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

Yıl 2023, Cilt: 8 Sayı: 2, 239 - 246, 30.12.2023

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.

Kaynakça

  • Abzakh, A. A., Ling, K. C., & Alkilani, K. (2013). The impact of perceived risks on the consumer resistance towards generic drugs in the Malaysia pharmaceutical industry. International Journal of Business and Management, 8(3), 42.
  • Aksoy, R. (2009). “İnternet Ortamında Pazarlama”. Ankara: Seçkin publishing.
  • Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
  • Arshad, A., Zafar, M., Fatima, I., & Khan, S. K. (2015). The impact of perceived risk on online buying behavior. International Journal of new technology and research, 1(8), 13-18.
  • Bauer, R. A. (1960). Consumer Behavior as Risk Taking. W: Dynamic Marketing for a Changing World. Red. RS Hancock. In Proceedings of the 43rd Conference of the American Marketing Association, Chicago, 389-398.
  • Cunningham, L. F., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005). Perceived risk and the consumer buying process: internet airline reservations. International journal of service industry management, 16(4), 357-372.
  • Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of marketing, 35(11/12), 1340-1362.
  • 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.
  • Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
  • Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57(7), 768-775.
  • Greatorex, M., Mitchell, V. W., & Cunliffe, R. (1992). A risk analysis of industrial buyers: the case of mid‐range computers. Journal of Marketing Management, 8(4), 315-333.
  • Gürbüz, S., & Şahin, F. (2014). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık, 271.
  • Havlena, W. J., & DeSarbo, W. S. (1991). On the measurement of perceived consumer risk. Decision Sciences, 22(4), 927-939.
  • Hong, Z., & Yi, L. (2012). Research on the influence of perceived risk in consumer on-line purchasing decision. Physics procedia, 24, 1304-1310.
  • İşlek, M. S. (2012). Sosyal medyanın tüketici davranışlarına etkileri Türkiye'deki sosyal medya kullanıcıları üzerine bir araştırma (Master's thesis, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü).
  • Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. In M. Venkatesan (Ed.), Proceedings of the Third Annual Convention of the Association for Consumer Research 90). Chicago, IL: Association for Consumer Research, 382-393.
  • Keh, H. T., & Sun, J. (2008). The complexities of perceived risk in cross-cultural services marketing. Journal of International Marketing, 16(1), 120-146.
  • Kotler, P. ve Armstrong, G. (2011). Principles of Marketing. Pearson Prentice Hall, International Edition, 14th Edition, New Jersey.
  • Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic commerce research and applications, 2(3), 216-228.
  • Mitchell, V. W., & Harris, G. (2005). The importance of consumers' perceived risk in retail strategy. European Journal of marketing, 39(7/8), 821-837.
  • Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), 76-87.
  • Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Stone, R. N., & Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of marketing, 27(3), 39-50.
  • Tuik.Gov.Tr (2022). The proportion of buying or ordering goods or services over the internet Report, (15.08.2023). https://Data.Tuik.Gov.Tr
  • Wai, K., Dastane, D. O., Johari, Z., & Ismail, N. B. (2019). Perceived risk factors affecting consumers’ online shopping behaviour. The Journal of Asian Finance, Economics and Business, 6(4), 246-260.
  • Wang, W., He, H., Sahadev, S., & Song, W. (2018). UK consumers' perceived risk of buying products from emerging economies: A moderated mediation model. Journal of Consumer Behaviour, 17(3), 326-339.
  • YAVUZ, S. (2019). “Determination of the normal distribution of data by visual methods.” Iksad IV. international congress of social sciences. 615-625.
  • Yener, D. (2011). “Tüketicilerin Helâl Sertifikalı Ürünlere Karşı Tutumlarını Etkileyen Faktörler ve Risk Algısı” (Yayınlanmış Doktora Tezi). Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Yeung, R. M., & Morris, J. (2006). An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. International Journal of Consumer Studies, 30(3), 294-305.

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

Yıl 2023, Cilt: 8 Sayı: 2, 239 - 246, 30.12.2023

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.

