Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü

Dursun Yener

Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü

Year 2013, Volume: 3 Issue: 5, - , 30.12.2013

Abstract

Algılanan risk kavramı ortaya atıldığı 1970’li yıllardan itibaren pazarlama konusunda ilgigören önemli konular arasında yer almıştır. Konu üzerinde çalışan araştırmacılar tüketicilerinalgıladıkları risk türleri ve bu riskleri azaltma stratejileri üzerinde durmuşlardır.Pazar eksperliği (maven) ise algılanan riske kıyasla daha yakın bir geçmişe sahiptir. Pazareksperliği sadece pazarda yer alan ürün, marka ve mağazalar hakkında bilgi sahibi olmayıdeğil, aynı zamanda sahip olunan bu bilgiyi diğer insanlarla paylaşma isteğini de içindebarındırmaktadır. Tüketicilerin sahip oldukları bilgi seviyesi arttıkça algıladıkları risklerdeazalacaktır. Pazar eksperliği tüketicilere ihtiyaç duydukları pazar bilgisini sağlayankaynaklardan biridir. Bu çalışmada pazar eksperliğinin tüketicilerin algıladıkları riskseviyelerinin azaltılmasına olan etkileri ortaya konacaktır.

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Assael, Henry, (1987), Consumer Behavior and Marketing Action, PWS Kent Boston
Bauer, Raymond A, (1968). Dynamic Marketing for a Changing World, James F. Engel
(Ed.). Consumer Behavior Selected Readings, Irwin Inc. Bettman, James R, (1973), “Perceived Risk and Its Components: A Model and Empirical
Test”, Journal of Marketing Research, Vol. 10, May, pp. 184-190. Clark, Ronald A, Goldsmith Ronald E, (2005), “Market Mavens: Psychological
Influences”, Psychology & Marketing, Vol. 22, No. 4, April, pp. 289-312. Cox, D.F, (1967), Risk Handling in Consumer Behavior – an Intensive Study of Two
Cases, Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, içinde Özer, Leyla, Gülpınar Serdar, (2005),” Hizmet sektöründe tüketicilerin algıladıkları riskler: Havayolları sektöründe bir araştırma”, Journal of Commerce &
Tourism Education Faculty, No.1 Cunningham, Lawrence F, Gerlach James H, Harper Michael D, Young Clifford E, (2005), “Perceived Risk and The Consumer Buying Process: Internet Airline
Reservations”, International Journal of Service Industry Management, Vol.16, No.4, pp.357-372. Deniz, Arzu, (2007), Kişilik Özellikleri İle Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma, Yayınlanmamış Yüksek Lisans Tezi, Erzurum: Atatürk Üniversitesi SBE.
Dholakia, Utpal M, (2000), “A Motivational Process Model Of Product İnvolvement and Consumer Risk Perception”, European Journal of Marketing, Vol. 35, No. 11, pp. 13401360.
Dowling, Grahame R, Staelin Richard, (1994), “A Model of Perceived Risk and Intended
Risk-handling Activity”, Journal of Consumer Research, Vol.21, June, pp.119-134. Feick, Lawrence F, Price Linda L, (1987), “The Market Maven: A Diffuser of Marketplace Information”, Journal of Marketing, Vol. 51, No.1, January, ABI/INFORM. Geissler, Gary L, Edison Stewe W, (2005), “Market Mavens’ Attitudes Towards General Technology: Implications for Marketing Communications”, Journal of Marketing Communications, Vol. 11, No. 2, June, pp. 73-94.
Goodey, Caroline, East Robert, (2008), “Testing The Market Maven Concept”, Journal of Marketing Management, Vol.24, No.3-4, pp.265-282.
Greatorex, Michael, Mitchell Vincent-Wayne, Cunliffe Ray, (1992), “A Risk Analysis of Industrial Buyers: The Case of Mid-Range Computers”, Journal of Marketing Management, Vol.8, pp.315-333.
Hassan, Ahmad M, Kunz Michelle B, Pearson Allison W, Mohamed Fatma A, (2006), “Conceptualizing and Measurement of Perceived Risk in Online Shopping”, Marketing Management Journal, Vol. 16, Issue 1, pp. 138-147.
Hennigs, Nadine, Wiedmann Klaus-Peter, Seegebarth Barbara, Pankalla Lars, Kassubek Martin, (2010), “The Influence of Consumers’ Risk Attitudes and Behavior on the Adoption of Online Banking Services,” Journal of Marketing Trends, Vol. 1, October.
Kaplan, Leon B, Szybillo George J, Jacoby Jacob, (1974),” Components of Perceived Risk in Product Purchase: A Cross Validation”, Journal of Applied Psychology, Vol.59, No.3, pp. 287-291.
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Mitchel, Vincent W, Greatorex M, (1993),” Risk Perception and Reduction in the Purchase of Consumer Services”, The Service Industries Journal, Vol.13, No.4, October, pp.179-200.
Mitchell, Vincent W, McGoldrick Peter J, (1996), “Consumers’ Risk-Reduction Strategies: A Review And Synthesis”, The International Review of Retail, Distribution and Consumer Research, Vol.6, No.1, January.
Mitchell, Vicent-Wayne, (1999), “Consumer Perceived Risk: Conceptualizations and Models”, European Journal of Marketing, Vol.33, No.1/2, pp.163-195.
Roselius, Ted, (1971), “Consumer Rankings of Risk Reduction Methods”, Journal of Marketing, Vol. 35, January, pp. 55-61.
Ruvio, Ayalla, Shoham Aviv, (2007), aInnovativeness, Exploratory Behavior, Market
Mavenship, and Opinion Leadership: An Empirical Examination in the Asian Context”, Psychology & Marketing, Vol. 24, No. 8, August, pp. 703-722. Schiffman, L, Leslie Lazar Kanuk, (2000), Consumer Behaviour, Seventh Edition, New
Jersey: Prentice Hall. Schneider, Kenneth C, Rodgers William C, (1993), “A Research Note on Market Mavens and the Dissemination of Positive versus Negative Marketplace Information”, The Journal of Marketing Management, Vol. 3, Issue 2, pp. 67-72.
Shaw, Eric H, Jones Brian D.G, (2005), “A History of Schools of Marketing Thought”, Marketing Theory, Vol. 5, No 3, pp.239-281.
Sheth, Jagdish N, Gardner David M, Garrett Dennis E, (1988), Marketing Theory: Evolution and Evaluation, John Wiley & Sons.
Solomon, M, Bamossy G, Askegaard S, (2002), Consumer Behavior, Prentice Hall, Upple Saddle River.
Stone, Robert N, Gronhaug Kjell, (1993), “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, Vol. 27, No. 3, pp.39-50.
Türk Dil Kurumu Sözlüğü, (1997), Türk Dil Kurumu Yayınları, İstanbul.
Williams, Terrell G, Slama Mark E, (1995), “Market Maven’s Purchase Decision
Evaluative Criteria: İmplications for Brand and Store Promotion Efforts”, Journal of Consumer Marketing, Vol. 12, No.3, pp. 4-21. Yaraş, Eyyup, Yeniçeri Tülay, Zengin Yasemin, (2009), “Mağaza Markalı Ürün Satın
Alan Tüketiciler İle Satın Almayan Tüketiciler Arasında Algılanan Risk Bakımından Farklılık Olup Olmadığının İncelenmesine Yönelik Bir Araştırma”, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 18, No. 2, ss.198-217.