Algılanan Finansal Riskin Çevrim İçi Satın Alma Davranışına Etkisi: Ödeme Yöntemlerinin Aracılık Rolü

Öz

Tüketiciler, çevrimiçi satın almalarda geleneksel satın alma ortamına göre farklı riskler algılamaktadırlar. Bu çalışma, bireylerin satın alma sürecinde algıladıkları finansal risklerin, satın alma davranışları üzerindeki etkisinin yanı sıra alışveriş esnasında kullandıkları ödeme yöntemlerinin bu ilişkideki etkisini de ortaya koymayı amaçlamaktadır. Araştırma kapsamında yüz yüze anket yöntemiyle toplanan veriler, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir. Model, finansal risk algısı ile çevrimiçi alışveriş davranışı arasındaki olası ilişki üzerine kurulmuştur. Çalışma bulguları, çevrim içi satın almalarda seçilen ödeme yönteminin tüketicilerin algıladıkları finansal riskin azaltılmasına yardımcı olabileceğini ve alışveriş davranışını destekleyebileceğini göstermektedir.

Anahtar Kelimeler

• Algılanan finansal risk
• Ödeme yöntemleri
• Çevrimiçi alışveriş
• Yapısal eşitlik modeli

The Effect of Perceived Financial Risk on Online Purchase Behaviour: The Mediating Role of Payment Methods

Öz

Consumers perceive different risks in online purchases compared to traditional purchasing environments. This study aims to reveal the effect of financial risks perceived by individuals during the purchasing process on their purchasing behaviour, as well as the effect of the payment methods they use during shopping on this relationship. Data collected through face-to-face surveys were analysed using Structural Equation Modelling (SEM). The model was built on the possible relationship between perceived financial risk and online shopping behaviour. The findings indicate that the payment method chosen for online purchases may help reduce consumers' perceived financial risk and support shopping behaviour.

Anahtar Kelimeler

• Perceived financial risk
• Payment methods
• Online shopping
• Structural equation model

Kaynakça

1. Almousa, M. (2011). Perceived risk in apparel online shopping: A multi dimensional perspective. Canadian Social Science, 7(2), 23-31. doi: 10.3968/j.css.19236 69720110702.0
2. Anjum, S., & Chai, J. (2020). Drivers of cash-on-delivery method of payment in e-commerce shopping: Evidence from Pakistan. SAGE Open, 10(3). doi: 10.1177/21582440 20917392.
3. Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail, K., & Mat Ali, K. (2014, March 29-31). Consumer perceived risk, attitude and online shopping behaviour; empirical evidence from Malaysia [Conference presentation]. International Conference on Manufacturing, Optimization, Industrial and Material Engineering, Jakarta, Indonesia. https://iopscience.iop.org/issue/1757-899X/58/1
4. Baruh, L., Secinti, E., & Cemalcilar, Z. (2017). Online privacy concerns and privacy management: A meta-analytical review. Journal of Communication, 67(1), 26-53. doi:10.1111/jcom.12276
5. Bashir, S., Anwar, S., Awan, Z., Qureshi, T. W., & Memon, A. B. (2018). A holistic understanding of the prospects of financial loss to enhance shopper's trust to search, recommend, speak positive and frequently visit an online shop. Journal of Retailing and Consumer Services, 42, 169-174. doi: 10.1016/j.jretconser.2018.02.004
6. Belanche, D., Guinalíu, M., & Albás, P. (2022). Customer adoption of p2p mobile payment systems: The role of perceived risk. Telematics and Informatics, 72. 101851. doi: 10. 1016 /j.tele.2022.101851
7. Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Routledge. doi:10.4324/9780203771587
8. Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy: Development of a measure initial test. MIS Quarterly, 19(2), 189-211. doi: 10.2307/249688

9. Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic commerce research and applications, 2(3), 203-215. doi:10.1016/S1567-4223(03)00024-3
10. Dhanapal, S., Vashu, D., & Subramaniam, T. (2015). Perceptions on the challenges of online purchasing: A study from “baby boomers”, generation “X” and generation “Y” point of views. Contaduría y Administración, 60, 107-132. doi:10.1016/j.cya.2015.08. 003
11. Gangeshwer, D. K. (2013). E-commerce or internet marketing: A business review from Indian context. International Journal of u- and e-Service, Science and Technology, 6(6), 175-182. https://www.earticle.net/Article/A214548
12. Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474. doi:10.1016/S1071-5819(03)00111-3
13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
14. Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875. doi: 10.1016/ S0148-2963(01)00273-9
15. Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55-75. doi: 10.1002/dir.20061
16. Halaweh, M. (2017). Intention to adopt the cash on delivery (COD) payment model for E-commerce transactions: An empirical study. In K. Saeed, W. Homenda, R. Chaki (Eds.), Computer information systems and industrial management: Vol. 10244. Lecture Notes in Computer Science (pp. 628-637). Springer. doi: 10.1007/978-3-319-59105-6_54
17. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications, Inc. https://uk.sagepub.com/en-gb/eur/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548
18. Hanafizadeh, P., & Khedmatgozar, H. R. (2012). The mediating role of the dimensions of the perceived risk in the effect of customers’ awareness on the adoption of Internet banking in Iran. Electronic Commerce Research, 12(2), 151-175. doi: 10.1007/s10660-012-9090-z
19. Hassan, A. M., Kunz, M. B., Pearson, A. W., & Mohamed, F. A. (2006). Conceptualization and measurement of perceived risk in online shopping. The Marketing Management Journal, 16(1), 138-147. https://api.semanticscholar.org/CorpusID:221187741
20. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal Of The Academy Of Marketing Science, 43, 115-135. doi: 10.1007/s11747-014-0403-8
21. Hubert, M., Blut, M., Brock, C., Backhaus, C., & Eberhardt, T. (2017). Acceptance of smartphone‐based mobile shopping: Mobile benefits, customer characteristics, perceived risks, and the impact of application context. Psychology & Marketing, 34(2), 175-194. doi: 10.1002/mar. 20982
22. Iconaru, C. (2012). Perceived risk when buying online: Evidence from a semi-structured interview. Studia Universitatis “Vasile Goldiş” Arad, Economics Series, 22(1+2), 63-73.
23. Javadi, M., Dolatabadi, H., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. (2012). An analysis of factors affecting on online shopping behaviour of consumers. International Journal of Marketing Studies, 4(5), 81-98. doi: 10.5539/ijms.v4n5p81
24. Kavitha, T. (2017). Consumer buying behavior of online shopping-a study. International Journal of Research in Management & Business Studies, 4(3), 38-41.
25. Kim, D., Ferrin, D., & Rao, J. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44, 544-564. doi: 10.1016/j.dss.2007.07.001
26. Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-cultural differences in perceived risk of online shopping. Journal of interactive advertising, 4(2), 20-29. doi:10.1080/15252019.2004.10722084
27. Kosse, A (2013) Do newspaper articles on card fraud affect debit card usage?. Journal of Banking and Finance, 37(12), 5382-5391. doi: 10.1016/j.jbankfin.2013.01.016
28. Li, C. H., & Chang, C. M. (2016). The influence of trust and perceived playfulness on the relationship commitment of hospitality online social network-moderating effects of gender. International Journal of Contemporary Hospitality Management, 28(5), 924-944. doi:10.1108/IJCHM-05-2014-0227
29. Nakip, M. (2003). Pazarlama araştırmaları teknikler ve (SPSS destekli) uygulamalar. Seçkin Yayıncılık.
30. Maignan, I., & Lukas, B. A. (1997). The nature and social uses of the Internet: A qualitative investigation. The Journal of Consummer Affairs, 31(2), 346-371. doi: 10.1111/j.1745-6606.1997.tb00395
31. Makki, E., & Chang, LC. (2015). E-commerce acceptance and implementation in Saudi Arabia: Previous, current and future factors. The International Journal of Management Research and Business Management, 4(3), 29-44.
32. Marriott, H. R., & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133-146. doi: 10.1016/j.jretconser.2018.01.017
33. Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), 76-87.
34. Nawi, N. C., Al Mamun, A., Hamsani, N. H. B., & Muhayiddin, M. N. B. (2019). Effect of consumer demographics and risk factors on online purchase behaviour in Malaysia. Societies, 9(1), 10. doi: 10.3390/soc9010010
35. Olya, H. G., & Al-Ansi A. (2018). Risk assessment of halal products and services: implication for tourism industry. Tourism Management, 65, 279-291. doi: 10.1016/ j.tourman.2017.10.015
36. Pencarelli, T., Škerháková, V., Ali Taha, V., & Valentiny, T. (2018). Factors determining Italian online shoppers’ preference of cash on delivery: Empirical analysis. Polish Journal of Management Studies, 18(2), 245-258. doi: /10.17512/pjms.2018.18.2.20
37. San Martin, S., & Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4), 629-654. doi: 10.1108/14684520910985657
38. Sheikh, J.A., Fields, B., & Duncker, E. (2009). Cultural representation for multi-culture interaction design. N. Aykin (Eds.), Internationalization, Design and Global Development Third International Conference: Vol. 5623. Lecture Notes in Computer Science (pp. 99-107). Springer. doi: 10.1007/978-3-642-02767-3_11
39. Sheikh, J. A., Abbas, A., & Mehmood, Z. (2015). Design consideration of online shopping website to reach to reach women in Pakistan. Procedia Manufacturing, 3, 6298-6304. doi: 10.1016/j.promfg.2015.07.942
40. Shree, S., Pratap, B., Saroy, R., & Dhal, S. (2021). Digital payments and consumer experience in India: a survey based empirical study. Journal of Banking and Financial Technology, 5(1), 1-20. doi: 10.1007/s42786-020-00024-z
41. Smith, A. D., & Rupp, W. T. (2003). Strategic online customer decision making: Leveraging the transformational power of the Internet. Online Information Review, 27(6), 418-432. doi:10.1108/14684520310510055
42. Styvén, M. E., & Wallström, Å., (2019). Benefits and barriers for the use of digital channels among small tourism companies. Scandinavian Journal of Hospitality and Tourism, 19(1), 27-46. doi: 10.1080/15022250.2017.1379434
43. Vandiny, V. S., Listiawati, R., Rimenda, T., & Marbun, J. (2022). The reasons of why customers choose cod as their payment method when shopping online. In A. Azizah & E. D. Ariyani (Eds.), International conference on applied science and technology on social science: Vol. 719. Advances in social science, education and humanities research (pp. 535-540). Atlantis Press. doi: 10.2991/978-2-494069-83-1_95