The Mediating of Trust in the Website in the Effect of Online Benefit and Risk on the Value of the Website under the Theory of Trust, Moderating Effects of Risk

Yıl 2022, Cilt: 7 Sayı: 1, 34 - 56, 05.02.2022

İbrahim Durmuş Emel Yıldız

https://doi.org/10.23834/isrjournal.984855

Öz

Websites sales ready-to-wear clothing today; depending on technological change and development, they offer various alternatives to their customers and market their products. In this respect, consumers exhibit various behaviors related to their website online shopping. These behaviors are directed towards consumers' websites; online benefit, online risk, confidence in the site, and the examination of the value of the site variables will be able to significant results. Previous studies have addressed the concepts of online risks and online benefits that consumers perceive on their websites. However, in the studies examined, there is no study on how online benefits and online risks together affect the trust of the consumers on the website and how they affect the value of the website from the consumer perspective. In this respect, it is aimed to make a new contribution to the literature with the study. In the results of the research, online risks have a moderating effect on the effect of online risks perceived by consumers from websites on their trust in the site. The online benefit understanding of the consumers who buy ready-made clothing products from the sites positively and significantly affected their trust in the site. Online risks of consumers towards the website have negatively and significantly affected their trust in the website. In the research, the trust of the consumers towards the site had a positive and significant effect on the value of the site for the consumer. In addition, it was concluded that consumers' trust in the site has a full mediating effect on the impact of online risk perceptions on the value of the site.

Anahtar Kelimeler

Site Value, Online Benefits, Online Risks, Trust Site.

Güven Teorisi Kapsamında Çevrimiçi Fayda ve Riskin Web Sitesinin Değerine Etkisinde Siteye Güvenin Aracı, Riskin Düzenleyici Etkileri

Öz

Günümüzde hazır giyim ürünü satan web siteleri; teknolojik değişim ve gelişime bağlı olarak müşterilerine çeşitli alternatifler sunup ürünlerini pazarlamaktadırlar. Bu açıdan tüketiciler çevrimiçi alışverişlerinde web sitelerine ilişkin çeşitli davranışlar sergilerler. Bu davranışlar arasında tüketicilerin web sitelerine yönelik; çevrimiçi fayda, çevrimiçi risk, siteye güven ve sitenin değeri değişkenlerinin incelenmesi önemli sonuçlar ortaya koyabilecektir. Daha önce gerçekleştirilen çalışmalarda tüketicilerin web sitelerinde algıladıkları çevrimiçi riskler ve çevrimiçi faydalar kavramlarına değinilmiştir. Ancak incelenen çalışmalarda çevrimiçi faydaların ve çevrimiçi risklerin birlikte tüketicilerin web sitesine yönelik güvenlerini, bu güveninde web sitenin tüketici bakış açısındaki değerini nasıl etkilediğine yönelik bir çalışmaya rastlanılmamıştır. Bu açıdan çalışma ile literatüre yeni bir katkı sağlanması amaçlanmaktadır. Araştırma sonuçlarında tüketicilerin web sitelerinden algıladıkları çevrimiçi risklerin siteye olan güvenleri üzerindeki etkisinde çevrimiçi riskler düzenleyici etkiye sahip olmuştur. Sitelerden hazır giyim ürünü satın alan tüketicilerin web sitesine yönelik çevrimiçi fayda anlayışları siteye olan güvenlerini pozitif ve anlamlı olarak etkilemiştir. Tüketicilerin web sitesine yönelik çevrimiçi riskleri siteye olan güvenlerini negatif ve anlamlı olarak etkilemiştir. Araştırmada tüketicilerin siteye yönelik güvenleri ise sitenin tüketici açısından değerini pozitif ve anlamlı olarak etkilemiştir. Araştırmada ayrıca tüketicilerin çevrimiçi risk algılarının sitenin değeri üzerindeki etkisinde siteye olan güvenlerinin tam aracı etkiye sahip olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Site Değeri, Çevrimiçi Faydalar, Çevrimiçi Riskler, Siteye Güven

