Çevirimiçi Alışverişteki Engeller: Cinsiyet ve Internet Güvenliğinin Etkileri

Yıl 2012, Cilt: 27 Sayı: 2, 27 - 54, 25.12.2012

Ahu Genis-gruber M. Sinan Gönül Bedri Kamil Onur Taş

Öz

Güncel teknoloji çağında, internetin yaygın kullanımı bireylerin sürekli etkileşim içinde
olmasını sağlamış ve farklı alışveriş davranışlarına yol açmıştır. Literatürdeki
çalışmalar, bu alandaki önemli etkileri ortaya çıkarmaya odaklanmıştır. Bu bağlamda,
çevrimiçi yapılan alışverişi etkileyen unsurlar arasında iki önemli engel göze çarpmaktadır:
i) Cinsiyet algısına bağlı teknolojiyi kabul etme ve kullanma eğilimi ve
ii) İnternetteki güvenlik sorunları. Bu çalışma, göze çarpan bu iki unsurun e-ticaretin
kullanımına olan etkilerini Eurostat’ın ülkeler arası verisini kullanarak ve de bu
çalışma için özel olarak tasarlanmış bir anketin sonuçlarını analiz ederek
incelemektedir. Bulgular, internetteki güvenlik sorunlarının çevrimiçi alışveriş
davranışını oldukça etkilediğini göstermektedir. Cinsiyetin etkileri ise daha karmaşıktır.
Bu çalışmanın sonuçları başarılı bir e-ticaret işlemi için gerekenler hakkında fikir
vermekte ve verimli bir e-ticaret sistemi için kaçınılması gereken önemli engelleri
göstermektedir.

Anahtar Kelimeler

Çevrimiçi alışveriş, e-ticaret, kredi kartı sahtekarlığı, cinsiyet etkisi

OBSTACLES TO ONLINE SHOPPING: IMPACT OF GENDER AND INTERNET SECURITY ISSUES

Öz

In the latest technology era, the widespread usage of internet enabled individuals to interact continuously and led to altered buying behavior patterns. Literature focuses on the critical effects in the field. Among many antecedents to online shopping, previous studies point out two important obstacles: (i) acceptance and tendency to use technology in accordance with gender perceptions and (ii) internet security problems. This study analyzes the impact of these two prominent factors on e-commerce utilization by studying the effects of these factors through primary and secondary data; a survey designed specifically for this analysis and the cross-country data from Eurostat. The findings show that while internet security problems significantly impact online shopping behavior, the evidence is mixed for the impact of gender. The results of this paper provide insights for a successful e-commerce transaction and identify important obstacles to be avoided for an efficient e-commerce system.

Anahtar Kelimeler

Online shopping, e-commerce, credit card fraud, gender effect

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