Kaynakça

  • Abzakh, A. A., Ling, K. C., & Alkilani, K. (2013). The impact of perceived risks on the consumer resistance towards generic drugs in the Malaysia pharmaceutical industry. International Journal of Business and Management, 8(3), 42.
  • Aksoy, R. (2009). “İnternet Ortamında Pazarlama”. Ankara: Seçkin publishing.
  • Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
  • Arshad, A., Zafar, M., Fatima, I., & Khan, S. K. (2015). The impact of perceived risk on online buying behavior. International Journal of new technology and research, 1(8), 13-18.
  • Bauer, R. A. (1960). Consumer Behavior as Risk Taking. W: Dynamic Marketing for a Changing World. Red. RS Hancock. In Proceedings of the 43rd Conference of the American Marketing Association, Chicago, 389-398.
  • Cunningham, L. F., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005). Perceived risk and the consumer buying process: internet airline reservations. International journal of service industry management, 16(4), 357-372.
  • Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of marketing, 35(11/12), 1340-1362.
  • 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.
  • Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
  • Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57(7), 768-775.
  • Greatorex, M., Mitchell, V. W., & Cunliffe, R. (1992). A risk analysis of industrial buyers: the case of mid‐range computers. Journal of Marketing Management, 8(4), 315-333.
  • Gürbüz, S., & Şahin, F. (2014). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık, 271.
  • Havlena, W. J., & DeSarbo, W. S. (1991). On the measurement of perceived consumer risk. Decision Sciences, 22(4), 927-939.
  • Hong, Z., & Yi, L. (2012). Research on the influence of perceived risk in consumer on-line purchasing decision. Physics procedia, 24, 1304-1310.
  • İşlek, M. S. (2012). Sosyal medyanın tüketici davranışlarına etkileri Türkiye'deki sosyal medya kullanıcıları üzerine bir araştırma (Master's thesis, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü).
  • Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. In M. Venkatesan (Ed.), Proceedings of the Third Annual Convention of the Association for Consumer Research 90). Chicago, IL: Association for Consumer Research, 382-393.
  • Keh, H. T., & Sun, J. (2008). The complexities of perceived risk in cross-cultural services marketing. Journal of International Marketing, 16(1), 120-146.
  • Kotler, P. ve Armstrong, G. (2011). Principles of Marketing. Pearson Prentice Hall, International Edition, 14th Edition, New Jersey.
  • Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic commerce research and applications, 2(3), 216-228.
  • Mitchell, V. W., & Harris, G. (2005). The importance of consumers' perceived risk in retail strategy. European Journal of marketing, 39(7/8), 821-837.
  • Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), 76-87.
  • Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Stone, R. N., & Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of marketing, 27(3), 39-50.
  • Tuik.Gov.Tr (2022). The proportion of buying or ordering goods or services over the internet Report, (15.08.2023). https://Data.Tuik.Gov.Tr
  • Wai, K., Dastane, D. O., Johari, Z., & Ismail, N. B. (2019). Perceived risk factors affecting consumers’ online shopping behaviour. The Journal of Asian Finance, Economics and Business, 6(4), 246-260.
  • Wang, W., He, H., Sahadev, S., & Song, W. (2018). UK consumers' perceived risk of buying products from emerging economies: A moderated mediation model. Journal of Consumer Behaviour, 17(3), 326-339.
  • YAVUZ, S. (2019). “Determination of the normal distribution of data by visual methods.” Iksad IV. international congress of social sciences. 615-625.
  • Yener, D. (2011). “Tüketicilerin Helâl Sertifikalı Ürünlere Karşı Tutumlarını Etkileyen Faktörler ve Risk Algısı” (Yayınlanmış Doktora Tezi). Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Yeung, R. M., & Morris, J. (2006). An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. International Journal of Consumer Studies, 30(3), 294-305.

Ayrıntılar

Birincil Dil İngilizce
Konular Tüketici Davranışı
Bölüm Araştırma Makalesi
Yazarlar

Muhammed Talha NARCI 0000-0002-2103-4037

Erken Görünüm Tarihi 18 Ekim 2023
Yayımlanma Tarihi 30 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 2

Kaynak Göster

APA NARCI, M. T. (2023). Understanding Effect of Consumers’ Perceived Risk On Online Purchasing Behavior: Cosmetic Product Example. JOEEP: Journal of Emerging Economies and Policy, 8(2), 239-246.

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