A RESEARCH ON THE IMPACT OF EWOM SOURCE CREDIBILITY AND PERSONAL INNOVATIVENESS ON ONLINE SHOPPING INTENTION IN TURKISH CUSTOMERS

Year 2017, Volume: 4 Issue: 2, 143 - 151, 30.06.2017

Ilknur Bilgen , Farzaneh Soleimani Zoghi

https://doi.org/10.17261/Pressacademia.2017.458

Abstract

Purpose - The aim of this study is to determine the relationship
between eWOM credibility, which consisted of expertness, trustworthiness,
objectivity and homophily, and perceived customer risk during the purchase
process. Moreover, in order to get an indication of customer behavior, the
effect of personal innovativeness and customer perceived risk on online
shopping intention has been investigated. Turkish customers’ concern about
online purchasing and their risk perception level enhances the importance of
the research while there isn’t any research observed in this area before.

Methodology -  Data is
gathered by survey as a quantitative method. Population of the research
contains individuals that buy goods and services online in Turkey. Convenience
sampling is used and the sample size is 280. Analysis methods used in this
research are descriptive statistics, exploratory factor analysis and structural
equation model test.

Findings- Results of current survey indicate that, personal
innovativeness has a positive effect on online purchase intention,
however,  risk perception affects it
negatively. Furthermore, eWOM and personal innovativeness reduces customer
perceived risk.  

Conclusion- Although many factors affect online purchase intention, personal
innovativeness, eWOM credibility and customer perceived risk are among the most
important factors. The results of current study clearly support all hypotheses. Developing tools to make online purchase more secure
and creating a positive eWom among customers decrease customers’ perceived risk
and increase online buying intention among Turkish customers. 

 

Keywords

Customer perceived risk, eWOM credibility, personal innovativeness, online shopping intention

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