.149-148.
  • İSLAMOĞLU, Ahmet Hamdi ve Remzi, ALTUNIŞIK. (2008), Tüketici Davranışları, Beta, İstanbul
  • KIRCOVA, İbrahim, (2005), İnternette Pazarlama, Beta, İstanbul.
  • KOTLER, Philip (2003), Marketing Management, Eleventh Edition, Person Education Inc.,NewJersey
  • KOSKI, Nina (2004), “Impulse Buying on the Internet: Encouraging and Discouraging Factors”, Frontiers of E-Busıness Research, s.23-35
  • KURTULUŞ, Kemal (2010), Araştırma Yöntemleri, Türkmen Kitabevi, İstanbul.
  • KURTULUŞ, Kemal (2008), Pazarlama Araştırmaları, Genişletilmiş ve Gözden Geçirilmiş 9. Basım, Filiz Kitabevi, İstanbul.
  • LA ROSE, Robert (2001), "On the Negative Effects of E-Commerce: A Socio-Cognitive Exploration of Unregulated On-Line Buying," Journal of Computer-Mediated Communication, vol.6. no.3.
  • LI, Yong-Hui And Jing-Wen HUANG (2009), “Applying Theory Of Perceived Risk And Technology Acceptance Model in The Online Shopping Channel”, Proceedıngs Of World Academy Of Scıence, Engıneerıng And Technology, Vol.41, May 2009, s.919-925.
  • LIN, Wen-Bao (2008), “Factors Influencing Online and Post-purchase Behaviorand Construction of Relevant Models”, Journal of Intemational Consumer Marketing, Vol. 20. No.3-4, s. 23-38.
  • MADHAVARAM, Sreedhar Rao ve Debra A. LAVERIE (2004) “Exploring Impulse Purchasing on the Internet”, Advances in Consumer Research, Vol. 31, s.59-66.
  • ODABAŞI, Yavuz ve Gülfidan BARIŞ (2003), Tüketici Davranışları, Mediacat, İstanbul.
  • ÖZMEN, Şule (2009), Ağ Ekonomisinde Yeni Ticaret Yolu E-ticaret, Geliş-tirilmiş 3. Baskı, İstanbul Üniversitesi Yayınları: İstanbul.
  • PARBOTEEAH, Dhanila Veena (2005), A Model Of Online Impulse Buyıng: An Empırıcal Study, Doktora Tezi, Washington State University.
  • PIRON, Francis (1991), “Defining Impulse Purchasing”, Advances in Consumer Research, vol.18, s.509-514.
  • RAUHOFER, Judith (2008), “Privacy Is Dead, Get Over It! Information Privacy and The Dream of a Risk-free Society”, Information & Communications Technology Law, Vol. 17, No. 3, October, s.185–197.
  • RHEE, Young-Ju (2007), “A Study on the Relationship Between Risk Dimensions of Apparel Involvement and Online Impulse Buying Behavior” Journal of the Korean Society of Clothing and Textiles, Vol.31, No.12, s.1733-1741.
  • ROOK, Dennis W. ve Robert J. FISHER (1995), “Normative Influences On Impulse Buying Behavior” Journal of Consumer Research, Vol.22, s.305-311.
  • SAN Martın, S., C. CAMARERO, C. HERNANDEZ, ve L. VALS (2007), “Risk, Drivers, and Impediments to Online Shopping in Spain and Japan”, Journal of Euromarketing, Vol.18, s.47–64.
  • SAYDAN, Reha (2008), “Tüketicilerin Online Alışverişe Yönelik Risk Ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karsılaştırılması”, Elektronik Sosyal Bilimler Dergisi, Kış-2008, Cilt.7, Sayı.23, s.386-402.
  • SILVERA, D. H., A. M. LAVACK ve F. KROPP (2008), “Impulse Buying: The Role of Affect, Social Influence, and Subjective Wellbeing”, Journal of Consumer Mar-keting, Vol.25,No.1,s.23–33.
  • SCHIFFMAN, Leon G. ve Leslie Lazar KANUK (2000), Consumer Behaviour, Seventh Ed., Prentice-Hall: New Jersey.
  • STERN, Hawkins (1962),“The Significance of Impulse Buying Today,” Journal of Marketing, Vol. 26 (April), pp. 59-62.
  • TÜİK, 2010, Haber Bülteni, 18 Ağustos 2010, Sayı,148.
  • WEBER, Elke U. ve Richard A. MILLIMAN (1997), “Percieved Risk Attitudes: Relating Risk Perception to Risky Choice”, Management Science, Vol.43,No.2, Feb., s.123-144.
  • WEINBERG, Peter ve Wolfgang GOTTWALD (1982), “Impulsive Consumer Buying as a Result of Emotions”, Journal of Business Research, Vol.10, No.1, s.43-57.
  • WEUN, S., M.A. JONES ve S.A. BEATTY (1997), “A Parsimous Scale to Measure Impulse Buying Tendency”, Editörler: W. M. Pride and G.T.Hult, American Marketing Association Educators’s Proceedings: Enchancing Knowledge Development In Marketing, s.306-307, Chicago.
  • ZIKMUND, William(1997), Business Research Methods, Fifth Edition, The Dryden Press, Harcourt Brace College Publishers.
  • http://www.Internetworldstats.com/stats.htm [23.08.2010]
There are 49 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Tülay Yeniçeri This is me

Eyyup Yaraş This is me

Eyup Akın This is me

Publication Date April 20, 2015
Published in Issue Year 2012 Issue: 9

Cite

APA Yeniçeri, T., Yaraş, E., & Akın, E. (2015). TÜKETİCİLERİN RİSKTEN KAÇINMA DÜZEYLERİNE GÖRE SANAL ALIŞVERİŞ RİSK ALGISI VE SANAL PLANSIZ TÜKETİM EĞİLİMLERİNİN BELİRLENMESİ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(9). https://doi.org/10.18092/ijeas.09790

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