Elektronik Ticaret Alışverişinde Tüketicilerin Algıladığı Riskin Ölçümlenmesi: Çok Boyutlu Bir Yaklaşım

Öz

Özellikle pandeminin etkisiyle elektronik ticaret (e-ticaret) sektörünün önemi gittikçe artmaktadır. Sektördeki gelişime paralel olarak tüketicilerin karşılaştığı risklerde farklılaşmakta ve satın alım sürecinden büyük sorunlar oluşturmaktadır. Literatürde bu konu ile ilgili çalışmalar var olmasına rağmen belirli risk boyutlarına odaklanıldığı gözlemlenmiştir. Daha kapsamlı risk boyutları ile ilgili çalışmaların oldukça kısıtlı olduğu anlaşılmaktadır. Dolayısıyla bu çalışma literatürdeki bu boşluğa önemli katkı sunması düşünülmektedir. Bu çalışmada e-ticaret tüketicilerinin algıladığı riskin ölçümlenmesi amaçlanmıştır. Bu doğrultuda 230 katılımcıdan veriler elde edilmiş ve bu verilerin analizinde en küçük kareler yöntemi ile yapısal eşitlik modeli kullanılmıştır. Bu analiz sonuçlarına göre bütün boyutlar algılana risk ana yapısıyla ilişki iken, tüketicilerin için en fazla riski oluşturan boyutlar benzer olmayan ürün, yetersiz hizmet ve işlem başarısızlığı olmuştur.

Anahtar Kelimeler

• Algılanan Risk
• Elektronik Ticaret
• Yapısal eşitlik Modeli

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