Tüketicilerin Algıladığı Riskin Internetten Satın Alma Davranışına Etkisinin Anlaşılması: Kozmetik Ürün Örneği

Öz

Teknolojinin gelişmesiyle birlikte online alışveriş tüm dünyada artmış olup, gelecekte de online alışverişin artmaya devam edeceği istatistiksel bulgularla anlaşılmaktadır. Ancak tüketicilerin çevrimiçi alışverişte güvenlik ve riskler gibi pek çok endişesi vardır. Pazarlamacılar, tüketicilerin risk algısını azaltmak için her yıl milyonlarca dolar harcamaktadır; çünkü tüketiciler risk algıladıklarında satın alma davranışları olumsuz etkilenebilmektedir. Bu nedenle pek çok araştırma yapılmış ve bu araştırmada da tüketicilerin algıladıkları risk ve satın alma öncesi davranışları detaylı bir şekilde incelenmiştir. Bu araştırmada veri toplama tekniği olarak anket seçilerek internet üzerinden kozmetik ürün alışverişi yapan kişilere uygulanmış ve 355 yanıt elde edilmiştir. İstatistiksel bulgulara göre tüketicilerin algıladıkları riskler ile satın alma öncesi davranışları arasında ilişki vardır.

Anahtar Kelimeler

• Tüketicinin Algıladığı Risk
• Satın Alma Öncesi Davranış
• Çevrimiçi Alışveriş

Understanding Effect of Consumers' Perceived Risk On Online Purchasing Behavior: Cosmetic Product Example

Öz

Online shopping has increased all around the world by technological development, and with the statistical findings it is understood that online shopping will keep increasing in the future. But there are many concerns for the consumers’ like security and risks in online shopping. The Marketers annually spend millions of dollars to reduce the consumers’ risk perception; because when consumers perceive risk their purchase behavior can be affected negatively. Therefore, many researches have been conducted, and in this research consumers’ perceived risk and pre-purchase behavior have been examined in detail. In this research, as a data collection technique questionnaire was chosen and applied to the people who shop online for cosmetic products, and 355 responses were obtained. According to statistical findings, there are relationship between consumers’ perceived risks and pre-purchase behavior.

Anahtar Kelimeler

• Consumer Perceived Risk
• Pre-Purchase Behavior
• Online Shopping

Kaynakça

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