Kaynakça

• Ahuja, M., Gupta, B. & Raman, P. (2003). An empirical investigation of online consumer purchasing behavior. Communications of the ACM, 46 (12), 145-151.
• Akyüz, A. M. (2014). Çevrimiçi hazır giyim ürünleri tüketiminde müşteri tatmini: Doğu Karadeniz örneği. Doğuş Üniversitesi Dergisi, 15(1), 91-108.
• Baltar, F. & Brunet, I. (2012). Social research 2.0: Virtual snowball sampling method using Facebook. Internet Research, 22(1), 57-74.
• Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
• Belanger, F., Hiller, J. S. & Smith, W. J. (2002). Trustworthiness in electronic commerce: The role of privacy, security, and site attributes. Journal of Strategic Information Systems, 11, 245-270.
• Biernacki, P. & Waldorf, D. (1981). Snowball sampling: Problems and techniques of chain referral sampling. Sociological Methods & Research, 10(2), 141-163.
• Castelfranchi, C. & Falcone, R. (2005). Socio-cognitive theory of trust. J. Pitt. London Wiley, 58-89.
• Chakraborty, R. & Chechi, V. K. (2020). Network psychometrics based validation of volitional component of self regulated learning and estimation of its polychoric ordinal omega reliability. Mukt Shabd Journal, 9(6), 5890-5909.
• Chang, A., Chiang, H-H. & Han, T. S. (2015). Invastigating the dual-route effects of corporate branding on brand equity. Asia Pacific Management Review, 20, 120-129.
• Cugelman, B., Thelwall, M. & Dawes, P. (2009). The dimensions of web site credibility and their relation to active trust and behavioural impact’’, Communications of The Association for Information Systems, 24(26), 453-473.
• Cyr, D., Bonanni, C., Bowes, J. & Ilsever, J. (2005). Beyond trust: Website desing preferences across cultures. Journal of Global Information Management, 13(4), 24-52.
• Cyr, D. (2008). Modelingf web site desing across cultures: Relationships to trust, satisfaction, and e-loyalty. Journal of Management Informatio Systems, 24(4), 47-72.
• Cyr, D., Kindra, G.S. & Dash, S. (2008). Website desing, trust, satisfaction and e-loyalty: The Indian experience’’, Online Information Review, 32(6), 773-790.
• Delafrooz, N., Paim,L. H., Haron, S. A., Sidin, S. M. & Khatibi, A. (2009). Factors affecting students attitude toward online shopping. African Journal of Business Management, 3(5), 200-209.
• Durmuş, İ. & Battal, F. (2018). Tüketicilerin hazır giyim tercihlerinde marka, reklam aracı, tutum ve satınalma karar verme tarzları. The Journal of Social Sciences Institute, (42), 199-224.
• Dwyer, C., Hiltz, S. R. & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. Americas Conference on Information Systems, 339-353.
• Everard, A. & Galletta, D. F. (2005). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22(3), 56-95.
• Friedman, B., Kahn J. R., P. H. & Howe, D. C. (2000). Trust online. Communications of The Acm, 43(12), 34-40.
• Gefen, D., Karahanna, E. & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
• George, J. F. (2004). The theory of planned behavior and internet purchasing. Internet Research, 14(3), 198-212.
• Ghandour, A. (2015). Ecommerce website value model for SMEs. International Journal of Electronic Commerce Studies, 6(2), 203-222.
• Grabner-Kraeuter, S. (2002). The role of consumers trust in online-shopping. Journal of Business Ethics, 39(1-2), 43-50.
• Hajli, M. N. (2013). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
• Hampton-Sosa, W. & Koufaris, M. (2005). The effect of web site perceptions on initial trust in the owner company. International Journal of Electronic Commerce, 10(1), 55-81.
• Hann, I-H., Hui, K-L., Lee, T. & Png, I. (2002). Online information privacy: Measuring the cost-benefit trade-off. International Conference on Information Systems, 1-10.
• Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis. David A. Kenny and Todd D. Little (Ed.), Second Edition (ISBN: 9781462534654), The Guilford Press: New York.
• Hsu, C-J. (2008). Dominant factors for online trust’’, International Conference on Cyberworlds, 165-172.
• Isaeva, N., Gruenewald, K. & Saunders, M. N. K. (2020). Trust theory and customer services research: Theoretical review and synthesis. The Service Industries Journal, 40(15/16), 1031-1063.
• Jong, J. T. V. M. D. & Ommeren, M. V. (2002). Toward a culture-informed epidemiology: Combining qualitative and quantitative research in transcultural contexts. Transcultural Psychiatry, 39(4), 422-433.
• Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
• Lin, N-P, Weng, J. C. M. & Hsieh, Y-C. (2003). Relational bonds and customer’s trust and commitment – a study on the moderating effects of web site usage. Service Industries Journal, 23(3), 103-124.
