The Perceived Risk And Value Based Model Of Online Retailing

Yıl 2012, Cilt: 3 Sayı: 9, 7 - 21, 01.09.2012

Figen Yıldırım Özgür Çengel

https://doi.org/10.5824/1309-1581.2012.4.001.x

Öz

On the perspective of highly intensive and globally emphasized conceptual approach of online retailing, there dimensions come forward as the emerging competitive factors derived from the literature. Cited as time, speed, and valued-added offerings in terms of products and services, this paper aims to target the consumer’s value and risk perception as an attempt to discuss the overall issue of interest on the ground of online shopping behavior. Briefly, the problem formulation part of this paper depends on the conflicting theory and implication of how risk and value is being perceived on the perspective of online shopping in terms of willingness to buy and recommend. In this study, a questionnaire has been conducted to Istanbul Commerce University students by utilizing quota sampling. The overall expectation is to generate a well defined extended structural equation model which will be checked by PLS path modeling systems. In this work, understanding of value and risk perception can pose a road map for the formation of marketing strategies that can be applied to the online retail market.

Anahtar Kelimeler

Online retailing, perceived value, perceived risk, willingness to buy, willingness to recommend, PLS path modeling

Internet Perakendeciliğinde Algılanan Risk Ve Değer Temelli Model

Öz

Yoğun içerik ve küresel kavramsal yaklaşımlar ışığında, literature göre online perakendeciliğin rekabetçi açılardan üç boyutu ön plana çıkmaktadır. Ürün ve hizmetler açısından zaman, hız ve değer katan teklifler olmak üzere atıfta bulunulan bu makalede, internetten satın alma davranışı temelinde tüketicilerin değer ve risk algılaması hedeflenmektedir. Kısaca, bu makalenin problemi formüle etme bölümü karmaşık bir teori olan risk ve değerin internetten satınalma çerçevesinde satınalma ve tavsiye niyeti açısından nasıl algılandığına dayanmaktadır. Bu çalışmada kota örneklemesi uygulanarak İstanbul Ticaret Üniversitesi öğrencilerine bir anket düzenlenmiştir. Genel beklenti kısmi en küçük kareler path modeli yöntemi tarafından kontrol edilmiş iyi/ayrıntılı olarak açıklanmış yapısal denklik modeli geliştirmektir. Bu çalışmada, değer ve risk algılamasının anlaşılması internet perakende pazarı üzerine uygulanabilecek pazarlama stratejilerinin oluşturulmasında bir yol haritası oluşturabilir.

Anahtar Kelimeler

internet perakendeciliği, algılanan değer, algılanan risk, satınalma niyeti, tavsiye niyeti, kısmi en küçük kareler path modeli PLS path modeli

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