• Lowry, P. B., Vance, A., Moody, G., Beckman, B. & Read, A. (2008). Explaining and predicting the impact of branding alliances and web site quality on ınitial consumer trust of e-commerce web sites. Journal of Management Information Systems, 24(4), 199-224.
• Loureiro, S. M. C. (2013). The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity. International Journal of Electronic Commerce Studies, 4(2), 139-158.
• Martin, S. S. & Camarero, C. (2008). Consumer trust to a web site: Moderating effect of attitudes toward online shopping. Cyber Psychology & Behavior, 11(5), 549-554.
• McKnight, D. H., Kacmar, C. J. & Choudhury, V. (2004). Dispositional trust and distrust distinctions in predicting high- and low-risk internet expert advice site perceptions. e-Service Journal, 3(2), 35-58.
• McKnight, D. H., Choudhury, V. & Kacmar, C. (2000). Trust in e-commerce vendors: A two-stage model. International Conference on Information Systems, 54, 532-536.
• McKnight, D. H., Choudhury, V. & Kacmar, C. (2002a). The ımpact of initial consumer trust on intentions to transact with a web site: A trust building model. Journal of Strategic Information Systems, 11, 297-323.
• McKnight, D. H., Choudhury, V. & Kacmar, C. (2002b). Developing and validating trust measures for e-commerce: An integrative typology’’, Information Systems Reserch, 13(3), 334-359.
• Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
• Mukherjee, A. & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202.
• Oyeyemı, S. O., Kesinro, O. R. & Morakinyo, D. A. (2018). Perceived risk and online shopping ıneffectiveness in retail industry of lagos state, Nigeria. International Journal for Innovative Research in Multidisciplinary Field, 4(8), 10-17.
• Öztüren, A. (2013). Effects of electronic trust on purchase intentions in online social review networks: The case of tripadvisor.com. Life Science Journal, 10(2), 2002-2010.
• Park, C-H. & Kim, Y-G. (2008). The effect of information satisfaction and relational benefit on consumer’s online shopping site commitment. Web Technologies for Commerce and Services Online, 149-169.
• Schlosser, A. E., Shavitt, S. & Kanfer, A. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing, 13(3), 34-54.
• Scott, A. J. & Seber, G. F. A. (1983). Difference of proportions from the sane survey. The American Statistician, 37(4), 319-320.
• Shankar, V., Urban, G. L. & Sultan, F. (2002). Online trust: A stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, 11, 325-344.
• Sheehan, K. B. & Hoy, M. G. (2000). Dimensions of privacy concern among online consumers. Journal of Public Policy & Marketing, 19(1), 62-73.
• Shergill, G. S. & Chen, Z. (2005). Web-based shopping: Consumers attitudes towards online shopping in New Zealand’’, Journal of Electronic Commerce Research, 6 (2), 79-94.
• Siau, K. & Shen, Z. (2003). Building customer trust in mobile commerce. Communications of The Acm, 46(4), 91-94.
• Tsai, J. Y., Egelman, S., Cranor, L. & Acquisti, A. (2011). The effect of online privacy information on purchasing behavior: An experimental study. Information Systems Research, 22(2), 254-268.
• Urban, G. L., Sultan, F. & Qualls, W. J. (2000). Placing trust at the center of your ınternet strategy. Sloan Management Review, 42(1), 39-49.
• Valenzuela, S., Park, N. & Kee, K. F. (2009). Is there social capital in a social network site?: Facebook use and college students life satisfaction, trust, and participation. Journal of Computer-Mediated Communication, 14, 875-901.
• Vazquez, M. B., Llaguno, M. M. & Ruiz, A. H. (2013). The factor structure of the spanish version of the work-family culture scale in a sample of workers from the advertising sector. Psicothema, 25(2), 237-237.
• Wakefield, R. L., Stocks, M. H. & Wilder, W. M. (2004). The role of web site characteritics in initial trust formation’’, Journal of Computer Information Systems, 45(1), 94-103.
• Wang, L. C., Baker, J., Wagner, J. A. & Wakefield, K. (2007). Can a retail web site be social? Journal of Marketing, 71(3), 143-157.
• Yıldız, S. & Kırmızıbiber, A. (2020). Kişilik özellikleri ile güven ve risk arasındaki ilişki: E-ticaret müşterileri üzerine bir uygulama. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 11(2), 494-507.
• Zhou, L., Dai, L. & Zhang, D. (2007). Online shopping acceptance model a critical survey to consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.
• Zhu, D. S., Lee, Z. C., O’Neal, G. S. & Chen, Y. H. (2011). Mr. risk! Please trust me: Trust antecedents that increase online consumer purchase intention. Journal of Internet Banking and Commerce, 16(3), 1-23.